For agencies that grow D2C brands
How should an agency reply to a brand's reviews and comments?
Reply to every review and comment within a day or two, in the brand's voice: thank the person, address their specific point, offer a next step that moves any order details off the public thread, and invite them back. Never argue, promise refunds the brand hasn't agreed or ask for personal details in a public reply.
#2 of 17 in the Google Maps local pack, local health score 90 · Moolwanai-dm · Local presence · Sep 2026 · real data
What you'll see in 10 minutes
- Your first brand's report, built from its domain alone.
- Its Business Profile and social accounts connected, one secure sign-in each.
- Unanswered reviews and comments listed, worst first, with a reply drafted in the brand's voice for your approval.
Why do unanswered reviews and comments cost a brand?
Saturday night, a two-star Google review lands. Great beans, slow delivery, dented box. By Monday it's the first review shoppers see, with no reply under it, and three Instagram comments asking whether the medium roast is back in stock are still waiting too.
Silence reads as indifference. A shopper comparing two brands sees the complaint and no answer, and the fix is rarely a discount: it's a calm, specific reply that shows someone is listening. Each place people talk to a brand expects something slightly different.
| Where | What people expect | What to watch |
|---|---|---|
| Google reviews | A reply from the business, above all to low ratings | Never confirm order details or argue in public |
| Instagram and Facebook comments | Quick answers on products, prices and stock | Move order problems to a direct message |
| LinkedIn comments | A considered reply from the brand or its founder | Keep it professional, with no sales pitch |
| X replies | Fast, short and human | Don't get drawn into a public back-and-forth |
How do you reply to a review or comment, step by step?
Calm, specific and short. The best replies are written for the next shopper as much as for the reviewer. Work through these six steps for every reply and the brand sounds the same whoever on your team writes it.
Reply fast, worst first
Answer low ratings and open questions first, ideally within a day. A quick, calm reply limits the damage more than a perfect one a week later.
Thank them
Thank the person for taking the time, by name if the platform shows it. A thank-you costs nothing, even when the review is harsh.
Address the specific point
Repeat what they actually said, such as the late delivery or the dented box, so they know a person read it. Generic replies read as copy and paste.
Fix it in private, not in public
Offer a way to sort it out off the thread, such as the brand's contact page or a direct message. Never ask for order numbers, phone numbers or addresses in a public reply.
Promise only what the brand has agreed
Refunds, discounts and replacements are the brand's decision. Keep them out of public replies unless the brand has a policy you can quote.
Invite them back and log the theme
End with an invitation to come back, then note the theme, such as delivery, packaging or stock, so the brand can fix the cause and not just the reply.
Replies only come fast when someone sees the review first, so track reviews and mentions across the web for every brand. A reply sounds like the brand when it's written from the brand's thesis, so set each brand's thesis before your team drafts a word.
What should a brand's reply to this review say?
Draft it here in a minute. Paste the review or comment, set the rating and tone, and the worksheet drafts a reply that thanks, acknowledges the point, offers a private next step and invites the person back. Paste your own reply below it and the worksheet flags anything risky before it goes out.
Draft a reply to a review or comment
The draft follows the six steps above. Edit anything; it updates as you type.
Thank you for taking the time to tell us about this. We're glad you liked the beans, and sorry that your order took longer than it should have and the box arrived dented. That's not how it should be. Please write to us through the contact page on our website, and we'll look into your order straight away. We'd love the chance to get your next order right. — Ananya, Terra Brew Coffee
Check your own reply before it goes out
- Admits fault in publicfix thisfound: "our fault"
- Promises money or freebies the brand may not have agreedfix thisfound: "% off"
- Asks for or shares personal details in publicfix thisfound: "order number"
- Calm, not defensivefine
- Doesn't address the specific pointfix thismention delivery and damage so they know it was read
- Short enough for a public replyfine
Free, no login. The starting review and reply are an illustrative example. Nothing you type leaves this page.
(login required) · ai-dm drafts a reply to every new review and comment, every day, for every brand you manage.
How does ai-dm draft a brand's replies every day?
Every new review and comment, drafted in the brand's voice. Once a brand's Business Profile and its Facebook, Instagram, X and LinkedIn accounts are connected, ai-dm reads each new Google review and comment, drafts a reply from the brand's thesis and puts it in your approval queue, worst first. It also groups what people say into themes, so the brand hears about the cause as well as the complaint.
4 replies drafted · 2 themes flagged · all waiting for your approval
In this illustrative example, ai-dm drafts replies to Terra Brew Coffee's two-star Google review about a slow delivery and a dented box, an Instagram stock question, an X comment and a LinkedIn comment, and flags delivery time and stock-outs as the week's themes. Once your team approves, unanswered reviews go from 3 to 0.
Replies are one part of a healthy profile. Reviews sit on the brand's Google Business Profile next to its hours, photos and questions, and ai-dm can help your team maintain Business Profiles the same way, with every change approved first. Nothing is posted without that approval, and you can check how brand data is protected.
On our own brand. Moolwan, our D2C home décor brand, is #2 of 17 nearby rivals in the Google Maps local pack, with a local health score of 90 (ai-dm · Local presence · Sep 2026). One person runs its nine marketing channels on ai-dm in about an hour a day. You can watch ai-dm run Moolwan, with the source and date of every number.
Related pages
Questions agencies ask about review and comment replies
How quickly should a brand reply to reviews and comments?
Within a day or two, and low ratings and open questions first. A calm, specific reply soon after a complaint shows other shoppers that someone is listening. A week-old reply still helps, but by then the review has been read without one.
Should a brand reply to positive reviews too?
Yes, briefly. Thank the person and mention the specific thing they liked, so the reply doesn't read as a template. Positive replies also show shoppers that the brand reads every review, not only the complaints.
What should a review reply never say?
It should never admit legal fault, promise a refund or discount the brand hasn't agreed, confirm a customer's order or personal details, or argue with the reviewer. The worksheet on this page flags these phrases in any draft before it goes out.
Can ai-dm post replies on its own?
No. ai-dm drafts each reply in the brand's voice and puts it in your approval queue. Someone on your team reads it, edits it if needed and approves it, and only then is it posted. Every approved reply is recorded.
Which platforms does ai-dm draft replies for?
Google reviews on the brand's Business Profile, and comments on Facebook, Instagram, X and LinkedIn. Each reply waits for your team's approval before it's posted.
Will the replies sound like the brand?
They're written from the brand's thesis: who it serves, what it promises and what it never says. Your team can edit any draft before approving it, and the thesis keeps every reply consistent whoever approves it.
What does review and comment reply drafting in ai-dm cost?
There's no plan to pick. Sign up, pay as you go, and connect a brand's Business Profile and social accounts with one secure sign-in each. Billed in USD and INR. Per-brand plans or pay as you go. A brand's data is deletable on request.
No plan to pick. Billed in USD and INR. A brand's data is deletable on request.