When to Send a Rate Increase Letter
Timing matters as much as wording. Most walkers give clients several weeks to a month of notice before a new rate takes effect — enough time for clients to adjust their budgeting without it feeling abrupt, but not so far in advance that it's forgotten by the time it kicks in.
It's also worth thinking about timing relative to your own schedule. Sending rate increase notices to all clients around the same time (rather than trickling them out) keeps things consistent and avoids the awkwardness of different clients being on different rates for an extended period.
What to Include
| Element | Why It Matters |
|---|---|
| New rate | State it clearly and specifically — no ambiguity |
| Effective date | Gives clients a clear timeline |
| Brief reason (optional) | A short, honest note builds goodwill without over-explaining |
| What's not changing | Reassurance that service quality/schedule stays the same |
| Next steps | Anything the client needs to do (usually nothing, but say so) |
Copy-Paste Rate Increase Templates
I wanted to give you advance notice of an upcoming change to my rates. Starting [date], the rate for [service, e.g., "30-minute walks"] will be [new rate].
This change reflects [brief reason — e.g., "rising costs" or "the time I'm able to dedicate to each client"]. Everything else about [Dog]'s visits — schedule, routine, and the care [he/she] gets — stays exactly the same.
No action is needed on your end; the new rate will simply apply starting [date]. Thank you for being a part of [Your Business Name] — please reach out if you have any questions.
Getting the Tone Right
A rate increase letter doesn't need to be apologetic or over-justified. Raising rates is a normal part of running a business, and most clients understand that. A short, confident, friendly note tends to land better than a long explanation that can come across as defensive.
Avoid over-explaining. A line or two about the reason is plenty. Long justifications can sometimes invite more questions or pushback than a brief, matter-of-fact note.
If you haven't already, it can help to review your current pricing structure before sending notices — see our price list template for a starting point, and see current pricing for DogWalkr's own plans if you're referencing tools in your letter.
If a Client Pushes Back
Occasionally a client will ask if the new rate is negotiable, especially long-term clients. How you handle this is a business decision — some walkers hold the line for everyone to keep things consistent; others make exceptions for specific situations (like grandfathering a long-term client for a limited time).
Whatever you decide, it helps to have thought about it before the question comes up, so your response feels considered rather than improvised. If a particular client relationship has become difficult around pricing or other issues, our guide on when to say no to a client may also be useful.
Updating Rates Without Losing Track
Once new rates take effect, the harder part can be making sure billing actually reflects them — especially if you have many recurring clients on different schedules and effective dates.
Ready to run bookings after your rate card is clear? Start your free 14-day trial.
For the bigger-picture decision of whether (and how much) to raise your rates, see our guide on raising your rates without losing clients.