8 SMS workflows to automate customer communication

Texting customers works — until it doesn’t. As your business grows, texting can turn into a time-consuming, resource-intensive process. On top of that, messages can get missed, responses may be delayed, and keeping up might feel impossible. 

That’s where texting automation comes into play. A good SMS workflow lets you send a message to your customer at the right time with little to no manual involvement. You’ll save a ton of time and make sure nothing slips through the cracks while you focus on doing what you do best: growing your business.

Need some automation inspiration? We’ve got you covered! And if you’re using OpenPhone, we’ve got some step-by-step instructions for how to send automated texts within your account.

Why should small businesses set up SMS workflows?

Getting your customers’ attention can be tricky. Calls can be disruptive, and emails can get buried in, let’s be honest, overflowing inboxes.

Text messages, on the other hand, tend to get read more often since they even show up on locked screens. Plus, people don’t usually receive as many texts as emails, making it perfect for quick communication or updates. 

With SMS workflows, you’re no longer limited by how many customers you can get back to in a day. 

Automations run in the background, helping you stay consistent and boost customer engagement — even when you’re off the clock. You can also send instant replies to keep communication flowing, without needing to check your phone around the clock. (Hello, work-life balance.)

8 SMS workflow ideas for growing businesses and how to set them up

You have a few ways to set up a text message workflow. You can send automated text messages directly from OpenPhone through auto-replies and scheduled messages.

You can also use our API or connect to an automation software like Zapier or Make, which lets you set rules for sending automated SMS messages. These rules let you set up different automated SMS texting scenarios (like “if this thing happens, send a text message”). You can even include other apps or tools you use in your workflows, like your CRM.

Note: To stay compliant with laws such as the Telephone Consumer Protection Act (TCPA), make sure you have your customer’s consent to send messages (opt-in) and provide a clear way to opt out. TCPA compliance ensures you don’t face fines, lawsuits, or mobile carrier suspension.

Here are some common use cases and how to set them up:

1. After-hours SMS messages 

A potential customer reaches out late in the evening. You want to acknowledge the message but don’t want to be available 24/7 (like when you’re having dinner with your family). An automated after-business-hours text message can let the customer know your business hours and when they can expect to hear from you.

Example:

📑 Want some more examples? Check out 40 Auto-reply text examples & how to set up. 

How to set this up:

In OpenPhone, you can use the auto-reply function in your settings for each number. Use this to set expectations for when you miss messages, calls, or voicemails during and after business hours.

2. Welcome messages 

As you know, first impressions can be a make-or-break moment for a small business. Welcome messages can start the customer journey on the right foot and inform them of the next steps (like onboarding) to build trust and reduce confusion. 

Example:

How to set this up:

You can use Zapier to connect OpenPhone to your CRM, like HubSpot.

When you move a deal to a specific stage in HubSpot (like “Deal Won”), Zapier will automatically send introduction texts via OpenPhone. 

You can also set up this SMS workflow based on other workflow actions in HubSpot, like sending a message to new customers or contacts. Click Use this workflow to copy this exact automation.

💡 New to using Zapier? Check out this article to set up your first Zap: Get started with the Zapier integration. 

3. Appointment confirmation texts

An automated appointment confirmation lets your customers know that their booking was successful. You can also use appointment confirmation messages to include more information upfront — like the service details, location, or how to reschedule — so there’s less back-and-forth, fewer no-shows, and a smoother experience for everyone.

Example:

How to set this up:

You can connect Zapier to an app like Calendly (or other scheduling apps). When a customer books an appointment, Zapier will automatically send a confirmation via text.

Want to use this Zap with OpenPhone? Click below to apply this template to your Zapier account and start building the Zap.

4. Appointment reminder texts 

A reminder text can be the difference between customers keeping and missing appointments. Maybe the customer forgot to check their calendar that morning, but a reminder text sent the morning of the appointment gets their attention and can reduce last-minute cancellations.

Example:

📑 Check out more examples in this article: 31 Free appointment reminder text templates.

How to set this up:

With a Make integration, you can connect Google Calendar to OpenPhone. The SMS workflow will trigger appointment reminder texts when an event is approaching. Like this:

💡 New to using Make? Learn how to set up your first Make automation in this guide: Getting started with the Make integration.

