Hide Prices From Guests in WooCommerce

Hiding prices is a trade convention with a real justification: published trade rates end up in competitors' spreadsheets and in awkward conversations with retail customers. WooCommerce has no built-in switch for it, and the plugins that add one vary widely in how much of the shop they break.

Hide the price, keep the product

The instinct is to make trade products invisible. Resist it. A product page that shows photographs, specifications, datasheets and stock status — with the price replaced by a login prompt — still earns search traffic, still answers the buyer's technical questions, and still converts once the account is approved. A catalogue hidden behind a login earns nothing and is invisible to search entirely.

What has to change together

Three things must flip on the same condition, or customers find the gap:

1. The price output becomes a prompt with a link to log in or register.
2. The add-to-cart button is removed, not merely hidden with CSS.
3. Structured data for price is omitted so you are not publishing what the page conceals.

```php add_filter( 'woocommerce_get_price_html', function ( $html, $product ) { if ( is_user_logged_in() ) { return $html; } return '<a class="df-login-price" href="' . esc_url( wc_get_page_permalink( 'myaccount' ) ) . '">Log in for pricing</a>'; }, 10, 2 );

add_filter( 'woocommerce_is_purchasable', fn( $purchasable ) => is_user_logged_in() && $purchasable ); ```

Removing the button server-side matters: hiding it in CSS leaves the add-to-cart endpoint reachable, and bots find it.

Make the registration path obvious

The login prompt is where trade visitors decide whether to bother. Say what an account gives them — trade pricing, order history, stock availability — how long approval takes, and who qualifies. A one-line explanation next to the prompt converts noticeably better than a bare "log in to see prices".

Partial gating is usually the right answer

Hiding every price is rarely necessary. Common workable splits:

• Retail range open, trade range gated.
• Prices visible to everyone, trade discounts visible only after login.
• Prices visible, quantity breaks and contract rates gated.

Each keeps the store useful to first-time visitors while protecting the numbers that matter commercially.

Doing it as configuration

Wholesale & Role-Based Pricing can hide prices and the add-to-cart button for guests or for chosen roles, per product or per category, and reveal role-specific prices once an approved account logs in. It pairs naturally with different prices for different users and with role-aware quantity limits.

Check what a logged-out crawler sees

After setup, load a product page in a private window and view the source. If a price still appears in the markup, in a data attribute, or in JSON-LD, the gate is cosmetic. Fixing that is usually the difference between a policy and an actual restriction.