A new arrival message on WhatsApp should name the new product or collection, show the price, give one reason it suits that customer, and end with a single Shop Now or View Collection button. On the WhatsApp Business API it is a marketing template, so send it only to opted-in customers, keep the frequency low and target it by size, category or past purchase.
A product drop that goes to your whole list at once usually earns blocks, not orders. The brands that sell from new arrival messages send fewer, sharper ones: the right size, the right category and an image that does the selling. Below are 35 ready-to-copy new arrival templates for fashion, beauty, D2C, electronics, grocery, home and B2B, plus a launch schedule, segmentation rules, template approval tips and the costs to plan for in India.
What a new arrival message must include
Definition: a new arrival message is a promotional WhatsApp template that tells an opted-in customer about a product, collection, variant or service that has just become available. Its job is to get one tap, not to list your whole catalogue.
- A media header: one strong product photo, a carousel, or a short video. On WhatsApp the image does most of the work.
- Customer name and, where you have it, a personal hook such as size, skin type or a past purchase.
- Product or collection name, written the way it appears on your site or store.
- Price or starting price in rupees. Hidden prices create "price?" replies and slow everything down.
- One honest reason to act: limited sizes, early access, a launch-week price or a store demo, only if true.
- One call to action: Shop Now, View Collection, Book Now or Reply HOLD, plus an opt-out button.
New arrival launch schedule
A drop works best as a short sequence aimed at shrinking segments, not repeated blasts to everyone. Each step below is a marketing template, so every extra touch has a cost and a block risk.
| When | Who gets it | Message | Goal |
|---|---|---|---|
| 2 to 3 days before launch | Top repeat buyers only | Early access or sneak peek | Reward loyalty, seed first orders |
| Launch day | Opted-in buyers of that category | Collection live with image or video | Main sales push |
| Launch + 3 days | Customers who tapped but did not buy | Size or colour still available | Recover warm interest |
| Launch + 7 days | None by default | Skip unless real stock news | Protect quality rating |
Customers who asked to be told when a sold-out product returns are a different case. For that flow, use the opt-in and timing rules in our WhatsApp back-in-stock alerts playbook.
Segment before you send: who should get each drop
Segmentation is the single biggest lever on new arrival performance. A ₹1.50 message to someone who wears size L about a new kurta in size L is a good bet; the same message to your entire list is mostly waste.
| Segment | Signal you need | Example drop |
|---|---|---|
| Category buyers | Past order category | New sneakers to past footwear buyers |
| Size or variant | Size or shade from past orders | New denim in size 32 only to size-32 buyers |
| Complementary buyers | Product bought in last 30 to 90 days | New case for a phone bought last month |
| VIP or repeat buyers | 3+ orders or high lifetime value | Early access 48 hours before launch |
| Location | City or pin code | Store demo invite to customers near that store |
| Recently inactive | No order or reply in 90+ days | One drop at most, then pause |
Marketing template rules for new arrivals
Meta assigns every template a category. Any message that promotes a product the customer has not ordered is marketing, and new arrival announcements always fall in that bucket. Submitting one as utility does not save money; Meta reclassifies it and repeated miscategorisation can affect your account.
- Opt-in first: send only to customers who agreed to receive WhatsApp updates, through a checkout checkbox, a click-to-WhatsApp ad or a keyword. Our guide to DPDP Act and WhatsApp opt-in compliance covers how to record that consent.
- Per-user marketing limits: Meta caps how many marketing templates one person receives from all businesses in a period. If your message is held back, the send fails with a limit error rather than reaching the customer. See our explainer on WhatsApp marketing frequency caps.
- Quality rating: blocks and reports after a drop lower your number's quality rating, which can reduce your daily messaging limit. Low frequency and tight targeting are the best protection.
- Opt-out: add a Stop promotions quick reply button and remove anyone who taps it from every marketing list at once.
- Honest urgency: "only 40 pieces" or "launch price till Sunday" must be true. False scarcity earns reports.
35 new arrival templates by industry
Copy these into your template manager. Variables appear as {{1}}, {{2}} and so on, and each template starts and ends with fixed text, because Meta rejects templates that begin or end with a variable. Pair each one with an image or video header, and give realistic sample values, such as "Priya" and "₹1,499", when you submit.
Fashion, ethnic wear and footwear
1. New collection launch
Hi {{1}}, our {{2}} collection is live today.
{{3}} new styles, starting at ₹{{4}}.
Tap View Collection to see the full lookbook.
2. Size-matched new arrivals
Hi {{1}}, {{2}} new {{3}} just landed in your size {{4}}.
Prices start at ₹{{5}}.
Tap Shop Now before your size sells out.
3. Ethnic wear festive drop
Namaste {{1}}, the new {{2}} festive edit is here: {{3}} and more.
Starting at ₹{{4}}.
Tap Shop Now to pick your outfit early.
4. Footwear new arrival
Hi {{1}}, the new {{2}} in {{3}} is now available.
