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A good missed-call text is one short message about the call they just made: your business name, an apology, one question, and opt-out wording. Change it by situation, such as after hours, on a job site, in the busy season or for safety emergencies, and keep sales offers out of it. The twelve templates below are written to fit one 160-character text where possible.
Key takeaways
- Send one message about the missed call, with your business name in the first words.
- Keep offers, coupons and review requests out of the automatic text; a call to action can change how the message is classified.
- Add opt-out wording and honor a STOP reply right away.
- Safety emergencies need 911 or the utility in the text, and a person on call behind it.
- Test every template by sending it to your own phone with the real names filled in.
A missed-call text works because it answers fast, in the language of the call that just failed. Each template below is for one situation, with a note on when it fits and what to change. Replace everything in [brackets]. Read the rules first in our guide to how missed-call text back works, including the consent and 10DLC sections, and in the SMS rules guide. None of this is legal advice, and texting rules differ by state, so have a lawyer review the wording you use.
Two constraints shape every template. First, length: Twilio explains that one plain text holds 160 characters and that emoji or curly quotes switch the encoding to a 70-character limit, so these use straight quotes and no emoji. Each template is under 160 characters as written, but a real business name, a time or a link adds characters, so count again after filling in the brackets and trim words, never the opt-out. Second, category: the wireless trade group CTIA says that adding a call to action, such as a coupon code, may place a message in the promotional category, where it expects written agreement first. So these messages ask how to help, and nothing more.
1. A missed call during business hours
The default. It goes out within seconds of a call that rang out, so the caller knows the business noticed.
Example HVAC here, sorry we missed you. What do you need help with? We'll reply soon. Reply STOP to opt out.
Change: the trade-specific question. Plumbers can ask "Is water running now?" and landscapers can ask for the address. Keep the words that identify you first. Keep the opt-out wording intact when you trim.
2. You're on a job and can't pick up
For crews with their hands full, a roof, a crawl space, a truck. Say where you are in a few words so the caller understands why, then ask for the facts that let you book.
Example Roofing: we're on a roof and can't answer. Text your address and what's happening and we'll call you back. Reply STOP to opt out.
When to send: during working hours when the office phone forwards to a crew phone. Change: "on a roof" to wherever you are. Do not name a customer's address or another customer's job in the message.
3. After hours, non-urgent
When the office is closed and nothing is on fire, say when a person will answer. A specific time sets expectations better than "soon."
Example Painting got your call after hours. We open at [time]. Text what you need and we'll reply then. Reply STOP to opt out.
When to send: only outside posted hours. Change: the opening time to the real next opening, including weekends and holidays. If you cannot make that adjustment automatically, set the text to say "next business day."
4. After hours, with an emergency line
For trades where a call can be urgent (heat out, burst pipe, tree on a house). Give the on-call number in the message so the caller can reach a person.
Example Plumbing: office closed. Burst pipe or flooding? Call our on-call line at (555) 010-4417. Otherwise we'll reply by [time]. Reply STOP to opt out.
Note: only include an emergency line that someone actually answers. If you use an AI receptionist for overnight calls, it answers the call, and this text becomes a backup for hang-ups. If you have no on-call person, use template 3 and do not imply emergency service.
5. Where the caller might be in danger
If a call could be about gas, smoke, sparks or a downed line, the text points to emergency services first and your company second. Never let an automatic text be the only response to danger.
Example Electric: if you see fire, smoke or sparks, leave and call 911 now. For other issues, text us and we'll reply. Reply STOP to opt out.
Change: the hazards to match your trade (for HVAC, a gas smell: leave the house and call 911 or your gas utility). Confirm the safety wording with your local utility or fire department, and have a lawyer or insurance advisor read it.
6. Peak season with a backlog
When every tech is booked, silence loses jobs and false promises lose reviews. Be honest about how long it takes and invite the caller to stay in line.
Example Lawn Care: busy week and we missed you. Text your address and the service you need. We're answering in order. Reply STOP to opt out.
