diff --git a/apps/meteor/client/components/GenericModal.tsx b/apps/meteor/client/components/GenericModal.tsx
index b03f83f95a54..187d73444920 100644
--- a/apps/meteor/client/components/GenericModal.tsx
+++ b/apps/meteor/client/components/GenericModal.tsx
@@ -17,10 +17,11 @@ type GenericModalProps = RequiredModalProps & {
 	title?: string | ReactElement;
 	icon?: ComponentProps<typeof Icon>['name'] | ReactElement | null;
 	confirmDisabled?: boolean;
+	tagline?: ReactNode;
 	onCancel?: () => void;
 	onClose?: () => void;
 	onConfirm: () => void;
-};
+} & Omit<ComponentProps<typeof Modal>, 'title'>;
 
 const iconMap: Record<string, ComponentProps<typeof Icon>['name']> = {
 	danger: 'modal-warning',
@@ -68,6 +69,7 @@ const GenericModal: FC<GenericModalProps> = ({
 	onConfirm,
 	dontAskAgain,
 	confirmDisabled,
+	tagline,
 	...props
 }) => {
 	const t = useTranslation();
@@ -77,6 +79,7 @@ const GenericModal: FC<GenericModalProps> = ({
 			<Modal.Header>
 				{renderIcon(icon, variant)}
 				<Modal.HeaderText>
+					{tagline && <Modal.Tagline>{tagline}</Modal.Tagline>}
 					<Modal.Title>{title ?? t('Are_you_sure')}</Modal.Title>
 				</Modal.HeaderText>
 				<Modal.Close title={t('Close')} onClick={onClose} />
diff --git a/apps/meteor/client/views/admin/permissions/CustomRoleUpsellModal.tsx b/apps/meteor/client/views/admin/permissions/CustomRoleUpsellModal.tsx
new file mode 100644
index 000000000000..c6b005c1293d
--- /dev/null
+++ b/apps/meteor/client/views/admin/permissions/CustomRoleUpsellModal.tsx
@@ -0,0 +1,36 @@
+import { Modal, Box } from '@rocket.chat/fuselage';
+import { useTranslation } from '@rocket.chat/ui-contexts';
+import type { VFC } from 'react';
+import React from 'react';
+
+import GenericModal from '../../../components/GenericModal';
+
+type CustomRoleUpsellModalProps = {
+	onClose: () => void;
+};
+
+const CustomRoleUpsellModal: VFC<CustomRoleUpsellModalProps> = ({ onClose }) => {
+	const t = useTranslation();
+	return (
+		<GenericModal
+			id='custom-roles'
+			tagline={t('Enterprise_feature')}
+			title={t('Custom_roles')}
+			onCancel={onClose}
+			cancelText={t('Close')}
+			confirmText={t('Talk_to_sales')}
+			onConfirm={() => window.open('https://go.rocket.chat/i/ce-custom-roles')}
+			variant='warning'
+			icon={null}
+		>
+			<Modal.HeroImage maxHeight='initial' src={'images/custom-role-upsell-modal.png'} />
+			<Box is='h3' fontScale='h3'>
+				{t('Custom_roles_upsell_add_custom_roles_workspace')}
+			</Box>
+			<br />
+			<p>{t('Custom_roles_upsell_add_custom_roles_workspace_description')}</p>
+		</GenericModal>
+	);
+};
+
+export default CustomRoleUpsellModal;
diff --git a/apps/meteor/client/views/admin/permissions/EditRolePage.tsx b/apps/meteor/client/views/admin/permissions/EditRolePage.tsx
index 21bb594cc848..3dd9fc586328 100644
--- a/apps/meteor/client/views/admin/permissions/EditRolePage.tsx
+++ b/apps/meteor/client/views/admin/permissions/EditRolePage.tsx
@@ -95,14 +95,14 @@ const EditRolePage = ({ role, isEnterprise }: { role?: IRole; isEnterprise: bool
 				<Box w='full' alignSelf='center' mb='neg-x8'>
 					<Margins block='x8'>
 						<FormProvider {...methods}>
-							<RoleForm editing={Boolean(role?._id)} isProtected={role?.protected} />
+							<RoleForm editing={Boolean(role?._id)} isProtected={role?.protected} isDisabled={!isEnterprise} />
 						</FormProvider>
 					</Margins>
 				</Box>
 			</VerticalBar.ScrollableContent>
 			<VerticalBar.Footer>
 				<ButtonGroup vertical stretch>
-					<Button primary disabled={!methods.formState.isDirty} onClick={methods.handleSubmit(handleSave)}>
+					<Button primary disabled={!methods.formState.isDirty || !isEnterprise} onClick={methods.handleSubmit(handleSave)}>
 						{t('Save')}
 					</Button>
 					{!role?.protected && role?._id && (
diff --git a/apps/meteor/client/views/admin/permissions/PermissionsContextBar.tsx b/apps/meteor/client/views/admin/permissions/PermissionsContextBar.tsx
index a0a79c237972..cbede6b0df61 100644
--- a/apps/meteor/client/views/admin/permissions/PermissionsContextBar.tsx
+++ b/apps/meteor/client/views/admin/permissions/PermissionsContextBar.tsx
@@ -1,9 +1,11 @@
 import { useMutableCallback } from '@rocket.chat/fuselage-hooks';
-import { useRouteParameter, useRoute, useTranslation } from '@rocket.chat/ui-contexts';
+import { useRouteParameter, useRoute, useTranslation, useSetModal } from '@rocket.chat/ui-contexts';
 import type { ReactElement } from 'react';
-import React from 'react';
+import React, { useEffect } from 'react';
 