5. Follow-up texts 

Follow-up texts help you stay top of mind — especially when a customer doesn’t respond right away. By automating them, you can make sure every opportunity gets the attention it deserves without having to manually chase every lead. And when you time them right, you increase the odds of getting a reply without feeling pushy.

Example:

📑 Here are 20 Engaging follow-up text examples you can use right now.

How to set this up:

In OpenPhone, you can schedule texts to go out at a later date/time. When you type a text in the existing conversation with the customer, you can click on the Clock icon to schedule sending the message.

You can also indicate that the message will be sent unless the customer messages first to prevent any awkward conversations. 

6. Managing poor customer reviews 

Negative customer reviews are inevitable. What matters is how you approach them. By trying to rectify issues, you can improve customer satisfaction — and increase the likelihood of repeat business — because you’ve shown the customer that you care. 

If a customer leaves a bad review on a platform like Google, Facebook, or Yelp, you can automatically send a follow-up text to the customer. 

Example:

How to set this up:

Products like More Good Reviews can help you collect reviews. You can connect More Good Reviews to Zapier. If the review is below a certain score (you decide the score using a filter), OpenPhone automatically sends the text. 

Want to use this Zap with OpenPhone? Click below to apply this template to your Zapier account and start building the Zap. Note that, unlike our previous Zapier examples, this one includes multiple steps, which requires a paid plan from Zapier.

7. Customer feedback requests

Customer feedback requests help you understand what’s working — and what’s not — so you can improve your service and catch issues early. Plus, you get negative feedback before it potentially turns into a public review. They also show customers you value their input, which strengthens trust and keeps your business top of mind after the appointment ends.

Example:

How to set this up:

In OpenPhone, you can use snippets (reusable templates) to send feedback request texts. When you set up snippets, you can pull them up within any chat (by typing /snippets), then personalize the message with customer information before hitting send.

With the schedule message feature, you can control when the message goes out, like a few hours after an appointment ends. 

8. Send holiday and milestone messages 

A holiday greeting or birthday message shows your customers that your relationship is more than transactional. It’s a small, thoughtful way to make things personal. If you use SMS marketing automation to include a discount or coupon code, even better.

Example:

How to set this up:

You can create snippets in OpenPhone for holiday and birthday celebrations. Then, you can personalize them with customer details and schedule them to go out at the right time.

6 best practices for setting up better SMS workflows

Now that we’ve got your wheels turning, here are a few things to keep in mind as you start sending automated text messages from an SMS platform: 

1. Start small: Don’t implement all of these suggestions at once! Pick one or two that will have the biggest impact on your business.
   
2. Personalize messages: 72% of customers only interact with personalized text messages. With any automation method you choose, you should at least include the recipient’s name in your message.
   
3. Avoid over-automating: If a workflow typically ends with a customer’s request to speak to a human, un-automate it. When you have to step in, it’s a sign that your customer expects real-time conversational messaging and the workflow is not a good fit for automation.
   
4. Acknowledge the automation: You don’t want customers to mistakenly think they’re talking to a human when it is an automated message. You can include “This is an automated message” in your text so there’s no confusion.
   
5. Test your automated workflows internally: Make sure your automation is working as expected, using your own phone number as an example. You don’t want to send SMS messages to a customer accidentally!
   
6. Stay compliant: Business text messaging falls under multiple laws in the US. Check out our essential SMS compliance guide for business texting in the US to learn how to avoid fines, lawsuits, or suspension from mobile carriers.

Power your SMS workflows with OpenPhone

Automation allows you to send text messages to customers at scale. Once set up, you’ll never be bogged down by volume or frequency. 

With OpenPhone, you can rely on auto-replies and scheduled messages to reach your customers at the right time. The Zapier and Make integrations are available on any plan, along with API access if you need a custom setup. If you use these to send text messages, you’re charged $0.01 per segment (a message of 160 characters, including punctuation). 

You can also set up a shared SMS inbox that allows your team to effectively manage replies. They’ll have visibility into the entire conversation with each customer, with both automated and human messages.

To give OpenPhone a try, you can sign up for a free seven-day trial. 

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