# Guideline 3.1.2 - Subscriptions: Free Trial Start Button Misleads as Full Free App

**Guideline:** 3.1.2 · **Store:** Apple App Store · **Severity:** medium · **Fix difficulty:** easy · **Typical turnaround:** 1-2 hours

Canonical URL: https://appstorereject.com/rejections/apple/3/guideline-312-subscriptions-free-trial-start-button-misleads-as-full-free-app

## Description

Apple is rejecting your app because the free trial call-to-action is designed in a way that could mislead users into thinking the app is entirely free. The most common pattern: a large 'Start Free' or 'Get Started Free' button with no visible indication that tapping it initiates a subscription that will be charged after the trial period. This is distinct from the 'Free Trial Transparency' rejection (which is about disclosing the post-trial price) -- this rejection is specifically about the CTA button and surrounding UI creating the impression that the app has no cost. Apple considers this a dark pattern because users may tap 'Start Free,' not realize they have begun a subscription, and be charged when the trial expires. The fix requires the CTA button to clearly convey the subscription nature. Instead of 'Start Free,' use language like 'Start Free Trial - then $9.99/month' or 'Try 7 Days Free - $9.99/month after.'

## Common variations

- 'Start Free' button initiates a paid subscription without clear disclosure
- CTA language implies app is free rather than a trial subscription
- 'Continue Free' or 'Get Started' button obscures subscription commitment
- Trial start button does not indicate subsequent billing

## Example rejection email

```
Guideline 3.1.2 - Business - Payments - Subscriptions

The subscription purchase flow may mislead users about the nature of the subscription offering. Specifically:

- The primary call-to-action button reads 'Start Free' which may give users the impression that the app is free, when in fact tapping the button initiates a subscription with a free trial period followed by automatic paid renewal.

The subscription purchase flow should clearly communicate to users that they are starting a subscription, not simply accessing a free app.

Next Steps:
Please revise the call-to-action and purchase flow to clearly indicate that the user is beginning a subscription with a free trial, including the subscription price and billing period.
```

## Resolution steps

## Quick Assessment
- **Risk level:** Medium
- **Resolution path:** Fix & Resubmit
- **Typical turnaround:** 1-2 hours

## The Fix

1. **Rewrite the CTA button text** -- Replace vague CTAs with explicit subscription language:
   - Instead of 'Start Free' use 'Start Free Trial - then $9.99/month'
   - Instead of 'Get Started' use 'Try 7 Days Free - $9.99/month after trial'
   - Instead of 'Continue Free' use 'Start 7-Day Free Trial'

2. **Add subscription context near the button** -- Directly above or below the CTA, include text like 'After your 7-day free trial, you will be automatically charged $9.99/month.'

3. **Do not make $0 the dominant price** -- If you show '$0.00' or 'Free' prominently, it must be immediately accompanied by the post-trial price with equal or greater prominence.

4. **Show the billing commitment** -- The user should understand before tapping the button that they are entering a subscription commitment, not just accessing a free app.

5. **Use SubscriptionStoreView** -- Apple's native subscription UI avoids these issues entirely by presenting standardized, compliant subscription information.

## Prevention
- Never use standalone 'Free' or 'Start Free' as a CTA for subscription trials
- Always pair trial language with post-trial pricing on the button itself
- Test your paywall with someone unfamiliar with the app -- ask them what they think tapping the button will do

## Before / after examples

**Before:** Large green button reading 'START FREE' with no subscription pricing visible on the button or in its immediate vicinity
**After:** Button reads 'Start Free Trial' with text directly below: 'Then $9.99/month. Cancel anytime in Settings.'
**Why it works:** The CTA must convey that the user is starting a subscription trial, not accessing a free app. Post-trial pricing must be visible.

## Common questions

**How long does this typically take to fix?**

Typical turnaround is 1-2 hours (difficulty: easy). After resubmission, most re-reviews complete within 24-48 hours.

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*Machine-readable source: https://api.appstorereject.com/api/rejections/detail?slug=guideline-312-subscriptions-free-trial-start-button-misleads-as-full-free-app*