 import VerticalBar from '../../../components/VerticalBar';
+import { useIsEnterprise } from '../../../hooks/useIsEnterprise';
+import CustomRoleUpsellModal from './CustomRoleUpsellModal';
 import EditRolePageWithData from './EditRolePageWithData';
 
 const PermissionsContextBar = (): ReactElement | null => {
@@ -11,11 +13,23 @@ const PermissionsContextBar = (): ReactElement | null => {
 	const _id = useRouteParameter('_id');
 	const context = useRouteParameter('context');
 	const router = useRoute('admin-permissions');
+	const setModal = useSetModal();
+	const { data } = useIsEnterprise();
+	const isEnterprise = !!data?.isEnterprise;
 
 	const handleCloseVerticalBar = useMutableCallback(() => {
 		router.push({});
 	});
 
+	useEffect(() => {
+		if (context !== 'new' || isEnterprise) {
+			return;
+		}
+
+		setModal(<CustomRoleUpsellModal onClose={() => setModal()} />);
+		handleCloseVerticalBar();
+	}, [context, isEnterprise, handleCloseVerticalBar, setModal]);
+
 	return (
 		(context && (
 			<VerticalBar>
diff --git a/apps/meteor/client/views/admin/permissions/PermissionsRouter.tsx b/apps/meteor/client/views/admin/permissions/PermissionsRouter.tsx
index a746a4bf3452..31ab597df913 100644
--- a/apps/meteor/client/views/admin/permissions/PermissionsRouter.tsx
+++ b/apps/meteor/client/views/admin/permissions/PermissionsRouter.tsx
@@ -2,6 +2,8 @@ import { useRouteParameter, usePermission } from '@rocket.chat/ui-contexts';
 import type { ReactElement } from 'react';
 import React from 'react';
 
+import PageSkeleton from '../../../components/PageSkeleton';
+import { useIsEnterprise } from '../../../hooks/useIsEnterprise';
 import NotAuthorizedPage from '../../notAuthorized/NotAuthorizedPage';
 import PermissionsTable from './PermissionsTable';
 import UsersInRole from './UsersInRole';
@@ -10,6 +12,11 @@ const PermissionsRouter = (): ReactElement => {
 	const canViewPermission = usePermission('access-permissions');
 	const canViewSettingPermission = usePermission('access-setting-permissions');
 	const context = useRouteParameter('context');
+	const { data, isLoading } = useIsEnterprise();
+
+	if (isLoading) {
+		<PageSkeleton />;
+	}
 
 	if (!canViewPermission && !canViewSettingPermission) {
 		return <NotAuthorizedPage />;
@@ -19,7 +26,7 @@ const PermissionsRouter = (): ReactElement => {
 		return <UsersInRole />;
 	}
 
