Hi Tom Bachant,
Thanks for reaching out on Microsoft Q&A!
Unfortunately there’s no option to change the rate limit. Having it applied to each separate customer however is a possibility by having a appreg in each customer tenant, each able to call the API seperately so it will apply to each single appreg instead.
The only other possibility is to catch the 429 errors and check for the ‘Retry-After’ header, providing you a guide on when you should retry to call the API again.
Please click ‘Accept answer’ if you think my answer is helpful. Feel free to drop additional queries in the comments below!
Kind regards,
Sonny