Posting a product photo with no price, captioned “inbox for the price,” is not just an old chat-commerce habit — since 2020 it has broken a specific Thai rule, with a fine of up to ฿10,000. Here is what that rule actually requires, and a chat-native way to show the price every time without more typing.
The rule behind “inbox for the price”
The habit of hiding a price and making a buyer message first comes from Notification No. 70 B.E. 2563 (2020) of the Central Committee on Prices of Goods and Services, issued under Sections 9(5) and 28 of the Price of Goods and Services Act B.E. 2542. It covers anyone selling goods or services “through an e-commerce system or online” — Facebook, Instagram, LINE and a seller’s own website are all named by the Department of Internal Trade (DIT) as covered channels, not just marketplaces.
The rule isn’t aimed at live-selling scripts or chat tone. It’s aimed at the specific moment a post goes up with no number on it, and the caption tells a buyer to message in and ask — which is exactly what turns a comparison shopper into someone who has to wait for a reply before they can decide anything.
What it requires, and what skipping it costs
Three parts of the notification matter for a chat seller. Article 4 requires the price and product or service details to be shown “in a clear, complete, open, and easily readable manner” — not available only on request. Article 5 requires any extra charge, delivery fee included, to be shown alongside the price, not added as a surprise once the buyer is already committed. Article 6 requires the price actually charged to match the price shown — a seller can charge less than the posted price, never more.
DIT has said publicly that a seller who posts without a price and tells buyers to inbox instead faces a fine of up to ฿10,000, and that whoever reports the violation can receive 25% of that fine. That reporting incentive is what turns a minor habit into a real exposure, not just a theoretical one.
Set up in 1CS
1CS can’t file your prices with the government, but it can make “no price in the post” the exception rather than the default. In Business > Sell Products, add each item with its name, photo and price (and a ราคาโปรโมชั่น promotional price if you’re running one) in the product catalog — that price is what the AI quotes the moment someone asks, not “whatever the admin remembers.”
Turn on “ส่งการ์ดสินค้าแบบรูปภาพ” (send a photo product card) on the same page so LINE, Messenger and your website chat show the item with its price as a card, instead of a caption with none. Then set the Delivery fee (THB) field under Business > Business info > Payment & Delivery — leaving it blank means a bill can’t be sent at all, which is itself a useful guardrail against quoting a total that’s missing the shipping cost. When a sale is ready, send the bill from the conversation’s Bill tab: the amount on it is fixed, so what the customer sees is what they pay, satisfying Article 6 by construction. The full setup — catalog, product cards and bill — is covered step by step in the help center under ขายและออกบิลในแชต (Thai only).
A caption you can paste today
Swap any “inbox for the price” caption for one that states the number and leaves nothing to ask:
[Product name] — ฿[price]. Delivery ฿[delivery fee] ([free over ฿[threshold] if you offer it]). In stock: [yes/no]. Reply “[order keyword]” to order, or tap the product card above.
It reads like a normal product post, not a disclaimer — and it closes the exact gap Notification 70/2563 is written against: no number, no details, buyer has to ask.
This is the gap a general “post your prices, it’s good practice” tip doesn’t cover: the regulation names a specific fine, a specific informant incentive, and a specific list of covered channels, and a chat seller can satisfy all three with one visible product-card price and one bill that can’t ship with a missing delivery fee.
For the slip-checking step after a buyer pays, see the payment-slip checklist; for how many of these priced cards to send in one message, see the LINE product-card limit.
