A method and apparatus for automatically adapting a service level for a service consumed by a terminal user in a communication network, using a service level control system (308,312,400). A service usage analyzer (308,402) collects information on service usage of the user, and estimates the user with respect to his/her service usage based on features of a usage pattern extracted from the collected service usage information. A subscription policy manager (312,412) then adapts the service level for service usage based on the user estimation, by adjusting or introducing a corresponding rule or policy in the user's subscription profile (304). The user will then consume the service with the new adapted service level.