Marketing
11.11 on WhatsApp: a Singles' Day campaign plan for online sellers
On 11.11, shoppers in Southeast Asia and beyond chat far more than on a normal day. Here is a day-by-day WhatsApp plan for your own customers, from opt-in to payment link, and how to keep up with the replies.
MonoChat Team Updated: 5 min read
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To run an 11.11 campaign on WhatsApp, message only customers who opted in, send a short early-access note a few days before, the offer itself on the morning of 11 November and one reminder to people who clicked but did not buy, and have answers and payment links ready in the chat for the rush. Keep every message a template approved in advance, and split your audience by what they bought before rather than sending the same offer to everyone.
This plan is for online sellers, especially in Southeast Asia, who sell on marketplaces and want their own customers to buy from them directly.
Why 11.11 needs a chat plan
11.11 (Singles’ Day, also called Double 11) is one of the largest online sales of the year in Asia, followed a month later by 12.12. The traffic is not only orders; it is questions. Lazada reported that during its 11.11 sale in November 2025, LazMall’s gross merchandise value in the Philippines reached 10 times a regular day, and its AI assistant Lazzie saw 4 times more interactions and 2.5 times more conversations than on normal days.
If your shoppers write to you on WhatsApp, they will write more on 11.11: “Is this size in stock?”, “When will it arrive?”, “Can I pay by bank transfer?” A slow answer on a 24-hour sale is a lost order.
Who to message
Split your opted-in customers before you write anything:
| Segment | What they get |
|---|---|
| Bought from you in the last 12 months | Early access and the main offer |
| Bought in a category with an 11.11 deal | The offer for that category only |
| Asked about a product but did not buy | A reminder about that product, if on sale |
| Never bought, but opted in | The main offer, once |
| Bought something in the last 7 days | Nothing, or a thank-you with no new offer |
Fewer, better-matched messages get more replies and fewer blocks. Tags make this easy; see WhatsApp customer segmentation with tags.
A day-by-day plan for 2026
| When | What to do |
|---|---|
| By 2 November | Submit your marketing templates (early access, launch, reminder) and your utility templates (order confirmation, payment reminder, shipping). |
| By 5 November | Tag your segments, clean out anyone who opted out, set up the payment provider and test a payment link. |
| 9 November | Early access to your best customers: “Your 11.11 prices are live 48 hours early.” |
| 11 November, morning | The main offer, by segment. Products as a carousel, with a button to the chat or the shop. |
| 11 November, evening | One reminder, only to people who replied or clicked but did not buy. |
| 12 to 14 November | Order confirmations, shipping updates and a thank-you. No new offers. |
| 12 December | Repeat for 12.12 with what you learned. |
Meta’s per-user limits on marketing messages, pacing of large sends and the rule against marketing templates to US numbers all apply on 11.11 as they do on Black Friday; our Black Friday WhatsApp guide covers them in detail.
Message examples
Early access (marketing template):
Hi {name}, your 11.11 prices are live early, just for you. Up to 40% off skincare until 11 Nov, 23:59. [Shop the deals] [Stop promotions]
Launch morning (marketing template, carousel):
11.11 is here! Your favourites at their lowest prices of the year. Swipe to see them, or reply with a question.
Reminder (marketing template, only to people who engaged):
Your 11.11 cart is still waiting, and the prices end tonight at 23:59. Reply “pay” to get your payment link.
Always include a way to stop promotions, and honour it at once.
What it costs
Meta charges per delivered marketing template by the recipient’s country. With the rate card of 1 October 2026, a marketing message costs $0.0411 to Indonesia and $0.0118 to India; 10,000 delivered messages to Indonesian customers cost about $411. Replies in the 24-hour customer service window are service messages, charged after 1,000 free per number per month. Our WhatsApp API pricing guide has the full table, and a message from a Click-to-WhatsApp ad opens a free entry point window; see Click-to-WhatsApp ads.
How to run 11.11 in MonoChat
MonoChat is an official Meta Business Partner and puts WhatsApp, Instagram, Messenger, TikTok and web chat in one team inbox.
1. Build the audience. In the CRM, filter opted-in customers by tags and profile fields, save the filter for each segment, and click Send Bulk Message to Selected.
2. Schedule the sends. Choose the channel and Template Message, fill in the variables and pick Later with the date and time. Each send is tracked under System › Bulk Messaging with its delivery and read status per recipient. See WhatsApp bulk messaging.
3. Test two versions. Send the bulk message as a Custom Flow instead, and inside the flow add a Random Split node: each customer goes down branch A or B by the weights you set, and Save Flow Variable keeps which version they got, so you can compare replies and payments afterwards.
4. Show the products. Carousel messages send swipeable product cards; WhatsApp catalog and product messages explains the options.
5. Answer the rush. An AI agent answers from your own product, delivery and payment information in the customer’s language, and hands over to a person when needed. Workgroups route orders, payments and complaints to the right people.
6. Take payment in the chat. A Send Payment Request node sends a link from your own provider for the order total: Xendit (IDR, USD, THB, VND, PHP and MYR), Midtrans (IDR), PayPal or Stripe. The New Payment Received event confirms the order and can tag the buyer. See how to accept payments in WhatsApp chats.
7. Use a ready-made app. For online shops, the Shop Assistant app sends campaign messages to a chosen group (buyers, repeat customers, top spenders, buyers of a category, cart abandoners) with your products and a code.
Start for free at app.monochat.ai, and see e-commerce campaign automation for more campaign set-ups.
Sources
- Insider PH: Trusted brands, AI adoption power Lazada’s record 11.11 sale (20 Nov 2025, opened 30 Oct 2026)
- Meta for Developers: Pricing on the WhatsApp Business Platform (opened 30 Oct 2026)
- MonoChat help center: Broadcast Messages, Bulk Messages, Flows and Payment Systems
Put this into practice with MonoChat