20 follow-up text message scripts that get replies
Copy-and-paste texts for missed calls, new leads, quotes, appointments, reviews and win-backs, with when to send each one, how to automate them and the consent rules to follow.
A follow-up text gets a reply when it says who it’s from, why you’re texting, asks one easy question and gives a simple next step. Send the first text within a minute of a missed call and within five minutes of a new enquiry, then follow quotes up on day two and day five. Below are 20 scripts for missed calls, new leads, quotes, appointments, reviews and win-backs. Get consent, include an opt-out and keep a real person ready to answer.
- In EZ Texting’s 2025 survey of 1,074 consumers, 57% said they expect a business to reply to a text within 15 minutes.
- Every good follow-up text has four parts: who it’s from, why you’re texting, one question and an easy next step.
- In Canada, CASL covers business texts. You need consent, your identity and a working opt-out such as replying STOP, honoured within 10 business days.
- Automate the first text, but keep a person on the replies. The automation opens the conversation; you close it.
Key terms explained (9)
- CRM
- Customer relationship management software: one place that stores your contacts, conversations, appointments and deals. GoHighLevel and HubSpot are examples.
- CASL
- Canada’s Anti-Spam Legislation: the law that sets the rules for sending commercial emails and text messages in Canada.
- CRTC
- The Canadian Radio-television and Telecommunications Commission, the regulator that enforces CASL.
- SMS
- A standard text message sent to a mobile phone.
- A2P 10DLC
- Application-to-person, 10-digit long code: the registration US mobile carriers require from businesses that send texts from a regular phone number through software.
- Segment
- A group of contacts who share a behaviour or trait, so they can get messages that fit them.
- Workflow and trigger
- In a CRM, a workflow is an automated series of steps; the trigger is the event that starts it, such as a missed call or a form submission.
- Express and implied consent
- Express consent means someone actively agreed to hear from you. Implied consent comes from an existing relationship, such as a recent purchase, and lasts for a limited time.
- Opt-in and opt-out
- Opting in means agreeing to receive messages; opting out means asking to stop, for example by replying STOP.
Why do follow-up texts work?
Most leads aren’t lost because the ad failed. They’re lost in the hours after someone reaches out: a call that went to voicemail, a quote nobody chased, an appointment the customer forgot. A short text closes that gap, because people read texts quickly and can answer in a few words.
Customers expect it now. In EZ Texting’s 2025 Consumer Texting Behavior Report, based on 1,074 respondents surveyed in November 2024, 57% said they expect a business to respond to a text within 15 minutes, and 47% said they share feedback with businesses by text. Speed has always mattered: in the Harvard Business Review study I cover in the five CRM automations to set up first, firms that replied to web leads within an hour were far more likely to qualify them than firms that waited.
These scripts come from the follow-up systems I’ve built for service businesses since 2020: trades, clinics, coaches, insurance brokers. Change the names and details, keep the structure.
What makes a text get a reply?
- Say who it’s from in the first words. An unknown number with no name looks like spam.
- Give the reason. “Sorry we missed your call” or “Following up on the quote we sent Tuesday”.
- Ask one question. Something they can answer in a few words. Two questions get half an answer.
- Offer an easy next step. Reply here, or a booking link. Never both a link and a long paragraph.
- Keep it short. One standard text holds 160 characters. Two or three short sentences is plenty.
- Sound like a person. Use a real first name, plain words and no capitals or exclamation marks for urgency.
When should each text go out?
The first two moments are about speed and should be automated. The rest are about timing and tone, and can be automated with a person checking replies.
Missed-call scripts
Send within a minute of the missed call. This is the highest-value text you’ll write, because the person was trying to reach you right now.
Hi, it’s Sam from Northside Plumbing. Sorry we missed your call. What can we help with? You can reply here or book a time: [link]
Hi, Sam from Northside Plumbing here. We’re closed for the night but saw your call. Is this urgent, or can we call you first thing tomorrow?
Hi, it’s Priya at Brightside Dental. We’re with a patient and couldn’t pick up. Reply with what you need and we’ll get back to you within the hour.
Just checking in, [first name]. Still happy to help with your call earlier. What’s the best time to reach you?
Missed-call text builder
Add your details to get script 1 ready to paste into your phone or CRM.
Copy takes the count line too, so delete it after pasting.
New enquiry scripts
Send within five minutes of a form, chat or ad lead. The aim is to move from "I filled in a form" to a real conversation.
Hi [first name], thanks for reaching out to Brightside Dental. I'm Priya. Is this for a cleaning or something that's bothering you?
Hi [first name], it's Sam from Northside Plumbing. You asked about [service]. Is this for a house or a business?
Thanks [first name]. To give you an accurate price, could you send a photo of the area? A quick phone photo is perfect.
Quote and estimate follow-up scripts
Most quotes are never chased. Two polite follow-ups, then a graceful close, is usually enough.
Hi [first name], it's Sam. Did you get a chance to look at the quote for [job]? Happy to answer any questions.
Hi [first name], a lot of people ask whether the price includes [common add-on]. It does. Want me to hold a spot for [week]?
Hi [first name], I'll stop following up after this one. If the timing isn't right, no problem. Just reply "later" and I'll check in next season.
Totally fair. If it helps, we can do [smaller option] first for [price], and the rest when you're ready. Would that work?
Appointment scripts
You're booked, [first name]: [service] on [day] at [time] with [name]. Reply C to confirm or R to reschedule.
Reminder: [service] tomorrow at [time]. [Address or parking note]. See you then. Reply R if you need to change it.
