How to Show Different WooCommerce Prices by Customer Role (4 Plugins Compared)

WooCommerce charges every visitor the same price by default, and that breaks down the moment a store needs to bill wholesale buyers, dealers, or members differently from retail shoppers. This post compares four real WooCommerce role-based pricing plugins, all independent WordPress.org options with free tiers, covering exactly what each one changes about how a price is calculated per user role. Short version: for one role on simple products, ELEX’s free plugin gets there in minutes. For variable, grouped, or subscription products, Role Based Pricing for Woo by Meow Crew is the better free starting point.

Role-Based Pricing Is Not the Same as a Coupon or a Sale Price

It’s worth separating this from two features WooCommerce already has. A coupon requires the customer to enter a code, and a sale price is the same discounted number for everyone who visits the product page. Role-based pricing is neither: the price itself changes automatically based on who is logged in, with no code to enter and no discount visible to a shopper who doesn’t have that role. A wholesale account and a retail account can load the same product URL and see two different numbers, and neither one has to do anything to get their price. That’s the specific gap the four plugins below fill, and it’s also why a general dynamic pricing plugin built around cart rules and quantity breaks isn’t quite the same tool, even though the two categories overlap at the edges.

The Plugins at a Glance

ELEX WooCommerce Role Based Pricing

ELEX WooCommerce Role Based Pricing has been around since 2019, and the free version is genuinely usable on its own rather than a crippled trial. It lets you create or import WordPress user roles, then set price adjustments by fixed amount or percentage for each role, either storewide, by product category, or on an individual product. It also covers two things the other plugins here don’t handle as directly: hiding prices entirely from guests or specific roles, and swapping the Add to Cart button for a custom button or URL, which is useful if a role should be redirected to a “request a quote” flow instead of buying outright.

• Price: Free, Premium (“WooCommerce Catalog Mode, Wholesale & Role Based Pricing”) from $79/year
• Requires: WordPress 3.0.1+, PHP not specified
• Last updated: September 22, 2026

After activating it, the plugin adds its own settings tab where you manage user roles first, then set adjustments under its Role-based Pricing Settings screen for rules that apply across the whole catalog, or under Category Price Adjustments for one category at a time. To price a single product differently, open that product’s edit screen and use its Role-based Individual Product Settings tab instead of the global settings. The real limitation, and it’s not a small one: the free version’s role-based pricing only applies to simple products. Variable and grouped products need the $79/year premium version, so a store that sells mostly variations (size, color) won’t get much use out of the free tier’s core feature.

Role Based Pricing for Woo by Meow Crew

Role Based Pricing for Woo by Meow Crew is the one to check first if ELEX’s simple-products-only limit is a dealbreaker. Its free version works with simple, variable, grouped, and subscription products, plus WooCommerce Product Add-ons, and it lets you create custom roles, set flat regular or sale prices per role, and apply rules storewide, by category, or per product. It can also block purchases or hide prices from logged-out visitors entirely and swap in a custom Add to Cart label and error message for them.

Setup happens under WooCommerce > Settings > Role\Customer Based Pricing for the overall configuration, WooCommerce > Pricing rules for storewide or category-wide rules, and a Role\User pricing tab added directly to each product’s edit screen for one-off overrides. The plugin also plugs into WooCommerce’s own import/export tool for bulk price loading, which none of the other three offer for free.

• Price: Free on WordPress.org, or $79/year through the official WooCommerce Marketplace listing for support and updates through WooCommerce.com
• Requires: WordPress 5.0+, PHP 7.2+
• Last updated: June 26, 2026

The honest limitation is that the free tier only does flat pricing. Percentage-based discounts, minimum and maximum quantity per role, quantity-step rules, and importing prices via WP All Import are all gated to the premium listing. If flat “this role pays $18 instead of $24” pricing is all a store needs, the free version is complete on its own. If the plan is percentage markups that move automatically when the base price changes, that’s a paid feature here.

Product Prices by User Roles for WooCommerce

Product Prices by User Roles for WooCommerce by Tyche Softwares takes a different approach from the first two: instead of setting exact prices per product, its main free feature is a storewide price multiplier per role, using decimal values, so a “Wholesale” role can be set to pay 0.75x the listed price across the entire catalog, including variable products, with one setting. That’s a faster setup than product-by-product pricing if every wholesale customer gets the same percentage-style break.

Activating it adds a WooCommerce > Product Prices by User Roles settings page, where the storewide multiplier rules live. It can also hide prices for selected roles from that same screen. The free (Lite) tier does let you override a single product with an exact price for a specific role, which is enough to test the feature before paying for anything.

