Meta introduced the Max Price feature in the Marketing Messages API (MM API) to help businesses control and optimize the costs of marketing campaigns on WhatsApp.

With Max Price, you can set a maximum price limit for each marketing message that is successfully received (delivered). Meta will charge the max price you set or a lower amount.

The max price can be set lower than, equal to, or higher than the published rate, depending on your campaign needs:

• Equal to the published rate: helps keep costs in line with the applicable rate while maintaining a delivery rate similar to current WhatsApp campaigns.

• Lower than the published rate: helps reach more customers at a lower cost, with the possibility of a different delivery rate.

• Higher than the published rate: may help increase the likelihood of delivery, for example, during holidays or peak sales periods.

- Max Price only applies to Marketing templates on WABAs that have used the MM API. Templates in other categories, such as Utility and Authentication, continue to follow the current pricing.  [Latest WhatsApp Message Pricing (October 2026)].
- The WhatsApp message pricing information in the link above includes the Qontak platform fee. You can view the price before the platform fee on the campaign creation page, in the “Total message price” section. The following image shows an example of sending to 12,345 recipients with the Indonesia country code, with the Meta published rate: IDR 586.33 (excluding the Qontak platform fee).

A. About Max Price

Unlike the previous scheme, in which successfully received (delivered) or read (read) messages were charged according to the template category and the recipient’s country code, Max Price allows you to determine the maximum price you are willing to pay before sending a campaign.

In Mekari Qontak, the Max Price feature will become available in early November 2026 through a gradual rollout. 

This feature will be available for all Qontak accounts according to Meta’s release timeline, which is currently targeted for Q2 2027.

Tip: How to Check Whether Your WABA Is Already Using MM API

You can check whether your account has been migrated to MM API through the WhatsApp template and campaign creation pages. After selecting the Sender or Account information, if you see information like the example below, your WABA has not yet been migrated to MM API. If the information does not appear, your WABA is already using MM API. Learn how to migrate to MM API.

B. Determining Max Price with Campaign Performance Estimation

You can also use Campaign Performance Estimation to help determine the appropriate max price. This feature uses historical data from Meta to provide an estimated range of delivery rate and cost based on the following information:

1. Target Max Price
   The effective max price value you want to use for the campaign.
2. Reference Period
   Select the historical data period to use as a reference:
   • Previous 1 day (selected by default)
   • Previous 7 days
   • Previous 14 days
   • Previous 28 days
3. Target Market
   Select the country targeted as the campaign recipient market. The system selects Indonesia by default. Select the destination country according to your needs.

How to Read Campaign Performance Estimation Information

When you increase the price per message by 5% (enter 1.05 as the multiplier), the effective max price becomes IDR 615.65. 

With an effective max price of IDR 615.65 and an estimated period of D-1 (yesterday) in the Indonesia market, Meta provides an estimated delivery range of 93%–96% with an estimated price per message of IDR 596.36–IDR 621.51.

You can view Campaign Performance Estimation information when creating a Marketing Template and Campaign.

Important
This estimation is created by Meta based on historical data and is only used as a reference for campaign planning. The estimation does not guarantee delivery, cost, or campaign performance in the future. Actual results may differ due to changes in platform conditions or other factors.

C. Factors Affecting the Cost per Delivered Message

The actual cost for each message successfully received by a customer is determined by Meta based on business conditions, message content, and the customers reached when the message is sent. The main factors affecting this cost include:

1. Customer Receptivity
   The higher the level of customer interaction with messages from a business, the lower the cost of reaching them.
2. Current Message Load
   The closer customers are to their message reception limit, the higher the cost of reaching them.
3. Marketing Template Quality
   Relevant, timely templates that meet customer expectations can help improve the delivery rate and reduce costs.

How Max Price Works

Max Price is not an auction system like Meta Ads. The max price you set is not compared or competed against bids from other businesses. Each marketing message is evaluated independently based on delivery conditions at that time.

• Setting a Cost Limit
  You can set the max price as the cost limit you are willing to pay for each marketing message. If the message is successfully received (delivered), the charge will be the max price or lower.
• Cost Determined by Delivery Conditions
  Meta determines the cost for each message based on various factors, including customer response, current message load, and template quality. A message can be delivered if the max price you set meets the cost determined by Meta at that time.
• Max Price Does Not Guarantee Delivery
  Setting a higher max price does not guarantee that the message will be delivered. Message quality and recipient conditions remain factors that affect the likelihood of delivery. Marketing message limit rules still apply.

Next, you will learn how to set the max price and how this setting affects the delivery and cost of marketing messages, starting with:

1. Creating a marketing template with Max Price. 

2. Sending a marketing campaign with Max Price. 

D. How to Create a Marketing Template with Max Price

Max Price can be used in marketing templates to set a message price limit. When creating a template, the system automatically fills in the price based on the recipient’s country code, Indonesia. You can adjust the filled-in price as needed, and entering a Max Price is optional.

After the template is created, the set Max Price can also be adjusted through the template details page.

For the steps to create a marketing template with Max Price, see the guide How to Create a Marketing Template with Max Price.

If a marketing template is created without Max Price, the setting cannot be added after the template is created. In addition, the Max Price in the template cannot yet be changed when creating a campaign. This feature will be available in a future update. 

E. How to Send a Campaign with Max Price

After a marketing template with max price has been created and approved by Meta, you can use it to send a campaign. For complete steps on sending a WhatsApp blast message, including accessing the Campaign menu, selecting WhatsApp, and creating a campaign, see the guide How to Send WhatsApp Blast Messages. 

Then, follow the campaign setup steps to set the effective max price value you want to use as follows:

1. On the campaign creation page, make sure all information in Message & audience has been completed.
   

   Make sure you select a Sender that has been migrated to Marketing Messages API and a Marketing Template with max price to set the maximum cost limit or effective max price for sent messages.

2. After completing all information in the Message & audience stage, click “Continue” to proceed to the Delivery & cost stage.
   

3. Set the campaign assignment rules and campaign delivery schedule in Sending options as usual, according to the guide here.
   

   In the Sending options section, the Recurring campaign delivery option is not available for Marketing templates that use max price.
   

4. Next, in the Campaign budget optimization section, you can set the effective max price to determine the maximum cost per message based on the available Campaign Performance Estimation. The following is an explanation.
   

5. After determining the multiplier to obtain the effective max price value, check the Campaign cost estimation to see the estimated total campaign cost if 100% of messages are received (delivered) using the maximum price you set.

   Important
   This value is not the actual cost you will pay if 100% of messages are received by customers. With Max Price, the price per customer with the same country code may vary, equal to the max price or lower.

6. Make sure the Estimated campaign cost is higher than the remaining WhatsApp balance shown above the Campaign cost estimation section.
   

   The WhatsApp balance buffer, which is 10% for the Send now option and 30% for Send later, still applies. Learn more.

7. Then click “Send campaign”.
   
8. The campaign you created will then appear on the following page.
   

F. Viewing Max Price Information on the Campaign Details Page

All campaigns sent using a marketing template with Max Price will have the following additional information:

1. Total estimated campaign costs
2. Actual campaign costs

Follow the steps below to view this information.

1. On the campaign page, click “View details”.
   
2. After entering the Campaign Details page, click the “Max price” tab.
   

3. The following information is displayed on the Max price page, along with its explanation.