Overview
Moby usage is consumed when Moby does work for you, such as answering a question, building a report, running a Specialist, executing an Automation, or generating creative.
Moby usage is measured against the Large Language Model (LLM) cost Triple Whale incurs when Moby works for you. You pay for the intelligence Moby uses to complete the work, not for infrastructure.
What is Moby usage?
Moby usage is what Moby consumes when it does work for you, answering questions, running Specialists, executing Automations, or providing creative. Every paid plan includes a monthly allotment, sized to your plan and GMV. Usage scales naturally: the more Moby does, the more it draws.
How Moby usage works by plan
Your plan tier determines how much Moby usage is included each month and how additional usage is priced.
Plan type | Tier | Additional usage model |
Foundation | Tier 1 | 20% markup over Triple Whale's LLM provider cost |
Automate | Tier 2 | Passed through directly, with no markup |
Enterprise | Tier 3 | Passed through directly, with no markup |
Agency | Wallet model | 20% markup over Triple Whale's LLM provider cost, pooled across managed shops |
Automate and Enterprise include Triple Whale's preferred rate. Additional usage is passed through directly with no markup.
Foundation and Agency usage includes a 20% markup over Triple Whale's LLM provider cost. For Foundation, upgrading to Automate unlocks the preferred rate with no markup.
What uses Moby usage?
Moby usage is consumed when Moby performs work for you.
Common examples include:
Moby chat data questions, such as asking Moby to query your data through Text-to-SQL.
Specialist tasks, such as Media Buyer, Creative Director, or Conversion Optimizer work.
Automation runs, including scheduled or triggered workflows that execute against your data.
Image generation, when Moby creates a new creative asset for your ad workflow.
Image edits, when Moby modifies part of an existing creative.
Publishing to an ad platform, when Moby pushes a creative to Meta, Google, or TikTok.
Actual usage varies by data volume, complexity, and use case.
Where can I see my Moby usage?
You can see Moby usage in three in-product surfaces.
Surface | What it shows |
Usage page | A percentage bar with projected month-end consumption. |
80% warning banner | A heads-up before any usage pause. |
Top-up modal at cap-hit | A one-click top-up option with the amount needed to cover the rest of the cycle. |
Moby usage is designed to stay out of your way. We want your team to use Moby freely. The usage page is there if you want visibility, but you don't need to track it constantly. Triple Whale will flag you at 80% and again at 100%, so you can focus on the work and let the system tell you if anything needs attention.
Usage page:
Click into Settings
Under Plans and Payment select AI Usage
What happens when I reach 80% usage?
When you reach 80% of your monthly Moby usage allotment, Triple Whale shows a warning banner in-product.
The 80% warning is a heads-up. It gives you time to review your usage, decide whether to adjust your Moby workflows, or add more usage before your allotment is fully consumed.
What happens when I reach 100% usage?
When you reach 100% of your monthly Moby usage allotment, Moby work that draws usage pauses cleanly.
There is no surprise bill and no silent overage. If you want more usage, you can top up. The top-up modal shows the amount needed to cover the rest of the cycle.
How do top-ups work?
Top-ups let you add more Moby usage when your included monthly allotment is not enough for the current cycle.
At cap-hit, Triple Whale shows a top-up modal with a one-click option and the exact amount needed to cover the rest of the cycle.
Top-up pricing follows your plan's additional usage model:
Plan type | Top-up pricing |
Foundation | $1 of usage covers $0.83 of LLM work. |
Automate | $1 of usage covers $1.00 of LLM work, passed through directly. |
Enterprise | $1 of usage covers $1.00 of LLM work, passed through directly. |
Agency | $1 of usage covers $0.83 of LLM costs across the agency wallet. |
Why does usage vary by task?
Moby usage is based on the work involved.
A short answer that does not need much data usually consumes less usage. A deeper analysis that queries more data, compares multiple channels, or runs several steps usually consumes more usage.
Usage can vary based on:
How much data Moby needs to touch.
How many connected sources are involved.
Whether Moby is answering, generating, editing, publishing, or automating.
How complex the requested work is.
What should I do if my team regularly reaches its usage limit?
If your team regularly reaches its monthly usage limit, it usually means Moby is doing meaningful work for your business.
For Foundation customers, repeated cap-hit behavior may mean your team is outgrowing the plan. Automate includes more Moby usage, the full Moby suite, Specialists, automated execution, and the preferred additional usage rate with no markup.
Related questions
How do I review my Moby usage during the month?
What happens to Automations when Moby usage reaches 100%?
How do I add more Moby usage?
Which plan includes the preferred additional usage rate?
How does Agency usage work across managed shops?
Why does one Moby request use more usage than another?
How do Specialists draw Moby usage?
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