October 26th, 2026 · Mary Coxon, Partner Marketing Manager, ThinkOn
Mary Coxon leads partner marketing at ThinkOn, drawing on a B2B technology marketing career spanning enterprise software, IT distribution and mobility, and CRN named her a 2024 Women of the Channel honoree for strengthening ThinkOn’s partner programs, events and education.
Broadcom ended the VMware white-label model on October 31, 2025. If your hosting business was built on it, you can keep serving existing clients until your commit term runs out, but you can’t add new ones. Every month on that contract is a month your hosting line can’t grow. The good news is that your clients can keep the platform they know without your team carrying the capital behind it.
What changed when VMware white label ended
The white-label program let MSPs build hosting services on VMware without being a direct Broadcom partner. When it ended, an MSP had three options: become a VCSP itself, sit on top of an authorized VCSP, or move clients off VMware.
Becoming a VCSP yourself is now by invitation only, and the white-label model existed for providers below 3,500-cores. For most MSPs, that door is closed , and sitting on top of an authorized VCSP is the path that remains.
What an MSP should ask of a VCSP
Not every provider arrangement is the same. Before you choose one, ask:
- Is the provider an authorized VCSP in its own right? ThinkOn is a Broadcom Pinnacle VCSP partner.
- Which services are generally available today? Our Virtual Private Cloud, Private Cloud and Bare Metal are.
- Can I add new clients on day one? You should be able to. On an authorized platform, your hosting line can grow again.
- Do you keep the client relationship? You should. A provider that is channel-only has no reason to go around you.
- Who owns the hardware and the refresh? With ThinkOn, we do so that your capital isn’t tied up in servers.
How it works with ThinkOn
You keep what you’ve actually invested in: engineers who know VMware, the runbooks and tooling built around it, and clients who don’t want to change platforms. ThinkOn is a Broadcom Pinnacle VCSP partner, so your clients’ workloads move to Virtual Private Cloud, Private Cloud or Bare Metal on an authorized platform.
You can add new clients again, and the hardware, capital and refresh cycle are ours. We’ve also committed not to increase our prices within Broadcom’s partner program, so the cost underneath your service stays predictable. We’re channel-only, so the relationship, the service and the recurring revenue stay with you.
If you want to start smaller, you can. Many partners begin with an off-site immutable copy or data storage and move compute workloads when the time is right.
Let’s talk
Stop by Booth 545 at IT Nation Connect Global, November 4–6 in Orlando, and tell us where your VMware estate stands today. If you can’t make it, contact us here, and we’ll set up a call.
