Personalized SMS for Court Fine Repayment
UK Courts Service / Behavioural Insights Team · United Kingdom · 2012
Summary
Among 12 message variants tested, simply including the debtor's name in an SMS dramatically increased repayment. Including the exact amount owed reduced effectiveness slightly. The cheapest intervention—one SMS with a name—recovered far more revenue than traditional debt collection escalation. The Behavioural Insights Team used this as a foundational case for personalization in government communications.
Research question
"Can personalized text reminders increase delinquent court fine repayment?"
Methodology
Intervention
SMS reminders varying on: inclusion of debtor's name, amount owed, framing
Assignment
Randomized controlled trial (debtor-level)
Sample size
~86,000 debtors
Primary outcome
Average amount paid per debtor
Effect estimate
Personalized SMS with debtor's name: £12.87 average payment vs. £4.46 control (189% increase)
Decision
Personalized SMS adopted nationwide; estimated 150,000 fewer bailiff interventions annually
Result
Positive
Personalized SMS with debtor's name: £12.87 average payment vs. £4.46 control (189% increase)
Evidence strength
Strong
Randomized trial, replicated across multiple sites or studies.
Replication status
Replicated
Institution
UK Courts Service / Behavioural Insights Team
Location
United Kingdom
Year
2012
Policy area
Tax & Revenue
Mechanism
Personalization