What To Say to No-Show Clients (Including Message Templates!)

No-shows happen to every service-based business sooner or later. Sometimes a client forgets, something urgent comes up, or they simply freeze up because they don’t know how to cancel properly. 

While their reasons may vary, the impact on your schedule and money doesn’t. In fact, across all industries, the average no-show rate sits around 10–15%. Not to mention, for a small business earning about $250,000 a year, that can easily add up to $26,000 in lost income.

That’s why knowing what to say to no-show clients is super important. In this guide, you’ll learn exactly how to navigate these kinds of situations (complete with message templates you can copy-paste), as well as practical ways to prevent these in the future. 

Tips for How To Handle a No-Show Client

Here are some important tips to keep in mind whenever you’re deciding what to say to no-show clients. 

1. Keep your message brief and timely

Your no-show client doesn’t need a long explanation or a guilt trip. In most cases, it comes down to three things: a quick “We missed you,” a reminder of what they missed, and an easy way to rebook.

Short messages are less intimidating to open and reply to, especially if the client already feels awkward for not showing up. On your end, a brief, to-the-point text or email makes you sound calm and prepared, instead of flustered or upset.

A simple rule of thumb: If your message to a no-show client takes more than 20–30 seconds to read, it’s too long. Save the extra details or policy explanations for a follow-up email if you need to.

Also, it’s best to reach out within an hour to 24 hours after the missed appointment. That’s when they still remember the appointment clearly and are more likely to reply. 

2. Point out what happened firmly but calmly

When you reach out, be clear about what actually happened. Avoid vague lines like, “I think you had something booked today?” that make you sound unsure and make it easier for the client to pretend they’re not sure what you’re talking about.

Instead, be specific and factual. You can say something along the lines of, “You had an appointment booked today at 3 p.m. for a 1:1 coaching session, and we didn’t hear from you.”

Don’t think of it as scolding your clients, but rather, simply stating the facts so there’s no misunderstanding. This is especially important if you’re about to mention your no-show policy, a fee, or what happens next. 

Clarity keeps the conversation clean and professional and makes it more likely that the client will reply honestly without getting defensive.

3. Be extra mindful of your tone

You’re allowed to be annoyed. After all, no-shows can significantly throw off your schedule or negatively affect cash flow. 

But if that frustration is obvious in your message, it can push the client away instead of bringing them back. So, skip guilt-tripping, passive-aggressive lines like, “I sat here waiting, and you never showed,” or anything that comes across as blaming or shaming.

At the same time, make sure you avoid apologizing for having policies in place. Saying “Sorry, but I have to charge you…” makes it sound like you’re doing something wrong when you’re not. Your policies exist to protect your business.

Aim for a tone that’s neutral, professional, and kind. Lay out the facts, remind them of your policy, and then tell them exactly how to move forward. Assume good intent unless you have a reason not to. Emergencies happen, people forget, kids and jobs and traffic get in the way.  

4. Make rescheduling the obvious next step

If your goal is to get that no-show client back on the calendar, you want to provide them with a convenient way to reschedule. That said, they shouldn’t have to hunt for your website, look up your number, or dig through old messages to figure out what to do.

Instead, tell them in your message exactly what the next step is. That might be including a direct booking link or a simple instruction (e.g., “Text me back with a time that works for you this week”). The clearer and simpler the next step is, the more likely they are to actually take it.

If you’re using scheduling software like Bookedin, this is where it really helps. You can drop your booking page link right into the message so they can see your real-time availability, reserve a new slot, and automatically get updated confirmations and reminders.

See these Bookedin features in action

5. Call to check in on high-value or long-time clients

Not every no-show warrants a phone call; most can be handled with a quick text or email. However, there are situations where picking up the phone is worth the extra effort. 

You should strongly consider calling long-time regulars, people who booked a high-ticket service, or clients who have never missed an appointment before. 

These are the clients who bring in steady revenue, refer others, or book a big chunk of your time. A short, friendly call can sound like this:

“Hey Jamie, it’s Alex from [Business Name]. We had you down for a 10 a.m. session today and didn’t see you. Just wanted to check in and make sure you’re okay, and see if you’d like to reschedule.”

This isn’t about grilling them or demanding an explanation. It’s a chance to show you don’t take them for granted and that you’re willing to put in a little extra effort to keep the relationship strong, not just to secure your sales.

6. Send a follow-up email to close the loop

Texts and calls are great for quick contacting, but email is where you can neatly tie everything together. Think of it as your “official” follow-up after a no-show.

In your email, you can reiterate what the client missed, remind them of your no-show or late-cancellation policy, and explain any fee or deposit you’re keeping (if any).

This email also gives you room to share your booking link again and answer common questions in one place. That way, you’re not repeating yourself in multiple messages.

Putting everything in writing protects both you and the client. If they’re confused later or forget what you agreed on, you can point back to that email. It backs up your quick, friendly text with a clear written record and keeps your process consistent every time someone doesn’t show.

Also read: 8 Effective Ways To Keep Your Clients Coming Back

Best Message Templates To Send to No-Show Clients

Use the templates below as starting points that you can customize to fit your tone and policies. Swap in your own info anywhere you see brackets.

For appointments with a deposit or card on file

Email version:

Subject: We missed you today, [First Name]!

