ANALYSIS

Anthropic Head of Growth: Pro and Max Plans Weren’t Built for Claude Code

M Marcus Rivera Apr 22, 2026 4 min read
Engine Score 7/10 — Important
Editorial illustration for: Anthropic Head of Growth: Pro and Max Plans Weren't Built for Claude Code
  • Anthropic briefly removed Claude Code from its $20/month Pro subscription for roughly 2% of new subscribers in April 2026, then reversed the change after public criticism.
  • Head of Growth Amol Avasare stated the company’s existing plans “weren’t built for this,” noting the Max plan predated Claude Code and was designed only for heavy chat usage.
  • Anthropic’s API uptime measured 98.95% over the 90 days ending April 8, 2026, below the 99.99% standard common in enterprise cloud infrastructure.
  • OpenAI has separately curtailed its Sora consumer app and GitHub Copilot has paused new plan signups, reflecting an industry-wide GPU capacity crunch.

What Happened

Anthropic removed Claude Code from its $20/month Pro subscription for a subset of new customers in early April 2026, then reversed the decision after public criticism documented by journalist Ed Zitron on his newsletter Where’s Your Ed At. According to The Decoder, Amol Avasare, Anthropic’s Head of Growth, characterized the move as “a small test on ~2% of new prosumer signups” and confirmed existing Pro and Max subscribers were not affected.

Zitron documented that the scope exceeded a narrow cohort: Anthropic’s public pricing page and general support documentation were both updated to remove Claude Code from the Pro tier, making the change visible to every site visitor. An archived version of the support page dated April 10 carried the headline “Using Claude Code with your Pro or Max plan”; the updated version read only “Using Claude Code with your Max plan.” Anthropic subsequently reverted both pages, and Avasare apologized publicly for the confusion.

Why It Matters

Avasare’s public statements extend beyond explaining a brief experiment. He acknowledged that Anthropic had already made “small adjustments along the way (weekly caps, tighter limits at peak)” and that “usage has changed a lot and our current plans weren’t built for this.” He stated the Max plan predated Claude Code and Claude Cowork and was “designed for heavy chat usage, that’s it” — a direct concession that current tier architecture does not account for the token throughput that agentic coding tools generate per session.

The episode follows Anthropic’s earlier decision to shift enterprise customers from rate-limited flat plans to per-million-token billing, a change that raised costs for heavy users. Additional pricing pressure has emerged from the tokenizer used for Opus 4.7, which increases token counts and therefore cost relative to prior models.

Technical Details

Anthropic’s API uptime stood at 98.95% over the 90 days ending April 8, 2026, according to the Wall Street Journal — well below the 99.99% standard common in established cloud infrastructure. Retool founder David Hsu, cited in the same report, said he migrated workloads to OpenAI despite preferring Anthropic’s Opus 4.6 model on technical merit, citing reliability: “Anthropic just goes down all the time.”

Spot GPU market pricing has risen 48% by hourly rate, according to the Ornn Compute Price Index. Claude Code, as an agentic coding tool, generates substantially higher per-session token throughput than conversational chat — the workload the Max plan was originally priced to support. Avasare’s framing suggests the flat-rate subscription model does not currently recover compute costs for extended agentic sessions at Pro-tier pricing.

Who’s Affected

Current Pro subscribers who use Claude Code are not immediately affected — Avasare confirmed existing users retain access through the CLI and web app. New subscribers are the primary population at risk from any future restructuring. If Anthropic formalizes access tiers that gate agentic tools behind API token billing or higher-priced plans, developers relying on the Pro subscription as a cost-predictable option would face higher effective costs.

Enterprise customers have already undergone this transition, shifted from flat-rate plans to per-token billing that in many cases raised their costs. Startups and individual developers using Claude Code as a primary coding workflow are the next logical cohort to face a similar repricing if Anthropic redesigns its consumer tier structure.

What’s Next

Avasare indicated Anthropic is actively reconsidering its plan structure to align with current usage patterns but provided no timeline or specific pricing details. The company has not issued a formal statement on future Claude Code access tiers beyond Avasare’s public posts.

Anthropic is not alone in navigating this constraint. OpenAI shut down its Sora consumer app to redirect compute toward coding and enterprise products, and GitHub Copilot paused new signups for its Pro, Pro+, and Student plans. Each move points to the same underlying condition: consumer-tier AI subscriptions priced before the agentic workload era are now being stress-tested by the compute demands of the tools they include.

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