When to send: turn this wording on for the busiest weeks only, then switch back. Change: add a real timeframe if you can keep it, such as "within one business day." Do not mention a discount to make up for the wait.
7. They left a voicemail
A voicemail is a stronger signal than a hang-up. Tell the person it was heard and what happens next.
Example Cleaning: we got your voicemail and will call back by [time] today. Need us sooner? Text here. Reply STOP to opt out.
Trigger: only when a voicemail is detected. Some phone systems send voicemail audio to the office as a transcript; the same trigger can fill in "[time]." Keep the promised callback time within what your office can do.
8. A number already on a customer record
For a past customer, use their first name and refer to the relationship. It reads like a person at your office, not a system.
Hi [first name], it's Example Pest Control. We saw your call, sorry we missed it. Is this about your [service]? Reply STOP to opt out.
Requires: a phone system that matches the caller to your customer records. If your system cannot, use template 1. Change: "[service]" to the last job on file, and confirm with the office before using a name, because shared household numbers belong to more than one person.
9. Jobs quoted from photos
For trades that can often give a first idea from a picture, such as junk removal, fencing or painting, ask for it right away. Replies often include a photo and an address, which saves a second call.
Example Junk Removal: sorry we missed you. Text a photo of the items and your zip code and we'll reply with next steps. Reply STOP to opt out.
Note: photos can show faces, documents and the inside of a home. Tell your staff to use them only for the quote and to delete ones that are not needed. Do not promise a price from a photo.
10. Offering online booking
If you let customers book themselves, a link turns the missed call into an appointment without a phone tag round. It is a link to book what they were already trying to do, not an advertisement.
Example Window Cleaning: sorry we missed you. Book a time here: [link] or text us what you need. Reply STOP to opt out.
Check: the link lands on a mobile booking page that loads fast and shows real open slots. A link alone usually uses a large part of the character limit, so use a short address on your own domain. See our guide to setting up online booking.
11. A property manager or business caller
Commercial clients call about buildings, schedules and access, and they like a text that sounds like an office. Keep it plain and ask for the property.
Example Commercial Services: we missed your call. Please reply with the property address and a contact name and we'll respond today. Reply STOP to opt out.
Change: "today" to a promise you can keep. If a particular account has a dedicated contact, route the call to that person instead and leave this text for unknown numbers.
12. Holidays and planned closures
For days when the office is closed on purpose: a holiday, a team day, a weather shutdown. State the date you will reply so people do not keep calling.
Example Snow Services: we're closed [date] and will reply [date]. Urgent plow issue? Call [on-call number]. Reply STOP to opt out.
Set up: schedule it in your phone system and turn it off afterward. A closure message left on for a week after the holiday is one of the most common ways a good template turns misleading. Put a reminder on the calendar for the day you reopen.
Where to start
You do not need twelve. Set up these three:
- Template 1, daytime miss. It covers most calls and is the one to test first on your own phone.
- Template 3 or 4, after hours. Choose 4 only if a real person answers the emergency line.
- Template 5, safety. Add it for any trade where a caller could be in danger.
Then test three things before you go live: that STOP works, that registration is complete as described in our 10DLC guide, and that your team answers replies fast. Our business phone systems include the missed-call trigger and the reply inbox.
Frequently asked questions
Does a missed-call text need an opt-out line?
Adding wording such as Reply STOP to opt out is the common practice, and CTIA's guidance says senders should state how to opt out and honor normal-language requests. Whether your message needs it by law depends on its type and your state, so ask a lawyer.
How fast should the text go out?
As soon as the call ends. The point of the message is to catch the caller while they are still deciding whom to try next, so seconds matter more than polish.
Should I send a second text if they don't reply?
Usually not. A single reply to their call is the safest pattern. If you want to follow up, have a person do it by phone or a normal message, and ignore callers who opted out.
Can I put my review link or a discount in the text?
Leave both out. A promotion or call to action can change how the message is classified, and written consent for marketing texts is a separate matter covered in our SMS rules guide.
General information for service-business owners, not legal, tax or financial advice. Rules vary by state; check with a qualified professional for your situation.