WhatsApp for Jewellery Showrooms: BIS Hallmark + Gold Rate
Daily 22K + 24K rate broadcast at 10:45 IST. BIS HUID verification inside WhatsApp. Bridal appointment booking routed to the right branch + karigar. Akshaya Tritiya and Dhanteras segmentation. Built for Indian showrooms, billed in INR, DPDP compliant.
Phone +91 74349 01027 · INR billing · GST invoice
Why traditional jewellery showrooms need a WhatsApp layer in 2026
India bought roughly 800 tonnes of gold jewellery in the last twelve months, and the overwhelming majority of that came through traditional family-run showrooms — Zaveri Bazaar in Mumbai, Karol Bagh and Chandni Chowk in Delhi, T. Nagar in Chennai, P.C. Chandra Road in Kolkata, Sankeshwar in Bengaluru, Begum Bazaar in Hyderabad, C.G. Road in Ahmedabad. These are high-trust, walk-in businesses where the daily decision the customer makes — at 10:30 in the morning over chai — is "what is today's rate, and is it the right day to book my purchase". Today that decision happens on WhatsApp. Either you are in the conversation, or your neighbour two doors down is.
Lab-grown diamonds and direct-to-consumer brands have already grabbed the WhatsApp narrative for younger urban buyers. The traditional 22K + 24K showroom market, which is many times larger by GMV, has been slow to adopt — partly because the existing players (Wati, AiSensy, Interakt) are generic platforms with no opinion on jewellery. RichAutomate ships pre-built flow templates and Meta-approved utility templates specifically for the daily-rate + HUID + bridal-appointment workflow that this segment actually runs.
Use case 1 · Daily 22K + 24K rate broadcast
The flagship workflow. The showroom owner — or the manager — opens the RichAutomate dashboard at 10:30 IST after the bullion association call, types in today's per-gram rate for 22K and 24K (and optionally 18K for diamond mounts and silver per-kg), picks the segment ("All opted-in customers" / "South Mumbai branch only" / "VIP > ₹5L lifetime"), and hits send. A pre-approved Utility-category template fires with the rate, the date, and a one-tap reply "Book appointment". Customers see it in their personal WhatsApp inbox, not buried in a brand app they never open. Open rates are typically 70–85% within the first hour.
Because the broadcast is a Utility template — the customer opted in for "daily rate alerts" — Meta India's category-based pricing keeps the per-conversation cost low. Marketing-category content (festive offers, making-charge discounts) lives on a separate template so you do not pay Marketing rates for content that is genuinely transactional.
Use case 2 · BIS HUID hallmark verification
Since 1 April 2023, every hallmarked piece of gold jewellery sold in India must carry a 6-character alphanumeric HUID (Hallmark Unique Identification) laser-marked on the piece, alongside the BIS logo, the purity grade (22K916, 18K750, etc.), and the jeweller's identification mark. Customers can verify the HUID on the official BIS Care app, but most do not bother — they do not know it exists. The WhatsApp flow makes this verification one tap. Customer sends the HUID, the flow validates the format, fetches the metadata (jeweller code, year, purity, weight) and replies with a clean breakdown plus a link to the BIS Care app for cross-check.
This is a trust-builder. It also brings dormant customers — someone who bought a chain six months ago — back into your chat thread, where the next-purchase funnel kicks in: "Customers who buy a 22K chain typically come back for matching earrings within 6 months — here are this week's designs from your branch."
Use case 3 · Bridal + festive appointment booking
Bridal jewellery purchases are not impulse buys. They are 3–5 visits, often across multiple weekends, with parents, siblings, and the bride-to-be looking at sets in ₹3L–₹25L+ price bands. The appointment flow lets a customer pick a date + time slot at the nearest branch, optionally request a specific karigar or designer she has worked with before, and choose between "showroom consultation" or "home visit" (for high-value clients, common in Mumbai's Malabar Hill / Worli, Delhi's Lutyens / Greater Kailash, Bengaluru's Sadashivnagar / Jayanagar clusters). The branch manager gets a WhatsApp alert; the showroom diary is updated; the customer gets a reminder 24 hours and 2 hours before.
Festive consultations (Akshaya Tritiya, Dhanteras, Karwa Chauth, Onam in Kerala showrooms, Pongal in Tamil Nadu) follow the same flow but with shorter slots and pre-filled segmentation — anyone who bought during last year's Dhanteras gets a one-tap reorder option this year.
Use case 4 · Akshaya Tritiya + Dhanteras segmented campaigns
The Indian gold calendar has two single-day spikes that move the needle on annual GMV: Akshaya Tritiya in late April or early May (10 May in 2026) and Dhanteras during Diwali (28 October in 2026). Plus the bridal season Nov–Feb. A segmented campaign that goes out 10 days, 3 days, and the morning of the event — with the right messaging per segment (first-time buyer / repeat / VIP / lapsed) — outperforms a single bulk blast by a clean 2–4x on attributable footfall. RichAutomate's segmentation is built around purchase recency, category (gold / diamond / silver / coin), and city — exactly the cuts a jewellery owner thinks in.
