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3CX, a popular cloud phone system, recently announced significant price changes to its business offering. The changes are raising concerns among its Partner network, particularly those who focus on selling to sole traders and small businesses.
Historically, 3CX has been a trusted solution for small and mid-sized businesses (SMBs), offering an affordable, flexible, and feature-rich communications system.
For years, 3CX thrived in the small business market by offering affordable, flexible solutions— with a free tier that made it accessible for small companies. This freemium approach was often a great way for VoIP Resellers to compete on price and serve cost-conscious clients.
However, recently announced changes suggest a pivot towards enterprise-focused solutions. In a blog article, the company stated: “Our core strength lies in medium and large-scale installations, catering specifically to companies with 25 to 1000+ users.”
3CX is evolving its business model, creating challenges for partners who have built their businesses on serving the small business market.
As of February 4, 2025, 3CX has increased the license prices for its 4SC (4 channel / simultaneous calls) PRO and ENT licenses.
The increase amounts to a 43% rise in USD terms (even more when accounting for tax and currency conversion). A cost that 3CX Partners are now forced to pass onto their clients. This follows similar price increases in 2024, and the phase-out of free licenses.
The 3CX 4SC price adjustment means smaller businesses may struggle to justify the higher cost, potentially leading to fewer opportunities for partners.
The price increases don’t end there. 3CX have also introduced a policy where Bronze Partners can no longer get free support. (Anecdotally, charging as much as $75 USD per ticket).
3CX believes serving SMB customers is costly and time-consuming. In its recent announcement the company has stated, "It has become increasingly difficult to manage the sheer volume of small partners and their small customers… we can’t sustain the subsidy of small partners and customers as we have been doing until now."
This indicates a strategic shift that may push smaller customers toward alternative solutions, leaving partners with fewer options for selling 3CX to the SMB market.
Perhaps the most impactful change for partners is the announcement that: “4SC license sales do not count towards partner status.”
So, not only do these partners face the crushing impact of higher costs and fewer opportunities, but now their standing within the 3CX network is being stripped away.
This policy change means that partners who have relied on selling 4SC licenses to maintain their status will need to ‘move upmarket’.
In Australia, this ‘move upmarket’ is a challenge. SMB is the bread and butter of local IT providers and MSPs because 97% of Australian businesses employ fewer than 20 staff. This means that the majority of sales opportunities likely won’t count towards Partner status.
Given all these changes, there seems to be little incentive for local partners to continue with 3CX.
With 3CX’s increasing focus on enterprise customers, it’s time to look for a new solution that puts your SMB customers - and your business health - first.
For Bronze and Silver Partners, Telcoinabox offers several great alternatives:
Working with Telcoinabox is a true partnership, where we want to see you grow and succeed selling cloud PBX and other SMB telecom services like Mobile and Broadband.
When you sign up with Telcoinabox you receive training and onboarding, including white-glove support to configure your first few PBXs. We have a dedicated Australian support team, and an extended hours support line and ticketing system – all available at no extra cost.
Telcoinabox is a whitelabel solution, meaning Partners can brand and sell these solutions as they see fit. You can decide what price you sell at, and what mix of features you offer.
You don’t have to worry about ‘partner status’ because every dollar of margin you earn goes into your pocket. You can build predictable, long-term recurring revenue. All without worry that some arbitrary rule change will erode the business you have built.
The whitelabel approach is a new paradigm for channel partners – offering the ability to ‘graduate’ and become a telco brand in your own right.
SMB-focused 3CX Partners should be rightly concerned by recent price increases and program changes. MSPs and telco resellers must adapt to this market change.
With a range of cloud PBX alternatives in the market, and the ease of launching a whitelabel telco, 3CX Partners have a clear path to success.
Talk to us about your options and get a personalised demo today.
