What is missed-call text-back and how does it work?

It’s an automatic reply to a missed call. When someone rings and you can’t answer, they get a text from your business straight away, telling them you’ve seen the call and what happens next.

It suits anyone who can’t always pick up: a plumber under a sink, a stylist mid-cut, a physio with a patient, a coach running a class. Most callers who reach voicemail don’t leave a message. A text gives them an easy way to tell you what they need, and it keeps the conversation with you rather than the next name on Google.

It doesn’t replace calling people back. It buys you time and gets the details you need so the call back is quicker.

There are two common set-ups. Both need a texting system that sends the reply.

1. Divert your existing number when you don’t answer

You keep the number customers already have. Your mobile network lets you set a conditional divert, which only moves calls when you’re busy or don’t answer. The unanswered call goes to a number owned by the texting system, which logs it and texts the caller back. EE, for example, describes conditional diverts as diverting calls based on conditions such as your phone being busy or not answering.

2. Use a separate tracking number

You put a new number on your website, Google profile or ads. It rings through to your phone, and if you don’t answer, the system sends the text. This also shows you which calls came from which place, but you’ll be running two numbers.

In both cases you set the wording, the times it runs, and where replies go: usually a shared inbox or an app on your phone, so you can reply by text.

There are three kinds of running cost to budget for, whoever sets it up.

• Diverted calls. EE says calls diverted to UK numbers are charged at your plan’s standard rate, and count against your allowance where that number is included. Check your own network’s terms.
• Texts. Each text costs a few pence. Twilio, one of the big providers, lists outbound UK texts at a few US cents each, plus a small monthly fee for the number.
• The app or system. Some tools charge a monthly fee on top. Some include texts, some charge per text.

With M1’s Missed-Call Rescue, text and app fees are paid at cost or directly by you, and listed before you agree, so you see the running cost before anything is set up.

A text back to someone who has just called you is a reply to them, and it should read like one.

• Keep it useful. Say who you are, that you missed the call, and what happens next. The ICO treats messages for administrative or customer service purposes as service messages rather than marketing.
• Keep promotions out. The ICO says that if a service message includes direct marketing, even as a side point, it counts as direct marketing. So don’t add a discount code or an offer to your missed-call text.
• Say who it’s from. Use your business name in the text. The PECR rules say marketing senders must not disguise or conceal their identity, and a clear name is simply good practice for any text.
• Marketing later needs permission. If you want to send offers to these numbers afterwards, PECR applies: you need their consent, or the soft opt-in for existing customers with an opt-out in every message.
• Don’t text the same caller repeatedly. One text per missed call, and a short gap if someone rings several times.

Short, friendly and specific works best. Say who you are, why you missed them and what they can do now. Change the brackets to your own details.

Plumber or heating engineer

Hi, it’s Dan at [Business name]. Sorry I missed your call, I’m on a job. Reply with what you need and your postcode and I’ll call you back today. If you have a leak you can’t stop, turn off the stopcock and reply URGENT.

Electrician

Hi, [Name] from [Business name] here. I couldn’t answer, I’m working. Text me what the job is and a good time to call, and I’ll ring you back after 4pm.

Hair or beauty salon

Thanks for calling [Salon name]. We’re with clients right now. You can book online at [link], or reply with the day you’d like and we’ll text you back today.

Clinic or physio

Hello, this is [Clinic name]. Sorry we missed your call. To book, reply with your name and a good time to call, or book at [link]. If you need urgent medical help, call NHS 111 or 999.

Gym or boxing club

Hi, it’s [Gym name]. Sorry we missed you, we’re probably coaching a class. Reply with what you’re after (membership, a trial session or personal training) and we’ll get back to you shortly.

Restaurant or café

Thanks for calling [Restaurant name]. We’re busy serving. Book a table at [link], or reply with the date, time and number of people and we’ll confirm by text.

You can set it up yourself with one of the many texting apps and your network’s divert settings. Test it by calling from another phone and letting it ring out, then check the text arrives, reads well and that replies reach you.

If you’d rather have it done, the Missed-Call Rescue is a fixed £800. It includes missed-call text-back, a simple list for every enquiry (a CRM), automatic reminders and review requests. It’s paid £400 to start and £400 at launch, typically 1 to 2 weeks.

Not sure missed calls are your biggest leak? Take the Scorecard first.

• How to manage call diverts, EE Business, accessed 30 September 2026
• SMS pricing for the United Kingdom, Twilio, accessed 30 September 2026
• Identify direct marketing, Information Commissioner’s Office, accessed 30 September 2026
• Electronic mail marketing, Information Commissioner’s Office, accessed 30 September 2026