Copy these, swap the words in square brackets, and send them from your phone. They're free, and you don't need to sign up.
Many template lists we found online are American. They're built around US rules. These are written for UK plumbers, and each one is labelled so you know which UK rules apply.
How to use this page
- Service messages are about a job someone has asked you for. They're the everyday ones.
- Marketing messages promote your business. They need consent or the soft opt-in, and they must carry an opt-out.
- Say who you are in your first message, and on anything with a payment link.
- Send one text, then wait. Stop as soon as they reply or say no.
- Only ask for reviews in a way that treats every customer the same.
Service or marketing?
The UK rules on marketing texts are in the Privacy and Electronic Communications Regulations, known as PECR. The Information Commissioner's Office (ICO) enforces them.
| Question | Service message | Marketing message |
|---|---|---|
| What is it? | Part of a job or enquiry the customer started | Promotes your business or asks for new work |
| Example | "I'm on my way" | "Boiler service season is here" |
| Consent needed? | Marketing consent rules are about promotion, so a true service message shouldn't need it. That's my reading, not ICO wording. | Yes, or the soft opt-in |
| Opt-out needed? | Not as a rule, but stop if they ask | Yes, in every message |
The soft opt-in lets you text your own customers about your own similar services. You must have given them a clear chance to opt out when you took their details, and again in every message. It doesn't cover new contacts or bought lists.
Your old customer list may not qualify. If you didn't offer an opt-out when you took someone's details, you'll need their consent before you send marketing. The ICO doesn't define "similar", so don't assume a tap customer wants a boiler text. Act on every STOP straight away.
Sole traders and some partnerships count as individuals under these rules. You can market to companies without consent, but keep a do-not-text list.
Two things to avoid
A service message with a sales pitch added can become a marketing message. Keep them separate.
Don't ask customers for their friends' numbers so you can text them. The ICO advises against it.
The templates
Use the buttons to jump to a stage.
First reply
Hi, it's [Your name] from [Business]. Sorry I missed you, I'm on a job. What do you need help with? I'll reply as soon as I can.
Hi [Name], it's [Your name] from [Business]. Thanks for your enquiry about [job]. Can I ring you at [time], or is text better?
Hi [Name], thanks for getting in touch with [Business]. We're closed now, and I'll reply by [time] tomorrow. If it's an emergency, ring [Number].
Only promise a time you'll keep. If you get calls about boilers or gas, add: "If you smell gas, ring 0800 111 999."
Hi [Name], it's [Your name]. Turn off the stopcock if you can reach it safely. If water's near sockets or the fuse box, stay out of that room. I'll call you in [time].
If water has reached the electrics, tell them not to touch the switches or the fuse box, and to ring an electrician.
Smell gas? Don't touch switches or use flames. Open doors and windows, turn gas off at the meter if safe, get out and ring the gas emergency line: 0800 111 999.
Use this if someone reports a gas smell or suspected carbon monoxide leak by text or voicemail. Don't wait for a call-back. In Northern Ireland, use 0800 002 001. Tell them not to go into a cellar, even if the meter's there. If someone's unwell or in immediate danger, they should ring 999. If the customer's on LPG, give them their supplier's emergency number instead.
Hi [Name], thanks for asking. I'm booked up until [date], so I don't want to keep you waiting. If that's too long, I'd understand. Shall I hold a slot?
Find out more
Hi [Name], could you send a photo or two of [the problem]? It'll help me bring the right parts and give you a better idea of the cost.
Thanks [Name]. Three quick questions: what's your postcode, how long has this been happening, and is anything still working?
Thanks [Name]. Jobs like this are usually £[low] to £[high]. I'd need to see it to give you a fixed price. Want me to come and look?
Book it in
Hi [Name], I can come on [day] at [time] or [day] at [time]. Which suits you best?
Booked in, [Name]. I'll be with you on [day] between [time] and [time]. The address I have is [Address]. Reply if that's wrong.
Hi [Name], see you tomorrow between [time] and [time] for [job]. Reply here if you need to change it.
Hi [Name], I'm really sorry but I need to move tomorrow's visit. The last job's run over. Could you do [day] at [time] instead?
On the day
Hi [Name], I'm on my way and should be with you in about [minutes] minutes. It's [Your name] from [Business].
Hi [Name], sorry, I'm running about [minutes] minutes late. The last job took longer than planned. Is that still OK?
Hi [Name], I'm outside [Address] but there's no answer. I'll wait for 10 minutes. Can you let me know if you're on your way?
Hi [Name], I've found [problem]. Fixing it will add £[amount]. I won't do it without your OK. Reply YES to go ahead, or ring me on [Number].
Keep the reply. It's your record that the customer agreed the extra cost.
Quotes
Hi [Name], your quote for [job] is in your email from [Business]. It's £[amount] and it's fixed for [days] days. Any questions, just reply here.
Hi [Name], it's [Your name]. Did your quote for [job] make sense? Happy to answer any questions or change anything.
