For non-essential health benefits, the answer seems to be yes.
PHSA Section 2711 added by the Affordable Care Act is generally the prohibition on annual and lifetime limits for health plans. The rules of section 2711 and its implementing regulations do not prevent a plan or issuer from placing annual or lifetime dollar limits on covered benefits that are not essential health benefits. See 26 CFR 54.9815-2711(b); 29 CFR 2590.715-2711(b); and 45 CFR 147.126(b); see also section 1302(b) of the Affordable Care Act and its implementing regulations at 45 CFR 156.100 et seq.
However, special care should be given to disclose these in the Summary of Benefits of Coverage (SBC). Q&A#3 from DOL FAQs Part XIV and the newer SBC template seems to require disclosures of "any limits" on what the plan will pay for specific covered services.
Finally, special care must also apply if these limits are unique to mental health or substance abuse. The Mental Health Parity and Addiction Equity Act of 2008 (MHPAEA) prohibits a group health plan (or health insurance coverage offered in connection with a group health plan) from applying unique limits. As an example, under MHPAEA plans and issuers are prohibited from imposing an annual out-of-pocket maximum on all medical/surgical benefits and a separate annual out-of-pocket maximum on all mental health and substance use disorder benefits.
If you need help understanding these limits, the SBC disclosure requirements, or the MHPAEA, please contact Kinney & Larson.