Custom B2B apps in VPP $9.99 minimum price per app/user instance or just entire purchase?

For custom B2B apps purchased under the VPP, is the $9.99 minimum the price per installed app instance (i.e. per user) or per app developed? In other words, does a customer with 100 users buying just a single app from me pay at least $9.99 or at least $999? Thanks!
Will

Using that terminology, what I'm looking for is the minimum cost is for my customer for, say, 100 copies of a single app. Is it $999 or $9.99 (or something else)? I cannot get a straight answer from any of the Apple documentation, which dances around this distinction.
In case it's not clear, I'm trying to minimize my customer's cost. I'd really prefer to give the app to them for free, but it sounds like that is not possible within the B2B program. I realize I could post a free app on the App Store, but I'm looking to limit distribution and potentially customize my app for each customer.
The Enterprise developer program is also not an obvious choice, because again my customer pays, and it's unclear if they can even receive apps I develop through that program. Again, the Apple documentation is very unclear.
Thanks again,
Will

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Custom B2B apps in VPP $9.99 minimum price per app/user instance or just entire purchase?

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