Price: ₹{{4}}
Free size exchange within {{5}} days. Tap Shop Now.
5. Boutique video preview
Hi {{1}}, watch the first look at our new {{2}} pieces in this short video.
Only {{3}} pieces per design.
Reply HOLD to reserve one for {{4}} hours.
Boutiques that sell through chat can add reserve-and-pay flows from our guide to the best WhatsApp API for boutiques and clothing stores.
Beauty, skincare and salons
6. New shade launch
Hi {{1}}, {{2}} now comes in {{3}} new shades, including {{4}}.
Price: ₹{{5}}
Tap Find My Shade to try the shade guide.
7. Skincare launch matched to routine
Hi {{1}}, since you use our {{2}}, you may like the new {{3}}.
It is made for {{4}} skin.
Tap Learn More to see ingredients and price.
8. Fragrance new arrival
Hi {{1}}, our new fragrance {{2}} is here, with notes of {{3}}.
Mini size from ₹{{4}}.
Tap Shop Now to order a trial size.
9. Salon or spa new service
Hi {{1}}, {{2}} now offers {{3}}.
Introductory price: ₹{{4}} till {{5}}.
Tap Book Now to choose a slot.
D2C brands: early access, variants and pre-orders
10. Repeat-buyer early access
Hi {{1}}, as one of our regular customers you get early access to {{2}}.
Open for you from {{3}}, for everyone from {{4}}.
Tap Shop Early to order first.
11. Complete-the-set suggestion
Hi {{1}}, you bought {{2}} last month. Our new {{3}} pairs perfectly with it.
Price: ₹{{4}}
Tap Shop Now to add it.
12. New flavour or variant
Hi {{1}}, {{2}} now comes in a new {{3}} flavour.
Pack of {{4}} at ₹{{5}}.
Tap Try It to order.
13. Limited batch drop
Hi {{1}}, a small batch of {{2}} is ready, only {{3}} units.
Price: ₹{{4}}
Tap Shop Now while the batch lasts.
14. Pre-order open
Get a 1-minute BSP audit on WhatsApp
Drop your WhatsApp number — we line-item your current invoice against Meta India rates in under 60 seconds. India-hosted, DPDP-compliant.
Hi {{1}}, pre-orders for {{2}} are open now.
Price: ₹{{3}}
Expected dispatch: {{4}}
Tap Pre-order to reserve yours.
Electronics and mobile accessories
15. New model launch
Hi {{1}}, the new {{2}} is now in store.
Key upgrade: {{3}}
Price: ₹{{4}}
Tap Compare to see it next to your current model.
16. Accessory for a past purchase
Hi {{1}}, new accessories for your {{2}} have arrived, starting with {{3}}.
From ₹{{4}}.
Tap Shop Now to see all of them.
17. Store demo invite
Hi {{1}}, the new {{2}} is on display at our {{3}} store.
Visit between {{4}} for a hands-on demo.
Tap Get Directions.
18. Exchange offer on new arrival
Hi {{1}}, upgrade to the new {{2}} and get up to ₹{{3}} for your old {{4}}.
Offer valid till {{5}}.
Tap Check Value to get a quote.
Grocery, sweets and restaurants
19. Seasonal produce arrival
Hi {{1}}, fresh {{2}} has arrived at {{3}}.
Price: ₹{{4}} per {{5}}
Reply ORDER to get it delivered today.
20. New brand on the shelf
Hi {{1}}, we now stock {{2}}, starting with {{3}}.
Intro price: ₹{{4}}
Tap Shop Now or reply with your order list.
21. Sweets and festive hampers
Hi {{1}}, our festive hampers are ready, from ₹{{2}}.
Includes {{3}}.
Tap View Hampers to choose and schedule delivery.
22. Restaurant new menu
Hi {{1}}, our new {{2}} menu starts today with {{3}}.
Tap View Menu to order or book a table.
23. Bakery or cafe weekend special
Hi {{1}}, new at {{2}} this weekend: {{3}}.
Price: ₹{{4}}
Reply ORDER to pre-book for pickup.
Furniture, decor, jewellery and books
24. Furniture new collection
Hi {{1}}, the new {{2}} collection has arrived, including {{3}}.
Starting at ₹{{4}}, with EMI options.
Tap View Collection.
25. Home decor festive edit
Hi {{1}}, our {{2}} decor edit is in: {{3}} and more.
From ₹{{4}}.
Tap Shop Now to get it before {{5}}.
26. Jewellery new design
Hi {{1}}, our new {{2}} designs are in, starting at ₹{{3}}.
Tap View Designs or reply VISIT to book a store appointment.
27. Books and stationery new stock
Hi {{1}}, new arrivals in {{2}} are in stock, including {{3}}.
Reply RESERVE with the title to keep a copy aside.
B2B distributors and wholesalers
28. Distributor new SKU launch
Dear {{1}}, we have launched {{2}} in {{3}} pack sizes.
