A WhatsApp promotional message is a business-initiated marketing message, such as an offer, sale, product launch, festive greeting or re-engagement nudge, sent to customers who have opted in to hear from you. On the WhatsApp Business API it must go out as a Meta-approved Marketing-category template, and the best ones are short, personalised, carry one clear offer and end with one call-to-action button. Below are 40+ ready-to-adapt examples, plus the rules and costs for India.
What counts as a promotional message on WhatsApp?
A promotional WhatsApp message is any business-initiated message whose main job is to sell, promote or win a customer back: a discount, a launch, a festive offer, a back-in-stock alert or a win-back nudge. If it still makes sense with the offer removed, like an order update, it is probably not promotional.
On the WhatsApp Business API, every promotional message sent outside an open customer-service window must be an approved Marketing template. Meta sorts templates into three categories, and the category decides approval and price.
| Category | What it is for | Example | How it is charged (per Meta's current pricing) |
|---|---|---|---|
| Marketing | Offers, sales, launches, festive greetings, win-back nudges | Hi {{1}}, our Diwali sale is live: 20% off sitewide till Sunday. | Per delivered message; the highest-priced category on Meta's India rate card |
| Utility | Updates on something the customer did: orders, shipping, payment reminders | Your order {{1}} has shipped. Track it below. | Per delivered message at a lower rate; not charged inside an open customer-service window, per Meta's current rules |
| Authentication | One-time passwords and login codes | Your login code is {{1}}. It expires in 10 minutes. | Per delivered message, typically below the marketing rate |
A utility template that carries promotional content, such as a shipping update with a coupon, can be recategorised as Marketing. Our explainer on WhatsApp message template categories in India covers the grey areas. Rates change, so check Meta's latest rate card before you budget.
Rules to follow before you send a promotion
- Get opt-in first. Meta's policies require people to agree to hear from your business on WhatsApp. Collect it at checkout, via a website checkbox, a click-to-WhatsApp ad or a counter QR code, and say what messages they will get.
- Know the 24-hour window. Per Meta's current rules, when a customer messages you, a 24-hour customer-service window opens for free-form replies. Anything you start outside it must be an approved template, so plan promotions as templates.
- Expect frequency limits. Meta may limit how many marketing messages a user receives across all businesses, so some can fail to deliver even to valid numbers. Meta has not published one fixed cap to plan around; don't just resend.
- Make opt-out easy. Add a "Reply STOP to opt out" footer or Meta's marketing opt-out button where available, and drop opted-out contacts immediately.
- Keep a consent record. India's Digital Personal Data Protection (DPDP) Act, 2023 places weight on clear, specific consent. Store when, where and how each contact opted in. This is general guidance, not legal advice.
Anatomy of a high-converting promotional message
Strong promotional templates share one structure:
- Header media: one optional product image, video or document.
- Personalised greeting: "Hi {{1}}," with the customer's first name.
- One offer: one product or one discount. Two offers split attention.
- Urgency: a real deadline, such as "till Sunday midnight". Never a fake countdown.
- Social proof, only if true: "our best seller" only if it really is.
- One CTA button: a URL button ("Shop now") or a quick reply ("Show me options").
- Opt-out footer: "Reply STOP to opt out".
Header: [Image of the festive kurta edit]
Body: Hi {{1}}, our festive kurta edit is here. Get 15% off every kurta with code FEST15, valid till Sunday midnight only.
Footer: Reply STOP to opt out
Button: Shop the edit
Promotional message examples by occasion
Swap the {{1}} and {{2}} variables for your own fields (first name, product, location), give Meta a realistic sample value for each, and use your real codes and terms.
Flash sale and discount
- "Hi {{1}}, flash sale! Flat 30% off everything for the next 6 hours with code FLASH30." Button: Shop the sale.
- "Hi {{1}}, prices drop at noon today: up to 40% off on {{2}}. The best sizes go first." Button: See deals.
- "Weekend special, {{1}}: buy 2, get 1 free on all {{2}}. Ends Sunday 11:59 PM." Button: Grab the offer.
New product launch
- "Hi {{1}}, meet {{2}}, our newest launch! Order in the first 48 hours for free shipping." Button: View product.
- "Hi {{1}}, you loved {{2}}, so we made it better. The new version is live with an early-bird price for subscribers." Button: See what's new.
- "Hi {{1}}, our {{2}} collection opens to WhatsApp subscribers 24 hours before everyone else." Button: Get early access.
Festive messages
Festival dates move every year, so keep copy generic and schedule a few days ahead. Our WhatsApp festival commerce playbook for India maps the full season.
