Entry Plan, usage limit regarding iot variables

I have entry plan. Currently only 3/10 things. I am trying to include more cloud variables on one of these things. When trying to add over 10 cloud variables (which should be unlimited) message "plan usage limit" appears and does not allow. Why is that? is there actually a limit for cloud variables for this plan? if yes, this is per thing or overall?

Try contacting support...
https://www.arduino.cc/en/contact-us/

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