@Amir Zuker (CV) Welcome to Microsoft Q&A forum! Thanks for raising this query.
can we increase the limit of 10 maximum custom endpoints somehow?
Unfortunately, the limit of 10 custom endpoints in Azure IoT Hub is a hard limit and cannot be increased.
I know that we can consider other methods like using Event Grid or Azure Service Bus and doing filter-based routing there instead. However, Event Hubs should fit more nicely in our scenario, plus we need body-level (payload) filtering, and not only on message properties, and IoT hub message routing seems to be only one supporting that.
I understand that you are aware of the Event Grid or Azure Service Bus to route messages from IoT Hub.
Alternatively, you can also create multiple IoT hubs and distribute your devices across them, each hub with its own set of custom endpoints.
I am also checking internally with our team in case if it is possible to increase this limit in any way. Stay tuned for further updates.