Hiding prices

Trade stores usually cannot show list prices publicly. Settings → General → Price visibility offers:

• Public — everyone sees prices.
• Hidden from guests — logged-out visitors see your message instead of a price, and no add-to-cart button.
• Approved accounts only — prices appear only for buyers whose trade application has been approved.

You control the message shown in place of the price, and can filter it with smb2b_hidden_price_message.

The leaks it closes

Hiding a price in the theme is not the same as hiding it from the internet. Prices are also removed from:

• Structured data — the schema.org product markup that would otherwise publish the price to search engines.
• The Store API — the block cart and checkout run through a REST route that a curl request can call directly. A price filter that only covers the classic templates leaves this wide open.

If you are testing this yourself, check with an unauthenticated request to the Store API product endpoint, not just in a private window.

Catalogue visibility (Pro)

Pro goes further than hiding prices: run the entire store behind a login, restrict selected categories to B2B customers, or hide specific categories from specific groups. Visibility is enforced through WooCommerce’s own product queries — including the separate query the Store API runs — and shop staff bypass it so your admins can still see everything.