Example replies
Before you copyEdit every reply to fit: only promise actions, refunds or policies that are true for your business, and replace anything in [brackets].
Late delivery, calm
[Name], I'm sorry your order showed up two hours late and cold. That's not the service you paid for, and I understand why you're upset. I've looked into what happened with that evening's drivers. Please call me directly at [phone] so I can hear the rest and put it right. [Owner name]
Auto shop, extra charges
Thank you for telling us how frustrated you are, [Name]. Being surprised by charges at pickup is upsetting, and we should have called before doing any extra work. I'd like to go over the invoice with you line by line. Please call the shop at [phone] and ask for me. [Name], Service Manager
Short, nothing concrete
We can tell this visit left you very unhappy, and we're sorry. We'd like to understand what went wrong so we can address it. Please reach out to [Name] at [email] when you have a moment.
Retail, staff argument
Hi [Name], I'm sorry the conversation at the register turned into an argument. Nobody should leave a store feeling the way you describe. I've spoken with the team about how we handle disagreements over returns. If you're open to it, I'd like to talk with you directly at [phone]. [Store manager]
Event venue, several issues
Thank you for laying out everything that went wrong at your party: the late setup, the sound problems and the room temperature. Each of those is on us to get right, and I'm sorry they weren't. I've gone through the evening with our events lead. I'd like to talk through all of it with you directly. Please contact me at [email]. [Name], Venue Manager
Reply to the problem, not the volume
A review typed in capitals with three exclamation marks after every sentence feels like being shouted at, and the natural response is to defend yourself. Resist it. Underneath most furious reviews there are one or two ordinary complaints: the order was late, the bill was higher than quoted, a staff member was short with them. Find those and answer them as if the review had been written calmly.
That contrast is what readers notice. A shouting review followed by a measured reply that names the actual issue makes the business look steady. A reply that matches the heat makes both sides look bad, and readers can’t tell who started it.
Cool off, then write
Google’s tips encourage prompt replies, and they also ask owners to stay professional and polite. Both are easier after an hour away from the screen. Use that time to check what happened: look up the order, ask the staff member on shift, find the invoice. A reply that shows you checked (“I’ve looked into that evening’s deliveries”) is far stronger than one written in the moment.
Keep it short. Three to five sentences in normal sentence case. No capitals for emphasis, no exclamation marks, no sarcasm.
Things not to say
- Anything about their tone, spelling or capitals.
- “We’ve never had a complaint like this before.” Readers hear “you’re the problem.”
- Their order details, visit history or anything personal.
- An offer of a discount or free item in the reply. Google asks replies to stay conversational, not promotional, and anything that looks like payment for a better review breaks its incentive rules.
When to report as well
Anger alone isn’t against Google’s rules, so most all-caps reviews stay up. Some cross a line, though. Google’s prohibited content policy covers profanity used to insult or emphasize criticism, harassment and threats, sharing personal information without consent, and meaningless or repeated posts. If the review does any of those, report it and still post your calm reply, since the review may stay up while Google evaluates it.
If the reviewer escalates in a follow-up, don’t keep answering. One reply with a contact route is enough. Further conversation belongs on the phone or in email.
If it doesn't work
- The review is mostly swearing aimed at staff: report it under Google's profanity policy, which covers obscene language used to insult or emphasize criticism.
- It includes threats or a staff member's home details: report it under harassment or personal information right away.
- The reviewer replies again even angrier: don't post a second reply in the thread. Offer the contact route once and stop.
- You can't find any concrete complaint in it: a two-line reply inviting contact is enough.
Questions owners ask
Does Google remove reviews just because they are in all caps?
No. Capital letters aren't a policy violation. Google removes content that breaks its rules, such as profanity used to insult or stress criticism, harassment, or meaningless and repetitive text. An angry but coherent review usually stays.
Should I reply right away?
Promptly, but not instantly. A few hours to cool off and check what happened is still prompt, and it keeps your own tone in check.
Can I point out that their tone was rude?
It won't help. Readers can see the tone for themselves, and commenting on it makes you look petty. A calm, polite reply under a shouted review makes the contrast work in your favor.
What if they posted the same rant several times?
Repeated posts can fall under Google's unclear and repetitive content policy. Report the duplicates and reply to one of them only.
Sources
- Tips to get more reviews and write better replies (support.google.com)
- Prohibited and restricted content (support.google.com)
- Manage customer reviews (support.google.com)
- Report inappropriate reviews on your Business Profile (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.