How to Send Diwali Wishes to Customers on WhatsApp and SMS Without Being Marked as Spam
In the days before Diwali, customers' phones fill up with greetings. Banks, jewellers, electronics shops, insurance agents, clinics, schools and dozens of online stores all send some version of "Wishing you a happy and prosperous Diwali". Most of these messages are ignored, some are muted and a few lead to the sender being blocked or reported. Yet a thoughtful festive message can strengthen a customer relationship more than any discount.
With Diwali on 8 November this year and the festive build-up already under way, here is how businesses can send Diwali wishes that customers actually appreciate, while staying compliant and protecting their messaging channels.
Why most festive greetings fail
The biggest problem is sameness. Generic greetings with clip-art diyas and no personal touch blend into a flood of identical messages. The second problem is disguised selling. A message that begins with warm wishes but quickly turns into a hard sales pitch feels insincere, and customers notice. The third problem is sending to people who never agreed to hear from you, which damages trust and, on certain channels, breaks the rules.
Timing also matters. Messages sent late at night, multiple times in a week, or on the busiest family days are more likely to irritate than delight.
Understand the rules before you send
On SMS, TRAI's commercial communication framework applies. Greeting messages from businesses are commercial communications, so they must be sent from a DLT-registered header using a registered template in the appropriate category. If your greeting includes an offer or discount, it is promotional and must follow promotional rules, including respecting customers' preferences and permitted sending times. Any links or callback numbers in the message must be whitelisted on the DLT platform, or the message may be blocked.
On WhatsApp, businesses using the WhatsApp Business API need approved message templates and customer opt-in for business-initiated messages. A festive greeting is generally treated as a marketing message. Sending large volumes of greetings from the regular WhatsApp Business App, especially to people who have not saved your number or asked to hear from you, risks reports and restrictions on your account. If many recipients block or report your message, your quality rating can drop, which may limit your ability to message customers later.
Data protection matters too. India's Digital Personal Data Protection framework emphasises purpose-specific consent, so it makes sense to send festive messages only to customers who have agreed to receive marketing communication from you.
Make your greeting genuinely personal
Personalisation does not need to be complicated. Use the customer's name, mention your relationship if appropriate, such as "Thank you for being with us since 2022", and write in a natural voice. If your customers speak Hindi, Punjabi or another regional language, a greeting in that language can feel far warmer than a formal English message. A short video or voice note from the founder, sent to your most loyal customers, can be more memorable than any designed graphic.
Think about what your customers value. A clinic might add a gentle reminder about health during festive feasting. A financial adviser might share a short note about Dhanteras traditions and sensible planning. A restaurant might thank regulars and share its festive opening hours. The greeting becomes useful as well as warm.
Separate greetings from offers
If you want to share a festive offer, consider sending it separately from your greeting, or keep the offer light and clearly labelled. A message that wishes customers well and then mentions "a small Diwali gift for you" with a clear, honest offer is acceptable to most people. A message that pretends to be a greeting but is really a sales blast is not. Remember that once an offer is included, the message must be handled as promotional on SMS.
Choose the right channel for each customer
WhatsApp suits customers who regularly chat with you and have opted in, and it allows rich media such as images and short videos. RCS can deliver branded festive cards with images and buttons to supported Android phones, with SMS fallback for others. SMS remains the universal option for reaching customers on any phone, ideal for short, warm messages. Email works well for longer notes, such as a year-in-review thank-you to B2B clients.
Get the timing right
Avoid sending at night or very early in the morning. For many brands, the days just before Dhanteras and Diwali work well for greetings, while the day of Diwali itself is often better left to family. Send once, not several times. Customers remember a single thoughtful message far more fondly than a series of reminders.
Frequently asked questions
Do Diwali greeting SMS need DLT registration?
Yes. Business SMS greetings must use a registered header and an approved template in the correct category.
Can I send Diwali wishes to all my contacts on WhatsApp?
Send business messages only to customers who have opted in, and use approved templates if you are on the API.
Is it okay to include an offer with a greeting?
Yes, if it is clear and honest, but the message is then promotional and must follow promotional rules.
Send festive messages customers remember
OM Enterprises helps brands send compliant, personalised festive greetings and offers across WhatsApp, SMS and RCS, with DLT templates and opt-in management handled. Plan your Diwali messaging with us.