"Free" must not be used loosely in the call to action
The requirementstatement
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.
- Severityseverity
- MediumMEDIUMUsually survives review, but lowers your trust score or invites a manual look you would rather avoid.
- When it bitesphase
- Gates approvalapprovalGet this wrong and the brand or campaign is refused at registration.
- What is checkedobject
- campaign.message_flow + consent disclosure
- Where it liveslayer
- Consent flowCONSENT_FLOW
- How Ekas settles itdetectability
- DeterministicDETERMINISTIC
- Settled in code from the values you submitted. No model involved, no judgement call, same answer every time.
- What the fix involvesfailureClass
- Fix the fieldRETRY_FIELD
- A better value in the form fixes it. Ekas can rewrite it and re-check.
- Who requires itauthorities
- CTIATCR
- When it appliesapplicabilityText
- Applies to every 10DLC registration.
Why this rule existsrationale
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 itremediation
Remove "free" from the CTA, or pair it with the rates disclosure so the two statements do not contradict.
A compliant exampleexample
Join our complimentary rewards texts. Message and data rates may apply.
Rules you will hit next
Other consent flow rules at the same severity. A registration is judged as a whole, not rule by rule.
CON-063Labelling the consent control "optional" pre-empts the gating rejectionMediumMEDIUMCON-090The disclosure should say which number the messages come fromMediumMEDIUMCON-DISC-NO-POPUPTerms must not be presented only in a pop-upMediumMEDIUMCON-RECORD-FIELDSConsent records must capture the required fieldsMediumMEDIUM
CON-101 is one of 101 consent flow rules in the 915-rule 10DLC registry. Free to cite under CC BY 4.0.