For a plain reminder — no. For anything that sells — yes. The line between the two is where salons get caught.
A text that says "You're booked with Maria, Thursday 2pm, reply C to confirm" is a service message, not marketing. PECR (the UK rules on electronic messages) doesn't require consent for it, and under UK GDPR you can rely on legitimate interests: the client booked, they plainly expect a reminder, and it reduces no-shows for both of you. You still need their number processed lawfully — collected at booking, used for what they'd expect — but you don't need a marketing opt-in box ticked.
The moment you add "...and 20% off colour this month!", the whole message becomes marketing. Now PECR applies, and you need either explicit consent or the soft opt-in: they're an existing client, you're promoting similar services, you told them at sign-up they could opt out, and every message includes an opt-out. Miss any one of those and you're sending unlawful marketing — the ICO does fine small businesses for this.
Practical rules:
- Reminders, confirmations, reschedules, patch-test recalls: send freely. These are service messages.
- Offers, new services, "we miss you" texts: marketing. Consent or soft opt-in, plus opt-out in every message.
- Never mix the two. One promotional line contaminates the whole text.
- Record the basis. Note when and how each client's number was collected and whether they opted into marketing.
Keep reminders boring and the law stays out of your way.
Every client, remembered — safely.
SAY-OS keeps each client's contraindications, allergies and history in one place, and flags them at booking — so the right call happens before they're in the chair.
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