EXPLAINER: Why Filipinos still ask ‘HM?’ even when the price is already posted

Asking ‘HM’ has become a Filipino habit.

You carefully take product photos. You write a detailed caption. You even place the price in bold letters at the very top of the post. Seconds after hitting publish, the first comment appears: “HM?”

It’s a question that has frustrated thousands of Filipino online sellers. The price is literally staring everyone in the face, yet someone still asks how much it costs.

As it turns out, the habit isn’t always about failing to read. It’s the product of years of online selling culture, bargaining traditions, and even the way Filipinos consume social media.

Conditioned by “PM is the key”

Long before online marketplaces became more organized, Facebook selling groups were filled with posts that deliberately hid prices.

Instead of complying with the law requiring clear price tags, many sellers uploaded listings with placeholder prices like ₱0, ₱1, or ₱123, then instructed buyers to “PM is the key.”

After years of seeing fake prices, Filipino buyers became skeptical of every number they saw online. Even when the real price is already posted, many instinctively ask “HM?” just to confirm that it isn’t another placeholder.

It’s a habit formed through experience.

The first step to “tawad”

In the Philippines, asking the price is rarely just about knowing the amount.

It’s often the opening line before negotiating.

A simple “HM po?” can actually mean, “Is that your final price?” or “May last price pa ba?”

Even if buyers already know the posted amount, asking directly starts a conversation that could eventually lead to a discount, freebies, or better payment terms.

The question isn’t merely informational. It’s part of the bargaining ritual that has existed in Philippine markets for generations.

Commenting also helps the algorithm

Some buyers intentionally leave an “HM?” comment even when they have already seen the price.

Commenting boosts engagement, making the post easier to find later and sometimes helping it appear higher in Facebook groups or personal feeds.

For longtime Facebook users, typing “HM?” became a quick way of bookmarking a listing without actually using the Save feature.

We’re scrolling faster than we’re reading

There’s also a much simpler explanation.

Most Filipinos browse social media on smartphones while rapidly scrolling through hundreds of posts.

The human brain naturally locks onto large images before reading smaller blocks of text. Psychologists often describe this as a form of “banner” or “ad blindness,” where people unconsciously ignore surrounding text while focusing on visual elements.

By the time users notice a product they like, many have already skipped past the caption and instinctively type “HM?” instead of scrolling back up to read.

More than just a question

To online sellers, “HM?” can feel like proof that nobody reads captions anymore.

But for many Filipino buyers, it’s a habit shaped by years of hidden prices, a culture of haggling, the mechanics of social media, and the speed of modern scrolling.

So the next time someone asks “HM?” beneath a post with a giant price tag, they may not be ignoring the caption at all. They’re simply following one of the most uniquely Filipino rituals of buying and selling online.

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