# Review Request Templates > Sample email and text messages for asking every customer for an honest review, with wording to avoid. Canonical: https://vassalmarketing.com/information/resources/review-request-templates/ **Maintained by Vassal Marketing** ยท Last updated on September 26, 2026 Reviewed at least quarterly and whenever a platform or rule it cites changes. General information, not legal or professional advice. Check rules that affect your business with a qualified professional. Copy these samples and replace the [brackets]. Send the same request to every customer, not only the ones you think are happy, and never offer anything in return for a review. The FTC's review rule and Google's review policy both apply. ## Before you send A few rules keep requests honest and within platform policies. - Ask every customer the same way, soon after the job or visit. - Offer no discount, gift, or prize for a review. Google's policy prohibits review incentives. - Do not ask how they feel first and then send only happy customers to Google (review gating). - Text only customers who agreed to receive texts from you, and stop when they reply STOP. - Send one request and at most one reminder. ## Email template Keep it short and put the link where it is easy to tap. - Subject: How did we do on your [service]? - Hi [First name], thanks for choosing [Business name] for your [service] on [date]. - If you have a minute, we would appreciate an honest review of your experience: [review link] - Your feedback, good or bad, helps other customers and helps us improve. - If something went wrong, you can also reply to this email or call [phone], and [name] will follow up. - Thanks, [Your name], [Business name] ## Text message templates Name your business at the start and include opt-out wording. - After the job: "[Business name]: Hi [First name], thanks for choosing us. If you'd like to leave an honest review, here's the link: [review link]. Reply STOP to opt out." - One reminder, a few days later: "[Business name]: A quick reminder in case you'd like to share an honest review: [review link]. Reply STOP to opt out." - Short version: "[Business name]: Thanks for your visit. Honest reviews help us and other customers: [review link]. Reply STOP to opt out." - If a customer replies STOP or asks you not to text, record it and stop texting them. ## Wording to avoid Before and after examples. - Avoid: "Leave us a 5-star review!" Use: "We'd appreciate an honest review." - Avoid: "Get 10% off your next visit when you post a review." Use: no reward at all. - Avoid: "Happy? Review us on Google. Not happy? Tell us privately." Use: one review link for everyone. - Avoid asking employees or relatives to post reviews. - Avoid writing a review for a customer or suggesting what it should say. ## Questions business owners ask ### Can I offer a discount for leaving a review? Not on Google. Its review policy prohibits incentives for reviews. The FTC rule bans incentives that require a positive or negative review, and undisclosed incentives can still break the FTC Act. ### Do I need permission to text customers? Generally yes. Federal rules require consent for many business texts, and customers can revoke it in any reasonable way, such as replying STOP. Confirm with a qualified attorney for your situation. ### Can I remove negative reviews? You can report reviews that break the platform's policies, such as fake or off-topic reviews. You cannot remove a review just because it is negative, and threatening reviewers is prohibited under the FTC rule. ## Primary guidance - [FTC: Consumer Reviews and Testimonials Rule Q&A](https://www.ftc.gov/business-guidance/resources/consumer-reviews-testimonials-rule-questions-answers) - [Google Maps user-contributed content policy](https://support.google.com/contributionpolicy/answer/7400114) - [FCC: TCPA rules on revoking consent](https://www.fcc.gov/document/tcpa-rules-revoking-consent-unwanted-robocallsrobotexts) ## Related guides - [The FTC review rule explained](https://vassalmarketing.com/information/reviews-reputation/ftc-review-rule-explained.md) - [Responsible review requests](https://vassalmarketing.com/information/reviews-reputation/responsible-review-requests.md) - [Responding to customer reviews](https://vassalmarketing.com/information/reviews-reputation/responding-to-customer-reviews.md) - [Google Business Profile reviews and responses](https://vassalmarketing.com/information/google-business-profile/reviews-and-responses.md) ## Related resources - [Google Business Profile Checklist](https://vassalmarketing.com/information/resources/google-business-profile-checklist.md): Set up, verify, maintain, and measure your Google Business Profile with accurate information and safe ownership. - [Local SEO Checklist](https://vassalmarketing.com/information/resources/local-seo-checklist.md): A practical checklist for your business facts, location pages, listings beyond Google, reviews, and a monthly local check. - [Monthly Owner Maintenance Checklist](https://vassalmarketing.com/information/resources/monthly-owner-maintenance-checklist.md): A 30-minute monthly routine across your website, Google profile, reviews, analytics, and ads. 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