# CON-101 — "Free" must not be used loosely in the call to action

> 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.

- **Rule ID:** CON-101
- **Layer:** Consent flow (`CONSENT_FLOW`)
- **Checks:** `campaign.message_flow + consent disclosure`
- **Severity:** MEDIUM — Usually survives review, but lowers your trust score or invites manual review.
- **When it bites:** Gates approval — get this wrong and registration is refused
- **How it is detected:** Deterministic (settled in code from the submitted values)
- **Fix type:** Fix the field — a better value in the form clears it
- **Required by:** CTIA, TCR
- **Applies:** Applies to every 10DLC registration.
- **Canonical URL:** https://ekas.io/rules/10dlc/consent-flow/con-101/

## Why this rule exists

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.

## How to fix it

Remove "free" from the CTA, or pair it with the rates disclosure so the two statements do not contradict.

## Example of a compliant value

```text
Join our complimentary rewards texts. Message and data rates may apply.
```