If you use any kind of 3rd party app / plugin / integration (e.g. such as Facebook products sync), and the prices in that app are the B2B prices, not the B2C ones, here is what you need to know.
This issue happens because that 3rd party app is getting the prices as they appear for your current admin user. The solution for fixing this is to go to your admin user profile and change it to "B2C Users" (so that your admin user will see B2C prices).
Then you would need to re-sync products / update products so the respective app can update the price.
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