# WhatsApp Max Price feature on the Marketing Messages API Beta status: This feature is in Limited Beta at Meta and will remain optional throughout 2026. Meta plans to make it generally available in Q2 of 2027. At that point, it will become required in eligible geographies, and fixed published rates for marketing messages will apply only to the Cloud API. Sinch’s support for this feature is also available for beta usage, allowing customers to try it and prepare for the upcoming changes. Meta’s max price feature gives businesses more control over the cost of WhatsApp marketing campaigns. It allows you to set the maximum amount you are willing to pay Meta for each marketing message delivered through the Meta Marketing Messages API. The actual charge may be lower, but will not exceed the maximum you set. You can set a maximum price below, at, or above Meta’s published rate, depending on your campaign goals: - **At the published rate:** Aim for delivery rates similar to your existing campaigns, with the possibility of paying less per message. - **Below the published rate:** Prioritize lower costs, accepting that fewer messages may be delivered. - **Above the published rate:** Increase the opportunity to reach more recipients, while allowing a higher cost per message. This functionality lets you set how much delivery is worth for a particular campaign. For example, you might allow a higher price for a time-sensitive promotion and use a lower price for a regular/non-urgent update. Setting a maximum price does not guarantee delivery or mean that every delivered message will cost that amount. ## How to enroll During the Limited Beta, customers must be enrolled by Sinch to utilize this feature. If you’re interested, contact your [Sinch account manager](https://community.sinch.com/t5/Build-Dashboard/Who-is-my-account-manager/ta-p/9668) to check your eligibility. The feature is available in [countries supported by the Meta Marketing Messages API](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/get-started#geographic-availability-of-features). Sinch will help you complete the setup, which consists of two steps: 1. Enrolling your Business Manager in the Limited Beta. Enrollment automatically includes all current and future WhatsApp Business Accounts (WABAs) shared with Sinch. 2. Enabling max price settings in WhatsApp Manager for the selected WABAs. This allows you to create WhatsApp message templates with max price settings in Meta’s UI. This is a separate setting for each WABA and is only needed for template creation through the WhatsApp Manager. For instructions, see [How to create a template with max price](#how-to-create-a-template-with-max-price). When contacting your Sinch Account Manager, provide your Business Manager ID and the WABA IDs for which you want max price settings enabled in the WhatsApp Manager. The Sinch team will handle enrollment and enable the settings for the selected WABAs. Enrolling does not change your existing templates or affect ongoing marketing campaigns. **The feature applies only to new templates created with max price settings.** You can also unenroll at any time. Templates created with max price settings will no longer be available for sending. Campaigns using templates created before enrollment and campaigns using templates created without max price settings will continue to work as usual. ## Max price settings Max price settings are defined in the template’s `optimization_spec` object: ```json { "optimization_spec": { "bid_amount": 5000, "bid_strategy": "LOWEST_COST_WITH_BID_CAP", "bid_country_multiplier_overrides": { "IN": 1.2, "MX": 0.8 } } } ``` * **`bid_amount`** sets the base maximum price per **1,000 message deliveries**, expressed in the smallest unit of your WABA’s currency. For example, if your WABA uses USD, `5000` means 5,000 cents ($50) per 1,000 deliveries, or **$0.05 per message**. This is a price limit, not a campaign budget. * **`bid_strategy`** specifies how Meta handles bidding. Currently, `LOWEST_COST_WITH_BID_CAP` is the only supported strategy. It seeks delivery at the lowest cost within your maximum price. * **`bid_country_multiplier_overrides`** optionally adjusts the base maximum for specific destination countries, identified by two-letter country codes. In this example, `IN: 1.2` raises the maximum by 20% for India, while `MX: 0.8` lowers it by 20% for Mexico. Countries without an override use the base maximum. Keys are [ISO 3166-1 alpha-2 country codes](https://en.wikipedia.org/wiki/ISO_3166-1_alpha-2). With a USD WABA, this example sets a maximum of **$0.06 per delivery to India**, **$0.04 to Mexico**, and **$0.05 elsewhere**. Since message prices vary by country, overrides let you adjust the maximum for each market within a single template, without creating separate templates just to set different prices. For more details, see [Calculating max price amounts](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing#calculating-max-price-amounts) and [How optional per-country bid multipliers work](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing#how-optional-per-country-bid-multipliers-work) in Meta’s documentation. ## How to create a template with max price Note: Currently, Sinch customers can create templates with max price settings only through Meta’s WhatsApp Manager. This feature is not yet supported in the Sinch Dashboard or public API. The instructions in this section may change as Meta updates the feature during the Beta period. To create a template with max price settings: 1. Ensure that your Business Manager is enrolled in the Limited Beta and that max price settings are enabled for your WABA in the WhatsApp Manager. See [How to enroll](#how-to-enroll) for details. 2. Create your template in the WhatsApp Manager and configure its max price settings. Follow [Meta’s instructions for setting a template’s pricing](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing/whatsapp-manager-experience#set-a-templates-pricing). 3. Meta will review and either approve or reject the template. Once Meta has approved the template, it will appear in the Sinch Dashboard. Max price settings are not currently visible in the Sinch Dashboard. Once the template has synced to the Sinch Dashboard, you can update its content there. Changes to max price settings must be made in WhatsApp Manager. The following editing limits apply to templates with max price settings: - **Approved templates:** Up to 100 price-setting edits per hour and 2,400 per day. Content changes remain limited to one edit per day and 10 edits per 30 days. - **Rejected or paused templates:** Unlimited edits. ## Sending a template with max price You can send a template with max price settings in the same way as any other template. No changes to your sending code are required. Meta automatically uses the template’s bid amount and country overrides to optimize delivery. For messages sent using these templates, delivery reports with status `DELIVERED` or `READ` include the price and currency Meta charged for that message. If you have webhooks configured, you will see a new `cost` object under `channel_metadata.whatsapp.pricing`, as shown in this example: ```json { "app_id": "01KWYC0Z54E79E7SCG4ZF9N1SR", "accepted_time": "2026-08-26T12:22:02.130Z", "event_time": "2026-08-26T12:22:05Z", "project_id": "27c55618-1e20-4eb2-ac63-01188a54602a", "message_delivery_report": { "message_id": "01M0Z0ABMJ19DXSDKJKHTQY4EK", "status": "DELIVERED", "channel_identity": { "channel": "WHATSAPP", "identity": "************" } }, "channel_metadata": { "whatsapp": { "pricing": { "model": "PMP", "type": "regular", "category": "marketing_lite", "cost": { "amount": "0.05138", "currency": "USD" } } } } } ``` The `amount` is the actual charge from Meta for this individual message, expressed in the currency's base unit. The currency is a WABA-supported currency in ISO format. In this example, Meta charged **$0.05138 USD**. The charge can vary between messages, even when they use the same template and are sent at the same time. ## Adjust max price when sending messages You can increase or decrease a template’s `bid_amount` for individual messages using the [`WHATSAPP_TEMPLATE_MESSAGE_BID_MULTIPLIER`](/docs/conversation/channel-support/whatsapp/properties#whatsapp-marketing-message-bid-multiplier) channel property. For changes that apply across an entire campaign or to a specific country, Meta recommends updating the template’s max price settings or country overrides. Meta’s delivery system generally performs better when optimizing based on the `bid_amount` configured at the template level. See Meta’s other recommendations on its [documentation page](https://developers.facebook.com/documentation/business-messaging/whatsapp/marketing-messages/pricing#recommendations).