Owner guide
How to text customers their tow ETA
Last updated
The short answer
Text a customer their ETA only after they agree to receive messages, keep each message short and specific, and send at the moments that matter: received, assigned, on the way, arrived and done. Always honor a request to stop.
Why text instead of calling?
A text lets the customer read the update in a moment and keep it, and it lets your team send it without stopping to talk. Someone on a roadside may not be able to hear a call over traffic, but they can glance at a message.
Text also leaves a record on both sides, which is useful if there is a later question about what was said and when.
How do you get consent to text a customer?
Ask the customer plainly whether they agree to receive text messages about their job, and keep a record of their answer. The simplest place is on your request form or on the phone, when you take the job. On the phone that can be as short as: "Is it okay if we text you updates about this job? You can reply STOP at any time." Then write down yes or no.
Consent belongs to your company, so make sure you understand the rules that apply to you and ask your own advisor if you are not sure. Keep messages to the job itself, and stop sending the moment someone replies STOP.
What should the messages say?
Each message should say who you are, what is happening and what happens next, in a sentence or two. Put your company name first so the customer knows it is you, and include a phone number for a real person.
Here is sample wording you can adapt: "This is [Company]. We got your request and your truck is being assigned. We will text you again when it is on the way." Later: "[Driver] is on the way in [truck]. Estimated arrival is around [time]. Track the truck here: [link]."
- Running late: "This is [Company]. The new estimate is about [time] because [short reason]. Sorry for the wait."
- Arrived: "[Driver] has arrived at your location in [truck]."
- Done: "All set. Thank you for choosing [Company]. Questions? Call [office number]."
- Cancelled: "Your request was cancelled. Call [office number] if that is a mistake."
Can you automate the texts?
Yes, and automating them is the best way to make sure they always go out. When texts depend on someone remembering, they are the first thing to slip on a busy night.
TowSitePros sends those messages automatically at the moments you choose, with the tracking link, to customers who agreed, and the automatic text updates page lists every moment it can send. Texting needs a texting provider, either the platform's or your own GoHighLevel number, and you confirm that the customer consent is yours to hold.
Step by step
Ask for consent
On the phone or your form, ask whether the customer agrees to receive text messages about their job, and record the answer.
Choose your moments
Pick the few moments that matter to the customer, such as assigned, on the way and a change in ETA, and skip the rest.
Write short templates
Write one or two sentences for each moment, starting with your company name and ending with what happens next.
Give an honest estimate
Use a realistic time or window, and label it as an estimate.
Include a way to reach a person
Add your office number or reply option so customers know a human is available.
Honor STOP right away
Make sure anyone who replies STOP is removed from further messages immediately.
Keep it to the job
Use texts for job updates only, not for promotions the customer did not ask for.
Frequently asked questions
Do I need permission before texting a customer?
You should get it, and keep a record. Rules about text messaging can be strict, so check what applies to your business with your own advisor. Never text someone who has asked you to stop.
How many texts is too many?
Send one at each meaningful change and nothing in between. Five or six well-timed messages tell the story of a job. A stream of chatter makes people tune out.
Should I put a link in the message?
A link to a private tracking page is very useful, because it answers the customer's next question. Make sure the link is specific to that job and that it is clear who is sending it.
What if the ETA changes?
Tell them as soon as you know, with a new time and a short reason. An early update about a delay is much better received than a late arrival with no warning.
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