How to Create Effective On Hold Messages

You have 30 seconds to make someone stay.

That’s not a line from a speed dating seminar, it’s your reality when a customer calls your business and ends up on hold.

What you do in those few moments can either gain trust or cause them to hang up and never call again.

Most people think of on hold messages as filler.

But smart businesses know it’s a secret weapon, a moment of full attention, a rare opportunity to inform, engage, and even sell. So how do you do it right?

6 tips to create effective on hold messages

The kind that don’t just fill silence, but make your brand sound polished, professional, and genuinely helpful.

1. Stop thinking of it as “just hold time”

This isn't dead air, it’s prime real estate.

A caller on hold is already invested. They called you. That makes this an active marketing moment.

So shift your mindset: on hold messages are not background noise.

They’re a curated brand experience.

2. Think like a storyteller, not a salesperson

Avoid the robotic “Your call is important to us…” cliché.

Instead, use natural language and a friendly, confident tone. Imagine your brand as a person — what would they say in this moment?

Great on hold messages tell micro-stories.

• - Share a fun fact about your company’s origin.
• - Mention a recent customer win.
• - Highlight a unique part of your service.

Each message should be short, but meaningful.

3. Write with purpose: what do you want them to do or know?

Every on hold message should be intentional. Ask yourself:

• - What’s the most important info I can share right now?
• - Can I encourage them to use a faster contact method, like online chat or a mobile app?
• - Can I reduce call volume by answering common questions?

Each message should aim to:

• - 1. Inform
• - 2. Build trust
• - 3. Prompt action

Example:

“Need to reschedule your appointment? You can do it in seconds on our website, just visit the bookings page when you're ready.”

This beats generic filler any day.

4. Keep the energy human and the pacing intentional

The right voice actor makes all the difference. A calm, friendly tone works well, but don’t be afraid to let your brand personality shine. Whether your brand is playful, luxurious, clinical, or tech-savvy, the voice and script should reflect that.

Pro tip:

Don’t cram in too much. Leave space between each on hold message.

That pause helps listeners process the message and makes everything sound more professional.

5. Rotate regularly, refresh seasonally

Stale messages are worse than silence.

If someone’s heard the same on hold message three times this year, it starts to feel like you’re asleep at the wheel.

Plan a seasonal update:

• - Spring/Summer: highlight new offers or services
• - Fall/Winter: announce holiday hours, promos, or end-of-year deals
• - Anytime: celebrate awards, milestones, or new team members

Regular updates keep callers engaged and make your business sound active, not automated.

6. Bonus points: make it useful AND delightful

The best on hold messages do more than inform, they spark curiosity or even bring a smile.

Try adding:

• - A fun fact about your industry or team
• - A quick customer tip or FAQ
• - A line that sets the tone for a great experience

Example:

“While we get you to the right person, did you know we’ve been voted one of the top-rated customer service teams in the state?”

These small touches make your business more relatable, and give your caller a reason to stick around.

Final Thoughts: Your on hold messages are a handshake

Every on hold message is a chance to leave a positive impression.

Think beyond on hold music and generic recordings.

Instead, treat your messages as part of your overall brand experience, one that builds trust, helps customers, and encourages action.

Because when someone’s waiting to talk to you, they’re listening.

Make it count.

---

Related Posts