WASHINGTON—With the rules governing internet services set to be rolled back this week, service providers and their detractors are envisioning new models that could translate into a wider range of fees—both lower and higher.

The current rules, expected to be all but eliminated by the Federal Communications Commission, require that internet-service providers treat all traffic on their networks equally, a concept known as net neutrality. The FCC’s vote, scheduled for Thursday, has far-reaching implications for the way consumers experience the internet, how they pay for it and, potentially, which companies will dominate it.

One example of how things could work is the mobile wireless market, where some providers already have used pricing tactics to favor certain websites and services over others.

The 2015 Obama-era rules didn’t explicitly prohibit these tactics, which generally allow customers to access certain websites without having it count against their monthly data cap. Wireless carriers, which often subject their users to strict data limits, were aggressive in experimenting with such plans, also known as “zero rating.”

Deals began emerging several years ago for inexpensive plans that offer unlimited high-speed access to popular services such as Facebook or Twitter, but limited or even restricted access to the rest of the internet.