Free and Go-tier ChatGPT users get unlimited text chats plus a new think button, tightening the funnel toward paid tiers for everything beyond basic chat.
OpenAI is giving ChatGPT users on its free and Go tiers unlimited text chats starting next week, removing a cap that previously pushed heavy users toward paid plans. The free and Go tiers are also getting a new "think" button for handling more complex queries.
The move comes as OpenAI faces growing competition from free-tier offerings at Google, Anthropic, and open-weight model providers, all fighting for the same daily-active-user base that eventually converts to revenue.
Removing usage friction at the free tier is a distribution play, not a generosity play — OpenAI is betting broader daily usage now converts to subscription and enterprise revenue later. It also raises the bar for what "free" AI chat means, pressuring rivals to match or differentiate on capability instead of quotas.
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