Why This Rejection Happens
The very first message sent to the user (the "Opt-in Confirmation") failed to inform them how often they will be messaged. Carriers require the phrase "Message frequency varies" (or similar) to be included in this initial SMS.
Common Triggers: Sending a generic "Welcome to [Brand]!" message without adding the frequency disclosure.
Root Cause Analysis
Primary Triggers
- Template Omission: The default welcome message template in your SMS platform does not include the frequency variable.
- Brevity: Trying to keep the welcome message short and cutting the legal text.
- Misunderstanding: Thinking the disclosure on the web form was enough. It must be repeated in the first SMS.
Required Elements
| Element | Required Language | Rationale |
|---|---|---|
| Frequency | "Message frequency varies" | Sets expectations for volume. |
| Alternative | "4 msgs/month" | Specific count is also allowed. |
| Placement | First Message | Must be in the confirmation SMS. |
Step-by-Step Remediation
Review Your "Opt-in Message"
Go to your campaign registration. Look at the "Opt-in Message" or "Sample 1" field.
✓ Compliant Message
"[Brand]: You are subscribed to alerts. Msg frequency varies. Reply HELP for help, STOP to cancel."
✗ Non-Compliant Message
"[Brand]: Thanks for joining! Reply STOP to cancel."
(Missing frequency.)
Update Your Platform
Log in to your SMS provider and update the auto-response message to include the frequency text.
Update Registration
Paste the updated message text into the TCR portal. Ensure it matches your live system.
Carrier-Specific Requirements
T-Mobile
- Requires "Message frequency varies" to be present in the first message sent to the handset.
AT&T
- Strictly enforces all mandatory disclosures (Brand, Frequency, Fees, Help, Stop) in the initial message flow.
MyTCRPlus Tools That Can Help
Message Flow Validator
Check if your Opt-in Message meets all compliance criteria, including frequency.
Keyword Response Generator
Generate a compliant welcome message template.
Pre-Resubmission Checklist
- The message includes "Msg frequency varies" (or similar).
- The disclosure is in the first message (Opt-in).
- I have updated the "Opt-in Message" sample in the portal.
- I have updated the live platform configuration.
Common Mistakes to Avoid
❌ "Periodic"
Avoid using "periodic messages." Use the standard "frequency varies" to ensure carrier approval.
❌ Putting it in the Second Message
Don't split disclosures across multiple texts. The frequency warning must be in the very first message the user receives.
Expected Timeline
Related Rejection Codes
This guidance provides general information about 10DLC compliance requirements. Transparency regarding message volume is essential for managing consumer expectations. Organizations should ensure their initial confirmation message sets clear boundaries on frequency. MyTCRPlus does not provide legal advisory services or regulatory representation.