دیوار (Divar)
Platform · this deep dive is built from the official pages of the platform itself and of the tools that support it.
Overview
Divar (دیوار, "Divar" — "wall") is an Iranian classifieds board. It describes itself like this: "Divar is the main source of free classifieds and of buying and selling new and second-hand goods: property, cars, jobs, household goods, services". The launch date is given on the "about us" page: 21 Tir 1391 in the Iranian calendar (July 2012), with the aim of buying and selling online without intermediaries.
For a seller, Divar works not as a marketplace but as a classifieds site: there is no cart, no commission on a sale and no holding of the buyer's money. The platform charges for publishing and for bumping a listing, while the deal itself happens between people. On top of that sits a commercial layer — "Divar Herfei" (دیوار حرفهای, "professional Divar") with dashboards for car dealerships and estate agencies.
Who's here
Divar publishes its numbers in its own brand guidelines, where a "Divar until today" timeline is laid out. We give them as the platform's statements about itself, tied to Iranian years: for 1401 — 53 million unique users, 57 million unique visits and 10 million users with a verified identity; for 1402 — more than 128 million listings and 22 million property posts, with more than 75% of listings checked by artificial intelligence; for 1403 — more than 125 million listings and more than 90% AI checks.
Geography within the country is covered by the same timeline: in 1397 — 9.5 million users from 60 Iranian cities, in 1398 — 100 million listings from 180 cities, in 1399 — 130 million listings from 238 cities, and earlier still, in 1396, the platform named 140 thousand active businesses.
The interface language is Persian (fa-IR, divar.ir).
Getting started
Identity verification exists, and a significant share of the audience uses it — 10 million users with a verified identity according to the 1401 data. The quota for new features is counted by national ID code: to try the "Sales Assistant" you get one free activation per national code — the account is tied to an identity, not just to a phone.
For businesses there are separate dashboards: the car dealership panel appeared in 1397, the property panel and the "business" section in 1398.
What you can publish
Listings are divided into categories, and both the free quota and the price depend on the category: preserving free access for the general public is one of Divar's important principles, so the ability to post around 65 free listings a year is kept for all users, with the quota distributed across categories in proportion to the needs of a private consumer.
The platform names the categories separately when it revises its rates: employment, property and transport, goods categories, industrial equipment and services — of the last it is said that, because these listings are entirely commercial in nature, their rates are updated in line with inflation.
The platform's own statistics on car listings speak to the photograph requirements indirectly: in 20% of cases the body condition differs from what is stated, more than 50% of listings do not include full photographs from every angle, and in 24% the data entered contradicts the text description. This shows what the platform expects from a listing.
How to grow
Bumping a listing
The main paid tool is the "nardeban" (نردبان, "ladder"): pushing a listing back to the top of the list. Since 1404 there has been an automatic mode: the business owner sets a schedule, can configure automatic bumping up to 10 times for each listing and choose the interval between bumps, from daily to once every 5 days.
Price as a lever for quality
From 1404 Divar is changing the very model of publication pricing: starting from the month of Bahman, in the cars category the cost of posting is calculated from the quality of the information — the fuller and more accurate the listing, the cheaper the publication; full photographs from every angle, precise technical fields and a description free of contradictions bring the price down, while imprecise and vague listings, conversely, get more expensive. The programme was promised to be extended to property in stages.
The Sales Assistant
A separate paid tool is the "dastyar-e forush" (دستیار فروش, "sales assistant") built on AI: round-the-clock answers to typical questions in text and voice, initial haggling within a price range set by the seller with only serious offers passed on, agreeing a viewing time, editing the listing by a message in chat and daily reports. The prices are named outright: free activation — one per national code; for other listings, connecting it costs 69 thousand tomans in the "employment" category and 49 thousand tomans in the other categories.
Path to monetization
Divar does not pay authors and takes no commission on a sale: it does not hold the buyer's money, does not arrange delivery, and there is no shop window with a cart here. The seller receives the full amount of the deal directly, while the platform earns from publishing and promotion.
Practically your entire economy on Divar is expenditure: a free annual quota, then payment for posting and for bumps. Rates are updated centrally: the changes are calculated after analysing the market in each category, with the aim of balancing supply and demand and of reducing duplicate and unrealistic listings; the latest update took effect from the beginning of the month of Tir 1405, while rates for recruitment listings were not raised at all.
Posting rates are shown when you submit a listing and depend on the category, the city and (for cars) the quality of the listing.
Tools and automation
The platform has a developer platform — "Kenar" (کنار, divar.ir/kenar).