- Diwali: "Hi {{1}}, light up your home and your savings! Enjoy 20% off sitewide with code DIWALI20 till our festive sale ends." Button: Shop Diwali offers.
- Holi: "Hi {{1}}, Holi is almost here! Get skin-friendly colours and sweet hampers at 15% off with code HOLI15." Button: Shop Holi picks.
- Raksha Bandhan: "Hi {{1}}, still hunting for a Rakhi gift? Our hampers ship across India, free on orders above ₹999." Button: Find a gift.
- Eid: "Eid Mubarak, {{1}}! Enjoy 10% off our special Eid menu on family orders this week." Button: Order now.
- Christmas: "Merry Christmas, {{1}}! Our Christmas sale has up to 25% off gifts for everyone on your list, this week only." Button: Shop gifts.
Abandoned cart
A cart reminder with a discount is Marketing, not Utility. For timing and sequences, see our guide to WhatsApp abandoned cart recovery.
- "Hi {{1}}, you left {{2}} in your cart. Complete your order today and save 10% with code COMEBACK10." Button: Complete my order.
- "Hi {{1}}, your cart is waiting! Check out within 24 hours and we'll add free shipping." Button: Return to cart.
Back in stock
- "Good news, {{1}}! {{2}} is back in your size. Restocks are limited, so grab yours soon." Button: Shop now.
- "Hi {{1}}, the {{2}} you asked about is available again. Reserve yours before this batch runs out." Button: Buy now.
Re-engagement and win-back
- "Hi {{1}}, it's been a while! We've added new styles since your last visit. Here's ₹200 off with code MISSYOU200." Button: See what's new.
- "Hi {{1}}, we miss you. Come back this week for a free {{2}} with any order above ₹499." Button: Claim my gift.
- "Hi {{1}}, want to keep getting our offers here? Stay subscribed and get 15% off your next order." Buttons: Keep me posted / Stop promotions. This one also cleans your list.
Loyalty and referral
- "Hi {{1}}, you have {{2}} reward points waiting! Redeem them before the month ends." Button: Redeem points.
- "Hi {{1}}, refer a friend and you both get ₹150 off their first order." Button: Get my referral link.
- "Hi {{1}}, you're now a Gold member! Enjoy early sale access and free shipping on every order." Button: See my perks.
Event and webinar invites
- "Hi {{1}}, join our free live webinar on {{2}} this Saturday at 11 AM. Every attendee gets a bonus checklist." Button: Reserve my seat.
- "Hi {{1}}, you're invited to our new store opening at {{2}}! Free goodies for the first 50 visitors." Button: Get directions.
Appointment and slot-fill
- "Hi {{1}}, a few slots are open this Thursday and Friday. Book a haircut and spa combo at 20% off." Button: Book a slot.
- "Hi {{1}}, it's been six months since your last dental check-up. Book this week for a complimentary cleaning consultation." Button: Book appointment.
Birthday and anniversary
- "Happy birthday, {{1}}! Here's 25% off just for you with code BDAY25, valid all week." Button: Claim my gift.
- "Hi {{1}}, it's one year since your first order with us! Here's ₹300 off your next one as a thank-you." Button: Shop now.
- "Happy anniversary, {{1}}! Book dinner for two with us this week and dessert is on the house." Button: Reserve a table.
Promotional message examples by industry
The principles hold across sectors; only the offer and button change.
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| Industry | Example promotional message | CTA button |
|---|---|---|
| Retail and fashion | Hi {{1}}, our end-of-season sale is live: up to 50% off kurtas, sarees and western wear till Sunday. | Shop the sale |
| Restaurants and cloud kitchens | Hi {{1}}, get a free dessert on orders above ₹399, from 7 to 11 PM tonight. | Order now |
| Salons | Hi {{1}}, monsoon hair care week: 25% off keratin and hair spa, Monday to Thursday. | Book a slot |
| Clinics | Hi {{1}}, our full-body health check-up package is at a special price this month, with limited daily slots. | Book check-up |
| Coaching and edtech | Hi {{1}}, weekend batch admissions close Friday. Book a free demo class today. | Book free demo |
| Real estate | Hi {{1}}, site visits are open this weekend for our 2 and 3 BHK homes near {{2}}. | Book site visit |
| D2C beauty | Hi {{1}}, our new vitamin C serum is live, with a free mini sunscreen on every order this week. | Shop now |
| Travel | Hi {{1}}, early-bird prices on winter holiday packages are open until month end. | View packages |
| Local services | Hi {{1}}, book an AC service this week and get a free gas-pressure check. | Book service |
| Gyms and fitness | Hi {{1}}, join our 3-month membership this month and get 2 personal training sessions free. | Claim offer |
Copy formulas that work
Stuck on a blank template? Start from one of these.
