WhatsApp Max Price: cap what Meta charges per marketing message

Max price is a Meta feature for WhatsApp marketing messages sent through Meta's Marketing Messages API. You set a ceiling on a marketing template, the most Meta can charge for each delivered message, and Meta charges that amount or less. Meta's documentation says open beta began on 1 October 2026, with general availability planned for Q2 2027.

No. Meta says that when a max price is set, it charges that amount or less for each delivery, and the charge can come in lower based on factors such as recipient engagement and supply health. If you set a ceiling above Meta's published rate, some deliveries can cost more than that rate, but never more than your ceiling. This is Meta's charge; InfiQ billing for max-price messages is to be announced.

No. It caps Meta's charge for each delivered marketing message, not the total. Your total still depends on how many messages are delivered, and a ceiling above Meta's published rate can raise your cost per delivery in exchange for more deliveries. Set a budget for the campaign separately.

Meta hasn't published a rule for individual messages, such as whether they're held, retried, delayed or simply not delivered. It does say a lower ceiling lowers delivery rates and cost per delivery. So with a low ceiling, expect fewer of your sends to be delivered. Meta charges only for messages that are delivered.

No. WhatsApp's protections still apply: per-user marketing limits, template quality checks and pacing, Meta's experiment group, and blocks and spam reports. Meta doesn't say max price overrides any of them, so relevance and consent matter as much as the ceiling.

No. Click-to-WhatsApp ads are Meta ads, bought through Ads Manager, that bring people into a chat with you. Max price only sets a ceiling on what Meta charges to deliver the marketing messages you send to customers who've opted in.

Only marketing templates sent through Meta's Marketing Messages API for WhatsApp. Utility messages such as order updates, authentication codes and service replies keep their usual pricing. Marketing sent through Meta's standard WhatsApp Business API stays on Meta's published rate, and a template with a max price can't be sent that way.

Yes. Max price is a pricing feature of that channel, not a separate product. Your existing WhatsApp Business account and phone number need to be set up for the Marketing Messages API, and your marketing templates can then be moved to max price. Since April 2026, Meta also lets businesses on that channel switch off marketing on its standard API, so all their marketing goes through it.

Not during the beta. Templates without a ceiling are charged Meta's published rate. 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, while fixed published rates continue on its standard API. Meta hasn't named those geographies or said what happens to templates without a ceiling.

Yes. India isn't excluded, and Meta names India in its guidance; for example, it suggests a smaller premium for India (1.2 times its published rate) when testing higher ceilings. WhatsApp Business accounts that Meta bills in India must move to rupees by 31 December 2026, and ceilings are set in the account's currency.

Messages to people in Russia or Belarus don't use max pricing. Marketing messages aren't delivered to US numbers at all, and sanctioned regions can't use WhatsApp business messaging. In the EEA, UK, Japan, South Korea, Nigeria and South Africa, the channel's delivery optimisations and click and conversion reports don't run, and Meta hasn't said how max price behaves there.

Not as max-price messages. Max price only works when you message a customer's phone number. If a customer reaches you through a WhatsApp username without sharing their number, Meta says to use a template without a max price for them, and its delivery optimisation doesn't run for those sends either.

Meta hasn't said. Under Meta's pricing, messages sent while a 72-hour free entry point window is open, after a customer taps a Click-to-WhatsApp ad or a Facebook Page button, are free. Meta's max price documentation doesn't mention these windows, so check with us before planning around either.

Yes. Meta lets you move an existing marketing template to max price, change its ceiling, or return it to Meta's published rate at any time. Returning to the published rate also clears any country-specific ceilings on that template.

Meta hasn't said that it does. It treats price changes separately from wording: you can change a template's ceiling far more often than you can edit its message. Meta doesn't say whether a price-only change is reviewed again, or whether it affects quality ratings or messaging limits.

Yes. One template can carry its own ceiling for up to 50 destination countries, each up to 10 times the template's ceiling, and Meta reads the customer's country from their phone number. You can also raise or lower the ceiling for a single send without editing the template, though Meta says that per-send control may change during the beta.

Start from the campaign's goal, check Meta's reach estimates, and test. Meta recommends setting the ceiling on the template, ideally when you create it, at the highest price you'd accept; dialling individual sends down; ramping volume up gradually; and running a four-way test before you scale.

Four groups of about 10,000 sends each, with a similar audience and time window: no max price; a ceiling at Meta's published rate; a higher ceiling at 1.5 times that rate (1.2 times for India and Saudi Arabia); and a lower ceiling at 0.9 times. Compare delivery rate and cost per delivery. With a smaller list, scale the groups down evenly, knowing the results will be less reliable.

It's Meta's companion to max price. For the countries you choose, and based on the last 1, 7, 14 or 28 days of data, it shows a range of expected deliveries and costs at several ceilings, per 1,000 people targeted, in your account's currency. Meta says the estimates are for planning only and don't guarantee results.

Compare it with a similar group sent without a ceiling. Look at delivery rate, cost per delivery, cost per click and conversions. Meta reports amount spent, cost per delivery, cost per click, sent, delivered and read counts, and benchmarks your read and click rates against similar businesses.

On Meta's side, Meta charges your ceiling or less for each delivered message, and only for messages that are delivered. Max-price deliveries are billed under the same marketing line as other Marketing Messages API sends, with no new charge type, and Meta's invoice is its final figure. InfiQ billing for max-price messages: to be announced.

Meta doesn't promise a saving. Its aim is more control and a better return, and a ceiling at its published rate is meant to lower Meta's charge at similar delivery. Meta calls max price early-stage, so test before relying on it. InfiQ billing for max-price messages is to be announced.

In InfiQ, yes: max price is available in beta through InfiQ. As an official Meta Tech Solution Partner, InfiQ has joined Meta's max price beta, so you can use it today. General availability follows Meta's timeline, planned for Q2 2027. Meta hasn't published a WhatsApp Manager screen for setting max price; it offers the feature to partners and to businesses connected directly to its platform.

During the limited beta, partners signed Meta's beta agreement and enrolled their clients, and clients enabled by a partner didn't sign anything themselves. Businesses connected directly to Meta signed once for their whole business portfolio. Meta's enrolment page still describes the limited beta, so Meta hasn't yet said whether open beta changes this. InfiQ, an official Meta Tech Solution Partner, has signed Meta's Max Price Beta Agreement.