Opt-in Instructions Missing Frequency Disclosure
Why This Rejection Happens
The "Call-to-Action" (CTA) description you provided does not inform the consumer how often they will be messaged. You must state in your description that the opt-in disclosure includes a phrase like "Message frequency varies" or "4 msgs/month."
Common Triggers: Describing the opt-in flow as "User enters number to get alerts" but failing to mention that you also tell them the volume of those alerts.
Root Cause Analysis
Primary Triggers
- Incomplete Summary: You summarized the opt-in process ("User checks box") but didn't summarize the content of the checkbox text (which must include frequency).
- Omission: The actual web form has the disclosure, but your written description of the form omitted it. The vetting agent checks both for consistency.
- Vague Terms: Using "periodic" or "occasional" instead of the required "frequency varies" or specific number.
Required Elements
| Campaign Type | Required Phrasing in Description | Why? |
|---|---|---|
| Transactional | "msg frequency varies" | Events are triggered by user actions, so volume is variable. |
| Marketing | "approx [X] msgs/mo" | Sets a clear expectation for ad volume. |
| One-Time | "one message per request" | Clarifies that no subscription is created (e.g., 2FA). |
Step-by-Step Remediation
Review Your CTA Description
Go to the "Message Flow" or "Call-to-Action" field in your campaign registration. Read your current text.
Add the Frequency Statement
Update the description to confirm that frequency is disclosed to the user.
✓ Compliant Description
"Users enter their number on the web form. The form disclosure states: 'Receive SMS alerts from [Brand]. Message frequency varies. Msg & Data rates may apply.'"
✗ Non-Compliant Description
"Users enter their number to get alerts."
(Missing frequency confirmation.)
Check Consistency
Ensure the frequency mentioned in your description matches what is on your actual form or script. If you say "4/month" here but the form says "varies," you risk a mismatch rejection.
Carrier-Specific Requirements
T-Mobile
- Does not accept "unlimited" frequency without the specific disclaimer "frequency varies."
- Requires the description field to explicitly mention that the frequency disclosure is present to the user.
AT&T
- Looks for transparency. If you send daily messages but describe it as "monthly," it will be flagged during content monitoring audits.
MyTCRPlus Tools That Can Help
Campaign Description Generator
Our tool generates descriptions that automatically include the "Message frequency varies" clause in the correct context.
Use This Tool →Consent Form Builder
Ensures your actual opt-in mechanism (the source of truth) has the correct frequency language.
Use This Tool →Pre-Resubmission Checklist
- The description text includes "Message frequency varies" (or specific count).
- The description says this disclosure is visible to the user.
- The frequency matches my form/script.
- I have avoided "periodic" or "occasional" as terms.
Common Mistakes to Avoid
❌ Assuming the Image is Enough
Even if you uploaded a picture of the form with the disclosure, you must also write it out in the text description field. The vetting process uses text analysis.
❌ "As needed"
Do not write "We text as needed." Use "Frequency varies." It is the accepted standard term.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Transparency regarding message volume is essential for managing consumer expectations and preventing spam complaints. Organizations should ensure their descriptions accurately reflect their messaging cadence. MyTCRPlus does not provide legal advisory services or regulatory representation.