A panel user maybe a Reseller or a Client. Resellers resell services of the service provider whereas Clients are the end customers that manage websites, mailboxes, databases, DNS zones, SIP users etc.
To add a panel user, go to Control Panel Users >> Panel Users >> + Add Panel User and specify required information to proceed.

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Manage Panel Users page shows list of existing users with additional information as:
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Whenever a new panel user is created, or when the password for an existing user is changed by the admin, the control panel forces the users to reset their passwords on their first login or their next login.