What the platform offers a seller without programming: the "Divar Herfei" dashboard, where automatic bumping of listings is configured and company employees work, with payment coming from the business wallet — if funds run short, a warning arrives a few hours before the operation; the Sales Assistant — a bot that handles correspondence and calls and can edit a listing from a chat message; and industry dashboards for car dealerships and estate agencies.
Limits and rules
- Free quota. Around 65 free listings a year per user, distributed unevenly across categories: categories with a "business" nature get a smaller quota.
- Automatic bumping. No more than 10 bumps per listing, an interval from one day to five, only one request active at a time, payment only from the wallet.
- Moderation. More than 90% of listings are checked by artificial intelligence (1403 data).
- The price depends on quality. In the cars category an incomplete and contradictory listing costs more.
Who it's for
It suits a private seller in Iran: the annual free quota covers everyday sales, and you only pay for going over it and for promotion. It suits car dealerships and estate agencies: they have dedicated dashboards, the "Divar Herfei" account with automatic bumping and a wallet, and the new pricing model rewards those who fill in a listing honestly and fully. It suits sellers who are drowning in repetitive messages: the AI assistant takes over the initial correspondence and haggling.
It does not suit you if you need a marketplace: there is no cart and no payment guarantee here — the deal and the settlement are entirely down to you and the buyer. It does not suit programmatic integration: the platform documents no public API for sellers. And it does not suit working from outside Iran.
Verified data
The checked data this deep dive rests on.
About the platform
the platform describes itself like this: «دیوار مرجع اصلی نیازمندی های رایگان و خرید و فروش کالای نو و دست دوم. نیازمندی های املاک، خودرو، استخدام، لوازم خانه، خدمات و سایر بخش های مورد نظر شما»
Self-description: this is the platform's claim about itself, not an independent assessment
source, checked 2026-07-28
the platform states that it started work on 21 Tir 1391 (July 2012) with the aim of buying and selling online without intermediaries; it runs as a PWA
The «درباره دیوار» page
source, checked 2026-07-28
Who's here
for 1401 the platform names 53 million unique users, 57 million unique visits and 10 million users with a verified identity
The «دیوار تا امروز» timeline in the brand guidelines; the platform's statement about itself
source, checked 2026-07-28
for 1403 the platform reports more than 125 million listings published and more than 90% of listings checked by artificial intelligence; for 1402 — more than 128 million listings, 22 million property posts and more than 75% AI checks
Same source
source, checked 2026-07-28
in 1397 the platform named 9.5 million users from 60 cities, in 1398 — 100 million listings from 180 cities, in 1399 — 130 million listings from 238 cities; in 1396 — 140 thousand active businesses
Same source
source, checked 2026-07-28
Business terms
industry dashboards appeared according to the platform's timeline: the car dealership panel in 1397, the property panel and the "business" section in 1398; the "Karnama" service was introduced at the same time
The timeline in the brand guidelines
source, checked 2026-07-28
Content
the platform's own data on car listings: in 20% of cases the body condition differs from what is stated, more than 50% of listings do not include full photographs from every angle, and in 24% the data contradicts the text description
Same source; the platform's statement about its own data
source, checked 2026-07-28
Promotion
automatic "nardeban" bumping is configured in the "Divar Herfei" dashboard: up to 10 bumps per listing, an interval from daily to once every 5 days, payment deducted from the business wallet at the moment of the operation, only one request active at a time per listing
Official news item of 12 Khordad 1404
source, checked 2026-07-28
from the month of Bahman 1404, in the cars category the cost of posting depends on the quality of the information: a full and accurate listing is published more cheaply, an imprecise one more expensively; the programme was promised to be extended to property as well
Official news item of 16 Azar 1404
source, checked 2026-07-28
Pricing
the ability to post around 65 free listings a year is kept for all users; the quota is distributed unevenly across categories — "business" categories get a smaller annual quota
The official rate update announcement of 25 Khordad 1405
source, checked 2026-07-28
posting and promotion rates were updated from the beginning of the month of Tir 1405; rates for recruitment listings were not raised
Same source; the amounts themselves are not given in the announcement
source, checked 2026-07-28
the AI "Sales Assistant" (دستیار فروش): one free activation per national ID code; for other listings, connecting it costs 69 thousand tomans in the "employment" category and 49 thousand tomans in the other categories
Official news item of 5 Aban 1404
source, checked 2026-07-28
Languages
the interface language of the home page: fa-IR
The language is taken from the markup attribute, the versions from hreflang
source, checked 2026-07-28
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