Let Hp = Hp(Bd) denote the Hardy space in the open unit ball Bd of Cd, d ≥ 1. We characterize the reverse Carleson measures for Hp, 1 < p < ∞, that is, we describe all finite positive Borel measures μ defined on the closed ball B¯d and such that (Formula presented.) for all f ∈ Hp(Bd) ∩ C(B¯d) and a universal constant c > 0. Given a non-inner holomorphic function b : Bd → B1, we obtain properties of the reverse Carleson measures for the de Branges–Rovnyak space Hb. © The Author(s), under exclusive licence to Springer Nature Switzerland AG 2024.