Every text below is yours to use. Change the square brackets, paste it into your phone and send. There's no charge and no form to fill in.
They're built around practice life: chasing records, MTD dates and engagement letters. The label on each tells you whether the marketing rules bite.
How to use this page
- Service messages are about work a client or prospect has asked you for.
- Marketing messages promote your practice. They need consent or the soft opt-in, plus an opt-out.
- Never put a tax figure, UTR, National Insurance number or bank detail in a text.
- Say who you are in your first message, and on anything with a link.
- HMRC scams are common, so tell clients how you'll contact them.
Service or marketing?
The UK rules on marketing texts are in the Privacy and Electronic Communications Regulations (PECR). The ICO enforces them, and its guidance is under review after the Data (Use and Access) Act 2025. Fines for marketing breaches can now reach £17.5 million or 4% of turnover.
| Question | Service message | Marketing message |
|---|---|---|
| What is it? | Part of an engagement or enquiry they started | Promotes your practice or sells a new service |
| Example | "Your Q3 records are due by 20 January" | "Book your year-end tax planning review" |
| Consent needed? | My reading, not ICO wording: a genuine service message isn't promotion, so it shouldn't need consent. | Needed, unless the soft opt-in applies |
| Opt-out needed? | Not as a rule, but stop if they ask | Every message carries one |
The soft opt-in lets you text your own clients, or people who discussed buying from you, about your similar services. You must have offered a clear opt-out when you took their details, and again in every message. It doesn't cover bought lists.
Your client mix matters here. Sole traders and some partnerships count as individuals, so the rules apply to them in full. You can market to limited companies and LLPs without consent, though a director's personal mobile may raise data protection questions, so I'd treat them as individuals. Keep a do-not-contact list either way.
Confidentiality comes first
A text can be read on a locked screen or by someone else in the house. Keep messages to dates and next steps. Don't name a tax bill, a penalty or an HMRC enquiry. ICAEW's duty of confidentiality covers prospective, current and former clients.
The templates
Pick a stage with the buttons, or scroll through all 37.
First reply
Hi, it's [Your name] from [Practice]. I couldn't pick up because I was in a client meeting. How can I help? I'll reply as soon as I can.
Hi [Name], it's [Your name] from [Practice]. Thanks for your enquiry. Would a quick call at [time] work, or would you sooner text?
Hi [Name], thanks for getting in touch with [Practice]. We're deep in January returns, so I'll ring you on [day] at [time]. If your deadline's sooner, reply and tell me.
Only promise a time you'll keep.
Hi [Name], thanks for contacting [Practice]. We're closed now and I'll reply by [time] on [day]. If you've had a worrying call about tax, don't pay anything until we've spoken.
The last line is a useful scam warning, but drop it if it worries people.
Hi [Name], it's [Your name] from [Practice]. [Referrer] said you might get in touch. Would a 20-minute call on [day] at [time] suit you?
Only use this if the person gave you their number and asked you to contact them. Check the referrer is happy to be named.
Hi [Name], thanks for asking. We don't take on [type of work], so I don't want to keep you waiting. [Other practice or body directory] may be able to help.
Consultation
Hi [Name], I can talk on [day] at [time] or [day] at [time]. Which suits you best? It'll take about 20 minutes.
Thanks [Name]. Before we speak: what's your business, what prompted you to get in touch, and when's your next deadline? No need to send figures or tax numbers by text.
Booked, [Name]. I'll ring you on [day] at [time] from [Number]. Reply if you need to change it.
Include your number so they don't screen the call.
Hi [Name], speak tomorrow at [time]. It's [Your name] from [Practice]. Reply here if you need to move it.
Hi [Name], I tried you at [time] but couldn't get through. No problem. Would [day] at [time] work instead?
Proposal
Hi [Name], your fee proposal from [Practice] is in your email. It's £[amount] and it covers [scope]. Any questions, just reply here.
Only give the fee if you're happy for it to show on a phone screen. It's a price, not client data, but use your judgement.
Hi [Name], it's [Your name]. Did your proposal make sense? Happy to answer any questions or change the scope.
A short follow-up sits close to the line. Stick to this proposal, send two at most, and treat a no as final.
Hi [Name], I'll close your proposal now, so you won't hear from me again about it. If the timing changes, drop me a line.
Onboarding
Thanks [Name], great to have you with us. Your engagement letter and next steps are in your email from [Practice]. Please reply there to confirm.
For a consumer who engaged you at a distance, your 14-day cancellation notice should go with the letter. See our fee guide.
Hi [Name], the law requires us to check who you are before we can act. Please use this secure link by [date]: [Link]. It takes about five minutes.
Use a secure route. Don't ask for ID photos by text.
Hi [Name], we still need your ID check before we can start. Here's the link again: [Link]. Any trouble, ring me on [Number].
Hi [Name], may we contact [Old accountant] to ask for what we need to take over? Please reply YES, and let them know you're moving.
Keep the reply on file.