A short follow-up on a quote they asked for sits close to the line. Keep it to the job, send no more than two, and stop if they say no.
Hi [Name], I'll close your quote for [job] now, so you won't hear from me again about it. If you'd like to go ahead later, just reply.
It tells them where they stand and leaves the door open. Then stop.
Thanks [Name]. Your paperwork and right to cancel are in your email. If you want me to start within 14 days, reply to that email to ask me to, and I'll book [date].
For a job agreed in the customer's home, give the cancellation notice before they agree, not after. Our pricing guide explains the 14-day rule.
Hi [Name], it's [Your name] from [Business]. To hold your date of [date], please pay the £[amount] deposit here: [Link]. Any problems, just reply.
After the job
All done, [Name]. Thanks for having me. If anything doesn't seem right, text me here and I'll sort it.
Hi [Name], it's [Your name]. How's the [tap, boiler or radiator] working since the visit? Let me know if anything's not right.
Hi [Name], your [certificate name] for [job] is in your email from [Business]. Please keep it safe. You may need it if you sell the house.
Reviews
Thanks for choosing [Business], [Name]. Would you leave an honest review? It really helps a small business: [Link]
Send it to every customer. Don't offer a discount or a reward. This is a grey area, so to be safe, add your business name and "Reply STOP to opt out", and stop if they say no.
Hi [Name], no pressure at all, but if you get a minute I'd really value your honest review of the [job]: [Link]
Send one reminder at most. The same grey area applies, so add your business name and an opt-out to be safe.
Payment
Hi [Name], it's [Your name] from [Business]. Your invoice for [job] is £[amount]. You can pay here: [Link]. Thank you.
Hi [Name], it's [Your name] from [Business]. Your invoice for £[amount] was due on [date]. If you've already paid, thank you. If not, you can pay here: [Link]
Hi [Name], it's [Your name] from [Business]. Your invoice for £[amount] is now [days] days overdue. Please pay by [date], or ring me on [Number] if there's a problem.
Stay polite and factual. Statutory late payment interest is for business customers only.
Repeat work
[Business]: Hi [Name], your boiler's service is due in [month]. Want me to book you in? Reply YES. Reply STOP to opt out.
Only send this if you're Gas Safe registered for this work.
[Business]: Hi [Name], I've got space for boiler checks before the cold weather. Reply YES and I'll send times. Reply STOP to opt out.
Only send this if you're Gas Safe registered for this work.
[Business]: Hi [Name], it's been a while since I did your [job]. If anything needs looking at, reply here. Reply STOP to opt out.
[Business]: Hi [Name], I've got 2 slots free on [day]. Got a small job you've been putting off? Reply YES. Reply STOP to opt out.
How much texts cost
A standard text is up to 160 characters. Longer messages split into parts of about 153 characters, and each part is charged. An unusual character, such as an emoji, can cut the limit to 70.
Published prices we found ranged from about 3p to 11p a text, depending on the provider and volume. Those are vendor figures, so check before you buy. The WhatsApp Business app is free to download. The ICO's page doesn't name WhatsApp, but its rules cover direct messages, so treat WhatsApp marketing the same way.
Stop doing this by hand
Copying and pasting works while you're quiet. It stops working when you're under a sink and three people have rung. The missed-call text and the quote follow-ups are the two worth automating first, because they're the ones that get forgotten.
Questions plumbers ask
Can I text a customer without asking first?
Yes, if it's about a job they've asked you for. Marketing is different. You need their consent, or the soft opt-in for your own customers, plus an opt-out in every message.
Is a boiler service reminder marketing?
It can be, because you're asking for new work. I've labelled it as marketing to be safe. Include your business name and an opt-out.
Can I offer money off for a Google review?
No. Google bans any incentive for a review. The UK regulator says incentivised reviews must be clearly identified, and that where a platform bans them, posting one is likely to be misleading.
Can I only ask my happy customers for reviews?
No. Google bars selectively asking for positive reviews. The UK regulator says encouraging only satisfied customers may break the law. Ask everyone in the same way.
Do I need a separate number for texts?
It's a good idea. A separate business number keeps customer messages out of your personal phone and makes it easier to hand over later.
David Bell, founder of Real Business Systems
David helps small UK businesses get found, answer every enquiry and keep customers coming back. We sell some of the services mentioned here, and we say so where they come up.
Sources
- SGN, what to do if you smell gas and Energy Networks Association, smell gas
- ICO, electronic mail marketing (under review after the Data (Use and Access) Act 2025)
- CMA, fake reviews guidance (4 April 2025)
- Google, prohibited and restricted content
- GOV.UK Notify, text message length (1 April 2026)
- Esendex, customer pricing (vendor)
- The SMS Works, pricing (vendor, November 2026)
- WhatsApp Business
Prices and rules change. Check the source before you rely on a figure. This is general information, not legal, tax or financial advice.