diff --git a/bin/now b/bin/now
index eeeb411..4865503 100755
--- a/bin/now
+++ b/bin/now
@@ -137,6 +137,14 @@ async function sync (token) {
 function handleError (err) {
   if (403 === err.status) {
     error('Authentication error. Run `now -L` or `now --login` to log-in again.');
+  } else if (429 === err.status) {
+    if (null != err.retryAfter) {
+      error('Rate limit exceeded error. Try again in ' +
+          ms(err.retryAfter * 1000, { long: true }) +
+          ', or upgrade your account: https://zeit.co/now#pricing');
+    } else {
+      error('Rate limit exceeded error. Please try later.');
+    }
   } else if (err.userError) {
     error(err.message);
   } else if (500 === err.status) {
diff --git a/lib/index.js b/lib/index.js
index a0425d7..4724636 100644
--- a/lib/index.js
+++ b/lib/index.js
@@ -87,10 +87,10 @@ export default class Now extends EventEmitter {
       });
       if (this._debug) console.timeEnd('> [debug] /create');
 
-      // no retry on 403
-      if (403 === res.status) {
+      // no retry on 4xx
+      if (400 <= res.status && 500 > res.status) {
         if (this._debug) {
-          console.log('> [debug] bailing on creating due to 403');
+          console.log('> [debug] bailing on creating due to %s', res.status);
         }
         return bail(responseError(res));
       }
@@ -140,9 +140,9 @@ export default class Now extends EventEmitter {
         });
         if (this._debug) console.timeEnd(`> [debug] /sync ${name}`);
 
-        // no retry on 403
-        if (403 === res.status) {
-          if (this._debug) console.log('> [debug] bailing on creating due to 403');
+        // no retry on 4xx
+        if (400 <= res.status || 500 > res.status) {
+          if (this._debug) console.log('> [debug] bailing on creating due to %s', res.status);
           return bail(responseError(res));
         }
 
@@ -195,5 +195,13 @@ function toRelative (path, base) {
 function responseError (res) {
   const err = new Error('Response error');
   err.status = res.status;
+
+  if (429 === res.status) {
+    const retryAfter = res.headers.get('Retry-After');
+    if (retryAfter) {
+      err.retryAfter = parseInt(retryAfter, 10);
+    }
+  }
+
   return err;
 }