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WhatsApp API for jewellers: catalogues, gold savings schemes and showroom visits
For family jewellers, showroom chains and online jewellery brands: share designs by category, run gold savings scheme reminders, update custom orders and repairs, and plan Akshaya Tritiya, Dhanteras and wedding-season campaigns.
By Broadchat teamPublished 8 min read
The problems WhatsApp solves for jewellery retail
Customers want to see designs before they visit
A bride's family will not drive across the city on a guess. They ask for photos of temple necklaces in a weight range, bangles in a size, or the latest lightweight collection, and staff send photos one by one from their own phones.
Gold savings scheme instalments are missed
Monthly scheme members forget to pay, payments arrive late or into the wrong account, and staff spend the first week of each month calling members and reconciling receipts.
Custom orders and repairs generate anxious calls
Customers who left a design for making or a chain for repair call repeatedly to ask whether it is ready, and the karigar's timeline is known only to one salesperson.
Festive demand is concentrated in a few days
Dhanteras, Akshaya Tritiya and the wedding season bring most of the year's footfall into a short window. Announcing offers late, or to the wrong customers, means lost sales.
Prices change every day
Gold and silver rates move daily, so any message quoting a price can be wrong by the next morning and leads to disputes at the counter.
Why jewellers use WhatsApp
The whatsapp api for jewellers is about two things: showing the right designs before the customer visits, and handling the steady, repeated messages around savings schemes, custom orders and repairs without staff phones. A catalogue chatbot sends bridal or daily-wear designs in the customer's budget, scheme reminders and receipts go out on schedule, and festive campaigns reach the right segments days before Dhanteras rather than on the morning itself.
Jewellery is a high-trust, high-value purchase, so the tone matters as much as the automation. Keep a person available for every serious enquiry and use the bot for the repetitive parts. If you are new to the platform, read what the WhatsApp Business API is.
Message templates to get approved first
Each message you start outside the 24-hour window needs an approved message template. Sample values are in brackets.
| Template name | Category | Sample |
|---|---|---|
scheme_instalment_due | Utility | Dear {{1}}, instalment {{2}} of your {{3}} scheme is due on {{4}}. Use the button below to pay. (Kavita ji; 7 of 11; Swarna Sanchay; 5 Nov) |
scheme_payment_received | Utility | Dear {{1}}, we have received {{2}} for your scheme account {{3}}. Your receipt is attached. (Kavita ji; ₹5,000; SS-2041) |
custom_order_ready | Utility | Dear {{1}}, your order {{2}} is ready for collection. The balance is payable at today's rate. (Mr Agarwal; SBJ-CO-3318) |
repair_completed | Utility | Dear {{1}}, the repair of your {{2}} (receipt {{3}}) is complete. You can collect it between {{4}}. (Neha; gold chain; R-1187; 11 am and 8 pm) |
bridal_appointment_reminder | Utility | Hi {{1}}, a reminder of your bridal consultation tomorrow at {{2}} with {{3}}. (Pooja; 4:00 pm; Ms Rekha) |
dhanteras_preview_invite | Marketing | Hi {{1}}, our Dhanteras preview runs from {{2}} with offers on making charges. Reply PREVIEW for the catalogue. (Sunil; 15 to 18 Oct) |
A scheme reminder that adds "buy now and get a free silver coin" is no longer a utility message. Keep offers in separate marketing templates. The template guide covers how categories are judged.
Catalogue chatbot flow outline
- Trigger: New Message and Click to WhatsApp Ads (collection ads); Match Keyword for SCHEME, ORDER and REPAIR.
- Send Message: greeting with three category buttons.
- Ask Question: weight or budget range as a list of up to 10 ranges; occasion (wedding, gift, daily wear).
- Native Ecommerce Actions: Search Products in the chosen category and send matching designs as product or carousel messages.
- Save Variable Value: store category, budget and occasion; tag the contact for later campaigns.
- Native Calendar (Add Automation App): offer bridal consultation slots and book one.
- Assign to Agent: for budgets above your threshold or any "call me" request, route to a senior salesperson.
- Send Conversion Event: report Lead Submitted for ad-originated chats.
Broadchat features to use
- Ecommerce → Products for designs with category, purity and weight; Ecommerce → Store Front for a browsable catalogue link.
- CRM → Imports to load scheme members; CRM → Super Field for scheme account, instalment amount, due day, anniversary.
- Payments → Payment Gateways (Razorpay, PayU or PhonePe links) and Payments → Payment Orders to reconcile instalments.
- CRM → Boards for custom orders and repairs, with CRM → CRM Triggers to send status templates on stage changes.
- Automations → Calendar for bridal consultation slots with a cap per slot.
- CRM → Segment and CRM → Bulk Campaign (scheduled, Retarget) for festive sends.
- Dynamic Experience → Image Experience for a personalised festive greeting image with the customer's name.
Illustrative ROI
An illustrative example, not a promise: a jeweller has 800 savings scheme members paying ₹5,000 a month. If 60 members pay late or skip each month and automated reminders with a payment link bring 30 of them back on time, that is ₹1,50,000 a month collected on schedule, and those members are more likely to complete the scheme and buy at maturity. Separately, if one extra bridal consultation a week converts to a ₹3,00,000 purchase once a month, the margin on that sale is the larger gain. Subtract Meta's charges for the templates you send and the platform subscription; see WhatsApp API pricing explained.
Before the festive rush
Festive sends are where jewellers most often damage their number. Send previews only to opted-in customers, a few days apart, and check the quality rating after each send. The festive campaign use case has a full timeline. Retail marketing agencies can run this playbook for many jewellers under their own brand through the partner program.