• Price: Free (Lite), Pro from $49/year (Business and Enterprise tiers at $99 and $149/year add more site licenses and priority support, not more features)
• Requires: WordPress 4.4+, PHP 7.4+
• Last updated: September 28, 2026

The limitation is specific and worth stating plainly, since it’s the plugin’s own stated cap: the Lite version restricts per-product price overrides to exactly one product. Every other product on a role gets the storewide multiplier or nothing. Bulk pricing rules, quantity-based pricing, category-based rules, and role-based shipping charges are all Pro-only. It’s also the plugin here with the lowest rating of the four on WordPress.org, which lines up with reviewers running into that one-product cap without realizing it upfront.

WMGRs Role Based Pricing for WooCommerce

WMGRs Role Based Pricing for WooCommerce is new, added to the WordPress.org repository in mid-September 2026, and it’s worth a look precisely because of how it’s built: rules map a role to a price adjustment (fixed amount or percentage), can apply storewide or to selected products, and are ordered by drag-and-drop priority so the first matching rule wins when a customer’s role could match more than one rule. That priority system is something none of the three older plugins expose as directly.

Setup is a single new menu: WooCommerce > Role Based Pricing > Add Rule, where you pick the role, the adjustment type and amount, and the scope. Guest price hiding and a struck-through original price next to the new one, so shoppers can see what they’re saving, are both under its Display & Guest Prices tab, and both are free. Everything currently documented is free; the developer, WooManagers, states a premium version is planned but that nothing currently free will move behind a paywall later.

• Price: Free, no paid tier yet
• Requires: WordPress 5.6+, PHP 7.4+
• Last updated: September 23, 2026

The plain caveat: it’s newer than every other plugin in this comparison by years, with no meaningful WordPress.org review history yet to judge it against real stores at scale. The feature set on paper is strong, and it’s actively maintained right now, but “no track record” is a real cost, not just a formality. Testing it on staging before a production wholesale catalog depends on it is the sensible move.

How to Pick

1. If every product that needs role pricing is a simple product and free is the goal, use ELEX’s free tier and skip the premium upgrade until you actually add variable products.
2. If the catalog includes variable, grouped, or subscription products and the pricing is a flat dollar figure per role, use Role Based Pricing for Woo by Meow Crew’s free version.
3. If wholesale pricing is a straight percentage off the whole catalog and setup speed matters more than per-product control, Product Prices by User Roles for WooCommerce’s storewide multiplier gets there fastest, even on the free Lite tier.
4. If guest price hiding and a visible “was” price matter and a brand-new plugin with no track record isn’t a concern, test WMGRs on staging first.
5. If the pricing logic is tied to something store-specific, like a custom B2B tier structure or an external price list no off-the-shelf plugin anticipated, that’s a custom build rather than a configuration problem.

FAQ

Does WooCommerce support role-based pricing out of the box?

No. WooCommerce core has one price per product, visible to every visitor regardless of login status or role. Every plugin in this comparison exists specifically to add that missing layer.

Can I offer wholesale pricing without creating duplicate products or a second store?

Yes, that’s the entire point of role-based pricing. A wholesale account and a retail account load the exact same product page and see two different prices, calculated from the same product data, with no duplicate catalog to keep in sync.

Do these plugins work with variable products?

It depends on the plugin and the tier. Meow Crew’s free version and Tyche Softwares’ storewide multiplier both support variable products for free. ELEX’s free tier is limited to simple products, and variable product support there requires the paid version.

Will role-based pricing show correctly for a logged-in customer using a page cache?

It should, but it depends on the cache plugin and hosting setup respecting logged-in sessions rather than serving a single cached price to everyone. Any store running full-page caching should test a wholesale account’s product pages directly after setup rather than assuming it works.

Is there a free option with no feature caps at all?

WMGRs is free with no premium tier as of this writing, but it’s also the newest plugin here by a wide margin. The other three are free but each caps something specific, whether that’s product type (ELEX), pricing style (Meow Crew), or per-product override count (Tyche Softwares).

None of these four are the right tool if the actual requirement is pricing pulled from an external ERP or distributor feed rather than a fixed rule set inside WordPress. That’s a custom integration problem, and it’s what our Plugin Development team builds directly rather than bending a general-purpose pricing plugin to fit. For B2B stores weighing role-based pricing against a full quote workflow instead, it’s worth reading our comparison of WooCommerce request a quote plugins, since the two features often get built side by side. Stores that also need quantity floors alongside role pricing can pair any plugin above with our minimum and maximum order quantity comparison. For broader storefront work beyond a single pricing feature, see our WooCommerce Development service, and more plugin roundups like this one are in our Plugins category.

Sources

• ELEX WooCommerce Role Based Pricing (WordPress.org)
• ELEX Catalog Mode, Wholesale & Role Based Pricing premium pricing
• Role Based Pricing for Woo by Meow Crew (WordPress.org)
• Role & Customer Based Pricing by Meow Crew (WooCommerce Marketplace)
• Product Prices by User Roles for WooCommerce (WordPress.org)
• Tyche Softwares pricing for Product Prices by User Roles
• WMGRs Role Based Pricing for WooCommerce (WordPress.org)
• WooManagers Role Based Pricing for WooCommerce