CTA Missing Terms Link
Why This Rejection Happens
The "Call-to-Action" (CTA) provided in your registration fails to link to your Terms & Conditions. Consumers must have access to the full terms of the messaging program before they opt in, either via a direct hyperlink on the web form or a clearly stated URL on signage.
Common Triggers: Web forms that have a Privacy Policy link but no Terms link, or signage that says "See website for terms" without providing the specific URL.
Root Cause Analysis
Primary Triggers
- Missing Hyperlink: The text says "I agree to Terms" but the word "Terms" is not clickable.
- Broken Link: The URL provided for the Terms page leads to a 404 error or a generic homepage.
- Incomplete Terms: The link works, but the Terms page itself is missing the mandatory SMS section (see Code 852).
Required Elements
| CTA Type | Required Element | Placement |
|---|---|---|
| Web Form | Active Hyperlink | "I agree to [Terms] and Privacy Policy" |
| Physical Signage | Full URL | "Terms: brand.com/terms" |
| Verbal Script | Spoken Location | "Terms available at brand.com/terms" |
Step-by-Step Remediation
Verify Your Terms URL
Ensure you have a live "Terms & Conditions" page. It must include an SMS/Mobile Terms section.
Add the Link to Your CTA
Web: Edit the form footer HTML to include <a href="/terms">Terms</a>.
Print: Add the URL text to the bottom of your flyer design.
✓ Compliant Web CTA
"I agree to receive SMS alerts. View our Terms & Privacy Policy."
✗ Non-Compliant Web CTA
"View our Privacy Policy."
(Missing Terms link.)
Update the Description
Update the text in the "Call-to-Action" description field to mention the Terms link is present.
"The form includes a direct link to Terms & Conditions..."
Carrier-Specific Requirements
T-Mobile
- Does not accept "implied" terms. The link must be explicit and labeled "Terms" or "Terms & Conditions."
AT&T
- Checks the content of the linked page. If the link goes to a generic "Website Terms" page with no mention of SMS, it may still be rejected (see Code 852).
MyTCRPlus Tools That Can Help
CTA Validator
Upload your CTA image or URL, and we'll check for the presence of the Terms link.
Use This Tool →Audit Documentation Generator
Generate a compliant Terms & Conditions page template with all required SMS disclosures.
Use This Tool →Pre-Resubmission Checklist
- The CTA (web/image) includes a visible "Terms" link/URL.
- The link works (no 404).
- The linked page contains SMS terms.
- I have updated the description text to match.
Common Mistakes to Avoid
❌ Linking to Privacy Policy Only
Do not assume the Privacy Policy covers Terms. They are two separate legal documents. You must link both.
❌ "Terms Apply"
Just saying "Terms apply" is a disclosure, not access. You must provide the location (URL) of those terms.
Expected Timeline
This guidance provides general information about 10DLC compliance requirements. Providing access to terms and conditions is a fundamental consumer right. Organizations should ensure their opt-in materials provide clear navigation to their legal policies. MyTCRPlus does not provide legal advisory services or regulatory representation.