How to reply to a review saying you didn't turn up or cancelled

If the review is right, say sorry plainly, own the missed visit and invite them to get in touch. If your records disagree, check them first, then say what your records show, calmly and without calling anyone a liar. Either way, keep it short and public-safe, because the reply shows as the business and anyone can read it.

What to say

• Say sorry first. Put the apology at the start, in plain words. Google’s own tips say to apologise if needed, and it reads better before any explanation than after it.
• Own what happened. If you missed the appointment or cancelled late, say so. Admit the mistake, but don’t take the blame for things outside your control.
• Give a short reason, only if it helps. One line is plenty. “We were ill” is fine; a paragraph of circumstances starts to sound like a defence.
• Explain what you can do. Say what you can and can’t do from here, so the reader knows the next step.
• Invite contact. Offer a phone number, an email or a visit in person. Keep the detail off the review itself if you can, and point them to the usual business line.

What not to say

• Don’t accuse. “You’re lying” or “you never booked” is a fast way to look worse. If your records differ, say what they show and stop there.
• Don’t share private details. No addresses, no message content, no booking notes. Everyone can read your reply, not just the reviewer.
• Don’t offer a deal. Google says not to use replies for discounts or promotions, and you shouldn’t offer anything in exchange for the review being changed or removed.
• Don’t argue it out. A long back and forth is the opposite of short, polite and professional. One reply, then take it offline.
• Don’t reply in a rage. Wait until you’ve checked your diary. Timely matters, but right matters more.

Example replies

Window cleaner, it’s true

Fictional example. The review (1 star): “Booked for Tuesday, nobody came, no call.” The owner, Dan, confirms the round was cancelled that day because of illness and customers weren’t told.

We’re sorry. Your clean was booked and we didn’t turn up, and we should have told you. The round was cancelled that day because of illness, and we didn’t let customers know. That’s on us. Please get in touch so we can sort out a new time that suits you. Dan

Physiotherapy clinic, only the review to go on

Fictional example. The review (1 star): “Turned up for my appointment and was told it had been cancelled.” The business has no facts beyond the review; the manager is Priya, reachable on the clinic number.

We’re sorry you came in and were told your appointment had been cancelled. That’s frustrating, and it isn’t what you should expect from us. We’d like to understand what happened, so please ring the clinic and ask for me. Priya

Plumber, the records differ

Fictional example. The review (1 star): “Never showed up.” The plumber’s records show the customer moved the booking to the following week by text, and the plumber attended then.

Thanks for your feedback. Our records show the booking was moved to the following week at your request, and we attended on that day. We don’t want to leave you feeling let down, so if anything else went wrong, please contact us and we’ll look into it. Sam

If you cannot find the customer

Sometimes you search and there’s simply nothing. Say so neutrally: you can’t match the review to a booking, and you’d like them to contact you so you can look properly. Don’t guess, and don’t imply they made it up. Only report the review if it breaks Google’s policy, for example if it isn’t based on a real experience. Disagreeing with it isn’t enough, and Google doesn’t step into disputes between businesses and customers.

Questions people ask

Can I reply if I disagree with the review?

Yes, once your Business Profile is verified. Check your records first, then state the difference calmly and factually. Don't accuse the reviewer or share their private details. The reviewer is notified when you reply, and they can still change their review afterwards, so a fair tone helps.

Should I report a review that says I didn't turn up?

Only if it breaks Google's policies, such as content not based on a real experience. Google says not to report a review just because you disagree with it. Reports usually take several days to evaluate, and a rejected report can get a one-time appeal.

How long before my reply appears?

Google checks replies against its content policies before posting them. That's usually up to 10 minutes, though it can sometimes take up to 30 days. Your reply is public and shows as the business rather than a personal name, so sign it with a first name.

Can I offer a refund or discount in my reply?

Keep offers out of the public reply. Google says not to use replies for deals or promotions, and you must never offer anything in exchange for a review being changed or removed. Invite the customer to contact you, and sort out anything that is owed privately.