Cancellation
Cancellation message for customers: 12 templates, with no-show and booking deposit
Quick answer
How do you write a cancellation message to a customer?
A cancellation message to a customer says three things, in this order: what was canceled, with day and time, the reason in one line, and what happens now, like the new date or the refund. If the no-show rule and the deposit were agreed in advance, in writing, the message only reminds them of what was agreed.
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Messages to cancel an appointment, order or service, announce the no-show policy and charge the deposit. Copy them and replace what is in brackets.
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See the 30 automatic message templates for customers, grouped by moment.
Summary in 7 facts
- Messages to cancel an appointment, order or service, announce the no-show policy and charge the deposit.
- A cancellation message to a customer says three things, in this order: what was canceled, with day and time, the reason in one line, and what happens now, like the new date or the refund.
- If the no-show rule and the deposit were agreed in advance, in writing, the message only reminds them of what was agreed.
- Five situations and what is usually fair in each.
- Swipe the table sideways to see all the columns.
- Canceling a booked appointment Something came up on your side, as early as possible.
- Gave notice in advance Within the deadline you set.
By the numbers
| Number | What it means |
|---|---|
| 30 templates | See the 30 automatic message templates for customers, grouped by moment. |
| 24 hours | Since the notice came with less than [24 hours], what we agreed at booking applies: [the deposit is not refunded]. |
| 67 businesses | What the CertuAI team measured is the time customer messages arrive, across 67 businesses that answer on WhatsApp with CertuAI's AI: 32.5% arrived outside Monday to Friday, 8 a.m. to 6 p.m. |
| 122,720 messages | CertuAI customer service data: 67 businesses of various kinds, 122,720 customer messages, from Jul 30 to Sep 30, 2026, measured on Oct 9, 2026. |
Who canceled and what happens to the deposit
Five situations and what is usually fair in each.
| Situation | The deposit | What to send |
|---|---|---|
| The business canceled | Refund in full or move to another date | Apology, reason and two options |
| Customer gave notice within the deadline | Refund or apply to another date | Confirmation at no cost |
| Customer gave notice at the last minute | What was agreed applies | Remind them of the rule and offer another day |
| Customer did not show up and did not say anything | What was agreed applies | Ask what happened, without scolding |
| Online purchase, backing out within 7 days | Refund in full | Confirm the cancellation and the refund date |
Swipe the table sideways to see all the columns.
Cancellation message when the business cancels
Canceling a booked appointment
Something came up on your side, as early as possible.
Oi, [Nome]. Preciso cancelar o seu horário de [dia], às [hora], porque [motivo]. Peço desculpa pelo transtorno. Posso te atender na [dia] ou na [dia], no mesmo horário?
now ✓✓Canceling an order
A product that sold out or that you cannot deliver.
Oi, [Nome]. O [produto] do seu pedido acabou e eu não consigo entregar. Posso devolver os [valor] hoje ou trocar por [outro produto]. O que você prefere?
now ✓✓Canceling a class or an event
When the cancellation affects several people.
Oi, [Nome]. A [aula ou evento] de [dia] foi cancelada por [motivo]. Você pode passar para a data de [dia] ou receber o valor de volta. Me diz como prefere.
now ✓✓
Reply to a customer who asks to cancel
Gave notice in advance
Within the deadline you set.
Cancelado, [Nome], sem custo nenhum. Obrigado por avisar com antecedência: assim consigo passar o horário para outra pessoa.
now ✓✓Gave notice at the last minute
Past the deadline, when there is an agreed rule.
Oi, [Nome]. Consigo cancelar, sim. Como o aviso veio com menos de [24 horas], vale o que combinamos na marcação: [o sinal não é devolvido]. Quer já deixar outro dia marcado?
now ✓✓Canceling a plan or monthly fee
Gym, course, subscription and other monthly services.
Pedido de cancelamento recebido, [Nome]. Seu [plano] fica ativo até [data] e depois disso não tem mais cobrança. Posso saber o motivo? Ajuda a gente a melhorar.
now ✓✓
CertuAI demo with a fictional clinic: the written confirmation, with day, time and code, is where the cancellation rule should be.
Notice for customers who do not cancel their appointment
Rule sent with the booking
At the same time you confirm the appointment.
Seu horário está reservado, [Nome]. Um combinado: se não puder vir, avise até [24 horas] antes. Quem falta sem avisar [paga o sinal na próxima marcação].
now ✓✓General notice, for all customers
When you create or change the rule.
Aviso aos clientes: a partir de [data], horário desmarcado com menos de [24 horas] ou falta sem aviso [tem cobrança de valor]. Cada horário vazio é um cliente que ficou sem vaga. Obrigado por entender!
now ✓✓After the second no-show
For the customer who missed more than once.
Oi, [Nome]. Esta foi a segunda vez que o horário ficou vazio sem aviso. Para as próximas marcações, vou pedir o sinal antes de reservar. Combinado?
now ✓✓
Text to charge a booking deposit
Deposit request
Right after agreeing on day and time.
Para confirmar o seu horário de [dia], às [hora], peço um sinal de [valor] por Pix, na chave [chave]. O valor é descontado no dia do atendimento.
now ✓✓Deposit that did not arrive
A few hours after the request, with no proof of payment.
Oi, [Nome]. Ainda não recebi o sinal do horário de [dia]. Consigo segurar a vaga até [hoje, às 18h]. Depois disso, ela volta para a agenda.
now ✓✓Deposit received, with the rule
As soon as the proof of payment arrives.
Sinal recebido, [Nome], horário confirmado! Se precisar desmarcar, avise até [24 horas] antes e eu devolvo o valor ou passo para outra data.
now ✓✓
Three cancellation rules
So the cancellation does not turn into an argument.
