Update to handling of Segment profiles that exceed identifier limits

Segment is changing how we process incoming data for profiles that exceed their configured identifier cardinality limits.

Previously, profiles that surpassed an identifier limit (for example, more than 5 emails per profile) were marked as frozen and all subsequent data for those profiles—including events and traits—was dropped.

Starting in October 2025, Segment will continue to drop identifiers for types that have already exceeded their configured limit, but will resume accepting event and trait data, as well as new identifiers that remain within their limit. This change helps ensure that profiles that were previously paused due to limit violations continue to stay up-to-date with new behavioral and trait data.

Impact:

• Audience sizes may increase or decrease depending on event or computed-trait membership criteria.

• Some profiles may enter or exit active journey steps following this update.
  

No action is required on your part. If you have questions about how this change may affect your audiences or data flows, please contact friends@segment.com for assistance.