Congestion pricing sounds like something to avoid since neither term is something you want. Eric Jaffe held a contest for replacement terms. Decongestion pricing is one possibility since it at least hints at the idea that the pricing gets rid of congestion.
Tom Vanderbilt (author of Traffic) liked the phrase premium access — something to suggest “you pay for ‘peak perks.’ ..transport scholar David Levinson, suggests road fees for general road pricing (and peak road fees for road pricing aimed at heavy congestion), and urban planner Laurence Lui, recommends road fares. What’s nice about road fare is that it parallels mass transit, has an intuitive purpose, and offers flexibility. You can alter it to suit a specific situation — peak road fare, midtown road fare, etc. — without obscuring the basic meaning.
Road fare is quite good as it also suggests fair[ness] and can be used in an academic or commercial context. For a more commercial term I liked another suggestion, Pay2Go which has the great virtue of explaining what you get for your money.
Do note that death insurance didn’t sell well until it was given the less accurate but more affable name, life insurance.
Hat tip: Brandon Fuller.