-	return <PermissionsTable />;
+	return <PermissionsTable isEnterprise={!!data?.isEnterprise} />;
 };
 
 export default PermissionsRouter;
diff --git a/apps/meteor/client/views/admin/permissions/PermissionsTable/PermissionsTable.tsx b/apps/meteor/client/views/admin/permissions/PermissionsTable/PermissionsTable.tsx
index 63e04b8ace9d..d51c7f5cd2cf 100644
--- a/apps/meteor/client/views/admin/permissions/PermissionsTable/PermissionsTable.tsx
+++ b/apps/meteor/client/views/admin/permissions/PermissionsTable/PermissionsTable.tsx
@@ -1,19 +1,20 @@
-import { Margins, Icon, Tabs, Button, Pagination, Tile } from '@rocket.chat/fuselage';
+import { Margins, Tabs, Button, Pagination, Tile } from '@rocket.chat/fuselage';
 import { useMutableCallback } from '@rocket.chat/fuselage-hooks';
-import { useRoute, usePermission, useMethod, useTranslation } from '@rocket.chat/ui-contexts';
+import { useRoute, usePermission, useMethod, useTranslation, useSetModal } from '@rocket.chat/ui-contexts';
 import type { ReactElement } from 'react';
 import React, { useState } from 'react';
 
 import { GenericTable, GenericTableHeader, GenericTableHeaderCell, GenericTableBody } from '../../../../components/GenericTable';
 import { usePagination } from '../../../../components/GenericTable/hooks/usePagination';
 import Page from '../../../../components/Page';
+import CustomRoleUpsellModal from '../CustomRoleUpsellModal';
 import PermissionsContextBar from '../PermissionsContextBar';
 import { usePermissionsAndRoles } from '../hooks/usePermissionsAndRoles';
 import PermissionRow from './PermissionRow';
 import PermissionsTableFilter from './PermissionsTableFilter';
 import RoleHeader from './RoleHeader';
 
-const PermissionsTable = (): ReactElement => {
+const PermissionsTable = ({ isEnterprise }: { isEnterprise: boolean }): ReactElement => {
 	const t = useTranslation();
 	const [filter, setFilter] = useState('');
 	const canViewPermission = usePermission('access-permissions');
@@ -21,6 +22,7 @@ const PermissionsTable = (): ReactElement => {
 	const defaultType = canViewPermission ? 'permissions' : 'settings';
 	const [type, setType] = useState(defaultType);
 	const router = useRoute('admin-permissions');
+	const setModal = useSetModal();
 
 	const grantRole = useMethod('authorization:addPermissionToRole');
 	const removeRole = useMethod('authorization:removeRoleFromPermission');
@@ -43,6 +45,10 @@ const PermissionsTable = (): ReactElement => {
 	});
 
 	const handleAdd = useMutableCallback(() => {
+		if (!isEnterprise) {
+			setModal(<CustomRoleUpsellModal onClose={() => setModal()} />);
+			return;
+		}
 		router.push({
 			context: 'new',
 		});
@@ -52,8 +58,8 @@ const PermissionsTable = (): ReactElement => {
 		<Page flexDirection='row'>
 			<Page>
 				<Page.Header title={t('Permissions')}>
-					<Button primary onClick={handleAdd} aria-label={t('New')}>
-						<Icon name='plus' /> {t('New_role')}
+					<Button primary onClick={handleAdd} aria-label={t('New')} name={t('New_role')}>
+						{t('New_role')}
 					</Button>
 				</Page.Header>
 				<Margins blockEnd='x16'>
diff --git a/apps/meteor/client/views/admin/permissions/PermissionsTable/RoleHeader.tsx b/apps/meteor/client/views/admin/permissions/PermissionsTable/RoleHeader.tsx
index a0d488b11370..fc801bbd4c5d 100644
--- a/apps/meteor/client/views/admin/permissions/PermissionsTable/RoleHeader.tsx
+++ b/apps/meteor/client/views/admin/permissions/PermissionsTable/RoleHeader.tsx
@@ -1,6 +1,5 @@
 import type { IRole } from '@rocket.chat/core-typings';
-import { css } from '@rocket.chat/css-in-js';
-import { Margins, Box, Icon } from '@rocket.chat/fuselage';
+import { Margins, Icon, Button } from '@rocket.chat/fuselage';
 import { useMutableCallback } from '@rocket.chat/fuselage-hooks';
 import { useRoute } from '@rocket.chat/ui-contexts';
 import type { ReactElement } from 'react';
@@ -26,24 +25,12 @@ const RoleHeader = ({ _id, name, description }: RoleHeaderProps): ReactElement =
 
