Automating Missed-Call Text Back and Review Requests in HighLevel

If a local business only turns on two automations, make it these: a text that goes out automatically when a call is missed, and a review request that goes out after the job is done. Both are built into HighLevel and both take minutes once the phone number is set up.

Before you begin

The sub-account needs a HighLevel phone number that can send SMS. For a US local number that means completed A2P 10DLC registration; for toll-free, toll-free verification.
Connect the business's Google Business Profile if you want reviews to go to Google.
Have the booking link ready if you want callers to book straight from the text.

Part 1: Missed-call text back

Where to turn it on

From HighLevel's help center (updated September 2026):

In the sub-account, click Settings (bottom left).
Click Phone System, then Voice in the top navigation.
Open Voicemail & Missed Call Text Back, then Missed Call Text Back.
Tick Enable Missed Call Text Back, then click Customize and write your message.
Send yourself a test, then click Save.

Set the ring timeout

In the same area, the incoming call timeout decides when a call counts as missed. HighLevel suggests 10 to 20 seconds. Too long and the text arrives late; too short and you cut off staff who were about to pick up.

Message templates

Keep it short, say who you are, and give one next step.

Hi, this is [Business name]. Sorry we missed your call. What can we help with? You can also book a time here: [booking link]

Thanks for calling [Business name]. We're with a customer right now. Reply here and we'll get back to you shortly, or book online: [booking link]

Contact-name placeholders only work when HighLevel already knows the caller from a past interaction, so write the message to read naturally without a name.

Avoid double texts

HighLevel's built-in text back fires on every missed call, including repeat calls from the same person within minutes. If that is a problem, HighLevel recommends using the workflow version instead and adding a wait step (around 20 minutes) or tag-based filters. In Workflows, the Call Details trigger can filter for incoming calls with a status of busy or no-answer.

What it costs

Each text back is a normal SMS and counts toward usage. At HighLevel's published US rate that is $0.00747 per segment plus a carrier fee of a fraction of a cent. A business that misses 100 calls a month would spend roughly a dollar or two on the texts themselves.

Part 2: Automated review requests

Set the review link

Go to Reputation, then the Settings tab, then Review Link. Either turn on Review Balancing (spreads requests across connected platforms such as Google and Facebook) or choose Custom Link and paste one destination.

Turn on SMS and email requests

In Reputation, Settings, SMS Requests, switch on the toggle.
Choose when to send after check-in (for example, immediately or two hours later).
Set Until clicked, repeat this every and Maximum retries. HighLevel's article says most teams start with 2 to 3 retries.
Create a template, keep the {{reputation.review_link}} token in it, and assign it as the Live template (and to retry slots) using Set SMS Templates.
Repeat in Email Requests if you want an email version. Email templates use the Review Link element in the drag-and-drop builder.

Retries stop automatically once the customer clicks the link.

Trigger requests automatically

You can send requests manually from a contact or from Reputation, Requests, but the point is to automate it. In Workflows, add the Review Request action after a trigger such as:

an appointment status change (for example, the appointment is marked as showed)
an opportunity moving to Won

Review request templates

Hi {{contact.first_name}}, thanks for choosing [Business name] today. Would you leave a quick review of your visit? It helps other people in the area find us: {{reputation.review_link}}

Thanks for coming in to [Business name]. We'd be grateful for a short, honest review: {{reputation.review_link}}

Keep it fair

Ask every customer, not only the ones you think are happy. Google's Maps content policy does not allow businesses to offer incentives (payment, discounts, free goods or services) for reviews, to discourage negative reviews, or to selectively solicit positive ones. The FTC's rule on consumer reviews, in effect since October 21, 2024, bans fake reviews, paying for reviews that must express a particular sentiment, and certain review-suppression practices. Respond to negative reviews politely and take the details offline.

Compliance notes

Missed-call texts go to people who just called the business, which is generally treated as an inbound conversation. Even so, only text from registered numbers and honor STOP replies.
Review requests are marketing-adjacent. Send them to actual customers, keep them infrequent, and keep opt-out handling on.
HighLevel respects contacts' Do Not Disturb settings for missed-call text back.

Frequently asked questions

Why did my missed-call text come from a different number?

HighLevel now falls back to another SMS-eligible number if the number the customer called cannot send texts (for example, a call-tracking or unverified toll-free number). It tries a number you have texted that contact from before, then your default outbound number, then any other eligible number.

Will an answered call trigger the text?

No. Only calls that ring past the incoming call timeout without being answered count as missed.

Can I send review requests by WhatsApp?

Yes. HighLevel has a separate WhatsApp Requests setting under Reputation, Settings. WhatsApp is a paid add-on ($10/month per sub-account plus usage).

Does adding a photo to the review text cost more?

It can. HighLevel notes that SMS with an image may send as MMS, which is billed at a higher rate.

Sources

Prices and features were checked on October 27, 2026.