1. Offer + Deadline + Button
Hi {{1}}, flat 20% off all shoes with code STEP20, valid till midnight tonight. Tap below before the offer closes.
Button: Shop shoes
2. Problem → Fix → Offer
Hi {{1}}, does humid weather leave your hair frizzy? Our anti-frizz serum is made for monsoon days. Try it at 15% off this week with code SMOOTH15.
Button: Try it now
3. Personal + Exclusive
Hi {{1}}, because you shopped with us last festive season, you get first access to our new collection, 24 hours before everyone else.
Button: Get early access
Cost of sending promotional messages in India
Marketing templates are the highest-priced category on Meta's rate card, and under Meta's current per-message pricing you pay for each delivered marketing message. Meta revises rates periodically, so check the current card.
RichAutomate has ₹0 setup and ₹0 monthly fee on usage-only billing, with two ways to pay:
- SaaS Pay: ₹1.50 per marketing message all-in (₹0.50 per utility message), with no separate Meta bill.
- Client Pay: Meta's rate, paid directly, plus a ₹0.10 per message platform fee.
Monthly plans are also available: Starter ₹499/mo, Pro ₹899/mo and White-label ₹1,199/mo. Compare them on our WhatsApp Business API pricing page. SaaS Pay at common campaign sizes:
| Marketing messages sent | SaaS Pay rate | Total cost |
|---|---|---|
| 1,000 | ₹1.50 per message | ₹1,500 |
| 10,000 | ₹1.50 per message | ₹15,000 |
| 50,000 | ₹1.50 per message | ₹75,000 |
Removing opt-outs, invalid numbers and long-inactive contacts before a big broadcast is the easiest way to keep the bill down.
Frequency, timing and quality rating
- Don't blast daily. Start light, at most one or two promotions a week per contact, and increase only if responses stay positive.
- Segment. Split by purchase history, city, language or last activity, so Bengaluru customers don't get a Pune store invite.
- Test send times. Send one template to two small groups at different times and compare clicks before the full send.
- Watch blocks and reports. If many people block or report you, your quality rating can drop, which may lead to paused templates or restricted messaging limits, per Meta's current rules.
- Use local languages. Submit Hindi or regional-language versions of a template; the customer's own language can feel more personal.
Common mistakes that get templates rejected or numbers restricted
- ALL CAPS and emoji walls. "MEGA SALE!!!" plus a row of fire emojis reads as spam.
- Misleading claims. Fake deadlines, "you've won" hooks or promised results invite rejection and reports.
- Link shorteners. They hide the destination. Use your own domain in URL buttons.
- No opt-in. Bought or scraped lists are the fastest route to blocks and a falling quality rating.
- Repeating the same promo. The identical offer again and again teaches people to block you. Rotate offers.
- Wrong category. Filing a sale as Utility rarely works; Meta can recategorise or reject it.
- Badly placed variables. Reviewers commonly reject bodies that start or end with a variable or are mostly variables. Give clear sample values.
Already bounced? Our guide to WhatsApp template rejection reasons and fixes walks through each one.
Ready to send your first campaign? On RichAutomate's WhatsApp Business API platform you can create Marketing templates, run broadcasts to opted-in contacts and track delivery for every message. Start your free WhatsApp marketing trial with 14 days, 100 free credits and ₹0 setup.
Frequently asked questions
What is a promotional message on WhatsApp?
A promotional message on WhatsApp is a business-initiated marketing message, such as an offer, sale, launch or festive greeting, sent to customers who have opted in. On the WhatsApp Business API it must be sent as a Meta-approved Marketing template.
Can I send promotional messages on WhatsApp without a template?
Only inside an open customer-service window. Per Meta's current rules, after a customer messages you, you can reply free-form for 24 hours. Any promotion you start outside that window must use an approved Marketing template.
How much does it cost to send a promotional WhatsApp message in India?
Marketing is the highest-priced category on Meta's rate card, charged per delivered message. On RichAutomate, SaaS Pay is ₹1.50 per marketing message all-in, or Client Pay is Meta's rate plus ₹0.10 per message, with ₹0 setup and ₹0 monthly fee.
How often should I send promotional WhatsApp messages?
There is no official ideal frequency. Start with one or two promotions a week per contact at most, segment your list and watch block rates. Meta may also limit marketing messages per user, so some may not deliver.
Why do my promotional WhatsApp templates get rejected?
Common reasons are misleading claims, ALL CAPS formatting, link shorteners, variables at the start or end of the body, missing sample values and the wrong category. Fix the issue Meta flags and resubmit.