Yes the ladies I see have said that no shows became such a huge problem they were losing several bookings a week. Contrary to the comment about Industry standards, they are quite common now with independents. I understand that. My Doctors practice charges a full consult for a no show or late cancellation. Some restaurants charge a fee for a booking on Xmas day. If its a reputable WL you generally don't have a problem. I certainly havent. Often its only the first booking anyway.
Having said that I would not be paying a deposit to a Locanto advertiser.
As they all say, if you don't want to pay a deposit, that's fine, just find another provider, no point in complaining.