WhatsApp Campaign — MM Dynamic Pricing (Bid-Based Messaging)
Meta is replacing WhatsApp marketing messages' fixed per-message pricing with a dynamic
bid-based model (message delivered only if bid ≥ reserved price). This initiative lets
Campaign Admins on MM API companies set a bid strategy, recover reachability via retries,
and be charged the correct reserved price via WhatsApp Balance.
Scope Changes
Engineering surfaces this initiative touches (controlled vocab). Aggregate of all PRDs below.
- Backend — bid strategy storage, retry logic (1 automatic + 2 manual), WA Balance deduction by reserved price with monthly invoice reconciliation.
- Frontend — bid strategy selector at campaign creation, retry banner + Campaign Detail Bid Information / Performance Insight panels.
- Design — Figma for the bid strategy selector and Campaign Detail additions (pending — see PRD header).
PRDs
| PRD | Description | Scope |
|---|---|---|
| Phase 1: Bid-Based Messaging | Bid strategy selection, retry, campaign logs/reporting, WA Balance deduction by reserved price | Backend, Frontend, Design |
Dependencies
- Bifrost Squad (Addo Hernando) — new WA Balance deduction flow supporting Reserved Price for Pending/Sent status (BIF PRD/1-Pager). Blocking.
- Meta (external vendor) — dynamic pricing API contract confirmation (see PRD Section 15 Open Questions).