Copy these, swap the words in square brackets, and send them from your clinic phone. There's no charge and no sign-up.
Some clinic texting advice online is written for US privacy law. These are for UK clinics. They share one habit that matters more than the wording: none of them names a condition, a body part or a treatment. A text can sit on a lock screen, on a shared phone or in a family tablet.
How to use this page
- Service messages are about an appointment someone's asked for. Marketing messages promote your clinic.
- Marketing needs consent or the soft opt-in, plus an opt-out in every message.
- Keep symptoms out of texts. If a patient sends you some, move to a phone call.
- If a message suggests an emergency, give the plain 999 or NHS step straight away and tell the owner. A qualified clinician must approve your clinic's own wording for this.
- Ask every patient for a review in the same way, and offer nothing for it.
Service or marketing?
The rules on marketing texts are in the Privacy and Electronic Communications Regulations (PECR). The Information Commissioner's Office (ICO) enforces them. Reports put the maximum fine at £17.5 million or 4% of global turnover, up from £500,000, after the Data (Use and Access) Act 2025.
| Question | Service message | Marketing message |
|---|---|---|
| What is it? | Part of an appointment or enquiry the patient started | Promotes your clinic or asks for new bookings |
| Example | "See you tomorrow at 10:00" | "We've got space this month" |
| Consent needed? | The consent rules target promotion, so a plain appointment message shouldn't need it. That's my reading, not ICO wording. | Consent, 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 patients about your own similar services. You must have given them a clear chance to opt out when you took their details, and in every message since. Someone who's never been your patient doesn't qualify, and nor does a purchased list. The ICO doesn't define "similar", and its guidance page says it's under review.
Your old patient list may not qualify. If you didn't offer an opt-out at the time, you need consent. Act on every STOP straight away, and tell every clinician.
Three things to avoid
A reminder with a sales pitch added can turn into a marketing message. Keep them separate.
A text chosen because of what you treated someone for uses health data for marketing. I'd only do that with explicit consent, and I'd take advice first. That's my judgement.
Don't ask patients for their friends' numbers. The ICO advises against it.
The templates
Pick a stage with the buttons.
First reply
[Clinic] here, it's [Your name]. I was with a patient when you rang. Tell me what you need and I'll come back to you between appointments.
Add this if you can: "If it's urgent, ring 111. In an emergency, ring 999." In Northern Ireland, swap 111 for the GP out-of-hours number.
Hi [Name], it's [Your name] from [Clinic]. Thanks for getting in touch. Would a call at [time] work, or would you rather text?
Don't repeat what they wrote in the form. Keep the detail for the call.
Hi [Name], thanks for contacting [Clinic]. We're closed now, and we'll reply by [time] tomorrow. If it's urgent, ring 111. In an emergency, ring 999.
We're not an urgent service, so say so. Only promise a time you'll keep.
Hi [Name], our first free new patient slot is [date]. If that's too long to wait, I'd understand. Shall I hold it for you?
Thanks [Name]. I'd rather not go through health details by text. Can I ring you at [time] instead?
Use this as soon as anyone sends symptoms or asks what to do about them. Advice belongs with a clinician.
We can't assess this by text. In an emergency, ring 999 now.
The plain step only. Your clinic needs its own wording, and a rule for when it's sent, approved by a qualified clinician. Tell the owner or duty clinician straight away. The NHS signs are listed in what can go wrong.
We can't assess this by text. Please ring 111 or ask your GP for an urgent appointment.
The plain step only, and it needs the same clinician approval. Tell the owner or duty clinician. In Northern Ireland, use the local GP out-of-hours number.
You can ring 111 and choose the mental health option, or Samaritans on 116 123. If your life's at risk, ring 999 or go to A&E.
The plain NHS step only, and it needs the same clinician approval. Tell the owner or a clinician straight away. In Northern Ireland, Lifeline is on 0808 808 8000.
First visit
Hi [Name], a first appointment at [Clinic] takes [minutes] minutes and costs £[amount]. Follow-ups are £[amount]. Would you like me to find you a time?
Hi [Name], we can see you on [day] at [time] or [day] at [time]. Which suits you best?
You're booked, [Name]. [Day] at [time] with [Clinician] at [Address]. It's £[amount]. Our cancellation policy is here: [Link]
State any cancellation fee before they arrive. It's fairer, and it's harder to dispute.
Hi [Name], please fill in your form before your visit: [Secure link]. It takes about [minutes] minutes. Any trouble, just reply.
Only send a secure link. Don't ask anyone to text medical history back to you.
Hi [Name], for your visit please wear something comfortable and bring any letters or scans you've got. Parking is at [place]. See you on [day].
Hi [Name], if you're claiming on insurance, please bring your membership number and any authorisation code. It's best to check your cover first.
Check your insurer agreement on charges and invoicing. Some networks don't allow you to invoice members directly.
Hi [Name], it was good to meet you. If you'd like to book your next visit, just reply here or use [Link]. No rush, it's your decision.
Send once, and only if a clinician suggested a further visit. Then stop.
Reminders
Hi [Name], a reminder of your appointment at [Clinic] on [day] at [time]. If you can't make it, please let us know by [time] on [day].
See you tomorrow at [time], [Name]. Need a different time? Just reply to this text.
Make it easy to move. A slot you know about can be filled.
Hi [Name], we've had a cancellation on [day] at [time]. You asked to be told. Would you like it? First to reply gets it.
