# Bonus offer by phone: presenting casino offer terms

Source: https://dialmilo.com/hub/casino-bonus-offer-calls
Updated: 2026-10-25

How to present a casino bonus offer by phone without misleading anyone: which terms to say aloud, UK and Dutch rules as of October 2026, and a script to copy.

A bonus offer by phone has no small print, so the terms have to travel in the conversation itself. Say the main condition in the same breath as the offer, answer every follow-up question from the exact written terms, never use "free money" or "no catch", and send the full terms in writing the moment the player says yes. In Great Britain, wagering is capped at 10 times the bonus since 19 January 2026, which makes honest phone offers much easier to say out loud.

Most retention teams write bonus terms for a web page: a headline, a line of significant conditions, a link to the full terms. Then they hand the same offer to a phone campaign and discover that a call has no link, no footnote and no "T&Cs apply" banner. Whatever the player needs to know before saying yes has to be spoken, understood and remembered.

That constraint is useful. An offer that can't be explained in two sentences on the phone probably isn't clear on the web page either. This guide covers what to say, what never to say, what the regulators expect as of October 2026, and how to set up an offer so a person or an AI agent can present it the same way every time.

This isn't legal advice. Rules on gambling incentives and direct marketing differ by licence and change often. The summaries below are dated October 2026 and link to the sources; confirm the current position with your compliance team for each market you call.

## Why a bonus offer by phone is harder than by email

An email carries the offer and the terms together. The player can read the wagering requirement, scroll to the expiry date and decide later. A call compresses all of that into about thirty seconds of talk, with the player deciding on the spot.

The rules were mostly written for printed and online marketing. The Gambling Commission's licence code SR 5.1.9 requires that "all significant conditions which apply to marketing incentives are provided transparently and prominently to consumers", and that the full terms stay available for the length of the promotion ([Gambling Commission, LCCP section 5](https://www.gamblingcommission.gov.uk/authorities/codes-of-practice/5)). For online ads it sets a "no more than one click away" standard. There is no click on a phone call.

The advertising code is no clearer. The ASA says the CAP Code applies to "some forms of recorded message" on the telephone, "but not to live oral communications" ([ASA, remit](https://www.asa.org.uk/advice-online/remit-general.html)). An AI voice agent is neither a recording nor a person talking live, and nobody has tested which side of the line it falls on. Our view: don't build a campaign on that gap. Treat an AI-presented offer as if every rule that applies to written marketing applies to it, because your licence conditions apply whichever channel you use.

## What counts as a significant condition

The ASA's guidance for gambling promotions lists the conditions most likely to be significant: eligibility limits such as new customers only, deposit or wagering requirements, time limits for claiming or using the offer, and minimum odds or bet types ([ASA, free bets and bonuses](https://www.asa.org.uk/advice-online/gambling-betting-and-gaming-free-bets-and-bonuses.html)). It also warns against calling an offer "free" when the player must risk their own money to qualify, and against "risk-free" unless the player really can't lose.

Here is how each one translates to a call:

| Condition | Why it matters on a call | How to say it |
| --- | --- | --- |
| Deposit required | The player hears "50 free spins" and assumes no deposit | "50 spins when you deposit £10" — the deposit goes in the first sentence |
| Wagering requirement | The single biggest reason players feel misled later | "Winnings from the spins are wagered ten times before you can withdraw" |
| Expiry | A player who claims on Sunday for an offer that ended Saturday will complain | "It's open until Sunday night" |
| Game restriction | Spins usually work on one game | "On Lantern Reels" |
| Eligibility | Not everyone you call qualifies | Only call players who do; never say "if you qualify" |

The fix for most of these is to write the main condition into the offer itself. "£10 bonus" is a headline. "£10 bonus when you deposit £20, wagered ten times, until Sunday" is an offer you can say on a phone without anyone feeling caught out later.

## What changed in Great Britain in 2026

Two Gambling Commission changes came into force on 19 January 2026 ([Gambling Commission, promotions to be safer and simpler](https://www.gamblingcommission.gov.uk/news/article/gambling-promotions-to-be-safer-and-simpler)):

- **Wagering is capped at 10 times.** The Commission's own example of the old problem: a £10 bonus with a 50 times requirement meant playing through £500 before winnings could be withdrawn. Under the cap the same bonus means at most £100.
- **No mixed-product incentives.** An offer can't require play on one type of gambling to unlock a reward on another, such as a sports bet that unlocks casino spins. The Commission's December 2025 guidance adds that game exclusions are allowed but "must be clearly stated and easily accessible within the incentive's terms and conditions" ([Gambling Commission, socially responsible incentives](https://www.gamblingcommission.gov.uk/blog/post/socially-responsible-incentives-what-operators-need-to-know)).

