WCA needs to increase the limit at which the "Find Duplicates" functionality is allowed or create a simple API solution for removing records from a master database and moving those records to an database for inactives. This will allow orgs to maintain their address lists and keep contact data updated

If an organization utilizes a single master database to relate multiple relational tables and keep contact records of various types (customers, prospects, partners) up to date, WCA disables the "Find Duplicates" functionality for databases with 1 million + records. This creates issues when a contact has the ability to enter the database from multiple entry points. For example, an existing partner is already in the database, but fills out a web form which opts them into an automated nurture email series. They now receive the series and any emails you might send to qualified partners. This can lead to dissatisfaction, opt-outs, and complaints.

The "solution" of downloading the database and finding the duplicates then purging is unrealistic from an Excel capabilities standpoint as well as the amount of time it would require. For instance, your database might exceed the maximum number of rows allowed in Excel (which would then require you to break your database down into more manageable queries for export...more time invested) and if it doesn't, sorting hundreds of thousands of contacts often causes Excel to error out. Plus, you would then have to aggregate any duplicates purge them and then merge the duplicate records and re-upload. This is a massive undertaking if you need to dedupe daily as an admin task.