CTA Missing Frequency Disclosure
Why This Rejection Happens
The "Call-to-Action" (CTA) provided in your registration fails to inform the consumer how often they will be messaged. Whether it's a sign, a web form, or a verbal script, the disclosure must include a phrase like "Message frequency varies" or "4 msgs/month."
Common Triggers: A "Text-to-Join" sign that omits the fine print "Msg frequency varies," or a web form description that forgets to mention the volume of texts.
Root Cause Analysis
Primary Triggers
- Design Space: The disclosure was cut from the design to save space on a small flyer or banner.
- Unknown Volume: The campaign is transactional (alerts based on user activity), so the registrant didn't put a number, failing to use the accepted "varies" phrasing.
- Incomplete Description: The uploaded image might have the text, but the description field in the portal didn't mention it, causing a mismatch rejection.
Required Elements
| Campaign Type | Required Language | Example |
|---|---|---|
| Transactional | "Message frequency varies" | "Msg freq varies by account activity." |
| Marketing | "Approx [X] msgs/month" | "Receive approx 4 offers per month." |
| Placement | Visible on CTA | Fine print at bottom of sign/form. |
Step-by-Step Remediation
Review Your CTA Evidence
Check the image, URL, or script you provided. Does it explicitly say "Message frequency varies"?
✓ Compliant CTA
Flyer Footer: "Msg & Data rates may apply. Message frequency varies. Text HELP for help."
✗ Non-Compliant CTA
Flyer Footer: "Msg & Data rates may apply. Text HELP for help."
(Missing frequency statement.)
Update the Asset
For Images: Add the phrase to the footer of your design.
For Web: Add the phrase to the form disclosure text.
Update the Description
Ensure the text description in the "Call-to-Action" field specifically mentions the frequency disclosure.
"The sign includes the disclosure: 'Message frequency varies'..."
Carrier-Specific Requirements
T-Mobile
- Does not accept "unlimited" or undefined frequency without the disclaimer "frequency varies."
AT&T
- Requires transparency. If you send daily messages but the sign implies "monthly" (or nothing), it is considered non-compliant.
MyTCRPlus Tools That Can Help
CTA Validator
Upload your CTA image, and our tool will scan it to verify if the frequency disclosure is present.
Use This Tool →Consent Form Builder
Generates compliant HTML/text blocks that always include the mandatory frequency clause.
Use This Tool →Pre-Resubmission Checklist
- The CTA (image or URL) includes "Message frequency varies".
- The text is legible.
- I have updated the "Call-to-Action" description text to match.
- I have avoided terms like "periodic" or "occasional."
Common Mistakes to Avoid
❌ "As needed"
Do not use the phrase "We text as needed" on your CTA. Use the formal legal phrase "Message frequency varies."
❌ Description Mismatch
If your image says "4 msgs/mo" but your description says "frequency varies," you will be rejected for inconsistency. They must match.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Transparency regarding message volume is essential for managing consumer expectations. Organizations should ensure their opt-in materials accurately reflect their messaging cadence. MyTCRPlus does not provide legal advisory services or regulatory representation.