B2B wholesale stores, membership-gated catalogues, and trade-only WooCommerce sites commonly require visitors to log in before seeing prices or being able to purchase. This creates a lead capture funnel, visitors browse products, hit the login prompt, and register or log in to access pricing. It also keeps your pricing away from competitors browsing your catalogue without an account.
This snippet implements price and purchase gating cleanly using WooCommerce’s built-in filter system, without removing or hiding product listings.
The Code
Add this to your functions.php or a site-specific plugin. Four filters work together to replace both the price display and the purchase mechanism for unauthenticated visitors.
woocommerce_get_price_html
This filter controls the HTML output of every price displayed on your store, regular prices, sale prices, variable product price ranges, and grouped product prices all pass through it. The snippet replaces the price HTML with an anchor tag linking to the login page. wp_login_url( get_permalink() ) sets the login redirect destination to the current page, so after logging in the user lands back on the product they were viewing.
woocommerce_is_purchasable
Setting this filter to return false for non-logged-in users removes the add-to-cart form from the single product page and disables add-to-cart functionality entirely for those users. WooCommerce won’t render the quantity field or the form when is_purchasable() returns false. This is the cleanest way to gate purchasing, it operates at the data layer rather than hiding elements with CSS, which could be circumvented.
Add-to-Cart Button Text
The two button text filters replace the default “Add to cart” text with “Log In to Purchase” for unauthenticated visitors on both the archive loop and single product pages. Because is_purchasable() is returning false, these buttons won’t actually add anything to the cart, but displaying them with clear instructional text is better UX than showing a broken button or no button at all.
Allowing Guest Access to Specific Products
If some products should be purchasable without login, a free sample, an introductory product, or a lead magnet, add a product meta check to the woocommerce_is_purchasable filter. Store a custom field on those products and check for it before returning false. This lets you gate most products while keeping specific ones publicly purchasable.
Registration Prompt
Pair this snippet with a registration prompt on the login page. If visitors can only see products after creating an account, the login page should make it obvious how to register, and registration should be fast and friction-free. WooCommerce’s My Account page includes registration functionality by default; make sure it’s enabled in WooCommerce → Settings → Accounts & Privacy.
// Hide prices on shop and product pages
add_filter( 'woocommerce_get_price_html', function( $price, $product ) {
if ( is_user_logged_in() ) return $price;
return '<a href="' . esc_url( wp_login_url( get_permalink() ) ) . '" class="price-login-link">Log in to see pricing</a>';
}, 10, 2 );
// Remove the add-to-cart button and form
add_filter( 'woocommerce_is_purchasable', function( $purchasable, $product ) {
if ( ! is_user_logged_in() ) return false;
return $purchasable;
}, 10, 2 );
// Replace the add-to-cart button text on archives
add_filter( 'woocommerce_product_add_to_cart_text', function( $text, $product ) {
if ( is_user_logged_in() ) return $text;
return 'Log In to Purchase';
}, 10, 2 );
// Replace button on single product pages
add_filter( 'woocommerce_product_single_add_to_cart_text', function( $text, $product ) {
if ( is_user_logged_in() ) return $text;
return 'Log In to Purchase';
}, 10, 2 );