How to Write an On Hold Message Script (With Examples)

Here is something most businesses overlook:
the person on hold has already chosen you.
They found your number, picked up the phone
and waited to speak to you. They are interested.

What they hear next decides whether that wait feels like wasted time or a useful few minutes that leave them better informed and more confident in your business.

A well written on hold message script does exactly that. In this guide we share the approach our script team uses every day, with a sample script, a real client story and practical tips you can use straight away.

Why your on hold message script matters

Silence on the line makes callers wonder whether they have been cut off. Generic music on a loop tells them nothing. A good script does three jobs at once:

• Reassures callers that they are in the right place and will be answered soon
• Informs them about services, opening hours or useful ways to get help online
• Reflects your brand through tone, language and voice

It is one of the few marketing channels where your audience is already engaged and actively listening.

Before you write: three questions to answer

Who is calling you?

A luxury hotel, a builders' merchant and a family-run salon all attract very different callers. Your tone should match theirs. Relaxed and unhurried suits premium clients. Direct and credible suits trade customers. Warm and personal suits local, family businesses.

Why are they calling?

List the most common reasons people phone you. Your script should answer their likely questions before they reach a person, or point them to where the answer lives.

What do you want them to know?

Choose three to five messages at most. Trying to say everything means nothing sticks.

How to structure an on hold message script

Open with reassurance

Start by thanking the caller and letting them know someone will be with them shortly. Keep it brief and sincere.

Share a handful of useful messages

This is the heart of your script. Good topics include:

• A service or product callers may not know you offer
• Helpful features on your website, such as online ordering or account portals
• Opening hours, delivery information or seasonal closures
• Reviews, awards or accreditations that build trust
• A seasonal message or promotion (as long as you will update it)

Close and loop smoothly

End each cycle with a short thank you. The production will loop, so the final line should flow naturally back into the opening.

Before you write: three questions to answer

Who is calling you?

A luxury hotel, a builders' merchant and a family-run salon all attract very different callers. Your tone should match theirs. Relaxed and unhurried suits premium clients. Direct and credible suits trade customers. Warm and personal suits local, family businesses.

Why are they calling?

List the most common reasons people phone you. Your script should answer their likely questions before they reach a person, or point them to where the answer lives.

What do you want them to know?

Choose three to five messages at most. Trying to say everything means nothing sticks.

How to structure an on hold message script

Open with reassurance

Start by thanking the caller and letting them know someone will be with them shortly. Keep it brief and sincere.

Share a handful of useful messages

This is the heart of your script. Good topics include:

• A service or product callers may not know you offer
• Helpful features on your website, such as online ordering or account portals
• Opening hours, delivery information or seasonal closures
• Reviews, awards or accreditations that build trust
• A seasonal message or promotion (as long as you will update it)

Close and loop smoothly

End each cycle with a short thank you. The production will loop, so the final line should flow naturally back into the opening.

Sample on hold message script

Here is a short example for a fictional garden centre. Swap in your own details.

Opening: "Thank you for calling Greenleaf Garden Centre. One of our team will be with you shortly."

Message 1: "In our plant area, you'll find seasonal bedding, shrubs and trees grown right here in Cheshire. Our horticultural team is always happy to offer advice on what will thrive in your garden."

Message 2: "Did you know you can order online and collect from our car park the same day? Visit greenleaf dot co dot uk to browse the full range."

Message 3: "Our café is open every day from nine until four, serving fresh lunches, homemade cakes and the best scones in the county."

Close: "Thank you for waiting. We will be with you as soon as possible."

Notice that the script never asks the caller to phone, keeps each message focused and gives clear, useful information.

Real-world example: Simply Lunch

Simply Lunch is a family-owned sandwich supplier based in South London, with more than four decades in the Food to Go industry. They wanted an on hold experience that kept callers informed, reflected the warmth of their brand and promoted new products throughout the year, particularly their Christmas range.

Our script blended two layers:

• An evergreen core, drawn from their website, so key brand messages stayed consistent all year
• A seasonal section, which highlighted five festive products launching that November

After the first draft, their team felt the script needed more brand-specific flair. Working with their marketing team, we added more descriptive language to bring out the flavour and appeal of each product, so they sounded as good as they taste.

Since 2018, the production has evolved with each new range, from the Festive Feast on Farmers Bread to the Pasta Carbonara from their Better range. It also points callers to alternative ways to get in touch, which improves the overall caller experience.

The takeaway: a strong script is never finished. It grows with your business.

How often should you update your script?

We recommend reviewing your script at least every quarter. Regular updates help you:

• Keep offers, opening hours and product news accurate
• Mark seasonal moments such as Christmas, summer or back to school
• Avoid "ear fatigue" for regular callers who hear the same messages often

Pairing your messages with seasonal music, such as our Christmas or autumn collections, is an easy way to keep things fresh. Our article on why on hold music is more than background noise explains why the music matters too.

Common mistakes to avoid

• Out of date offers, prices or opening hours
• Long lists of services read out one after another
• Hard-to-say web addresses and phone numbers
• Scripts that are too long for your typical hold time, or so short they repeat every minute
• Recording the script yourself on a mobile phone in a busy office

Frequently asked questions

• How long should an on hold message script be?
  It depends on how long callers usually wait. As a guide, your production should run a little longer than your average hold time so callers rarely hear the same message twice. We produce messages from one minute up to ten minutes or more.
• Can I write the script myself?
  Absolutely. Many clients send us their own draft and our team proofreads and polishes it for the ear. If you would prefer, our scriptwriters can write it from scratch using your website and a short brief.
• Should I include prices and special offers?
  Only if you are confident you will update them. A message promoting an offer that ended months ago does more harm than good.
• Do I need a licence for the music?
  If you play commercial music to callers, you will usually need a licence. PPL PRS can advise on your situation. Using royalty free music, such as the tracks in our on hold music library, is a simple way to avoid this.
• How quickly can my script be recorded?
  Most productions are turned around within two working days, with 24 hour turnaround available when you need it.

Final Thoughts

An on hold message script is a small piece of writing with a big job to do. It reassures, informs and represents your brand at a moment when your customer is already listening.
Keep it focused, write for the ear, never ask callers to call you and keep it fresh. Do that and your hold time becomes one of your most useful marketing tools.