Max Price is a WhatsApp (Meta) feature that lets you set the maximum price you’re willing to pay to deliver each marketing message. Meta charges you that maximum price or less, and based on that value it decides how many people to deliver your campaign to. In industry jargon, it’s often called bidding, because it works much like an auction: the more you’re willing to pay, the higher the delivery rate you can reach.

You can:

• Choose how you want Botmaker to handle the price of your marketing sends: prioritizing delivery, minimizing costs, or setting it manually.
• Set the maximum price at the global level, so it applies to all your marketing sends.
• Adjust the maximum price per campaign, to invest more or less in each individual send.
• See the spend associated with your sends in the account section.

Prerequisites

Access to your Botmaker account with permissions to manage send settings.

Have at least one marketing template enabled, since Max Price only applies to this type of template.

Note: Max Price is a beta feature. For now, it applies only to the marketing templates that the Botmaker team enables together with you for the trial. In the future, it will be available for all your marketing templates. If you’d like to join the trial, reach out to us and we’ll coordinate which template to use.

Key concepts

Maximum price (Max Price): the highest amount you’re willing to pay per 1,000 marketing messages delivered. Meta charges you that value or less.

Delivery rate: the percentage of people in your campaign who actually receive the message. The higher the maximum price, the higher the delivery rate tends to be.

Meta’s suggested price: an estimate Meta returns for each line, calculated based on your company’s performance. If your line has been performing well (relevant messages, low block rate), your sends come out cheaper; if it’s been performing poorly, they come out more expensive.

Marketing template with MM enabled: a marketing-type template enabled for Marketing Messages, the only type of template that Max Price applies to.

How Meta chooses who to deliver your campaign to

When you send a marketing campaign, Meta doesn’t charge the same for every recipient: for some people your message “costs” more and for others less, depending on how likely they are to be interested. By setting a higher maximum price, you give Meta room to deliver to more people (including those who cost more), and on average you reach a wider audience. By setting a lower price, you reach a smaller but more economical group.

So even though raising the maximum price may seem to make the campaign more expensive, the end result is usually the opposite: you pay a bit more for some messages, but you reach many more people and the average cost per message received goes down. The idea is to stop sending large campaigns that reach few people, and start reaching the majority of the people who will actually receive your message.

To learn more about configuring Max Price, here’s Meta’s official documentation.

Note: Max Price doesn’t guarantee 100% delivery. If a person marked your messages as unwanted or WhatsApp determines they’re not interested, the message won’t be delivered no matter how much you pay.

The three Max Price modes

When you configure Max Price, you choose among three modes depending on how much control you want over the price:

• Prioritize delivery (recommended and the default option): Botmaker takes the highest suggested price—up to 1.5 times Meta’s suggested price—to maximize the number of people your campaign reaches. You don’t have to worry about adjusting anything: if your line starts performing differently, the price adapts on its own.
• Minimize costs: Botmaker prioritizes paying as little as possible per message. You reach a smaller group of people, but at a lower cost.
• Manual control: you set the maximum price you want to pay per 1,000 messages (for example, “at most, I want to pay US$5 per 1,000 messages”). This is the option for those who want to manage the budget by hand.

How to configure Max Price globally

The global configuration applies to all your marketing sends, unless you override it in a specific campaign.

Step 1: Go to Settings and open the Manual chat section.

Step 2: Locate the Cost configuration for WhatsApp templates section.

Within Manual chat, you’ll see the Cost configuration for WhatsApp templates section. By default, the Prioritize delivery option will be selected.

Step 3: Choose the mode you prefer.

• Leave Prioritize delivery if you want Botmaker to maximize your campaigns’ reach automatically.
• Select Minimize costs if your priority is to pay as little as possible.
• Select Manual control and enter the maximum price per 1,000 messages if you want to set the budget yourself.

How to adjust Max Price per campaign

In addition to the global configuration, you can set the maximum price specifically for each campaign, from the notification’s budget control section. This lets you, for example, invest the maximum in an important campaign and keep a more economical profile in another.

Step 1: When creating or editing a campaign, locate the budget control section.

Step 2: Set the mode or the maximum price for that particular campaign.

Note: the configuration you set at the campaign level takes priority over the global configuration. That is, what you choose in the campaign is what applies for that send.

Where to see your spend

You can review the spend associated with your sends from the account section, in the spend area.

Note: for now, spend isn’t broken down by campaign; you’ll see the overall spend for your account.

Remember to visit our Help Center for further information.