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].
Salon, late cancellation fee
Hi [Name], I understand being charged for a missed appointment is frustrating. Cancellations within 24 hours are billed at half the service price because that chair sits empty and our stylists are paid by appointment. It's on the booking confirmation, but I'll make it more prominent. If you'd like to talk it over, call me at [phone]. [Owner name]
Restaurant, no split checks
Thanks for the feedback, [Name]. On busy weekend nights we can't split checks for tables over eight, because it slows the kitchen down for everyone. You're right that your server should have mentioned it when you sat down, and we've reminded the team to do that every time. We hope to see you again.
Hotel, deposit hold
[Name], thank you for raising this. The amount you saw was a temporary card hold for incidentals, not a charge, and it's released at checkout. Banks can take several business days to show the release. Our front desk should have explained that at check-in, and we'll make it part of every arrival. Contact [email] if it hasn't cleared.
Shop, final sale items
We're sorry for the surprise at the register. Clearance items marked with a red tag are final sale, so we can't take them back, though we'll always exchange anything that arrives damaged. We've added signage at the clearance rack so it's easier to spot. Thank you for telling us, [Name].
Car rental, fuel policy
Thanks for the review, [Name]. Cars go out with a full tank and the refuel charge applies when they come back lower, because we have to send someone to the station before the next renter. Our counter should have walked you through that at pickup, and we've added it to the checklist. Questions about the charge: [email].
Pet boarding, vaccine records
Hi [Name], we're sorry check-in didn't go as planned. We require vaccine records before any stay to protect every pet in our care, and we can't make exceptions on that. We'll add a clearer note to our booking emails so no one else is caught by surprise. Please reach out to [email] when you're ready to rebook.
Treat it as a signpost problem
When a review says “they charged me for nothing” or “nobody told me,” the customer is usually describing a rule they met for the first time at the worst moment. The reply has two jobs. It explains the rule to everyone reading, and it is a chance to ask yourself whether the rule was easy to see. If three reviews this year mention the same surprise, the signs and confirmations need work as much as the reply does. The places people actually look are the booking confirmation, the reminder message, the menu or price list, and the point of sale. A rule that lives only in the terms page is one customers will keep discovering the hard way.
Once you’ve replied, leave it. The reviewer is notified and may update the review if the explanation lands; a second public reply rarely helps.
Explain the why, briefly
A rule without a reason sounds arbitrary. A rule with a reason sounds fair. “Cancellations under 24 hours are charged half, because the stylist is paid for that slot” takes one sentence and changes how the rule reads. Keep it to that. A reply that quotes three paragraphs of terms tells readers you care more about the rule than the customer.
Own your part, not theirs
Google suggests acknowledging mistakes while not taking responsibility for things outside your control. In a policy dispute, the split is usually clear. The rule itself isn’t the mistake. But if the server never mentioned it, or the booking page buried it, that part is yours, and saying so costs you nothing. Readers trust an owner who admits the gap and fixes it more than one who points at the fine print.
What to leave out
- “As stated clearly on our website…” It reads as a scolding.
- The reviewer’s booking details, card information or visit history.
- Public exceptions or credits. Handle exceptions privately so the reply doesn’t read as a reward for the review.
- Promotional lines. The reply is there to explain a rule, not to sell.
If it doesn't work
- Several reviews mention the same surprise: the policy isn't visible enough. Add it to booking confirmations and your profile, not just the counter sign.
- The reviewer says staff told them something different: check with the team, and if that's what happened, say so in the reply.
- They argue in the thread after your reply: you can't continue the conversation in public, so leave it after one reply and offer contact details.
- The policy itself is the complaint, not a misunderstanding: see the price complaint and refund pages for that kind of reply.
Questions owners ask
Should I quote the exact wording of the policy?
Only a short version. One plain sentence ('late cancellations under 24 hours are charged half the fee') is clearer than legal text, and a pasted paragraph of terms reads as defensive.
Can I put the policy in my Business Profile so this happens less?
Your profile description and your website are good places for the key rules customers trip over, such as deposits or cancellation windows. Keep it factual. Google's reply tips also say not to use replies to promote offers, so the reply itself should explain the rule, not advertise.
The customer broke the policy and is angry about the consequence. Do I still apologize?
Apologize for the frustration and for anything your team did badly, not for the rule. That balance reads as fair to other customers who followed the same rule.
Can I make an exception and say so in the reply?
You can make an exception privately. Announcing it publicly invites everyone to ask for the same, and anything framed as a reward for the review can look like an incentive, which Google prohibits for review changes or removal.
Sources
- Tips to get more reviews and write better replies (support.google.com)
- Manage customer reviews (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.