You cannot. If those contacts have an i-device (iPhone, iPad or iPod) with iMessage, they must activate the service. Otherwise, you can only send them SMS messages (if they have cellular service).
Then you are good to go with iMessage. But others may not be. If they don't have an iPhone or iPad then texting with them will be SMS and shows green. If they have an iPhone but have iMessage turned off, then that is SMS as well.