Send Limits
When you create an event on Luma, you can share the link to collect registrations — and registrations are always unlimited, on any plan.
What’s limited is sending: the invites and newsletters you send out. Each calendar has a weekly send limit, and how high it is depends on your plan and whether you’ve unlocked sends for your calendar.
How the Weekly Limit Works
Your send count resets every Monday at 00:00 UTC. Once it refreshes, you can send invites and newsletters again up to your plan’s weekly allotment.
Adding guests directly (Invite Guests → Add Guests Directly) counts against the same limit, one send per guest, even if you don’t send them an email. If you pick more people than you have sends left, the Next button is greyed out until you remove some or your limit resets.
Adding someone to a membership tier yourself (Add to Membership on the People tab, or the API) also uses one send, since they get the tier’s welcome email.
Send limits apply only to the initial invites and newsletters you send out. You can always send unlimited messages to people who’ve already registered for your event, unless your calendar’s email sending has been blocked — see Account Review and Appeals.
Send Limits by Plan
New calendars — 15 sends per week. When you first sign up, you have a weekly limit of 15 sends. It’s enough to try Luma out and see how things work. If 15 is all you need, you’re all set.
Free plan, sends unlocked — 500 sends per week. On the free plan, unlocking sends raises your limit to 500 weekly sends. The increase applies as soon as your request is approved.
Luma Plus — 5,000 sends per week. The base Luma Plus plan comes with 5,000 weekly sends, and you can buy add-ons for even more. You can find pricing at luma.com/pricing.
Luma Plus calendars need to unlock sends too. Until they do, even a Plus calendar is limited to 15 sends per week.
Sending to a List Bigger Than Your Limit
A newsletter or invite has to fit within your remaining weekly limit. If your list is larger, the send won’t go through — Luma won’t send to part of it and skip the rest, so you’ll get an error instead of a partial send.
To reach a bigger list, either buy add-on sends to raise your limit (luma.com/pricing), or split your audience into tagged groups that each fit under your limit and send to one tag per week.
Unlocking Sends
Unlocking sends raises your send limit and is required to send newsletters. To unlock them, you just share a little about your events and how you built your contact list. Most requests are approved automatically within a few minutes. Others go to our team for review, which usually takes several hours and can take up to a day.
To unlock sends:
- Go to luma.com/home/calendars and open the calendar.
- Open Settings → Send Limit.
- That tab shows your available sends and an Unlock Sends button.
Once a calendar has unlocked sends, every event it manages gets the higher limit — so other hosts on those events can use your increased send limit too.
We know this is a bit of a hassle, but it’s important for keeping Luma a safe, friendly place. With any free plan, some people try to systematically abuse it, so we need a few safeguards.
Send Limits vs. Import Limits
Your send limit is about how many messages you can send each week. It’s different from your import limit — the number of people you can add to your calendar’s contacts. If you’re trying to add people rather than message them, see that article.