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Max Price helps you control and optimize your WhatsApp marketing messaging spend. You set the maximum amount that you are willing to pay for each successfully delivered marketing message. Meta calculates the actual delivery price dynamically and charges that amount or less. A Max Price is a price ceiling, not a fixed charge. A higher Max Price can improve the opportunity for delivery, while a lower Max Price can help control cost. Neither setting guarantees a particular delivery rate. Messages that are not delivered do not incur a delivery charge.

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How the effective Max Price is calculated

You first set a default Max Price on a marketing template. You can then add country-specific multipliers for destinations that need a different ceiling. When you send an individual message through the API, you can optionally apply one more multiplier for that message:
Effective Max Price = template Max Price × country multiplier × per-message multiplier
  • Countries without a country adjustment use a multiplier of 1.
  • API sends without a per-message multiplier use a multiplier of 1.
  • Bulk Campaigns use the price settings saved on the template. They do not support a per-message multiplier.
Estimated delivery rates help you compare price settings, but they are for planning only. Actual delivery and final charges can differ because of real-time bidding, recipient status, and Meta eligibility checks.

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Set a Max Price on a template

Choose either the API or the YCloud dashboard when you create the marketing template.

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Option 1: Use the API

When you create a marketing template, include bidSpec in the request:
  1. Set maxBid to the default Max Price. The currency uses your YCloud billing currency.
  2. Optionally add countryPriceAdjustments for up to 50 countries.
  3. For each country adjustment, provide an ISO 3166-1 alpha-2 country code and a multiplier greater than 0 and no more than 10.
  4. Submit the template and wait for template review to finish before sending it.
See Create a template with Max Price for the request fields, example, and response.

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Option 2: Use the YCloud dashboard

  1. In YCloud, open Templates and create a new Marketing template.
  2. Complete the template content and sample values.
  3. Under Advanced settings, turn on Bid specification.
  4. Enter the Default maximum price.
  5. Optional: Select Add country, choose a country, and enter its Price multiplier. Review the calculated Effective maximum price and Estimated delivery rate.
  6. Select Submit and wait for template review to finish.
YCloud template advanced settings with Bid specification enabled, a default maximum price, country multipliers, effective maximum prices, and estimated delivery rates.

Set the default Max Price and optional country multipliers under Bid specification. The estimated delivery rates are for reference only.

Countries that you do not add use the default Max Price. For example, if the default is 0.09 USD and India has a multiplier of 1.1, the effective Max Price for India is 0.099 USD.

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Send messages with a Max Price template

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Option 1: Send through the API

Send the approved template with the WhatsApp message API. To use the template’s price settings without another adjustment, omit the message-level bidSpec. To adjust the effective Max Price for one recipient, set bidSpec.per_message_bid_multiplier to a value greater than 0. See the Max Price Integration Guide for the send request, effective price rules, reach estimates, and final-charge webhook fields.

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Option 2: Send a Bulk Campaign

  1. In YCloud, go to Outbound > Bulk Campaigns > Add Campaign > WhatsApp.
  2. Select the sender, a Max Price-enabled template, and its language.
  3. Review Template bidding prices. The panel shows the final maximum price and estimated delivery rate for each configured country. All other countries use the template’s default Max Price.
  4. Select Next, choose the recipients, review the campaign, and submit it.
YCloud Bulk Campaign showing read-only template bidding prices, final maximum prices by country, and estimated delivery rates.

After you select a Max Price-enabled template, the campaign shows its country-level bidding prices and estimated delivery rates as read-only values.

Bulk Campaigns do not support a separate multiplier for each message. Every recipient uses the Max Price saved on the template, including the applicable country multiplier. To set a per-message multiplier, send through the API instead.