Guideline 3.1.2

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

Medium SeverityEasy FixTypical Fix: 1-2 hours0 Reports

Also known as:'Start Free' button initiates a paid subscription without clear disclosureCTA language implies app is free rather than a trial subscription'Continue Free' or 'Get Started' button obscures subscription commitmentTrial start button does not indicate subsequent billing

Our Take

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.'

Resolution Guide

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'

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.'

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.

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.

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

Example Rejection Email

From:Apple App Review Team

Subject:Guideline 3.1.2 - Subscriptions: Free Trial Start Button M

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.

Before & After

Before — Rejected

Large green button reading 'START FREE' with no subscription pricing visible on the button or in its immediate vicinity

After — Approved

Button reads 'Start Free Trial' with text directly below: 'Then $9.99/month. Cancel anytime in Settings.'

What changed: The CTA must convey that the user is starting a subscription trial, not accessing a free app. Post-trial pricing must be visible.

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