TELUS plans to axe its T-UP! upgrade program next week on April 18, for new and existing customers. The program first launched back in 2013 for the iPhone 5s, which allowed customers an early upgrade after one year, by trading in their iPhone for a new model. The requirement was to purchase AppleCare+ for $79 when signing up for a two-year contract.

MobileSyrup reports the program is going to be ending next week, with TELUS saying “this change is a result of careful consideration and evaluation of the T-UP! program, and TELUS’ ongoing efforts to ensure we are offering our customers the most valued products and services.”

Customers are being told to head towards the TELUS Trade-in program as “a great alternative option” for customers looking to reduce their device costs during upgrades.

The T-UP! program later expanded to include all iPhones and other smartphones a year later. Clearly, the program either was not popular enough, or not profitable, for it to be cancelled.