Hi [Name], HMRC will be in touch so we can act for you. Please send us what you receive through your portal when it arrives.
Change this to match how you authorise clients. Warn them to expect it, so it doesn't look like a scam.
Hi [Name], your invite to [Software] is in your email. Please accept it by [date], and I'll walk you through it on [day].
Hi [Name], a quick safety note. We'll never text you a link to pay HMRC or ask for bank details by text. If in doubt, ring us on [Number].
Check this matches how you work before you send it. A clear rule gives clients something to check a scam against.
Documents
Hi [Name], please send your [year] records through your portal by [date]. The list is in your email. Thank you.
Hi [Name], just a nudge. We need your records by [date] to finish on time. Reply if anything's holding you up.
Hi [Name], we still haven't got your records. Your deadline's [date], and we need about [days] days to finish. Can you send them by [date]?
Hi [Name], without your records by [date] we may not finish before the deadline. Please ring me on [Number] today so we can sort this.
Keep a record of your chases. Don't threaten. Say the penalty rules in your email, not in a text.
Hi [Name], your next quarterly update is due by [date]. Please bring your records up to date in [Software] by [date] so we can check and send it.
Quarterly dates are 7 August, 7 November, 7 February and 7 May for most clients.
Hi [Name], if you get a letter from HMRC, please send us a copy straight away so we can look at it with you.
ATT reports HMRC is contacting taxpayers who missed the first MTD update.
Deadlines
Hi [Name], your return's ready for you to check and approve in your portal. Please do this by [date] so we can file on time.
All done, [Name]. Your return's been filed. Details are in your portal. Thanks for your help this year.
Reviews
Thanks for choosing [Practice], [Name]. Would you leave an honest review? It helps a small practice: [Link]
Send it to every client. Don't offer a fee discount or any reward. Writing a review is the client's choice, because it tells the world you act for them. This is a grey area, so to be safe add your practice name and "Reply STOP to opt out".
Hi [Name], no pressure at all, but if you get a minute I'd really value your honest review: [Link]
Send one reminder at most. The same grey area applies.
Fees
Hi [Name], it's [Your name] from [Practice]. Your invoice is in your email, and you can pay here: [Link]. Thank you.
Clients are trained to distrust payment links. Say who you are, and only use one if you've told them to expect it.
Hi [Name], it's [Your name] from [Practice]. Your invoice was due on [date]. If you've paid, thank you. If not, you can pay here: [Link]
Hi [Name], your monthly payment to [Practice] didn't go through. Could you check it and let me know? No rush if you're already on it.
Repeat work
[Practice]: Hi [Name], your year end's coming up. Would you like a short review before then? Reply YES. Reply STOP to opt out.
If it's part of the service they already pay for, it could be a service message. I've labelled it marketing to be safe.
[Practice]: Hi [Name], it's been a while. If you need any help with your accounts or tax, reply here. Reply STOP to opt out.
Only for people who had a clear chance to opt out when you took their details.
[Practice]: Hi [Name], the MTD threshold falls to £30,000 in April 2027. Want me to check if you're affected? Reply YES. Reply STOP to opt out.
How much texts cost
A long reminder can go out as several charged parts, and a stray emoji can shorten the limit. If you're texting a whole client list in January, ask your provider what it charges per part before you send.
Stop doing this by hand
Copying and pasting works in August. It stops working in January, when you've got 40 clients to chase and three people have rung. If you automate anything, make it the missed-call text and the proposal follow-ups. Those are the first to slip in a busy week, in my view.
Questions accountants ask
Can I text a client about a tax deadline?
Yes, if it's part of the work they've engaged you for. That's a service message. Keep it to the date and the next step.
Is an MTD reminder marketing?
To a client you already act for on MTD, no, in my view. To a past client or prospect, asking if they need help, yes. Label it, and include an opt-out.
Can I offer a discount for a Google review?
No. Google bans any incentive for a review. The CMA also publishes guidance on the law around reviews, including that fake reviews are banned.
Can I only ask my happy clients for reviews?
No. Google bars selectively asking for positive reviews. Ask everyone the same way.
Can I reply to a bad review?
Yes, but never confirm anything about the person's affairs, or even that they're a client. "We take this seriously, please ring me on this number" is enough. That's my reading of the confidentiality duty, not published ICAEW wording.
David Bell, founder of Real Business Systems
David helps small UK businesses get found, answer every enquiry and keep customers coming back. We sell some of the services mentioned here, and we say so where they come up.
Sources
- ICO, electronic mail marketing (under review after the Data (Use and Access) Act 2025)
- Bratby Law, DUAA commencement (2026)
- ICAEW, protecting client confidentiality (28 July 2026)
- ICAEW, if you haven't issued an engagement letter (updated 19 August 2025)
- ATT, missed quarterly updates (20 October 2026)
- Google, prohibited and restricted content
- CMA, fake reviews guidance (4 April 2025)
Prices and rules change. Check the source before you rely on a figure. This is general information, not legal, tax or financial advice.