What Max Price (WhatsApp Marketing Messages) means
Max price is a Meta pricing feature for marketing templates sent through the Marketing Messages API for WhatsApp, formerly MM Lite. The business sets the most Meta can charge for each delivered marketing message, and Meta charges that amount or less. Meta says the actual charge can be lower based on factors such as recipient engagement and supply health. It caps the charge per delivery, not a campaign's total spend.
Meta describes three strategies, chosen per campaign: a ceiling at Meta's published rate to lower costs at similar delivery, below it to reach more customer groups at lower cost, or above it to raise delivery during peaks such as festive sales. A higher ceiling can increase delivery rates and cost per delivery; a lower one lowers them. The ceiling is set on the template, with optional ceilings for up to 50 countries and per-send adjustments.
Max price covers marketing messages sent to phone numbers only, and does not override per-user marketing limits or quality checks. Meta's documentation gives limited beta from 15 May 2026 and open beta from 1 October 2026. Meta plans general availability for Q2 2027, when it says max price will become required for marketing on the Marketing Messages API in eligible geographies. Max price is available in beta through InfiQ, an official Meta Tech Solution Partner in Meta's max price beta; InfiQ billing for max-price messages is to be announced.
