How To Change The “Wholesale Price: ” Text On The Front End

One effective strategy for strengthening your store’s branding involves modifying the specific text that appears alongside your discounted rates. Although the system default is “Wholesale Price:”, the WooCommerce Wholesale Prices Premium plugin grants you the flexibility to substitute this phrase with any terminology that aligns with your unique business model. For instance, you might prefer professional alternatives like “Reseller Price,” “Trade Cost,” or “VIP Rate” to better resonate with your target audience.

To adjust this configuration, start by navigating to the following path in your WordPress dashboard: Wholesale > Settings > Wholesale Prices > Price > Wholesale Price Text. After you enter your desired wording and save the changes, the updated label will immediately propagate across all relevant product listings. Consequently, this simple tweak ensures a more polished and personalized shopping journey for your B2B customers, helping your wholesale portal feel like a high-end, bespoke marketplace rather than a generic retail site.

If you have a multiple user role and would like to customize this text for each roles, you can use the following snippet:

<!-- wp:syntaxhighlighter/code {"language":"php"} -->
<pre class="wp-block-syntaxhighlighter-code">add_filter('wwp_filter_wholesale_price_title_text', 'override_wholesale_text', 10, 1);
 
function override_wholesale_text($wholesaletext) {
    global $current_user;

    if (isset($current_user) &amp;&amp; class_exists('WWP_Wholesale_Roles')) {
        $wwp_wholesale_roles = WWP_Wholesale_Roles::getInstance();
            $wwp_wholesale_role = $wwp_wholesale_roles->getUserWholesaleRole();

          if (!empty($wwp_wholesale_role) &amp;&amp; in_array('wholesale_customer', $wwp_wholesale_role)) {
        // Where 'wholesale_customer' is the name of the wholesale role you want to target
                return 'Wholesale Price:';
            }

         if (!empty($wwp_wholesale_role) &amp;&amp; in_array('wholesale_vip', $wwp_wholesale_role)) {
        // Where 'wholesale_vip' is the name of the wholesale role you want to target
                return 'VIP Price:';

            }

        }
    }  </pre>
<!-- /wp:syntaxhighlighter/code -->

Frequently Asked Questions

Where do I change the wholesale price text in WooCommerce settings?
To do this, go to Wholesale > Settings > Wholesale Prices > Price and find the Wholesale Price Text option. Type your preferred wording — such as “Reseller Price” — and save. The updated text will appear on your product listings wherever wholesale pricing is shown.

Does wholesale price text customization work with variable products?
Yes, the wording change applies across all product types in your store, including variable and grouped items. Whichever name you enter replaces the default on every eligible listing. If you sell a mix of formats, you do not need to update each one separately.

Can different wholesale tiers show a different price label?
Absolutely — you can assign a unique label to each wholesale user role by adding the wwp_filter_wholesale_price_title_text filter to your theme’s functions.php file. Standard buyers could see “Wholesale Price” while VIP members see “VIP Price.” This gives each customer segment a personalised experience without touching the global setting.

Does the custom price label appear in the cart and checkout too?
Generally, the text set under Wholesale Prices > Price controls what appears on individual product pages. Cart and checkout areas may follow separate formatting depending on your active theme and any page-building tools you use. Test every stage of the purchase flow after saving to confirm the text remains consistent.

Why isn’t my wholesale price text update showing on product pages?
If you don’t notice the change, a caching plugin is likely serving an older version of the page. Clear your site cache and any CDN layers, then reload the listing while signed in as a wholesale buyer. If the original label still shows, double-check that the Wholesale Price Text option was saved correctly under Wholesale > Settings > Wholesale Prices > Prices > Wholesale Price Text.

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