Pricing is one of the most important decisions you will make as a VPN reseller. Set your prices too high and you lose customers to cheaper alternatives. Set them too low and you leave money on the table. The sweet spot is somewhere in between, and finding it takes a bit of research and strategy.
Understand Your Costs First
Before you set any prices, you need to know exactly what you are paying. With VPNResellers, the cost structure is straightforward:
- Standard tier: $1.99 per active user per month (for up to 1,000 users)
- Volume tier: $0.99 per active user per month (for 1,000+ users)
- Custom branding: $39/month (optional)
The daily billing model means you only pay for days a customer is actually active. If a customer uses the VPN for 15 days in a month, you pay for 15 days. This makes your actual cost per customer even lower than the monthly rate suggests.
Research Your Competition
Take a look at what retail VPN providers charge. Here are some typical price ranges:
- Monthly plans: $9.99 to $12.99/month
- Annual plans: $3.99 to $6.99/month (billed yearly)
- Two-year plans: $2.19 to $3.49/month (billed every two years)
These are the prices your customers see from brands like NordVPN, ExpressVPN, and Surfshark. Your white-label VPN offers comparable features (53 server locations, no-log policy, multiple protocols), so you can position yourself competitively within these ranges.
Pricing Strategies That Work
1. Undercut the Big Brands Slightly
Price your monthly plan at $7.99 to $9.99 and your annual plan at $3.49 to $4.99/month. This positions you below the big brands while still maintaining healthy margins. At $7.99/month with a $1.99 cost, you are making $6.00 per customer per month. That is a 75% margin.
2. Bundle VPN with Other Services
If you run a hosting company, ISP, or tech services business, bundling VPN with your existing offerings can increase the perceived value without requiring you to discount heavily. For example, add VPN to a hosting plan for an extra $2.99/month. Your cost is $1.99, giving you $1.00 profit per customer with zero additional acquisition cost.
3. Tiered Plans with Feature Differentiation
Even though VPNResellers gives every user the same features, you can create tiered plans by limiting the number of simultaneous connections or offering different subscription lengths:
- Basic: 3 devices, monthly billing at $6.99/month
- Pro: 5 devices, annual billing at $4.99/month
- Family: 10 devices, annual billing at $7.99/month
4. Offer a Loss-Leader Monthly Plan
Some resellers price their monthly plan aggressively low ($4.99 or $5.99) to attract customers, then upsell them to annual plans where the real margin lives. This works well if you have strong email marketing and retention systems in place.
Calculate Your Break-Even Point
Here is a simple formula:
Monthly revenue needed = Fixed costs (branding, hosting, marketing) / Profit per customer
If your fixed costs are $200/month and you make $5.00 profit per customer, you need 40 active customers to break even. Everything beyond that is pure profit.
Do Not Forget About Currency and Regional Pricing
If you sell to customers in different countries, consider adjusting your prices for different markets. A price that feels affordable in the US might be too expensive in Southeast Asia or Latin America. Some resellers create different pricing pages or use geo-targeted landing pages to capture these markets.
The Bottom Line
Start with competitive pricing that gives you at least a 60% margin on your most popular plan. Test different price points, track conversion rates, and adjust. The beauty of the credit-based system is that your costs scale directly with your revenue, so there is very little financial risk in experimenting with prices.