there are two types that We usually sent messages on special occasions :
1) people send on Eids and occasions on which Islam permit us to congratulate one another. Or to remind any acts of worship to do in a certain time. like, remind people to pray qiyaam during Ramadan or to read Qur’aan during that month, or reminders to fast on some days of special virtue and the like. then There is nothing wrong with this. but should be careful that message should not go against sharee‘ah.
2) and the messages We sent on innovated festivals and occasions that are not prescribed in Islam like, on Prophet’s birthday (al-Mawlid al-Nabawi), or Valentines Day, or New Year, and so on. that is not allowed. because it is congratulations for an innovated religious festival or one of the festivals of the kuffaar in which the Muslims are imitating them.
Muslim (4831) narrated from Abu Hurayrah (may Allah be pleased with him) that the Messenger of Allah (blessings and peace of Allah be upon him) said: “The one who calls to true guidance will have a reward like the rewards of those who follow him without that detracting from their rewards in the slightest, and the one who calls to misguidance will have a burden of sin like that of those who follow him, without that detracting from their burden of sin in the slightest.”
Al-Nawawi (may Allah have mercy on him) said:
The one who calls to true guidance will have a reward like that of those who follow him and the one who calls to misguidance will have a burden of sin like that of those who follow him, regardless of whether it is guidance or misguidance, and whether he is the one who started it or he was following someone else, whether it has to do with teaching knowledge or acts of worship or matters of etiquette or anything else.
Sharh al-Nawawi ‘ala Muslim, 16/227
Allah knows best.

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