 	return (
 		<GenericTable.HeaderCell clickable pi='x4' p='x8'>
-			<Box
-				className={css`
-					white-space: nowrap;
-				`}
-				pb='x8'
-				pi='x12'
-				mi='neg-x2'
-				borderStyle='solid'
-				borderWidth='default'
-				borderRadius='x2'
-				borderColor='light'
-				onClick={handleEditRole}
-			>
+			<Button secondary onClick={handleEditRole}>
 				<Margins inline='x2'>
 					<span>{description || name}</span>
 					<Icon name='edit' size='x16' />
 				</Margins>
-			</Box>
+			</Button>
 		</GenericTable.HeaderCell>
 	);
 };
diff --git a/apps/meteor/client/views/admin/permissions/RoleForm.tsx b/apps/meteor/client/views/admin/permissions/RoleForm.tsx
index 4563f4585694..6fcae6b620b2 100644
--- a/apps/meteor/client/views/admin/permissions/RoleForm.tsx
+++ b/apps/meteor/client/views/admin/permissions/RoleForm.tsx
@@ -9,9 +9,10 @@ type RoleFormProps = {
 	className?: string;
 	editing?: boolean;
 	isProtected?: boolean;
+	isDisabled?: boolean;
 };
 
-const RoleForm = ({ className, editing = false, isProtected = false }: RoleFormProps): ReactElement => {
+const RoleForm = ({ className, editing = false, isProtected = false, isDisabled = false }: RoleFormProps): ReactElement => {
 	const t = useTranslation();
 	const {
 		register,
@@ -32,14 +33,14 @@ const RoleForm = ({ className, editing = false, isProtected = false }: RoleFormP
 			<Field className={className}>
 				<Field.Label>{t('Role')}</Field.Label>
 				<Field.Row>
-					<TextInput disabled={editing} placeholder={t('Role')} {...register('name', { required: true })} />
+					<TextInput disabled={editing || isDisabled} placeholder={t('Role')} {...register('name', { required: true })} />
 				</Field.Row>
 				{errors?.name && <Field.Error>{t('error-the-field-is-required', { field: t('Role') })}</Field.Error>}
 			</Field>
 			<Field className={className}>
 				<Field.Label>{t('Description')}</Field.Label>
 				<Field.Row>
-					<TextInput placeholder={t('Description')} {...register('description')} />
+					<TextInput placeholder={t('Description')} disabled={isDisabled} {...register('description')} />
 				</Field.Row>
 				<Field.Hint>{'Leave the description field blank if you dont want to show the role'}</Field.Hint>
 			</Field>
@@ -49,7 +50,9 @@ const RoleForm = ({ className, editing = false, isProtected = false }: RoleFormP
 					<Controller
 						name='scope'
 						control={control}
-						render={({ field }): ReactElement => <Select {...field} options={options} disabled={isProtected} placeholder={t('Scope')} />}
+						render={({ field }): ReactElement => (
+							<Select {...field} options={options} disabled={isProtected || isDisabled} placeholder={t('Scope')} />
+						)}
 					/>
 				</Field.Row>
 			</Field>
@@ -60,7 +63,7 @@ const RoleForm = ({ className, editing = false, isProtected = false }: RoleFormP
 						<Controller
 							name='mandatory2fa'
 							control={control}
-							render={({ field }): ReactElement => <ToggleSwitch {...field} checked={field.value} />}
+							render={({ field }): ReactElement => <ToggleSwitch {...field} checked={field.value} disabled={isDisabled} />}
 						/>
 					</Field.Row>
 				</Box>
diff --git a/apps/meteor/packages/rocketchat-i18n/i18n/en.i18n.json b/apps/meteor/packages/rocketchat-i18n/i18n/en.i18n.json
index baf23096e17e..277f01212f17 100644
--- a/apps/meteor/packages/rocketchat-i18n/i18n/en.i18n.json
+++ b/apps/meteor/packages/rocketchat-i18n/i18n/en.i18n.json
@@ -1435,6 +1435,9 @@
   "Custom_OAuth_has_been_removed": "Custom OAuth has been removed",
   "Custom_oauth_helper": "When setting up your OAuth Provider, you'll have to inform a Callback URL. Use <pre>%s</pre> .",
   "Custom_oauth_unique_name": "Custom OAuth unique name",
+  "Custom_roles": "Custom roles",
+  "Custom_roles_upsell_add_custom_roles_workspace": "Add custom roles to suit your workspace",
+  "Custom_roles_upsell_add_custom_roles_workspace_description": "Custom roles allow you to set permissions for the people in your workspace. Set all the roles you need to make sure people have a safe environment to work on.",
   "Custom_Script_Logged_In": "Custom Script for Logged In Users",
   "Custom_Script_Logged_In_Description": "Custom Script that will run ALWAYS and to ANY user that is logged in. e.g. (whenever you enter the chat and you are logged in)",
   "Custom_Script_Logged_Out": "Custom Script for Logged Out Users",
@@ -1836,6 +1839,7 @@
   "Enterprise": "Enterprise",
   "Enterprise_capabilities": "Enterprise capabilities",
   "Enterprise_Description": "Manually update your Enterprise license.",
+  "Enterprise_feature": "Enterprise feature",
   "Enterprise_License": "Enterprise License",
   "Enterprise_License_Description": "If your workspace is registered and license is provided by Rocket.Chat Cloud you don't need to manually update the license here.",
   "Entertainment": "Entertainment",
@@ -4587,6 +4591,7 @@
   "Take_rocket_chat_with_you_with_mobile_applications": "Take Rocket.Chat with you with mobile applications.",
   "Taken_at": "Taken at",
   "Talk_Time": "Talk Time",
+  "Talk_to_sales": "Talk to sales",
   "Talk_to_your_workspace_administrator_about_enabling_video_conferencing": "Talk to your workspace administrator about enabling video conferencing",
   "Target user not allowed to receive messages": "Target user not allowed to receive messages",
   "TargetRoom": "Target Room",
diff --git a/apps/meteor/public/images/custom-role-upsell-modal.png b/apps/meteor/public/images/custom-role-upsell-modal.png
new file mode 100644
index 000000000000..fb97846acdc0
Binary files /dev/null and b/apps/meteor/public/images/custom-role-upsell-modal.png differ
diff --git a/apps/meteor/tests/e2e/administration.spec.ts b/apps/meteor/tests/e2e/administration.spec.ts
index c9f1ebd072a8..52a288969ef9 100644
--- a/apps/meteor/tests/e2e/administration.spec.ts
+++ b/apps/meteor/tests/e2e/administration.spec.ts
@@ -2,6 +2,7 @@ import { faker } from '@faker-js/faker';
 