Hi [First Name],

We had you booked for [name of service/class/workshop] today at [time], but it looks like we didn’t get a chance to see you. I just wanted to check in and make sure everything’s okay.

Because this time was reserved especially for you and we weren’t able to fill the spot, our [no-show/late cancellation] policy applies, and a fee of [amount or percentage] will be charged to the [deposit/card on file].

If you’d like to book a new time, you can do that here: [booking link]. If you have any questions about the policy, just hit reply—I’m happy to clarify.

Best,
[Your Name]
[Business Name]

Text version:

Hi [First Name], we missed you for your [name of service/class/workshop] at [time] today. Our no-show policy applies, so a fee of [amount] will be charged to your [deposit/card]. You can grab a new time here: [booking link]. 

Reply with any questions.

For appointments without a deposit

Email version:

Subject: Missed your appointment—want to reschedule?

Hey [First Name],

It looks like we missed you for your [service/meeting] at [time] today. No worries, we get it — things happen.

If you’d like to reschedule, you can grab a time that works for you here: [booking link].

If the appointment’s no longer needed, a quick reply to let us know is always appreciated.

Thanks,
[Your Name]
[Business Name]

Text version:

Hi [First Name], we missed you for your [service] at [time]. You can grab a new time here: [booking link]. If you no longer need the appointment, just reply “cancel.”

Ways To Prevent Clients From Missing an Appointment

Beyond knowing what to say when a client doesn’t show up, it’s also important to know how to prevent no-shows from happening in the first place. 

Here are simple changes that make a big difference in terms of protecting your schedule (and sanity). 

1. Build stronger relationships with your clients

More often than not, clients are less likely to ghost an appointment with you if they feel they have a solid working relationship with you. It’s easy to ditch “another appointment” without second thought, but often harder to skip their tattoo artist, trainer, or stylist.

You don’t need a complicated loyalty program to do this. Start with small habits like using their name often, remembering one or two personal details, and showing you remember what happened during their last session.

Those tiny touches tell clients, “You’re not just a time slot to me.” Over time, that makes clients think twice before skipping without notice. They might still need to cancel, but they’re more likely to tell you instead of just disappearing.

2. Put your late-cancellation and no-show policy in writing

A clear policy gives you something solid to point to when a no-show or late cancellation happens. If you don’t have one yet, start with the basics:

• How far in advance clients must cancel or reschedule (for example, 24 or 48 hours)
• What you consider a “no-show” (no contact by a certain time)
• What happens if a client doesn’t show up or cancels way too late (e.g., fee, deposit loss, and/or limits on future bookings)

Once you’ve written these down, put them up where clients actually see: on your booking page, in confirmation emails and texts, and in reminder messages. If you have a website FAQ or a link in your social bio, add it there too.

The goal is to set expectations from the get-go. When clients know the rules ahead of time, enforcing your policy later doesn’t feel like a surprise punishment. 

3. Use deposits strategically

You don’t have to charge a deposit for every single visit. But these can be a lifesaver in certain situations: long or high-value appointments, limited time slots, or clients who’ve already no-showed you more than once.

Even a small deposit changes how people treat the appointment. When there’s money attached, their mindset goes from “I’ll try to make it” to “I need to be there, or at least let them know if I can’t.” 

Deposits also help filter out the “maybe” clients and make space for people who are serious about showing up.

With a scheduler like Bookedin, you can collect deposits or full payments right when clients book online. You can also keep cards on file so you’re not chasing people down after the fact.

Book a free demo

4. Use a tool that automatically handles client reminders

Most no-shows aren’t personal. In fact, data shows that around 35.5% of missed appointments or sessions happen simply because clients forgot, while 31.5% are caused by poor communication (like unclear info or not enough reminders).

That’s why automated reminders are one of the easiest ways to help prevent missed appointments without adding more work to your plate. This is especially easy if you use Bookedin!

Clients get a confirmation as soon as they book, then reminder emails or texts before their appointment (say, 48 hours and 24 hours ahead). Those messages can include a direct link to reschedule or cancel, so they can change their plans without ghosting you.

You can also add a short line about your policy in each message, like “Need to cancel? Please do so at least 24 hours in advance to avoid fees.” 

See how it works on Bookedin

5. Offer online appointment options (if you can)

Granted, this won’t fit every business; after all, some services have to be done in person. But if your work can be done online or partly online, offering flexible options can seriously cut down on no-shows.

For example, if you’re a coach or consultant, consider offering sessions via video call. If you’re a tattoo artist or a photographer, it might be best to offer short virtual consultations before the in-person session. 

When clients know they can join from home, the office, or even their car (for certain types of calls), it removes a lot of barriers: traffic, childcare, commute time, bad weather. Fewer barriers usually mean fewer no-shows.

Avoid Missed Appointments & Late Cancellations With Bookedin

Yes, no-shows are part of running a service-based business, but they don’t have to quietly drain your time and income. 

When you know what to say and how to handle a no-show client, you protect both your relationship with clients and your boundaries as a business.

The good news is you don’t have to do everything manually. Across service industries, tools like online booking and automated reminders have been shown to cut no-shows by roughly 25–50% — sometimes even more in certain fields. 

With Bookedin, you can set up these features (and a whole lot more!), and let its systems do the heavy lifting for you. Haven’t gotten the chance to try all of Bookedin’s features? Start your free 14-day trial today and see how much smoother your schedule can run.

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