1. Who you can message: opt-in first
You can send Diwali messages only to people who agreed to hear from your business on WhatsApp. Meta's WhatsApp Business Messaging Policy requires opt-in before you message someone, and the DPDP Act 2023 expects consent you can prove. Collect it on your checkout page, website form, click-to-WhatsApp ad or in store, and record when and where each person agreed. Our DPDP opt-in guide shows a consent flow, and the legal bulk messaging guide explains why unofficial blaster apps get numbers banned.
2. Template categories and real per-message costs
Meta prices WhatsApp per delivered template message, by category. Festive greetings and offers are always Marketing; order and delivery updates are Utility when they carry no promotion. These are RichAutomate's live rates for India:
| Category | Diwali use | Client Pay | SaaS Pay (all-in) |
|---|---|---|---|
| Marketing | Greetings, sale launch, early access, cart reminders | ₹0.8631 to Meta + ₹0.10 | ₹1.50 |
| Utility | Order confirmed, shipped, delivery slot, payment received | ₹0.115 to Meta + ₹0.10 | ₹0.50 |
| Authentication | Login or checkout OTPs | Meta's rate + ₹0.10 | ₹0.50 |
What a festive Marketing campaign costs
| Messages | Client Pay (Meta + platform fee) | SaaS Pay (one INR invoice) |
|---|---|---|
| 1,000 | ₹963 (₹863 to Meta + ₹100) | ₹1,500 |
| 10,000 | ₹9,631 (₹8,631 to Meta + ₹1,000) | ₹15,000 |
| 50,000 | ₹48,155 (₹43,155 to Meta + ₹5,000) | ₹75,000 |
Customer replies are no longer automatically free: from 1 October 2026 Meta gives each number 1,000 free service messages a month and charges after that, and utility templates inside an open chat window are charged too (source: Meta WhatsApp pricing). Model your own volume with the WABA cost calculator.
3. Timing: a simple Diwali calendar
- Two weeks before: clean your opted-in list, pick segments, write templates.
- One week before: submit templates (pre-check them with the template approval checker), test-send to your team, top up your wallet.
- Sale launch: one Marketing message per segment. Past buyers first, then new leads.
- Dhanteras to Diwali (8 Nov): Utility messages for orders and delivery slots; at most one reminder to people who clicked but did not buy.
- After Diwali: a thank-you or review request, then pause promotions for a while.
Send in daytime hours (we suggest 10 am to 8 pm IST) and spread big lists over a few batches so your team can handle the replies.
4. Festive template examples
Copy, adapt and submit these. Variables like {{1}} are filled per customer. More in the WhatsApp template library.
Festive offer (Marketing)
Hi {{1}}, Diwali greetings from {{2}}! Our festive sale is live till {{3}}: {{4}} off on {{5}}. Tap below to shop. Reply STOP to opt out.
Buttons: "Shop now" (URL) + "Stop promotions" (quick reply).
Early access for past buyers (Marketing)
Hi {{1}}, as one of our regular customers you get Diwali early access: the {{2}} collection opens for you on {{3}}, a day before everyone else.
Send only to contacts who bought before and opted in.
Order shipped before Diwali (Utility)
Hi {{1}}, your order {{2}} has shipped and is expected by {{3}}. Track it here: {{4}}.
Stays Utility only if it has no promotion in it. Add a festive offer and Meta treats it as Marketing.
Cart reminder (Marketing)
Hi {{1}}, you left {{2}} in your cart. Complete your order before {{3}} to get it in time for Diwali.
One reminder is enough; repeated nudges hurt your quality rating.
5. Diwali broadcast checklist
- Proof of opt-in for every number you will message (where and when they agreed).
- Templates submitted at least a week before your send date, in the right category.
- Audience split into segments (past buyers, cart abandoners, new leads) instead of one blast.
- A test send to your own team numbers, with variables, links and buttons checked.
- An easy opt-out (a "Stop promotions" button or "Reply STOP") on every marketing template.
- Quality rating and daily messaging limit checked in WhatsApp Manager before a big send.
- Wallet topped up (or Meta payment method added on Client Pay) so the campaign does not stop halfway.
- Someone watching the inbox after each send: festive replies are buying intent.
- Failed sends reviewed by error code instead of retried blindly the same day.
Failed sends? The WhatsApp API error codes page explains each one. Replying from the shop floor? Use the RichAutomate Android app.
Diwali WhatsApp marketing FAQ
How much does a Diwali WhatsApp campaign cost in India?
A Diwali offer is a Marketing message. On RichAutomate it costs ₹1.50 per message all-in on SaaS Pay, or Meta's India rate of ₹0.8631 (billed by Meta) plus ₹0.10 on Client Pay. So 10,000 festive messages cost about ₹15,000 on SaaS Pay or ₹9,631 on Client Pay.
Can I send Diwali greetings to all my WhatsApp contacts?
Only to people who opted in to hear from your business on WhatsApp. Meta's WhatsApp Business Messaging Policy requires opt-in before you message someone, and India's DPDP Act 2023 expects consent you can prove. Unsolicited blasts get blocked and reported, which lowers your quality rating and messaging limit.
Which template category is a Diwali greeting or offer?
Marketing. Any greeting, offer, sale announcement or festive promotion is a Marketing template. Order, shipping and payment updates are Utility only when they contain no promotional content.
When should I submit Diwali templates for approval?
At least a week before your first send. Meta usually reviews templates quickly, but rejections need edits and a second review, and you do not want that to happen on Dhanteras or Diwali day.
Are customer replies free during Diwali?
Not always any more. From 1 October 2026 Meta gives each business phone number 1,000 free service messages a month and charges for service messages after that; utility templates sent inside an open customer service window are also charged now. Check Meta’s pricing page for the current rules.
Does RichAutomate have a Diwali offer?
Yes. Every Client Pay wallet recharge of ₹200 or more until 8 November 2026, 11:59 PM IST earns a scratch card with a bonus of up to 50% of the recharge, credited to your wallet. Terms apply.
Run your Diwali campaign on RichAutomate
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