Why is the wholesale price not showing in the cart?

If the visual price looks correct on the product page but reverts to retail in the cart, your woocommerce_before_calculate_totals hook is either failing or being overridden. Ensure you are using the $cart_item['data']->set_price() method correctly. Also, check for plugin conflicts; dynamic pricing plugins often aggressively hook into cart calculations and may override your custom logic. Try increasing the priority of your hook to 99.

Why are variable products not displaying the wholesale price?

The code provided targets simple products. Variable products require injecting fields into each variation using woocommerce_product_after_variable_attributes and saving via woocommerce_save_product_variation. You must adjust your cart loop to check $cart_item['variation_id'].

Why is the wholesale user role not appearing in the dropdown?

The add_role() function saves the role to the wp_options table. If placed inside a conditional block that failed to execute, the role won't exist. Temporarily remove the if(!get_role(...)) check, load any admin page once to force creation, and then replace the check.

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