CTA Missing STOP Instructions
Why This Rejection Happens
The "Call-to-Action" (CTA) provided in your registration does not inform the consumer how to opt out of the program. You must include the specific instruction "Reply STOP to cancel" (or similar) on your sign, web form, or script.
Common Triggers: A flyer that says "Text JOIN" but forgets the fine print, or a description that fails to mention the opt-out mechanism shown in the image.
Root Cause Analysis
Primary Triggers
- Visual Omission: The graphic designer removed the "legal" text from the flyer or banner to make it look cleaner, deleting the mandatory "Reply STOP" instruction.
- Description Omission: The image has the instruction, but the description text in the portal does not mention it. Vetting agents verify both the image and the text description match.
- Assumption: Assuming that because "STOP" is a universal command, it doesn't need to be written down. Compliance rules require explicit disclosure.
Required Elements
| CTA Type | Required Text | Placement |
|---|---|---|
| Physical Signage | "Reply STOP to cancel" | Bottom/Footer of the sign. |
| Web Form | "Reply STOP to opt out" | Near the submit button. |
| Verbal Script | "Reply STOP to end" | Spoken during consent. |
Step-by-Step Remediation
Review Your CTA Evidence
Check the image or URL you uploaded. Does it explicitly say "Reply STOP to cancel"?
✓ Compliant CTA
Flyer Footer: "Msg & Data rates may apply. Text HELP for help. Reply STOP to cancel."
✗ Non-Compliant CTA
Flyer Footer: "Msg & Data rates may apply. Text HELP for help."
(Missing STOP instruction.)
Update the Asset
For Images: Add the text to the footer of your design.
For Web: Add the sentence to your compliance disclaimer.
Update the Description
Ensure the text description in the "Call-to-Action" field specifically mentions the opt-out instruction.
"The sign includes instructions to Reply STOP to cancel..."
Carrier-Specific Requirements
T-Mobile
- Requires the opt-out instruction to be visible before the user sends the first message or submits the form.
AT&T
- Strictly checks that the keyword "STOP" is used. Do not use "END" or "QUIT" as the primary instruction on the CTA, even if the system supports them.
MyTCRPlus Tools That Can Help
CTA Validator
Upload your CTA image, and our tool will scan it to verify if the "STOP" instruction is present and legible.
Use This Tool →Consent Form Builder
Generates compliant HTML/text blocks that always include the mandatory STOP clause.
Use This Tool →Pre-Resubmission Checklist
- The CTA (image or URL) includes "Reply STOP to cancel".
- The text is legible (not microscopic).
- I have used the keyword "STOP" (not "End" or "Quit").
- I have updated the "Call-to-Action" description text to match.
Common Mistakes to Avoid
❌ "Unsubscribe Link"
Do not tell users to "click the link to unsubscribe" on the CTA. For SMS, the primary opt-out must be a keyword response.
❌ "Text NO"
Do not invent new keywords like "NO" or "FALSE". Use the industry standard STOP.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. The right to revoke consent via a simple keyword is a core consumer protection. Organizations should ensure their opt-in materials clearly communicate the opt-out mechanism. MyTCRPlus does not provide legal advisory services or regulatory representation.