Flow templates you get on day 1
- Daily gold rate utility template — 22K + 24K per-gram, optional 18K, optional silver per-kg, city-segmented.
- HUID hallmark verification flow — 6-character input validation + metadata response + BIS Care app link.
- Bridal appointment flow — branch picker, slot picker, karigar/designer preference, home-visit toggle, reminder cadence.
- Festive campaign pack — Akshaya Tritiya, Dhanteras, Karwa Chauth, Onam, Pongal templates with segmentation presets.
- Gold exchange / old-gold valuation — customer shares photo + estimated weight, branch manager replies with indicative valuation + appointment slot.
- Monthly gold scheme reminder — for chit-fund / 11+1 schemes, instalment reminder + UPI/Razorpay link.
DPDP Act 2023 compliance — jewellery context
India's Digital Personal Data Protection Act 2023, with the draft Rules notified in November 2024, applies cleanly to jewellery retail. The categories of data a showroom touches are sensitive — purchase value, KYC documents for purchases above the cash-tax thresholds, household-level wedding planning. RichAutomate captures only what the flow needs (name, branch preference, opt-in segment). KYC + valuation data stays in your ERP/POS — we hold only a reference via webhook. Marketing opt-in is separate from transactional opt-in. Retention is configurable per data category, and the consent log is queryable for any audit. The Razorpay leg for scheme instalments is PCI DSS Level 1.
Pricing
Starts at ₹999 / month on the Starter plan, which covers a single showroom with the full template pack. The Pro plan at ₹2,999 / month is the right fit for 2–5 branch chains and includes the multi-branch routing + karigar calendars. Larger chains (5+ branches, multi-state) move to the Enterprise tier — talk to us. All Meta WhatsApp conversation charges pass through at Meta India rates (Utility category is materially cheaper than Marketing in 2026 — we route correctly). Billed in INR, GST-compliant invoice, no FX, no USD-billed BSP middleman.
Set up your daily gold-rate broadcast this week
Book a 30-minute call. We map your branches, karigar calendars, today's rate input, and the festive segments live. You leave with an approved Utility template ready to send.
Related reading
Jewellery showroom WhatsApp · FAQ
Can RichAutomate auto-fetch the daily gold rate or does the showroom have to enter it manually?+
Both. Most showrooms key in their own buy + sell rate at 10:30 IST after the bullion association call — Zaveri Bazaar in Mumbai, Karol Bagh in Delhi, T. Nagar in Chennai, P.C. Chandra Road in Kolkata all publish slightly different "trade rates" and the showroom owner has the final view on margin, making charges, and wastage. For chains that want automation we can plug into a feed (your existing IBJA rate provider, or a paid feed). The utility template fires at the time you choose, to the segment you choose — 22K + 24K, optionally 18K for diamond mounts, optionally silver per-kg.
Is daily gold-rate broadcast a Utility or Marketing template under Meta WhatsApp policy?+
It is Utility when the customer has opted in to "daily rate alerts" and the message contains only the rate + reference. The moment you add festive offers or making-charge discounts, it becomes Marketing. We keep them as separate templates so you stay on the cheaper Utility category for the daily content and only escalate to Marketing when there is genuinely an offer. Meta India category-based pricing matters — Utility is materially cheaper per conversation in 2026.
How does the BIS HUID verification flow work for customers asking "is my jewellery real"?+
Customer types the 6-character HUID (alphanumeric, mandatory since 1 April 2023 on every hallmarked piece). The flow validates the format, fetches the make-up — jeweller code, year, purity, weight — and returns it inside WhatsApp with a link to the official BIS Care app for cross-verification. This is high-trust content. It is also a fantastic recall driver — customers who bought 6 months ago come back into the chat to verify and end up in the "next purchase" funnel.
My bridal collection appointments need to be at the right showroom with the right karigar. Can the flow route?+
Yes. Multi-outlet routing is configurable. A South-Mumbai customer asking for a bridal consultation can be routed to your Zaveri Bazaar flagship; a Bandra customer to the Linking Road branch; a Thane customer to Ghodbunder Road. Each branch has its own calendar with karigar availability and bridal-consultation-room slots. The customer never has to ask "which branch is near me" — the flow geos via WhatsApp location share, or asks once.
Akshaya Tritiya and Dhanteras peak on a single day — can the broadcast handle the load?+
Yes. The Akshaya Tritiya 2026 window (10 May 2026, Sunday) and the Dhanteras 2026 window (28 October 2026, Wednesday) are the two single-day gold-buying spikes in the Indian calendar. Broadcasts are queued via Redis with rate-limit awareness for the Meta Cloud API tier you sit on. A 50,000-contact list typically fans out in 15–25 minutes on Tier 100K, fully under Meta limits.
Does this comply with the DPDP Act 2023 for storing customer data like KYC + purchase history?+
Yes. RichAutomate captures only what the flow needs (name, purchase preference, optional birthday/anniversary for festive cues). KYC + valuation data is never stored in chat — only a reference to your existing ERP/POS via a webhook. Retention is configurable per data category, marketing opt-in is separate from transactional opt-in, and the consent record is queryable. Aligned with the DPDP Act 2023 and the draft Rules notified in November 2024.