In shape rolling, prediction of deformations such as spread, elongation, and draft, pressure distribution between rolls and the workpiece, and forming load is important in designing proper roll grooves and pass sequences. Since initial temperature of the workpiece is in the range 1100–1200 °C, temperature distribution of the workpiece is a significant factor which influences the mechanical properties due to variation of microstructure in rolled products. Thus, variation of the workpiece temperature distribution during shape rolling should be considered at the design stage. In the present study, a three-dimensional finite element program for analyzing shape rolling processes considering heat transfer is developed based on rigid thermo-viscoplastic approach. Using the developed program, square–oval, round–oval, and square–diamond passes were simulated at different friction conditions with and without temperature effects. From the present simulation results, the non-isothermal and frictional effects on deformed shape, stress and temperature distributions of the workpiece, and forming loads were investigated. Also, in order to apply the developed program to more complex rolling problems, shape rolling of H-beam was simulated. The developed program will be useful in generating the database for designing roll pass and profile design in shape rolling.