The short answer
WhatsApp usually feels more personal because customers see your business profile and can receive photos, but it needs a business account and approved message templates. SMS reaches almost every mobile with no app and very little setup, but it is text only. Most local businesses do best using WhatsApp first, with SMS or email as the fallback for customers who don't use it.
- WhatsApp: recognisable and visual, but needs setup and template approval.
- SMS: universal and simple, but text only and easy to mistake for marketing.
- Pick by customer, not by habit — and keep one opt-out across every channel.
01Side-by-side comparison
The channel you choose changes how a review request looks, who it reaches and how much work it takes to set up. Here is how the three common channels compare for a local business.
| SMS | |||
|---|---|---|---|
| Photos and images | Yes | No (standard SMS) | Yes |
| Shows your business name | Business profile and name | Sender name or number | Sender name |
| Setup | Business account and template approval | Sender number or name | Sending domain |
| Works without an app | No | Yes | Needs an inbox |
| Replies | Two-way chat | Two-way where supported | Two-way, slower |
| Typical feel | Personal | Direct | Formal |
Related guideWhatsApp Google Review Requests: How to Ask Without Sounding Pushy02When WhatsApp is the better choice
WhatsApp suits businesses where the customer relationship is personal: salons, barbers, clinics, trades and restaurants. Customers already use it to talk to friends and family, so a short, friendly message from a recognisable business profile fits naturally.
- You want to include a photo of the team member who served the customer.
- Your customers already message you on WhatsApp to book or ask questions.
- You want customers to be able to reply easily if something went wrong.
- You are happy to set up a WhatsApp Business account and get your message template approved.
The trade-off is setup. Automated WhatsApp messages from a business generally go through Meta's business platform, which requires an approved template for messages that start a conversation. Approval can take time, and wording that looks promotional may be rejected.
03When SMS is the better choice
SMS works on every mobile phone without an app, which makes it the safest choice when you don't know what your customers use. It is also quick to set up and simple to send.
- Your customers are a wide age range and not all use WhatsApp.
- You need a simple text with a link and nothing else.
- You want a fallback for customers who can't receive WhatsApp messages.
The downside is that standard SMS is text only, and an unfamiliar number or short sender name can look like marketing. Keep the message short, name your business in the first few words and include your direct Google review link.
Hi [First Name], thanks for visiting [Business Name] today. If you have a minute, we'd love an honest Google review: [Review link]. Reply STOP to opt out.
04Where email still fits
Email is cheap and suits businesses that already send receipts, booking confirmations or invoices by email. It is easier to miss in a busy inbox, so it works best as a supporting channel rather than the main one.
If you use email, keep the review request separate from promotions and newsletters so it is not buried, and send it from a name customers recognise.
05Why photos change the message
A photo of the person who served the customer turns a generic request into a personal thank you. With Ranknua, WhatsApp requests carry a photo of your team holding a sign with the customer's name on it, so the customer sees exactly who they're reviewing.
Hi [First Name], it's [Staff Name] from [Business Name] — thanks so much for coming in today! If you have a minute, we'd really appreciate an honest Google review: [Review link]
Use photos with permission
Only use team photos your staff have agreed to, and never include sensitive treatment or job details in a message.
06Using more than one channel
You don't have to pick only one. A common approach is to send WhatsApp first, fall back to SMS when a customer can't receive WhatsApp, and use email when you only have an email address. What matters is that each customer gets one request, not the same request on three channels.
- 1
Choose a default channel
Use the channel most of your customers already use with you.
- 2
Set a fallback
Decide what happens when the default isn't available for a customer.
- 3
Send one request per visit
Avoid sending the same request by WhatsApp, SMS and email at once.
- 4
Honour opt-outs everywhere
If a customer replies STOP on one channel, stop review requests on all of them.
07Permissions in Ireland and the UK
Electronic messaging rules apply to every channel. Being a past customer is not automatic permission for every type of message. Make sure you have an appropriate basis for contacting each customer, include a simple opt-out, honour it everywhere, and keep a record of who has asked not to be contacted.
Whatever channel you use, ask every eligible customer the same way and ask for an honest review, never a particular star rating.
Frequently asked questions
Is WhatsApp or SMS better for Google review requests?+
WhatsApp usually feels more personal and can include photos, while SMS reaches more phones with less setup. Many businesses use WhatsApp first and SMS as the fallback.
Do I need WhatsApp Business to send review requests?+
Automated messages from a business generally need a WhatsApp Business account and an approved message template. Sending one-off messages by hand from the WhatsApp Business app is also possible.
Can I include a photo in an SMS review request?+
Not in standard SMS. Picture messages (MMS) exist in some markets but support and cost vary, so WhatsApp or email is the usual choice for photos.
Should I send the same request on more than one channel?+
No. Send one request per visit through the best available channel, with a fallback only when the first one isn't possible.
Sources
General guidance, not legal advice. Google’s features and rules change; check the linked pages.