Meta opened its “max price” feature for the WhatsApp Marketing Messages API to all partners on October 1, 2026, as its developer documentation said it would. It lets a business bid a ceiling price per 1,000 message deliveries instead of paying the flat published rate. Meta’s documentation also confirms Thailand is now on the list of countries where WhatsApp does not report delivery-optimization or click-and-conversion data for these same marketing messages.
What changed
Businesses on the Marketing Messages API can now set a bid_amount — the most they’ll pay per 1,000 deliveries — instead of the fixed rate card. A lower bid can cut cost per campaign; a higher one can push delivery during peak periods like holiday sales. Rollout is phased: limited beta since May 15, 2026, open beta for all partners from October 1, 2026, general availability targeted for Q2 2027. Meta’s docs say fixed rates will eventually be retired for eligible geographies, leaving only the Cloud API on flat pricing. Separately, Meta’s own geographic-availability page confirms Thailand now sits alongside the EU, UK, Japan, South Korea, Nigeria and South Africa on the list of markets with no delivery-optimization signal and no click/conversion metrics in Ads Manager or the Insights API for these messages.
Why it matters for Thai sellers and support teams
A business running WhatsApp promotions — restock alerts, cart-recovery nudges, seasonal offers — now has a lever for controlling cost per send, arriving the same week service-message billing began. But the reporting gap means results for Thai numbers still won’t show up in Ads Manager or Insights API dashboards — only in WhatsApp Manager’s own conversation metrics or the Business Management API.
What to do now
- Ask your BSP or check the Marketing Messages API directly for whether max price bidding is live on your account now, and test it on one template before shifting spend.
- Track Thai WhatsApp marketing performance in WhatsApp Manager or the Business Management API, not Ads Manager or Insights API.
- Keep this separate from the service-message billing that started October 1 — different charges on the same WhatsApp Business Account.
- Confirm with your Business Solution Provider when max price bidding appears in your own dashboard, if it has not already.
