Hello @Adrian Wreyford,
welcome to this moderated Azure community forum.
The Azure IoT Hub B and S tiers (except for the free tier) can have up to 10 routing endpoints.
I recommend creating a support ticket so the Azure team can check the backend.
Personally, I use the IoT Hub routing for technical routing, I try to separate types of message (telemetry, alert, heartbeats, etc.) and IoT Hub events (like connect/disconnect, device twin updates, etc.) and send them a limited set of different endpoints.
For functional routing (eg. splitting up messages per customer) the Azure Stream Analytics job is a far more flexible solution.
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