Set WooCommerce Prices by User Role with ACF

  Creating user role-specific pricing can greatly improve personalization in WooCommerce. This tutorial walks you through implementing custom prices based on user roles using ACF.

Step 1: Install the ACF Plugin

Install and activate the ACF plugin, which allows you to define flexible custom fields, including pricing options per user role.

Step 2: Create a Role-Based Pricing Field Group

Navigate to Custom Fields > Add New and set up a new field group. Add a Repeater Field named `custom_prices` with sub-fields: `user_role` (text/select) and `price` (number).

Step 3: Populate Custom Role Pricing

When editing a product, you can now enter different prices for each user role — such as retailer, wholesaler, or logged-in member — directly from the product editor.

Step 4: Modify the Product Price Output

Insert this code to dynamically fetch pricing according to the user role:

function set_role_based_product_price( $price, $product ) {
    $user = wp_get_current_user();
    $roles = $user->roles;
    $pricing = get_field( 'custom_prices', $product->get_id() );

    if ( $pricing ) {
        foreach ( $pricing as $row ) {
            if ( in_array( $row['user_role'], $roles ) ) {
                return (float) $row['price'];
            }
        }
    }

    return $price;
}
add_filter( 'woocommerce_product_get_price', 'set_role_based_product_price', 10, 2 );

This ensures users see prices tailored to their roles when viewing a product.

Give Your Customers Role-Based Deals

With this setup, you can offer exclusive pricing by role — improving both conversion rates and loyalty for your WooCommerce shop.