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What counts as an API call against my allowance?

Example Written by the BuildAPI team to answer a common question.
BT
BuildAPI team
Example
Question

Trying to size a plan. Does every verify count? What about calls that get refused?

BT
BuildAPI team
Example

Every call to the gateway counts, including refused ones — otherwise a broken loop hammering you with invalid keys would be free, and that's the traffic you most want to notice.

The allowance is pooled across the whole account, not per key. Adding keys doesn't add allowance. And if you're caching entitlement tokens properly your real usage is usually a fraction of your page views.