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:
- 1–999 active VPN accounts: $1.99 per account per month
- 1,000–24,999: $0.99
- 25,000–49,999: $0.94
- 50,000–99,999: $0.89
- 100,000–249,999: $0.84
- 250,000–499,999: $0.79
- 500,000+: Custom pricing
One applicable rate applies to the full active-account base; pricing is not progressive. Optional custom branding is separate at $39/month, billed annually with a 12-month commitment and a required $500 partner credit balance. It is unavailable on iOS.
VPN accounts are billed only while their status is Active in the VPNresellers system. Suspended or disabled accounts are not charged. The daily rate is the applicable monthly rate divided by 30.
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 (79 global 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
As one reseller-chosen example, a $7.99 monthly retail price with a $1.99 entry-tier wholesale cost leaves $6.00 before payment processing, marketing, support, taxes, and other business costs. That is a 75% gross margin before those costs. Your own result depends on the retail price you set and your applicable wholesale tier.
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. As a reseller-chosen example, adding VPN to a hosting plan for $2.99/month at the $1.99 entry-tier wholesale rate leaves $1.00 before payment processing, support, taxes, and other business costs.
3. Tiered Plans with Feature Differentiation
Even though VPNresellers gives every VPN account the same features, you can create tiered retail 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 your estimated contribution after wholesale cost is $5.00 per customer, you need 40 active customers to cover those fixed costs. This simplified illustration excludes payment processing, support, taxes, refunds, and other variable costs. For a model that applies the current wholesale tiers as your active account count grows, calculate your potential VPN reseller margin with the ROI calculator.
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.