{
  "id": "CON-101",
  "slug": "con-101",
  "title": "\"Free\" must not be used loosely in the call to action",
  "statement": "The word \"free\" must not appear in the CTA except for genuine free-to-end-user programmes; synonyms must be paired with the rates disclosure.",
  "rationale": "Improper use of \"free\" is a standalone audit violation because it contradicts the message-and-data-rates disclosure sitting beside it — the consumer is told the programme is free and that it may cost them money. Synonyms like \"complimentary\" and \"no charge\" carry the same problem.",
  "layer": "CONSENT_FLOW",
  "layerSlug": "consent-flow",
  "object": "campaign.message_flow + consent disclosure",
  "severity": "MEDIUM",
  "detectability": [
    "DETERMINISTIC"
  ],
  "failureClass": "RETRY_FIELD",
  "authorities": [
    "CTIA",
    "TCR"
  ],
  "applicabilityText": "Applies to every 10DLC registration.",
  "universal": true,
  "remediation": "Remove \"free\" from the CTA, or pair it with the rates disclosure so the two statements do not contradict.",
  "example": "Join our complimentary rewards texts. Message and data rates may apply.",
  "phase": "approval",
  "automated": true,
  "url": "https://ekas.io/rules/10dlc/consent-flow/con-101/",
  "markdown": "https://ekas.io/rules/10dlc/consent-flow/con-101.md",
  "registry": "https://ekas.io/rules/10dlc/",
  "updated": "2026-07-25",
  "licence": "CC BY 4.0 — https://creativecommons.org/licenses/by/4.0/"
}