In detail
Max price is one of two pricing features Meta introduced in 2026 for marketing messages sent through its Marketing Messages API for WhatsApp, the optimised channel for marketing templates that was previously called MM Lite. The other is a reach estimation tool that forecasts deliveries and costs at different ceilings.
Without a max price, a marketing template is charged Meta's published rate for the recipient's country. With one, the template carries a ceiling: Meta charges that amount or less for each delivered message. Meta says the actual charge can come in lower based on factors such as how engaged people are and supply health. Meta still charges only for messages that are delivered. The ceiling limits the charge per delivery, not a campaign's total spend.
Meta describes three ways to use it, chosen per campaign. A ceiling at its published rate aims to lower costs while keeping delivery similar to today's campaigns. A ceiling below that rate aims to reach more customer groups at lower cost. A ceiling above it aims to raise delivery during busy periods such as festive seasons and big sales. A higher ceiling can increase delivery rates and cost per delivery; a lower one lowers them.
The ceiling is set on the marketing template. One template can carry different ceilings for up to 50 destination countries, and a ceiling can be scaled up or down for an individual send without editing the template. Templates can be switched to max price, changed, or returned to the published rate at any time.
Max price covers marketing messages only, sent to customers' phone numbers. Utility messages such as order updates, authentication codes and service replies keep their usual pricing, and a max-price template cannot be sent through Meta's standard WhatsApp Business API. It does not override WhatsApp's per-user marketing limits, template quality checks or spam protections, and messages to people in Russia or Belarus don't use it.
Meta opened a limited beta on 15 May 2026, and its documentation gives 1 October 2026 for open beta, when any partner can enable it for all of its clients. At general availability, planned for Q2 2027, Meta says max price will become required for marketing on the Marketing Messages API in eligible geographies, with fixed published marketing rates continuing on the standard API. Meta has not yet listed those geographies, and calls max price an early-stage feature whose performance may vary as its systems learn.
Max price is available in beta through InfiQ: as an official Meta Tech Solution Partner, InfiQ has joined Meta's max price beta, so its customers can use it today, with general availability following Meta's timeline. InfiQ billing for max-price messages is to be announced.
Key points
- A ceiling on Meta's charge per delivered marketing message; Meta charges that or less.
- Works only for marketing templates on the Marketing Messages API for WhatsApp.
- Three strategies per campaign: match, go below or go above Meta's published rate.
- Set on the template, with optional per-country and per-send adjustments.
- Caps the charge per delivery, not total campaign spend.
- Open beta from 1 October 2026 per Meta; general availability planned for Q2 2027.
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