Why all brokers do not offer unlimited trading?

Zerodha (Flat Rs 20 Per Trade)

Invest brokerage-free Equity Delivery and Direct Mutual Funds (truly no brokerage). Pay flat Rs 20 per trade for Intra-day and F&O. Open Instant Account and start trading today.

Each broker is different in terms of offering and pricing plans. Here is some detail about popular brokers:

Upstox (RKSV) Unlimited Plan was discontinued in year 2015. They do not offer Upstox (RKSV) Monthly Trading anymore. Upstox (RKSV)'s new brand also do not offer UpStox Flat Rate Trading Plans.
Zerodha, the popular discount broker also doesn't offer Zerodha Fixed Monthly Plan. For Zerodha customers, Zerodha Unlimited Trading is not an option. Zerodha charge flat Rs 20 per trade.

Topic: Unlimited Brokerage Plan & Unlimited Trading Plans Explained Article

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Does an unlimited trading plan in India really offer unlimited trading?
Does unlimited trading plan come with hidden charges?
I am on Unlimited Trading Plan. I am not planning to trade this month. Do I still have to pay the monthly fee?
I am on Unlimited Trading Plan. How my taxes are calculated on my brokerage account?
How much is Unlimited trading monthly fee?
Does any broker offer bracket order and cover order inclusive in unlimited monthly plan?

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