"On my way" costs nothing to send and does an enormous amount of quiet reputational work.

There's a specific kind of relief in getting a text that says "on my way, see you in 15 minutes." It's a tiny message, and it does a disproportionate amount of work - it turns a vague appointment window into something a customer can actually plan around, and it signals a level of organisation that's rarer than it should be.

Why so few businesses do this consistently

It's easy to forget in the middle of an actual working day. Sending updates manually depends on someone remembering to, every time, for every job - and that consistency is hard to maintain without it being genuinely effortless.

Making the small update automatic

Triggering an on-the-way notification directly from the job record - one tap, sent instantly - removes the friction that stops this happening consistently. It's a small feature with an outsized effect on how dependable a business feels.

The verdict

Nobody's ever complained about getting too many "on my way" texts. It's one of the cheapest reputation boosts in the whole toolkit.