Every market has more potential for greater efficiencies than most people recognize. However, most people and organizations buy at or around average prices. It is true in consumer purchases (e.g., think about how online buying has democratized the purchase price for the most common items) and in business (e.g., most organizations buy commodity items at or around the same price as their peers). Similarly, the conferencing services market holds the potential for greater efficiencies. For example, there is the potential to buy like services at lower prices. In fact, in North America, the market generated approximately 113 billion minutes of audio conferencing in 2014, and approximately 8% of those minutes were provided to users at no cost! Of the estimated 107 million active account holders in North America, how is it that 8.5 million users pay nothing? The logical expectation may be that these free account holders are using services that skimp on quality or features. Yet, you may be surprised that this is not necessarily the case. This paper explores the rise of free conferencing into the enterprise market and how it is rapidly being used along with, or as a replacement for traditional fee-based services. We will revealwhere the market has been, where it is headed, and explore strategies you and your organization can use to cut conferencing costs dramatically while maintaining service-level parity.