Nothing is deleted. If you cancel (or downgrade all the way to the free plan) and end up with more brands, e-labels, or team members than the free plan allows, the excess becomes locked rather than removed.

• Locked labels are unpublished and stop being scannable, but their content is preserved.
• Your newest brands, labels, and team members are locked first.
• Locking a brand also locks every e-label under it, even if your label count alone would still be within the limit.
• Team members lose access to your brands the same way — see sharing brands.
• When you cancel, you keep your paid features until the end of your current billing period — the change takes effect after that.

If you subscribe again later, everything unlocks (oldest first) as capacity returns.

This is separate from downgrading to a smaller paid plan, which asks you to remove the excess yourself before the change goes through.