Can you automate review requests?
Yes. Send the same request to every customer at the same point, such as when the job is done or the invoice is paid, with at most one reminder, by text only with the person's consent and with no reward of any kind. Be wary of tools that ask only the customers expected to be happy: Google's policy lists selectively soliciting positive reviews as not allowed, and the FTC says the practice could violate the FTC Act. This is a plain summary, not legal advice.
What is fine to automate
The related answer on how to get more reviews the right way covers how to ask. This page is about what changes when software does the asking; the settings below are general advice.
The trap some tools offer
Some review tools can be set to open with a satisfaction question and send only the happy customers on to the review site. Google's policy and the FTC's guidance on that practice are covered in the related answer on discounts and gifts for reviews.
This is a plain summary, not legal advice. As general advice, treat any setup that routes customers by their expected rating the same way. If a job has an open problem, a short delay to the timing for that job, while it is fixed, can be reasonable, as long as it is never used as a filter and the same request still goes out afterward.
What to check in a review tool
Set the tool up so that no customer is treated differently by mood.
| Setting | A safer setup | Watch for |
|---|---|---|
| Trigger | One point, the same for every customer: the job is marked done, or the invoice is paid | Requests sent at different points for different customers |
| Who is asked | Every customer whose job is done or whose invoice is paid | A rating question first, or a filter on score or mood |
| Where the link goes | The same review page for everyone | Different destinations depending on the answer |
| Wording | A plain thanks and a direct link | Asking for a particular rating or particular content; Google's policy says merchants may ask for reviews without "attempting to influence the rating or the contents of the review" |
| Reminders | At most one | Repeated nudges |
| Channel | Email, or text only with the person's consent | Texts to numbers with no record of consent |
| Rewards | None of any kind; the related answer on discounts and gifts for reviews explains why | Discounts, entries or gifts tied to a review |
| Records | A log of who was asked and when | No way to show that everyone was asked |
Sources
- Google, "Prohibited & restricted content", Maps User Generated Content Policy
- Federal Trade Commission, "The Consumer Reviews and Testimonials Rule: Questions and Answers" (November 2024)
Related answers
- How do you get more reviews the right way?
- Can you text a new lead or a past customer, and what consent do you need?
- Can you give customers a discount or a gift for leaving a review?
Business systems and integrations
Many businesses already pay for the right tools. They just do not talk to each other, so details get typed twice and things fall through. We set them up properly and connect them.