Home › Guides › Asking for reviews
How to Ask Customers for Google Reviews (Legally)
Asking for reviews is allowed and smart. But a few common habits can get reviews removed or break federal rules. This is general information, not legal advice.
The 3 rules that matter most
1. Ask everyone, not just happy customers
"Review gating" means checking whether a customer is happy first and only sending the review link to happy people. Google's policies prohibit selectively soliciting positive reviews, and the FTC's rule on consumer reviews (in effect since October 2024) targets practices that suppress negative reviews. Send the same request to every customer.
2. No incentives for reviews
Don't offer discounts, gift cards, raffle entries or freebies in exchange for a review. Google doesn't allow it, and the FTC rule prohibits incentives tied to a positive or negative review.
3. Get permission before texting
Only text customers who gave you their mobile number for the job, and make it easy to opt out. Include your business name and "Reply STOP to opt out." Business texting in the US also goes through carrier registration (called A2P 10DLC), which a texting provider handles.
Other things to avoid
- Writing reviews for yourself, or having family or employees review you.
- Paying a service for reviews.
- Asking customers to change or remove a negative review in exchange for something.
Get your direct review link
In your Google Business Profile, choose Ask for reviews (or Get more reviews) to copy a short link that opens the review box directly.
Sample request text
"Hi Sam, it's Tony from Tony's Plumbing. Thanks for having us out today. If you have a minute, we'd appreciate an honest review: [link]. Reply STOP to opt out."
Notice it says "honest review," doesn't mention stars, and goes to every customer.
Sources
Want help doing this every week? Join the PresenceOK pilot. We draft replies, you text OK.