Abstract We consider various decoupling limits of ghost-free massive gravity on (A)dS. The first is a decoupling limit on AdS space where the mass goes to zero while the AdS radius is held fixed. This results in an interacting massive Proca vector theory with a Λ2 ∼ (M Pl m)1/2 strong coupling scale which is ghost-free by construction and yet can not be put in the form of the generalized Proca theories considered so far. We comment on the existence of a potential duality between this Proca theory and a CFT on the boundary. The second decoupling limit we consider is a new limit on dS, obtained by sending the mass towards the finite partially massless value. We do this by introducing the scalar Stückelberg field which restores the partially m...