Hibot Max-Price Feature for WhatsApp Marketing Messages

Hibot now supports Meta’s new Max-Price feature for WhatsApp Marketing Messages API.

This feature gives businesses more control over how much they are willing to pay for each delivered marketing message.

Instead of always paying the standard WhatsApp marketing rate, you can now choose your own maximum delivery price.

Meta will charge either:

• Your selected max-price

• Or a lower amount if delivery costs less

• 
  

Why Use Max-Price?

The max-price feature helps businesses optimize campaign costs and delivery.

You can use it in three ways:

Goal	Recommended Max-Price
Maintain normal delivery at standard pricing	Set the same as current published rate
Reduce campaign cost and reach low-cost users	Set lower than published rate
Improve delivery during festive sales or high-demand periods	Set higher than published rate

Example:

During Diwali, Black Friday, or festive campaigns, you may want higher delivery priority. In that case, setting a higher max-price can improve reach and delivery speed.

How Max-Price Works

Max-price is configured using bid_amount.

The bid_amount represents the maximum price per 1,000 delivered messages.

The amount must be entered in the smallest unit of your currency.

For Indian Rupees:

• ₹1 = 100 paise

• Multiply by 1,000 deliveries

Formula:

Desired price per message × 100 × 1000 = bid_amount

Example:

If you want to pay a maximum of ₹0.87 per delivered message:

0.87 × 100 × 1000 = 87000

So your bid_amount becomes:

{
  "bid_amount": 87000
}

Example Price Conversion Table

Price Per Message	Paise	bid_amount
₹0.50	50	50000
₹0.75	75	75000
₹0.87	87	87000
₹1.00	100	100000
₹1.50	150	150000

Create a Template with Max-Price

When creating a marketing template in Hibot, include the bid_spec section.

Example:

{
  "name": "festival_sale_offer",
  "category": "MARKETING",
  "language": "en",
  "components": [
    {
      "type": "BODY",
      "text": "Get up to 50% OFF on all products today only!"
    }
  ],
  "bid_spec": {
    "bid_strategy": "LOWEST_COST_WITH_BID_CAP",
    "bid_amount": 87000
  }
}

This means:

• Maximum cost = ₹0.87 per delivered message

• Meta may charge less if possible

• Delivery is optimized based on this amount

• 
  

Recommended Strategy in Hibot

Hibot recommends setting the max-price at template level instead of changing it for every message.

Why?

Meta’s system optimizes delivery better when the template has a fixed bid amount.

For example:

Template Bid	Message Multiplier	Final Effective Price
50000	2.0	100000
100000	1.0	100000

Although both become ₹1.00 per message, the second option usually gives better delivery performance.

Best practice:

• Set your real target max-price directly in the template

• Use message-level multiplier only for temporary campaigns

• 
  

Update Max-Price on Existing Templates

You can edit the max-price later if the template was originally created with bid_spec.

Example:

{
  "bid_spec": {
    "bid_strategy": "LOWEST_COST_WITH_BID_CAP",
    "bid_amount": 100000
  }
}

This updates the template to a maximum of ₹1.00 per message.

Important:

You cannot add bid_spec later to an old template that was created without max-price.

You must create a new template instead.

Increase or Reduce Max-Price Per Message

Hibot also supports a message-level multiplier.

This lets you temporarily increase or decrease the price for a specific campaign without editing the original template.

Example:

{
  "bid_spec": {
    "per_message_bid_multiplier": 1.5
  }
}

If the template max-price is ₹0.80 per message:

• Multiplier 1.5 = ₹1.20 effective price

• Multiplier 0.5 = ₹0.40 effective price

• Multiplier 1.0 = original template price

• 
  

Example: Send a High-Priority Festival Campaign

{
  "messaging_product": "whatsapp",
  "to": "919999999999",
  "type": "template",
  "template": {
    "name": "festival_sale_offer",
    "language": {
      "code": "en"
    }
  },
  "bid_spec": {
    "per_message_bid_multiplier": 1.5
  }
}

This campaign will bid 50% higher than the template price to improve delivery during high-demand periods

.

Reach Estimation in Hibot

Before sending, Hibot can estimate:

• Expected deliveries

• Approximate campaign cost

• Best price range for your audience

Example estimate:

Max-Price	Expected Deliveries	Estimated Cost
₹0.40	500–570 / 1000 users	Lower cost
₹0.52	600–650 / 1000 users	Moderate cost
₹0.87	Higher delivery rate	Higher cost

This helps businesses choose the best price before running large campaigns.

Important Notes

• Max-Price works only with the Marketing Messages API

• It does not work with the normal /messages Cloud API endpoint

• Templates with bid_spec must be sent using:

POST /PHONE_NUMBER_ID/marketing_messages

If you try to send a max-price template using /messages, the campaign will fail.

Common Errors

Error Code	Reason	Solution
131061	Template with bid_spec sent through normal Cloud API	Use /marketing_messages endpoint
100	Business has not accepted the beta agreement	Complete the legal agreement before sending

Best Practices

For best results in Hibot:

• Set max-price directly inside the template

• Start with small campaign volume first

• Increase traffic gradually

• Use higher prices only during important campaigns

• Use reach estimation before large sends

• Keep separate templates for low-cost and premium campaigns

• 
  

Final Thoughts

The Hibot Max-Price feature gives businesses complete control over WhatsApp marketing spend.

With the right pricing strategy, businesses can:

• Reduce messaging costs

• Improve campaign delivery

• Prioritize important customers

• Increase ROI during festive or high-conversion periods

Using Max-Price together with Hibot Marketing Messages API allows businesses to run smarter and more profitable WhatsApp campaigns.