Before the templates: the rules that decide whether they arrive
A message nobody receives converts nothing, so start here.
On the WhatsApp Business Platform, anything promotional counts as a marketing message. Two conditions apply. You need the client's prior opt-in to receive marketing on that number, and the message itself must follow a template approved in advance. Sending unsolicited promotions is what gets a business number rate-limited or restricted, and recovering a restricted number is far harder than collecting consent was.
The same principle applies to SMS, where the TRAI commercial communication regulations require registered headers and consent. If you are sending at any volume, use a provider that handles registration rather than a personal handset.
Does the discount actually make money?
Only when it fills time that would otherwise be empty.
Take a Rs 1,500 hair spa where consumables and stylist time cost Rs 900. The margin is Rs 600.
| Offer | Client pays | Cost | Margin | Margin lost |
|---|---|---|---|---|
| No offer | Rs 1,500 | Rs 900 | Rs 600 | — |
| 10% off | Rs 1,350 | Rs 900 | Rs 450 | 25% |
| 20% off | Rs 1,200 | Rs 900 | Rs 300 | 50% |
| Free add-on worth Rs 300 | Rs 1,500 | Rs 1,020 | Rs 480 | 20% |
Two things fall out of that table. A 20% discount costs you half the margin, not a fifth. And a free add-on usually costs less than the equivalent discount, because you give away the add-on at your cost rather than at its price.
Work out your own numbers before setting the percentage — the salon service cost calculator splits a service into consumables, stylist time and chair time so you can see what is actually left.
Birthday messages (5 templates)
Send 3 to 5 days before the date. On the day itself the client usually has plans.
- Hi {name}, happy birthday for {date} from all of us at {salon}. Your birthday treat is 20% off any single service this month. Shall we book you in? Valid till {expiry}.
- Hi {name}, a little something for your birthday: a complimentary head massage with any hair service, on us. Just mention this message when you book. Valid till {expiry}.
- Happy birthday week, {name}. Your usual {service} is 20% off until {expiry}. Reply with a day that suits and we will hold the slot.
- Hi {name}, birthdays deserve good hair. 20% off any colour or spa service this month, and we will keep your last formula on file. Book by {expiry}.
- Hi {name}, happy birthday. Bring a friend this month and you both get 15% off. Valid till {expiry}.
Anniversary messages (5 templates)
Two anniversaries are worth tracking: the client's wedding anniversary, and the anniversary of their first visit to you. The second is the one nobody else sends.
- Hi {name}, it is a year since your first visit to {salon}. Thank you for staying with us. Here is 20% off your next appointment, valid till {expiry}.
- Happy anniversary, {name}. Our couple's package is 15% off this month if you would both like to come in together. Valid till {expiry}.
- Hi {name}, one year with us today. Your next {service} is on the house up to Rs 500. Book by {expiry}.
- Hi {name}, congratulations on your anniversary. Book any two services this month and the second is half price. Valid till {expiry}.
- Hi {name}, two years since your first visit. We have kept your preferences on file. 20% off anything you like, until {expiry}.
Festive messages (5 templates)
Festive slots sell out. The purpose of these is to get the booking early, not to discount deeply.
- Hi {name}, Diwali slots are opening now and the last three days fill first. Book before {expiry} for 15% off any package.
- Hi {name}, Karwa Chauth appointments are filling up. Reply with your preferred time and we will hold it for 24 hours.
- Hi {name}, wishing you a happy {festival}. Our festive package covers hair, skin and nails at Rs 2,999 instead of Rs 3,600. Available till {expiry}.
- Hi {name}, wedding season is here. Book a bridal trial before {expiry} and the trial cost is adjusted against the final package.
- Hi {name}, happy {festival} from {salon}. Morning slots this week are 15% off, since evenings are already booked. Valid till {expiry}.
What makes these work
Four things, and they matter more than the wording.
A named service beats a blanket discount. "20% off your next hair spa" is easier to say yes to than "20% off everything", because the client does not have to decide what they want first.
An expiry creates the booking. An open-ended offer is filed away and forgotten.
Off-peak targeting protects margin. Discounting a Saturday evening slot that would have sold anyway is pure loss. Discounting a Tuesday morning is revenue you did not have.
One message, not three. A follow-up to a promotional message that was ignored is how a number gets reported.
If you are working out which services to promote and what the salon can afford to give away, the free salon audit looks at pricing, retention and utilisation together, and SalonZeo handles the appointment and reminder side once the manual version starts taking too long.
The full rules are worth reading once: the WhatsApp Business Messaging Policy sets out what counts as marketing and what opt-in must look like, and the TRAI regulations cover commercial SMS.