Vodacom and their "contracts"

I have been a loyal customer of Vodacom for many many years. I have never skipped on a payment, not even through the entire Covid pandemic. I have reached out to indicate that my personal circumstances are changing and that I need their help. Yes, I understand there is a contract etc., but to simply tell me there is nothing that can be done to assist me because "I am not due for an upgrade". This is simply unacceptable. I have not taken a new phone from them for years and now that I need one, is my timing off and is there simply nothing they can do. They would rather me cancel after so many years, than offer me any solution. Not to mention what this would end up costing me. One after the other supervisor was consulted and every time the feedback is "Nothing can be done". I will be cancelling and moving my business elsewhere - as it clearly seems that Vodacom has no shortage for business - they cannot even value or respect their current client base.