 import { test, expect } from './utils/test';
 import { Admin } from './page-objects';
+import { IS_EE } from './config/constants';
 
 test.use({ storageState: 'admin-session.json' });
 
@@ -58,6 +59,18 @@ test.describe.parallel('administration', () => {
 		});
 	});
 
+	test.describe('Permissions', () => {
+		test.beforeEach(async ({ page }) => {
+			await page.goto('/admin/permissions');
+		});
+
+		test('expect open upsell modal if not enterprise', async ({ page }) => {
+			test.skip(IS_EE);
+			await poAdmin.btnCreateRole.click();
+			await page.waitForSelector('dialog[id="custom-roles"]');
+		});
+	});
+
 	test.describe('Settings', () => {
 		test.describe('General', () => {
 			test.beforeEach(async ({ page }) => {
diff --git a/apps/meteor/tests/e2e/page-objects/admin.ts b/apps/meteor/tests/e2e/page-objects/admin.ts
index 9f207d6b4aa4..4f37d7a604d3 100644
--- a/apps/meteor/tests/e2e/page-objects/admin.ts
+++ b/apps/meteor/tests/e2e/page-objects/admin.ts
@@ -129,6 +129,10 @@ export class Admin {
 		return this.page.locator('//label[@title="Assets_logo"]/following-sibling::span >> role=button[name="Delete"]');
 	}
 
+	get btnCreateRole(): Locator {
+		return this.page.locator('button[name="New role"]');
+	}
+
 	get inputAssetsLogo(): Locator {
 		return this.page.locator('//label[@title="Assets_logo"]/following-sibling::span >> input[type="file"]');
 	}