From what I could gather. The initial appointment was made though a pm. She gave him her number through a pm. Apparently, he also sent her his number by pm instead of texting her back. Then when she tried to contact him later by text, she dialed the wrong number which she admitted. You have to remember that she is new and attractive and is probably getting bombarded with a ton of PMs and text right now. Not getting a return text by 8 pm to confirm, she scheduled with someone else. She admitted her mistake.
Apparently he threatened to post these alerts on her if she didn't give him a discount or give him what he wanted. When she refused, he followed through by posting in two different cities and four different forums. I think if he had handled it better he would have had better results.
Nothing against the op because I understand his frustration. It has happened to me a couple of time. It was how he handled it that raises some concerns.