Meta tests Max Price feature for WhatsApp marketing messages

Meta is testing a dynamic pricing tool called “Max Price” for WhatsApp marketing messages in Brazil. This feature allows advertisers to set a maximum amount they are willing to pay for each delivered marketing message. The actual cost charged by Meta may be lower than this ceiling, but it should not exceed it.

Currently, marketing messages in Brazil have a fixed price of R$ 0.3217, which is significantly higher than utility or authentication messages. Under the new model, Meta will calculate prices on a case-by-case basis using various factors, delivering messages only if they fall within the advertiser's established limit.

Business Solution Providers (BSPs), such as Sinch, are already adapting their platforms to support this feature. Sinch noted that the tool allows brands to prioritize high-value customers by setting higher limits during peak times or to reduce costs if market prices drop. While currently optional and in an early testing phase, Meta indicates that this pricing model is expected to become mandatory by the second quarter of 2025.