See you at [time], [first name]. [Name] is on the way. Running late? Just reply here.
Hi [first name], we missed you today. No problem at all. Want to pick another time? Here's the calendar: [link]
For the email side of no-shows and reminders, see email segmentation.
After-the-job scripts
The best time to ask for a review is the day the job is finished, while the good experience is fresh. Google's guidance is to share a direct link and never offer a reward for a review.
Thanks for choosing Northside Plumbing today, [first name]. If you have a minute, a quick Google review helps other people in [area] find us: [review link]
Thanks again, [first name]. If anything wasn't right today, reply here and I'll sort it out personally.
Glad the [job] is working well, [first name]. If a friend or neighbour needs help, feel free to pass on this number.
Win-back scripts
Hi [first name], it's Sam from Northside Plumbing. It's been a year since your [service]. Want us to book your yearly check?
Hi [first name], you asked about [service] a while back. Is it still on your list, or should I close your file?
What are the rules for business texting?
This is a plain-language summary, not legal advice. Check the current rules for your province or state before you start.
- Canada. The CRTC's CASL guidance says the law covers commercial messages sent by SMS (text message). You need consent: express consent, or implied consent from an existing relationship, which lasts two years after a purchase and six months after an enquiry. Each message must identify you and include a working unsubscribe, such as replying STOP, and unsubscribes must be processed within 10 business days. Penalties can reach $10 million per violation for a business.
- United States. Carriers require businesses that text from a standard 10-digit number through an app or CRM (customer relationship management software) to register for A2P 10DLC. Unregistered messages face extra fees and heavier filtering. Your texting provider handles the registration form.
- Everywhere. Honour opt-outs at once, keep texts to reasonable hours, and never buy phone lists.
How do you automate these in a CRM?
In GoHighLevel and most CRMs, each script becomes a workflow with a trigger and an action:
| Scripts | Trigger | Action |
|---|---|---|
| 1 to 4 | Missed call | Send text, wait 2 hours, send script 4 if no reply |
| 5 to 7 | Form submitted or new lead | Send text, notify a team member |
| 8 to 10 | Opportunity moved to "Quote sent" | Wait 2 days, text; wait 3 more, text; wait 5, text |
| 12 to 15 | Appointment booked, or status "No-show" | Confirmation, reminders, no-show text |
| 16 to 18 | Job marked complete | Review request the same day, referral ask after 7 days |
| 19 and 20 | Date-based or no activity for 90 days | Check-in text |
Two settings matter more than the wording: stop the sequence as soon as the person replies, and send every reply to a real person's phone or inbox. A sequence that keeps texting after someone answers feels like a robot.
How do you know it's working?
- Reply rate for each script. If one gets far fewer replies than the others, rewrite the question.
- Time to first reply from your team. Aim for minutes during business hours.
- Booked rate: how many texted leads became appointments or jobs.
- Opt-out rate. A rise means texts are too frequent or too salesy.
Review these monthly alongside your other numbers, using the layout in my one-page marketing report.
What mistakes should you avoid?
- No name. "Thanks for your interest!" from an unknown number gets ignored.
- Two questions in one text. People answer the easier one, or neither.
- Long links and paragraphs. Keep texts short and send details by email.
- Texting at night. Unless it's a reply to them, stay within business hours.
- Sending without consent. It's illegal in many places and it damages trust.
Tools for the job
| Tool | Use it for | Cost |
|---|---|---|
| GoHighLevel | Missed-call text back, workflows and two-way texting | Paid |
| Google Business Profile | Your direct review link for script 16 | Free |
| Twilio | Texting infrastructure and A2P 10DLC registration | Pay as you go |
| Google Sheets | Tracking reply and booked rates by script | Free |
Plans and pricing change. Check each tool's site for current details.
Frequently asked questions
How quickly should I reply to a missed call by text?
Within a minute, ideally automatically. In EZ Texting's 2025 survey, 57% of consumers said they expect businesses to reply to texts within 15 minutes, and a fast reply often keeps the caller from ringing the next business on the list.
Is it legal to send follow-up texts to customers in Canada?
Yes, with consent. Canada's anti-spam law covers commercial text messages. You need express or implied consent, must identify your business and must offer an easy opt-out such as replying STOP, processed within 10 business days. This is general information, not legal advice.
How long should a follow-up text be?
Short enough to read in a few seconds: two or three sentences, ideally within one 160-character message. Include who it's from, why you're texting, one question and one next step.
How many times should I follow up on a quote?
Two follow-ups and a polite close usually work well: day two, day five and around day ten. After that, move the lead to a seasonal check-in rather than texting more often.
Should follow-up texts be automated?
Automate the first text and the reminders, then stop the sequence when the person replies and send the reply to a real person. Automation opens the conversation; a person should continue it.
Related playbooks
Browse every playbook on CRM and automation, or see all marketing playbooks.
Sources
- 2025 Consumer Texting Behavior ReportEZ Texting
- Frequently asked questions about Canada's anti-spam legislationCRTC
- Canada's anti-spam legislationCRTC
- A2P 10DLC overviewTwilio Docs
- The Short Life of Online Sales LeadsHarvard Business Review
- Tips to get more reviewsGoogle Business Profile Help
Remar Catapang is a full-funnel marketing strategist based in Ontario, Canada. He has worked in marketing since 2020 and continues to lead search, CRM automation, web, paid media and experiential campaigns for businesses in Canada, the United States, Australia, Egypt and the Philippines. His playbooks are based on that ongoing work. Questions about this playbook: remarcatapangjr@gmail.com