Only send this to people who asked to go on your waiting list.
Hi [Name], sorry, we're running about [minutes] minutes behind today. Is that still OK for you? We'll see you as soon as we can.
Hi [Name], I'm sorry but [Clinician] can't see you on [day]. Could you do [day] at [time] instead? There's no charge for this change.
Hi [Name], we missed you today at [time]. I hope everything's OK. Reply here or ring [Number] if you'd like another appointment.
Lead with care. Raise any fee separately, and only if your policy says so. If you've got a clinical concern about this patient, ring them.
After the visit
Hi [Name], your plan from today is here: [Secure link]. If anything feels wrong, stop and ring us on [Number].
Keep the content behind the link, not in the text.
Hi [Name], it's [Your name] from [Clinic]. How are you getting on since your visit? If you'd like a chat, I can ring you.
A check-in from a clinician. Don't let an automated system reply with advice.
Hi [Name], you don't have your next visit booked yet. [Clinician] suggested seeing you around [date]. Shall I find you a time?
Only send this if a clinician asked for the follow-up. It's part of care, not a sales nudge.
Hi [Name], that's your plan finished. It's been good to see you. If you need us again, you know where we are. Take care.
Reviews
Thanks for coming to [Clinic], [Name]. Would you leave an honest review? It helps a small clinic: [Link]. Reply STOP to opt out.
Send it to every patient, at the same point. Offer no reward. Grey area, so I've added an opt-out to be safe. Don't send it to anyone who's complained or is in a difficult situation, but don't use that as a way of only asking happy patients.
Hi [Name], no pressure at all, but if you get a minute we'd value your honest review: [Link]. Reply STOP to opt out. [Clinic]
Send one reminder at most. If a review makes a treatment claim, don't copy it onto your website without checking the CAP rules.
Payment
Hi [Name], it's [Your name] from [Clinic]. Your invoice is £[amount]. You can pay here: [Link]. Thank you.
Keep treatment details out of the text and off any payment page the patient didn't ask for.
Hi [Name], it's [Your name] from [Clinic]. Your invoice for £[amount] was due on [date]. If you've already paid, thank you. If not, you can pay here: [Link]
Win back
[Clinic]: Hi [Name], it's been a while. If you ever need us, you can book at [Link]. Reply STOP to opt out.
Keep it general. Don't name what you treated, and don't suggest they need treatment.
[Clinic]: Hi [Name], we've got appointments free this month, including [day] evenings. Book at [Link]. Reply STOP to opt out.
[Clinic]: Hi [Name], [Clinician] has joined us and sees patients on [days]. Book at [Link]. Reply STOP to opt out.
Give their proper title only if they're on the right register.
[Clinic]: Hi [Name], we offer an annual MSK review for £[amount]. It's your choice, there's no need to book unless you want to. Reply STOP to opt out.
Don't claim it prevents problems unless you hold the evidence. Check the wording against your ASA page.
How much texts cost
Pennies, for a short one. A long reminder can count as more than one message, and GOV.UK Notify's text length page (April 2026) shows how that works.
Two UK providers quoted about 3p a text in November 2026: 3.1p plus VAT at The SMS Works, whose page also shows 4.4p elsewhere, and 3.19p a credit at Esendex. Those are vendor figures. Your clinic software may include texts, so check there first.
Stop doing this by hand
Reminders are the first thing to automate, because a good clinic system can usually send them for you. Missed-call replies are next, because you can't type with your hands on a patient. Everything clinical should stay with a person.
Questions clinic owners ask
Can I text a patient without asking first?
Yes, if it's about an appointment they've asked for. I'd still tell people at booking that you'll use text for reminders, and let them choose another route.
Is a recall reminder marketing?
It can be. If a clinician has asked to see someone on a date, it's part of their care. If you're asking past patients to come back, treat it as marketing. I've labelled the examples to be safe.
Can I name the appointment type in a reminder?
I wouldn't. "Your appointment at [Clinic]" is enough. Even a clinic name says something about a person's health, which is why you should ask how they'd like to be contacted.
Can I give a patient a discount for a Google review?
No. Google bans incentives for reviews. The Competition and Markets Authority says incentivised reviews must be disclosed, and encouraging only satisfied customers can be misleading.
What if a patient texts me symptoms late at night?
Reply in the morning with the "Move it to a call" text if nothing suggests an emergency. If you do see something alarming, give the plain 999 or 111 step and tell the owner or duty clinician. Have a qualified clinician approve what your clinic does, in writing, and tell patients you don't monitor messages after hours.
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
- ICO, electronic mail marketing (under review after the Data (Use and Access) Act 2025)
- ICO, guidance on direct marketing using electronic mail (28 April 2026)
- Mishcon de Reya, horizon scan (July 2026)
- NHS, back and joint problems (modified 9 September 2026)
- NHS, back pain (reviewed 5 March 2026)
- NHS, Act FAST
- NHS, urgent help for mental health (reviewed 23 October 2026)
- nidirect, GP out-of-hours service
- CAP, claims in testimonials and endorsements (16 April 2025)
- CMA, fake reviews guidance (4 April 2025)
- Google, prohibited and restricted content
- Bupa, Physiotherapy Network (no date)
- GOV.UK Notify, text message length (1 April 2026)
- The SMS Works, pricing (vendor, November 2026)
- Esendex, customer pricing (vendor)
Prices and rules change. Check the source before you rely on a figure. This is general information, not legal, tax or financial advice.