Use cases with example messages
Design catalogue by category and budget
A chatbot asks what the customer is looking for and their weight or budget range, then sends matching designs as product or image messages, with the option to book a showroom appointment or speak to a designer.
Reply inside the 24-hour window
Business: Namaste from Shree Balaji Jewellers, Jaipur. What would you like to see? [Bridal sets] [Daily-wear gold] [Diamond rings]
Example message Gold savings scheme instalment reminders
Remind scheme members a few days before each monthly instalment with the amount, instalment number and a payment link, and send a receipt automatically when payment is received.
utility template
Business: Dear Kavita ji, instalment 7 of 11 for your Swarna Sanchay scheme (A/c SS-2041) of ₹5,000 is due on 5 Nov 2026. Pay here: pay.shreebalajijewellers.in/ss/2041. Ignore if already paid.
Example message Custom order and repair status
Update the customer when a custom piece moves from design approval to making to ready for collection, and when a repair is done, with the balance amount if any.
utility template
Business: Dear Mr Agarwal, your custom order SBJ-CO-3318 (22K gold kada, approx. 28 g) is ready for collection. Balance payable at collection as per today's rate. Showroom hours: 11 am to 8:30 pm.
Example message Showroom appointment for bridal shopping
Book a private appointment with a bridal consultant against limited slots, so large families arrive at a time when the right staff and stock are ready.
utility template
Business: Hi Pooja, your bridal consultation at Shree Balaji Jewellers, MI Road, is booked for Sat 15 Nov, 4:00 pm with Ms Rekha. Up to 5 family members are welcome. [Confirm] [Reschedule]
Example message Festive and wedding-season campaigns
Announce Dhanteras previews, making-charge offers and new collections to opted-in customers, segmented by past purchase category and city. Send a few well-timed messages, not daily ones.
marketing template
Business: Dhanteras preview at Shree Balaji Jewellers: new lightweight gold collection, flat 20% off making charges on 15 to 18 Oct. Reply PREVIEW for the catalogue. Reply STOP to opt out.
Example message Anniversary and birthday occasion messages
With consent, remind customers of an upcoming anniversary they shared at billing and suggest a showroom visit. This is promotional, so it is a marketing template.
marketing template
Business: Hi Rajesh, your wedding anniversary is coming up on 2 Nov. Our new diamond pendant collection starts from ₹24,900. Reply SHOW to see it.
Example message
A rollout playbook
Collect consent and occasions at billing
At the billing counter, ask whether the customer wants scheme, order and offer updates on WhatsApp, and record anniversary or birthday dates only if they choose to share them.
Move scheme reminders to automation
Import scheme members with instalment amount and due day, connect a payment gateway, and schedule reminders and receipts. This is usually the fastest return.
Build the catalogue chatbot
Upload your key designs as products with category, purity and approximate weight, and let the chatbot filter them. Always offer a person for anything above a set value.
Track custom orders on a board
Create a board with stages such as design approved, in making, quality check and ready, and trigger a status template when a card moves.
Plan festive campaigns six weeks ahead
Get festive templates approved early, segment by past purchase and city, and schedule sends for the evening before each preview.
Keep price wording safe
Never promise a fixed gold rate in a template. Say that final prices follow the day's rate and the BIS-hallmarked purity.
Compliance notes
- Gold and silver prices change daily. Do not quote a fixed price in templates; state that final prices depend on the rate on the day of billing, plus making charges and GST.
- Describe hallmarking accurately: mention BIS hallmark and HUID only for pieces that carry them, and do not claim purity you have not certified.
- Gold savings schemes are regulated; make sure your scheme's terms are compliant and that reminders do not misstate maturity benefits. Take advice from your accountant or lawyer.
- Never ask for PAN, Aadhaar, card numbers or UPI PINs in chat. Use your gateway's payment link and collect KYC documents at the store or through a secure upload.
- Occasion reminders and festive offers are marketing. Send them only to customers who opted in, and stop immediately when someone replies STOP.
- Do not send photos of a customer's purchased jewellery to anyone other than that customer; high-value purchase details are a security risk.
Sources
- Templates overview — Meta for Developers, checked 12 October 2026
- Pricing on the WhatsApp Business Platform — Meta for Developers, checked 12 October 2026
- WhatsApp Commerce Policy — WhatsApp, checked 12 October 2026
Broadchat team · Product and partner success team
The people who build and support Broadchat, the white-label WhatsApp Business API platform. We write from what we see while onboarding partners and their clients on the official WhatsApp Cloud API, and we check every article against Meta's current documentation.
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Frequently asked questions
Can I send today's gold rate to customers every morning?
You can, as a marketing template to customers who asked for it, but daily promotional messages quickly lead to blocks and lower quality. Many jewellers share the rate on request instead, through a keyword such as RATE answered by the chatbot inside the customer's open window.
Are gold scheme reminders utility or marketing?
A reminder about an instalment the member already owes is a utility message. If it also promotes a new collection or offer, Meta can categorise it as marketing.
Can customers pay scheme instalments on WhatsApp?
Yes, through a payment link or WhatsApp payments set up with Razorpay or PayU. A chatbot can send the receipt automatically once the gateway confirms the payment.
Can I show my full catalogue on WhatsApp?
You can upload products to the ecommerce module and send them as product, multi-product or carousel messages. For very large catalogues, filter by category and budget first so customers see a short, relevant set.
Is it safe to share high-value design photos on WhatsApp?
Design photos are usually fine. Avoid sending details of a specific customer's purchase or collection appointment to anyone except that customer, and keep staff chats on the business number rather than personal phones.