Overview
WhatsApp marketing campaigns are charged at a same price for every delivered message. You pay the same per-message price whether you are running a high-stakes sale campaign or a routine update, and you have no way to spend more to push delivery up during peak periods, or spend less when you only need to reach your most engaged customers.
On top of that, during high-demand windows like holidays and sales, Meta's delivery system is competitive, some of your messages do not get through, and there is no option to improve that.
The solution. Max Price gives you that. You tell Meta the maximum you are willing to pay for each delivered marketing message, and Meta charges you that amount or less.
Set it higher than the rate card to push delivery during peak periods. You never pay more than the max price you set.
This is Meta's own feature. BIK gives you a way to configure it, apply it across your campaigns, and see the real cost and ROI it produces.
After reading this doc you should be able to:
Decide what max price to use for a template or campaign
Set it in BIK at the template, campaign, or country level
Read the updated cost and ROI numbers in your campaign reports
What Max Price is
You set a ceiling (the "max price") on a template.
Meta's delivery system decides which messages to deliver at that ceiling or below.
You are charged the actual cost per delivered message, which can be lower than your max price. It will never be higher.
This gives you a trade-off dial between reach and cost per message:
Set max price above your standard pricing → more messages delivered, higher cost per message. Useful during holidays, sale periods, or any time delivery is competitive.
Set max price at your standard pricing → similar delivery to today
How BIK supports Max Price
Who can use it
Stores on Cloud API are not affected. Max Price settings do not appear and campaign behaviour does not change for Cloud API stores.
Max price only works for stores who onboarded on MM-lite
If you are not sure which API your WhatsApp number is on, check with your BIK account manager.
Where you can set it
Max Price can be configured at 2 levels. Each level overrides the one above it.
Template level. This is the primary setting. When you create or edit a WhatsApp marketing template, you can set a max price for it. This is what Meta's delivery system uses as the signal.
Campaign level or Journey level. When you send a campaign or journey, you can set it during creation or editing.
You can also set a global default max price in BIK, which is applied automatically to new campaigns. You can still change and ovveride it on any individual campaign.
Editing max price on existing templates
You can add or change the max price on an existing approved template without re-submitting it to WhatsApp for review.
This includes old templates created before Max Price existed. Any template that was created without a max price is treated as being priced at your standard prices.
Once you add max price settings for old templates, your deliverability can be affected for 1 hr. Its recommended to schedule campaigns after 1hr of editing the old templates
Max price cannot be changed while a template is in Pending review.
See Campaign Analytics for the full breakdown of campaign reporting.
How to set Max Price on a template
Go to Dashboard → Content → My Templates.
Create a new marketing template, or open an approved one you want to edit. See WhatsApp Template for the full template builder walkthrough.
In the template details, find the Max Price section.
Enter the max price you are willing to pay per delivered message. You can set it below, at, or above the rate card.
(Optional) Add per-country max prices if your campaigns go to multiple countries.
Save the template.
Approved templates can be edited up to 100 times per hour and 2,400 times per day for max price changes. Rejected or paused templates have no limit.
How to set Max Price on a campaign
Go to Dashboard → Campaigns → Start Campaign and follow the usual campaign flow. See Campaigns - Core Work Flow for the full flow.
In the Select and Customise Template step, pick a marketing template.
In the Review & Schedule step, you will see the template's max price alongside the estimated Campaign Cost.
Review the updated cost estimate and schedule the campaign.
Things to know
It is a maximum, not a flat price. You are charged the actual cost per delivered message. That cost can be anywhere between a small amount and your max price, but never above it.
Delivery is not guaranteed. A higher max price gives Meta more room to deliver your messages, but it does not guarantee that every message is delivered.
Fallback templates inherit the max price. If your main template is paused and a fallback template takes over, it uses the same max price settings as the main template.
Cloud API stores are not affected. No settings, cost calculations, or reports change for Cloud API users during this beta.
FAQs
Will I always pay the max price I set?
No. The max price is a ceiling. Meta charges you the actual cost per delivered message, which can be lower.
Does setting a higher max price mean all my messages get delivered?
No. A higher max price improves your chances of delivery, especially during peak periods, but Meta does not guarantee 100% delivery at any price.
Can I use Max Price on templates I already have?
Yes. You can add or change a max price on existing approved templates without a WhatsApp re-review. Old templates that have no max price set are treated as your existing standard pricing. Once you add max price settings for old templates, your deliverability can be affected for 1 hr. Its recommended to schedule campaigns after 1hr of editing the old templates
I'm on Cloud API. Can I use this?
Not during the open beta. Max Price is only available for stores on Meta's Marketing Messages API (MM-Lite).
Is Max Price available for utility or authentication templates?
No. Max Price applies to marketing templates only.