Dealer price: ₹{{4}} per {{5}}
Tap View Catalogue to place a trial order.
29. New price list with new products
Dear {{1}}, our updated price list with {{2}} new products is attached.
Valid from {{3}}.
Reply ORDER to speak with your sales contact.
30. Sample request for new range
Dear {{1}}, our new {{2}} range is ready for sampling.
Tap Request Sample and we will send it to {{3}}.
31. Retailer launch kit
Dear {{1}}, {{2}} launches in stores on {{3}}.
Minimum order: {{4}} units, with display material included.
Reply BOOK to reserve your launch stock.
Hindi and Hinglish new arrival messages
32. Hinglish new collection
Namaste {{1}} ji, naya {{2}} collection aa gaya hai.
Shuruaati keemat ₹{{3}}.
Shop Now dabakar poora collection dekhiye.
33. Hinglish size alert
Hi {{1}}, aapke size {{2}} mein naye {{3}} aa gaye hain.
Stock kam hai, Shop Now dabaiye.
34. Hindi new arrival
नमस्ते {{1}} जी, हमारा नया {{2}} कलेक्शन आ गया है।
कीमत ₹{{3}} से शुरू।
पूरा कलेक्शन देखने के लिए Shop Now दबाएं।
35. Hinglish store visit
Namaste {{1}} ji, {{2}} store mein naya stock aa gaya hai.
{{3}} tak aakar dekhiye. Location ke liye Get Directions dabaiye.
Submit each language as its own template with the correct language code. Hinglish is usually submitted under English, and Devanagari Hindi under Hindi.
Headers, buttons and catalogue links that convert
- Image header: use a clean product shot on a plain background, at least 800 pixels wide, with no small text baked into the image.
- Video header: 10 to 20 seconds is enough for a try-on, swatch or unboxing. Keep the first frame strong, because it acts as the thumbnail.
- Carousel templates: show up to ten products side by side, each with its own button. Useful when a drop has several hero items.
- Buttons: one URL button to the product or collection page, plus quick replies such as "Show my size" and "Stop promotions".
- Catalogue in chat: if your products live in a WhatsApp catalogue, customers can browse and add to cart without leaving the chat. Our WhatsApp catalog and in-chat checkout playbook explains the set-up.
- Tracked links: add UTM parameters to every URL button so you can see which drop and which segment produced sales.
WhatsApp vs SMS vs email vs Instagram for new arrivals
| Factor | WhatsApp template | SMS | Instagram post | |
|---|---|---|---|---|
| Product visual | Image, video or carousel in the message | Text and link only | Rich, but often in Promotions tab | Rich, but reach depends on the algorithm |
| Personal targeting | Name, size and category per customer | Basic | Strong | Weak for organic posts |
| Two-way reply | Customer can ask size or price in chat | Rarely used | Slow | DMs, often unanswered |
| Cost per send | Paid per marketing message | Low, needs DLT registration | Very low | Free organic, paid for reach |
| Best use | Targeted drops to opted-in buyers | Fallback reminder | Full lookbook and storytelling | Discovery and new audiences |
The strongest launches use all four: Instagram for discovery, email for the full lookbook, and WhatsApp for the small, high-intent segments most likely to buy that week.
Measuring a new arrival campaign
Track each drop by segment so you know which audiences deserve the next one. Five numbers are enough:
- Delivered rate: a sudden drop often means per-user marketing limits or a list with many non-WhatsApp numbers.
- Read rate: a weak header image or a send time when customers are at work shows up here first.
- Button click rate: the clearest signal of whether the product and price matched the segment.
- Orders and revenue per 1,000 messages: compare this with the message cost to judge each segment.
- Block and opt-out rate: if it rises after a drop, cut frequency or tighten targeting before the next one.
A simple rule: if a segment's revenue per 1,000 messages does not clearly beat the cost of 1,000 messages, send to it less often or move it to email.
Automate new arrival drops with RichAutomate
- Segments from your store data: sync orders from your store or upload a sheet, then filter by category, size, city or order count.
- Scheduled launches: queue the early-access message for VIPs and the main drop for launch morning, with media headers attached.
- Quick reply routing: "Show my size" replies go to a chatbot or an agent, and "Stop promotions" removes the customer from marketing lists automatically.
- Campaign reports: see delivered, read and clicked per campaign, so the next drop goes to the segments that bought.
Pricing is simple: ₹0 setup and ₹0 monthly on pay-as-you-go. On SaaS Pay, a marketing message such as a new arrival announcement costs ₹1.50 and a utility message ₹0.50. On Client Pay you pay Meta's per-message charge plus ₹0.10 per message. Teams wanting more seats and automation can choose Starter at ₹499/mo, Pro at ₹899/mo or White-label at ₹1,199/mo. See the full breakdown on our pricing page.
Ready to launch your next collection on WhatsApp? Start your free RichAutomate trial with 14 days and 100 free credits, load these new arrival templates, and send your first segmented drop this week.