Swap current plans for different ones and increase prices.

Potential upside:

Replacing existing plans with new options while raising prices can modernize your offerings, capture more value, and adjust to market demand, leading to higher revenue from current users.

Potential downside:

Swapping current plans for different ones and increasing prices may cause confusion, lead to customer dissatisfaction, or result in churn if users feel they are being unfairly charged more for similar value.