A missed-call text back for a law firm should name the firm, say a person will call back, give an urgent number, offer a STOP reply, and never mention the legal matter. CASL treats texts as electronic messages, so identification and an unsubscribe option are required. Use the builder below to generate and count your message.
Is a missed-call text allowed for a law firm in Canada?
Usually yes, if you build it with Canada's anti-spam law (CASL) in mind. The CRTC says CASL covers SMS, and that you need three things: consent, identification of the sender, and an unsubscribe mechanism. A text that only gives a requested quote or estimate has a limited exemption from the consent step, but it still needs identification and an unsubscribe option under section 6 of the Act.
The simplest safe pattern is to reply only to people who just called you, say who you are, and give a STOP option every time. The CRTC also notes that the sender has to prove consent, so keep a log of the missed call that triggered each text. Whether a given reply counts as a commercial message is a question for your own lawyer or privacy counsel.
| CASL point | What the CRTC or the Act says | What it means for your text |
|---|---|---|
| SMS covered | CASL applies to SMS and other messaging to mobile devices | Treat the text like an email: identify, offer opt-out |
| Three requirements | Consent, identification, unsubscribe mechanism | Firm name, a way to reach you, STOP reply in every message |
| Unsubscribe timing | Process without delay, no later than 10 business days | Honour STOP at once; do not wait |
| Contact details validity | Keep valid for at least 60 days after sending | Do not send from a number you retire next week |
| Who proves consent | The sender | Log the missed call that triggered the reply |
| Penalties | Up to $1 million per violation for individuals, up to $10 million for businesses | Not worth guessing; have counsel review the template |
Checked October 2026 against the CRTC CASL FAQ.
What should a missed-call text say? Three scripts and a builder
Pick a variant, fill in your details, and copy the result. Everything runs in your browser. Nothing you type is sent anywhere.
Missed-call text builder
Example values only. The phone number above is a placeholder. These scripts are templates, not legal advice.
Variant guide
| Variant | Use when | Why it works |
|---|---|---|
| A: business hours | You missed the call while on another line | Promises a human callback and gives an urgent line |
| B: after hours | The call came in overnight or on a weekend | Sets a clear callback window and a court-deadline path |
| C: booking link | You offer online consult booking | Lets the caller act now without waiting for a callback |
What should never go in a law firm's missed-call text?
- The type of matter. A text that says "your divorce enquiry" can be read by anyone holding the phone. Keep it neutral.
- Legal advice or timelines. The text is logistics only. The Law Society of Ontario's rules on confidentiality extend to people who only seek advice, so treat every caller's details with care (see law firm intake automation in Ontario).
- Outcome claims. Marketing rules for lawyers expect statements to be accurate and verifiable. A reply text is not the place for "we always win".
- Promises you cannot keep. Only promise the callback window you actually staff.
If an AI receptionist or answering service sends the text for you, make sure it uses the exact template your firm approved and that it logs each send. Our AI for law firms page covers how that is set up, and the missed-call cost calculator for law firms shows what each unanswered call can cost.
How long can a missed-call text be before it splits?
Twilio's documentation says a single SMS holds 160 characters in the GSM-7 alphabet, or 70 if it contains a character outside it. Longer messages are split into segments of 153 (GSM-7) or 67 (UCS-2) characters. French accents can matter here: some accented letters and curly quotes fall outside the GSM-7 set and push the whole message into the shorter 70-character mode. The builder above checks each character and flags it.
Shorter is better. Aim for one or two segments, put the firm name first, and keep the STOP line at the end.
Rules at a glance for the French version
The French scripts use the same structure as the English ones: identification first, callback promise, urgent line, STOP option (« Répondez STOP pour ne plus recevoir de messages »). If you serve clients in Quebec, ask your lawyer whether any French-language or Barreau du Québec requirements apply to your text. We have not verified those requirements for this page, so we do not state them here.
Related: missed-call text back templates for other industries, review request text templates and CASL, and call recording consent in Canada.
Frequently asked questions
Do I need consent to send a missed-call text?
CASL requires consent for commercial electronic messages, with some exemptions, and the sender has the burden of proving consent. Replying only to a person who just called you and logging that call is the cleanest pattern. Ask your own lawyer how your firm should handle it.
Does CASL apply to text messages?
Yes. The CRTC says CASL includes SMS and other messaging to mobile phones and devices.
What must every text include?
Identify your firm, give a way to reach you, and include an unsubscribe mechanism that is simple and quick to use. Honour unsubscribe requests without delay and no later than 10 business days.
Should the text mention the legal matter?
No. Keep it neutral so a stranger reading the screen learns nothing about the caller's situation. Take details later, after a conflict check.
How long should a missed-call text be?
Keep it to one or two segments. A single SMS holds 160 characters in the GSM-7 alphabet and 70 if any character falls outside it, according to Twilio documentation.
Can an AI receptionist send this text?
Yes, if it uses the template your firm approved, includes the STOP option, and logs each send. The AI should never add legal advice or promises of outcome.
Sources
- CRTC: Frequently Asked Questions about Canada's Anti-Spam Legislation
- Justice Laws: An Act respecting the encouragement of electronic commerce (CASL), section 6
- Twilio: SMS character limit
- Law Society of Ontario: Rules of Professional Conduct
General information for Canadian businesses, not legal advice. Have your own lawyer review any script before you use it.
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