A rule agreed in advance, in writing
The deadline to cancel and what happens to the deposit go in the confirmation message. A rule that shows up after the no-show feels like a punishment.
Canceled? Offer the next date
In the same message. Someone who cancels and gets two options usually reschedules right there.
Refund with a set day
"I'll refund it today" or "I'll refund it by Friday." A refund with no date turns into the customer chasing you.
See how it looks in your industry
Each industry gets different questions on WhatsApp. Pick yours to see how CertuAI's AI serves that kind of customer.
How to create your business's cancellation and deposit rule
Four decisions, made once. After that the message repeats what you decided.
Choose the deadline to cancel
The time you need to pass the slot to someone else. One day, for example.
Decide whether to charge a deposit, and from whom
From everyone, only from new customers or only on long services. The amount should cover the loss from the empty slot.
Write the rule in one sentence
Deadline, what happens to the deposit and how to reschedule. If it does not fit in one sentence, the customer will not remember it.
Send the rule with every confirmation
Save it under Tools, Quick replies, in WhatsApp Business, and send it along with the day and time.
What the law says about deposits and backing out
The deposit is covered by the Brazilian Civil Code, articles 417 to 420. The general rule: if the person who paid the deposit backs out, they can lose the amount; if the person who received it backs out, they return the deposit plus the equivalent amount. That is why, when the business cancels, the deposit goes back.
For a purchase made outside the store, such as online or over WhatsApp, article 49 of the Brazilian Consumer Protection Code gives the customer 7 days to back out, with a refund of what they paid. And the customer must know the rule before paying: a hidden rule can be challenged. This is general information, not legal advice. If in doubt, talk to a lawyer or to Procon (Brazil's consumer protection agency).
If you run a clinic or practice, the templates for patients are in appointment cancellation message. The ones for booking and reminding are in the booking message page, and the ones for amounts owed are in the payment reminder message for customers page. How to build the whole rule is in cancellation policy for appointment-based services, and how to ask for the amount is in how to charge a deposit or down payment on WhatsApp. The general list is in auto-replies for customers. For a cancellation request to get an answer right away, see automatic customer service on WhatsApp.
When the customer writes to cancel: CertuAI data
A cancellation only becomes an open slot if someone reads it in time. Cancellation requests were not measured separately. What the CertuAI team measured is the time customer messages arrive, across 67 businesses that answer on WhatsApp with CertuAI's AI: 32.5% arrived outside Monday to Friday, 8 a.m. to 6 p.m..
If your deadline to cancel is one day, a notice sent on Saturday night for an early Monday appointment is within the deadline. With nobody reading on the weekend, it is only seen when the slot has already gone empty.
| What was measured | Result |
|---|---|
| Customer messages that arrived outside Monday to Friday, 8 a.m. to 6 p.m. | 32,5% |
| Messages that arrived on Saturday or Sunday | 15,8% |
| Messages that arrived at night on a weekday, 6pm to midnight | 12,7% |
| Messages that arrived overnight on a weekday, from midnight to 8 a.m. | 3,9% |
Swipe the table sideways to see all the columns.
Source: CertuAI WhatsApp Customer Service Index, Q3 2026. CertuAI customer service data: 67 businesses of various kinds, 122,720 customer messages, from Jul 30 to Sep 30, 2026, measured on Oct 9, 2026. Business hours are Monday to Friday, 8 a.m. to 6 p.m., in each account's time zone. Test accounts, test contacts and imported history are left out. Redone every quarter.
Frequently asked questions
How do you tell a customer about a cancellation?
Say what was canceled, with day and time, the reason in one line, and what happens now: the new date or the refund. Apologize only once.
How do you write a notice for customers who do not cancel their appointment?
Send the rule with the confirmation: the deadline to cancel and what happens to people who do not show up without notice. For all customers, publish the notice with the date the rule starts.
How do you charge a booking deposit without losing the customer?
Ask for it when booking, say that the amount is deducted on the day, and explain why: the deposit holds the spot someone else wanted.
Can I keep the deposit if the customer does not show up?
Under the Brazilian Civil Code, someone who paid a deposit and backed out can lose the amount. But the rule must have been agreed in advance, clearly. If in doubt, talk to a lawyer.
How much deposit should you ask for when booking?
There is no right amount. Ask for a part of the service that covers the loss from the empty slot, and state the amount before reserving.
Can you cancel and reschedule on WhatsApp without anyone on the team?
With the WhatsApp Business app, no: someone has to read the request and change the calendar. An AI agent connected to the calendar reads the request right away and offers another time.
Where to go next?
The AI reads the cancellation request right away, even on Sunday
In CertuAI, the AI agent offers the open times in your calendar, confirms in writing and sends the reminder before each appointment. Anyone who replies that they are not coming gets new options right away, at any hour.
From US$ 75 per month.
Create my agentOi, [Nome]. Preciso cancelar o seu horário de [dia], às [hora], porque [motivo]. Peço desculpa pelo transtorno. Posso te atender na [dia] ou na [dia], no mesmo horário?now ✓✓
This is the first message on this page, sent by the AI in your tone, with nobody at the counter.
In short
How do you write a cancellation message to a customer? A cancellation message to a customer says three things, in this order: what was canceled, with day and time, the reason in one line, and what happens now, like the new date or the refund. If the no-show rule and the deposit were agreed in advance, in writing, the message only reminds them of what was agreed.
About CertuAI: CertuAI is the AI that answers a small business's WhatsApp, Instagram and Messenger 24/7, with a built-in CRM, and is a Tech Provider on Meta's WhatsApp Business Platform. Paid plans start at US$ 75 a month, with no lock-in. Create my agent