SMS appointment reminders: what to send and when

Text messages are read within three minutes of arriving, on average. That's why SMS reminders are still the single most effective way to nudge a customer to turn up — or, just as importantly, to cancel in good time so you can rebook the slot.

The two-reminder rhythm

• 24 hours before: email or SMS. Includes date, time, service, address and a "can't make it?" link.
• 1 – 2 hours before: short SMS. Just the essentials plus a reschedule link.

What to include

• The customer's first name.
• The date and time in plain English ("tomorrow at 10:30").
• The service and the team member.
• Your shop name and address (with a Google Maps link if you can).
• A one-tap link to reschedule or cancel.

Example wording

Hi Sam — reminder of your appointment tomorrow at 10:30 with Jake at Snippa Barbers, 12 High St. Can't make it? Reschedule here: snip.pa/xyz. Thanks!

What not to do

• Don't send more than two reminders — it starts to feel like spam.
• Don't use shortened URLs from suspicious domains; UK carriers may block them.
• Don't include an unsubscribe requirement for transactional booking reminders — they're not marketing.

Cost

UK SMS runs roughly 3p – 5p per message at wholesale. Even at 5p per reminder, a single refilled no-show slot covers the SMS cost for months. Reminders that come free with your booking app are effectively free money.