Guide for clinics
How to reply to “how much is it?” DMs without losing the consultation
A message that says “how much is it?” is a potential client asking to start. Your reply decides whether it turns into a consultation or ends there.
Price questions are often the first thing a new client sends, usually as a DM and often in the evening. This guide covers what a good reply includes, example replies for common treatments, and what to do when there isn't one price to give.
Why “please see our price list” loses people
It's quick to send, and it isn't wrong. But it ends the conversation:
- It doesn't answer the question. They asked for a number, and now they have to go and find it.
- A price on its own has no context. They can't tell what's included, how many sessions they'd need, or whether it suits what they want.
- There's no next step. Nothing invites them to book, so the easiest thing for them to do is nothing.
What a good reply does
- Gives the price. The actual price, or a clear “from” price. A direct answer to a direct question builds trust.
- Says what's included. A consultation, a review appointment, aftercare: whatever is true for your clinic. This is what makes your price make sense next to a cheaper one.
- Asks one question. What are they hoping for, or have they had the treatment before? One question, not a form.
- Offers the next step. Usually a consultation, with a way to book it without leaving the chat.
- Goes out quickly. Instagram and Messenger normally only let a business reply within 24 hours of the client's last message, so a reply left until after the weekend may be too late to send.
Example replies
The prices below are examples. Use your own.
Client hi how much are skin boosters?
Hi! Please see our price list in our highlights.
Hi! Skin boosters are £150 a session, and that includes a skin consultation first. How many sessions you'd need depends on your skin, so we'd go through that together. Is it for something in particular, like dryness or fine lines? I can find you a time to come in.
Client how much for laser on underarms
Hi! Underarm laser is £60 a session, or £300 for a course of six. Before your first session we do a free patch test, so we can check the settings for your skin. Have you had laser before? I can book your patch test this week if you'd like.
Client price for lip filler?
Hi! Lip filler starts from £180 for 0.5ml, with a free review two weeks after. Every treatment starts with a consultation with our practitioner, who'll talk through the look you want and check it's right for you. Would you like to book one?
When there isn't one price
Some prices depend on the person: the area, the number of sessions, or what the practitioner recommends. Give a range or a starting price, say what it depends on, and say when they'll know the full cost:
Microneedling is £120 a session. Most people have a course, and the practitioner will recommend how many at your consultation, so you'll know the full cost before you commit to anything.
Try not to reply with “it depends, come in for a consultation” and no figure at all. To someone comparing clinics, that can read as a price you'd rather not share.
Prescription-only treatments need more care
Anti-wrinkle injections using botulinum toxin are a prescription-only medicine. Rule 12.12 of the CAP Code says prescription-only medicines may not be advertised to the public, and the ASA applies this to social media, websites and price lists.
How it applies to a one-to-one reply is a question for your own compliance advice. The ASA's guidance points the same way as a good reply anyway: make the consultation the focus, keep any price factual, and leave out offers (“20% off”, “two areas for one”) and promotional claims (“painless”, “gives you smooth skin”).
The ASA's Botox FAQs are the clearest place to start. This guide is general information, not legal advice.
Handling the follow-ups
- “It's cheaper somewhere else.” Don't argue about price. Say what's included and who does the treatment, and leave it there.
- “I'll think about it.” That's fine. Offer to answer anything else, and leave a link to book for when they're ready. One reply, no chasing.
- “Does it hurt?” or “Is it safe for me?” Questions about their own health or medical history are for a practitioner. Say so, offer the consultation, and don't guess.
Write the answers down once
All of this gets easier when the answers live in one place: each treatment's price, what's included, the usual next step, and the questions only a practitioner should answer. Then everyone who replies, on any channel and at any time of day, gives the same answer.
That's how Aira works too. You add your treatments, prices and FAQs once. Aira answers price questions from them on Instagram, WhatsApp and Messenger, can ask what the client is hoping for, offers consultation times from your Calendly, and passes clinical questions to your team.
A quick checklist
- Does the reply give the price, or a clear starting price?
- Does it say what's included?
- Does it ask one question?
- Does it offer a consultation and a way to book it?
- Would it go out the same evening?
- For prescription-only treatments: is the consultation the focus, with no offers?