How to Automate Review Requests with Zapier

If your location doesn't appear in the "Choose Location" dropdown, check the following:

• Subscription plan: Review Generation requires a Local Essentials or Local Pro plan. It is not available on Local Base. Compare plans
• Supported country: Your location must be one of the supported countries: USA, UK, Australia, Germany, or France.
• Location setup status: Your location must be fully set up in Semrush Local. If you recently added it, please allow some time for the setup to complete, then try again.
• Wrong Semrush account: Make sure you have connected the Semrush account where your locations are set up. To switch accounts, click Change next to the Account field in Zapier and sign in again.  

Zapier supports 7,000+ apps. If your CRM isn't listed in the full directory, you can still automate the process using:

• Webhooks by Zapier, if your CRM can send webhook notifications for new customers.
• Google Sheets, if your CRM can export new customers to a sheet, or if you collect them there directly.
• Email Parser by Zapier, if your CRM sends email notifications for new customers. 

The action event you choose in Zapier — Review Invitation Email or Review Invitation SMS — determines which channel your contacts receive. The two channels are independent, so if you want to send both, you'll need to create two separate Zaps using the same CRM trigger. Both run in parallel and count toward separate monthly limits.

We recommend starting with Review Invitation Email:

• Email is available in all supported countries, while SMS has additional regional limits.
• Email has a higher monthly limit (1,500 on Local Pro vs. 80 for SMS).
• Most customers check email regularly and can respond at their convenience.
• Email isn't subject to quiet hours, while in some countries, text messages may be delayed at night, on weekends, or during holidays .

About 90% of Semrush Local customers use email as their primary channel. SMS can be a good option if your customers typically respond better to text messages (for example, in service industries like auto repair, salons, or home services).

In some countries, SMS messages can't be sent at night, on weekends, or during public holidays. These restrictions are required for compliance with local text messaging regulations.

If a contact arrives during quiet hours, their SMS review request will be queued and sent automatically once quiet hours end.

Quiet hours apply only to SMS. Emails are sent immediately, regardless of time.

There are several reasons why review requests have not been sent:

• Zap is turned off: Open your Zaps list and make sure the toggle in the Status column is on (blue). If it's off, click it to turn the Zap on.
• Missing contact data: If the customer in your CRM doesn't have an email or phone number, Zapier will still trigger the Zap, but Semrush can't send the request.
• Monthly limit reached: You may have used up your monthly Review Generation quota. Check your usage in Semrush Local → Review Management → Review Generation.
• Wrong field mapped: In your Zap's Action step, make sure the Email or Phone field is mapped to the correct field from your CRM.
• Zapier task limit reached: On Zapier's free plan, you get 100 tasks per month. Check your usage in Zapier's dashboard.
• Zapier polling delay: Your first request may not arrive immediately. On the free plan, Zapier checks for new contacts every 15 minutes.
• SMS quiet hours: In some countries, SMS can't be sent at night, on weekends, or during holidays for compliance reasons. Your messages will be delivered automatically when quiet hours end. (This doesn't apply to email.)

You can see the history of every Zap run, including errors, in Zap History on Zapier.

Each Zap connects one CRM source to one Semrush location. If you manage several locations, you'll need to create a separate Zap for each one. The good news: you can reuse the same CRM and Semrush accounts you've already connected, so setup gets much faster after the first one.

The easiest way is to duplicate your existing Zap:

1. Open your Zaps list.
2. Find the Zap you've already set up, click the ⋮ menu, and select Duplicate.
3. Open the duplicated Zap and review each step:
   • Trigger: if this location uses a different CRM source (a different pipeline, list, table, or even a different CRM account), update the Trigger step accordingly. If it's the same source, you can leave it as is.
   • Action → Choose Location: select the next location.
4. Click Publish.

Repeat this for each location you manage.

Yes. From your Zaps list, you can change:

• Which CRM the contacts come from: Update the Trigger step.
• Which of your locations receives them: Update the Choose Location field in the Action step.
• The channel: To switch between Email to SMS, open the Action step and select the other Review Invitation type. You'll need to reconnect your Semrush account.

Which customers trigger the integration: For example, you could add a Filter step to send requests only for closed deals.

To pause the integration, open your Zaps list and turn off the toggle in the Status column. Review requests will stop immediately. Your Zap settings are preserved, so you can turn it back on anytime without re-configuring.

To resume a paused integration, open your Zaps list and turn the toggle back on. Zapier will start processing new contacts from that point forward. Contacts added to your CRM while the Zap was paused won't be picked up retroactively.

Yes, but you need to create two separate Zaps — one with the Review Invitation Email action and another with Review Invitation SMS. Use the same CRM trigger for both, and they'll work in parallel. Each channel — email and SMS — counts toward its own Semrush monthly limit.

Keep in mind that, in some countries, SMS may be delayed by quiet hours. See "What are quiet hours?" above.

If a different account than the one where your locations are set up shows in the Semrush authorization window:

1. Open a new browser tab and go to semrush.com.
2. Log out of the account shown in the authorization window.
3. Log in to the correct Semrush account.
4. Return to Zapier and click Sign in again on the Semrush action step.

Yes. The Zapier integration runs alongside manual uploads — it doesn't replace them. To add contacts manually, go to Semrush and open Review Management → Review Generation. Click the ⋮ menu next to the Email or SMS card, and select +New email/SMS.

Both manual and automated requests count toward the same monthly limits.

Two separate limits apply to this integration:

Semrush Review Generation:

• Local Pro: 1,500 emails + 80 SMS per month
• Local Essentials: 750 emails + 40 SMS per month

Zapier tasks:

Zapier's free plan includes 100 tasks per month. One new contact from your CRM = one task, so you can send up to 100 review requests per month for free. See Zapier's pricing for higher tiers.

Whichever limit you hit first stops new requests until the next billing cycle.

Note: Failed tasks (e.g., when a contact is missing an email or phone) still count toward both Zapier and Semrush limits.

Yes. Zapier uses industry-standard encryption for data in transit and at rest. Semrush Local uses customer contact information solely for sending review requests, and the process is fully GDPR compliant. Read more about Review Generation and privacy.