Missed call text back for trades: setup, scripts, ROI and UK rules (PECR, WhatsApp)

Category: Marketing & Sales • Niche: lead handling, call tracking, WhatsApp, automations

Contents

• Quick answer
• Who this is for
• How missed call text back works
• Set it up in 30 minutes
• Scripts that get replies
• Pro tips: WhatsApp, photos and out-of-hours
• Measure ROI and prove it works
• Stay compliant (PECR, WhatsApp policy)
• Troubleshooting
• FAQ

Quick answer

If you miss a call from a new lead, an automatic text within 10–30 seconds that says you saw the call, gives a time you’ll ring back, and offers to reply by text now, will recover 20–40 percent of lost enquiries for most local trades. Add a WhatsApp option for photos and you’ll book more quotes without extra admin.

Who this is for

• One–five person teams who can’t always pick up on the tools
• Any trade that sells over the phone: plumbing, electrical, locksmiths, HVAC, roofing, landscaping
• Admin-light setups that don’t have a receptionist

How missed call text back works

At a glance:

1. A call comes in and isn’t answered within, say, 25 seconds.
2. Your phone system or call tracker flags it as “missed”.
3. An automation sends a text (and optionally WhatsApp) back to the caller ID.
4. The customer replies with details or photos; you call back or keep it in chat.

Tools that can do it in the UK:

• Cloud phone systems with webhooks (3CX, Aircall, Dialpad) feeding an SMS tool
• Call tracking numbers (Infinity, ResponseTap, CallRail UK) into SMS
• All-in-one “missed-call text back” services aimed at SMEs

Tip: Use a tracking number on ads and your van. It shows the source and lets you be selective about which numbers trigger texts (eg only first-time callers).

Set it up in 30 minutes

You don’t need to code. Pick one of these routes.

Route A: Call tracker + SMS

• Buy a tracking number and forward it to your main line.
• In the call tracker, create an event for “missed call”.
• Connect to an SMS provider and send a templated message to the caller.
• Add a rule to avoid texting existing customers more than once in 30 days.

Route B: Cloud phone system + SMS

• In your PBX/VoIP (eg 3CX, Aircall), trigger a webhook on missed calls.
• In your automation tool (Make, Zapier, Power Automate), send an SMS.
• Log the message to your CRM/job system (Commusoft, Simpro, Tradify, ServiceM8) so your team see the thread.

Route C: Done-for-you service

• Sign up to a UK “missed call text back” provider and connect your number.
• Turn on the after-hours schedule and customise your scripts.

Data you’ll want to capture:

• Caller number, first seen date/time, source number called, campaign/source (if using tracking numbers), message copy sent, reply, and opt-out state.

Scripts that get replies

Use plain English. State what happens next and give a quick choice.

New lead during hours

• “Hi it’s [TradeName]. Sorry we missed your call. We’re on a job but can ring you back in 15–30 mins. Want to reply here with a few details?”

Out of hours

• “Hi it’s [TradeName]. We’re closed now but have your call. Reply here with your postcode and a photo if you like. We’ll call at 8.30am.”

Emergency trade

• “Hi it’s [TradeName] 24/7. Sorry we missed you. If urgent, reply EMERGENCY with your postcode and a photo. We’ll call in 5–10 mins.”

After no reply (next morning)

• “Following up from yesterday. Do you still need help with [problem]? We can visit today or tomorrow.”

Photo prompt (WhatsApp)

• “You can also WhatsApp us photos here to speed things up: https://wa.me/44XXXXXXXXXX”

Pro tips: WhatsApp, photos and out-of-hours

• Offer WhatsApp for photos. Customers love sending a quick picture of the boiler, fuse board or leak. Create a click-to-WhatsApp link and add it to your text.
• Use a shared inbox so your team see the same thread. Many CRMs or WhatsApp Business inboxes support this.
• Time windows matter: send the first text within 10–30 seconds; a gentle follow-up the next morning catches night-time enquiries.
• Stop texting after a reply. Switch the conversation to human or WhatsApp.
• Tag replies by job type so you can prioritise the good ones.

Measure ROI and prove it works

Track these, weekly:

• Missed calls by source (ads, van, website)
• Texts sent, replies received, booked jobs from replies
• Time to first response (target under 60 seconds auto; under 10 minutes human)
• Value of jobs won from text-back leads

Simple ROI example

• 50 missed calls/month x 30 percent reply rate = 15 conversations
• 40 percent convert to quotes = 6 quotes
• 50 percent win rate = 3 jobs
• Average job value £350 → £1,050 recovered revenue/month
• Typical cost: £20–£80/month for numbers and SMS. That’s a strong return.

Stay compliant (PECR, WhatsApp policy)

This is practical guidance, not legal advice. Key rules and sources:

• PECR covers marketing texts to individuals. A pure service message like “Sorry we missed your call, we’ll ring back shortly” is usually not marketing. Don’t add promo lines. See ICO guidance on electronic mail marketing and service vs marketing messages: ICO electronic mail marketing, ICO what counts as electronic mail marketing.
• If you do include marketing content, you need consent (or soft opt-in for existing customers) and an easy opt-out like “Reply STOP to opt out.” See: ICO what are the rules on electronic mail.
• WhatsApp Business Platform requires opt-in to start business-initiated messages outside the 24-hour window and approved templates. See Meta docs: WhatsApp opt-in, WhatsApp pricing and 24-hour window.
• For outbound calling and diallers, Ofcom treats silent/abandoned calls as persistent misuse. If you also run callbacks, follow Ofcom’s statement. See: Ofcom persistent misuse policy.

Good hygiene

• Identify yourself in every message. Keep a record of messages sent and replies.
• Provide an opt-out if you include any marketing content.
• Respect customer preferences. Don’t keep messaging after they say stop.

Troubleshooting

• Messages not sending: check your number can send/receive SMS to UK mobiles and your automation is using E.164 format (+44).
• Wrong numbers or landlines: suppress repeated failures; ask for an email as a fallback.
• Dual SIM/work vs personal: consider a dedicated work SIM or cloud number for clean logs.
• No replies: tighten the message timing and ask one simple question (postcode) to earn a quick response.

FAQ

Is a missed-call text a marketing message?

Usually it’s a service message if you only acknowledge the missed call and set expectations. If you add promotions or links to book discounted services, that becomes marketing under PECR and needs consent or soft opt‑in, plus an opt-out in the text. See the ICO’s guidance pages linked above.

Can I use WhatsApp instead of SMS?

Yes. For inbound WhatsApp messages you can reply freely within 24 hours. To start a WhatsApp chat yourself, Meta requires opt‑in and a pre‑approved template. For UK marketing to individuals, PECR consent rules also apply. Links: Meta’s WhatsApp opt-in.

Will this annoy customers?

Most people appreciate a fast acknowledgement if it’s helpful and not salesy. Keep it short, apologise, say when you’ll call, and invite a quick reply. Allow opt‑out for any marketing content.

Do I need special hardware?

No. A cloud number and an SMS tool is enough. Many UK providers and call trackers support this now. Your CRM can store the thread so the whole team sees it.

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