Overview
No-shows are one of the most costly problems for service businesses. The client forgot, they didn't add it to their calendar, or something came up and they didn't bother to cancel. A two-stage reminder sequence — 24 hours and 1 hour before — dramatically reduces no-shows because clients have multiple touchpoints where they can confirm, reschedule, or cancel in advance.
Before you start
- Calendly account (Standard plan for email reminders)
- Zapier and Twilio accounts (for SMS reminders)
- Event types set up in Calendly with confirmation emails enabled
Step-by-step guide (4 steps)
Enable email reminders in Calendly
In Calendly, go to Event Types > select your event > Edit > Notifications & Cancellation Policy. Under 'Reminder Emails,' click 'Add Reminder.' Set the first reminder to 24 hours before the event. Customize the email: include meeting details, any preparation required, and your cancellation policy link.
Add the 1-hour reminder
Add a second reminder at 1 hour before. This is your highest-impact reminder — most no-shows happen because someone forgot as the meeting approached. Keep this one short and direct: meeting time, location or video link, and a one-click reschedule option.
Add SMS reminders via Zapier + Twilio
For higher open rates: in Zapier, create a Zap triggered by 'Calendly: Invitee Created.' Add a Delay step (set to 23 hours before the event using scheduled time calculation). Action: Twilio 'Send SMS.' Message: 'Reminder: your [event type] with [your name] is tomorrow at [time]. Reply CANCEL to reschedule.' Repeat at 45 minutes before.
SMS reminders have a 98% open rate vs. 20% for email. If you do nothing else in this guide, add the SMS reminder.
Include all meeting logistics in the 24-hour reminder
Update the 24-hour email template to include: video call link (if virtual), your office address and parking info (if in-person), any documents to review beforehand, and a 'Need to reschedule?' link. This single email should answer every logistical question the client might have.
What you'll get
30-50% reduction in no-shows within the first month
Clients who can't make it reschedule in advance instead of ghosting
SMS reminders drive higher engagement than email alone
Fully automatic — runs for every booking without any manual action
Common mistakes to avoid
Only sending one reminder (add both 24-hour and 1-hour)
Not including the meeting link in the reminder (clients hunt for it and blame you for not including it)
Not including a reschedule link (makes cancellation easier than ghosting)
Frequently asked questions
Do I need coding experience to set up this Calendly automation?
No coding is required. This guide walks you through everything using Calendly's built-in features and Zapier's visual interface. If you can follow a recipe, you can follow this guide.
How long does this automation take to set up?
Most users complete this setup in 30–60 minutes on their first try. Once set up, it runs completely automatically with zero ongoing effort.
What happens if the automation fails?
Zapier and Make both have error notifications and task history, so you'll know immediately if something goes wrong. We cover troubleshooting steps in the guide above.
Can I customize this automation for my specific business?
Absolutely. The guide includes notes on common customizations. Most automations have multiple variation points — timing, conditions, notification recipients, and more.