Why am I unable to convert few of the non-marketing contacts into marketing contacts?

Why am I unable to convert few of the non-marketing contacts into marketing contacts?

The limit to change subscription type of your contact is three times the number of contacts allocated to your plan for each month.  

Use case
Paul has subscribed to the Standard plan (10000 contacts limit) for his organization. Then he can update the subscription type of contacts in his organization 30000 (3*10000) times in a month.
You can change the subscription type of any single contact, set of contacts or all the contacts in your organization multiple times given that it comes within your monthly allotted limit.

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