These guides are for owners who want to understand missed-call texting before spending anything. Each one stands alone, and each is written so you can act on it yourself. Read them in order if you're starting from scratch: first decide whether the problem is big enough, then learn the rules, then write the messages.
Like everything on this site, they're written from the marketing and communication side. We are not a contractor and we don't advise on trade work, and we're not lawyers either; where rules apply, we link to the official source.
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Texting customers under CASL: a plain-language summary for contractors
Commercial texts in Canada need valid consent, must identify your business and must include a working opt-out. Replies to someone who asked about a job sit in a different place from promotions. This is a summary with official links, not legal advice.
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Writing the first text after a missed call
A good first text after a missed call names your business, apologises once, asks one question, sets a realistic reply time and offers a way to opt out. These templates show how, with placeholders to fill in.
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What a missed call really costs: a contractor's worksheet
Count unanswered calls from your log, keep only real new inquiries, multiply by your close rate and average ticket, then apply a cautious recovery rate. That's the most text-back can be worth to you.
What a missed call really costs
The missed-call math guide shows you how to put a dollar figure on unanswered calls using your own call log.
It walks through counting missed calls properly (including the ones that leave no voicemail), separating real job inquiries from spam and existing customers, and applying your own average ticket and close rate. It then shows how to estimate a realistic recovery rate for text-back, rather than an optimistic one, and how to decide whether the effort pays for itself. There's a worked example for a small emergency trade and another for a project-based trade, because the answer differs a lot between them.
Read this first if: you're not sure whether missed calls are actually a problem for you.
Texting customers under CASL
The CASL texting guide is a plain-language summary of what Canada's anti-spam rules mean for contractors who text customers.
It explains the difference between express and implied consent, how long implied consent generally lasts after an inquiry or a purchase, which kinds of message the Act treats differently (such as a quote someone requested), what every commercial text must contain, and how quickly opt-outs must be honoured. It also touches on privacy law and on how the separate telemarketing rules apply to phone calls. Every point links to ISED, the CRTC, the Justice Laws site or the Office of the Privacy Commissioner.
Read this before: sending any text that goes beyond replying to someone about the job they contacted you about.
Writing the first text
The first-text templates guide gives you adaptable message templates for the moment right after a missed call, using placeholders rather than invented examples.
It covers the business-hours text, the after-hours text, the emergency path, the polite decline, and what to say once the caller replies. It explains why each line is there, what to leave out (links, personal details, prices you can't stand behind) and how to adjust for French-speaking callers. There's also a short checklist for testing before anything goes live.
Use this when: you're ready to switch text-back on and want wording that sounds like a real business.
How these guides relate to our services
Each guide lines up with one of our services, so you can see what we'd do if you'd rather hand it off.
| Guide | Related service |
|---|---|
| Missed-call math | Missed-call text-back setup |
| CASL texting rules | Quote and job follow-up |
| First-text templates | Reply scripts |
If you work your way through all three and still have questions, ask us on the contact page. The FAQ also covers cost, contracts and ownership.
How long each guide takes
Plan on about an hour for the missed-call math, because you'll be working through your own call log. The CASL summary is a 15-minute read, plus whatever time you spend on the official links. The templates guide takes 20 minutes to read and an afternoon to adapt and test properly. None of them require software you don't already have.
A note on what you won't find here
We don't publish "industry average" response rates or conversion figures for texting. We haven't been able to verify any that are both Canadian and specific to contractors, and made-up benchmarks do more harm than good. The guides show you how to measure your own numbers instead, which is more useful anyway.
Frequently asked questions
Can I set up text-back myself using these guides?
Many contractors can, especially if their phone or field-service tool already supports it. The guides are written so you can. Where people usually get stuck is the follow-up conversation and team rules, which is where we help.
Is the CASL guide legal advice?
No. It summarises official guidance from ISED, the CRTC and the Justice Laws website, with links, as of October 2026. For your specific situation, speak to a lawyer.
How often are the guides updated?
We review them when official guidance changes and date every update at the top of the page. Check the official links for the current rules before acting.