For phone offers, the cap is good news. "Wagered ten times" is short enough to say in one breath. "Thirty-five times the deposit plus bonus" never was.

A third rule decides who you may call at all. SR Code 5.1.12, in force since 1 May 2025, requires players to opt in to direct marketing per product and per channel, and phone call is one of the named channels ([CMS, update on the new direct marketing requirements](https://cms.law/en/gbr/legal-updates/gambling-commission-publishes-update-to-new-direct-marketing-requirements)). A player who opted in to casino emails hasn't opted in to casino calls. Filter on that field before the list reaches any dialler.

## Other markets as of October 2026

| Market | What matters for a phone offer | Source |
| --- | --- | --- |
| Great Britain | 10x wagering cap, single-product incentives, per-channel opt-in, significant conditions stated prominently | [Gambling Commission](https://www.gamblingcommission.gov.uk/news/article/gambling-promotions-to-be-safer-and-simpler) |
| Netherlands | The cabinet announced in June 2026 that it wants to ban bonuses for online gambling, such as free stakes for opening an account. It is a proposal that still needs a bill, not law | [Rijksoverheid, 12 June 2026](https://www.rijksoverheid.nl/actueel/nieuws/2026/06/12/kabinet-scherpt-beleid-online-kansspelen-flink-aan) |
| Malta (MGA) | No licensee may try to induce a player who has asked to self-exclude to keep playing (Article 11(11)), and "bonus requests" are a named marker of harm operators must monitor (Article 17A) | [MGA Player Protection Directive](https://www.mga.org.mt/app/uploads/Directive-2-of-2018-Player-Protection-Directive.pdf) |

The Malta point is easy to miss. A player who rings back asking "is there anything else you can give me?" is, under the MGA's own list, showing a communication-based indicator of harm. A good offer call recognises that and doesn't escalate the offer.

Before any of this, every name on the list must be screened against the self-exclusion registers that apply where the player lives. The [self-exclusion registers by country](/igaming/tools/self-exclusion-registers) page lists each register and what it requires.

## A phone script that holds up

Here's a reactivation offer written for the ear, for a UK player who hasn't deposited in 40 days. The brand, the slot and the figures are made up.

> **Milo:** Hi, is that James?
>
> **James:** Yeah, speaking.
>
> **Milo:** Hi James, I'm Milo, an AI assistant calling for Larkspur Casino. Have you got a minute?
>
> **James:** Go on.
>
> **Milo:** We haven't seen you since September, so we've put aside 30 spins on Lantern Reels for you, when you deposit £10 before Sunday night. Would that interest you?
>
> **James:** What's the catch?
>
> **Milo:** Fair question. Winnings from the spins are wagered ten times before you can withdraw them, and the spins only work on Lantern Reels. I'll send you the full terms by text and email. Would you like the code?
>
> **James:** Yeah, go on then.
>
> **Milo:** Great, it's on its way by text and email now. Thanks, James, have a good evening.

Notice the order. Identity first, then the brand. AI disclosure before the offer. The deposit and the deadline sit in the offer sentence itself. The wagering condition is said in full the moment James asks, with no softening. One clear question, and the call ends once he answers.

Three phrases should never appear in an offer call: "free money", "no catch" and "risk-free". The ASA's guidance already rules out "free" and "risk-free" where the player stakes their own money, and "there's no catch" on a bonus with a wagering requirement is simply untrue. When a player asks what the catch is, the honest answer is the conditions.

## Present once, then accept the answer

A human agent on commission is tempted to have a second go after a no. That's the moment an offer call turns into pressure. The rule we build into Dial Milo, and recommend for human teams too, is one clear presentation, answers to any questions, then accept whatever the player says.

Two details from running real campaigns:

- **"Okay" isn't yes.** Players say "okay", "nice" or "thanks" out of politeness. Only record an acceptance when the player clearly says yes to using the offer. Otherwise ask the yes-or-no question once and, if the answer is still vague, record no decision.
- **Interruptions aren't requests to restart.** A player who says "yeah" halfway through your sentence is listening, not asking you to start again. In our own anonymised pilot with an online casino operator in October 2026, a "yes" spoken mid-sentence restarting the pitch was one of the first things we fixed.

The other half of honesty is the follow-up. Tell the player the details are coming by text and email, then make sure they are. If your call platform records the acceptance as an event, your CRM can send the code and the full terms within a minute. With Dial Milo, an acceptance fires `milo_offer_accepted` into Customer.io, and the journey sends the message; Dial Milo itself doesn't send marketing texts in that setup. The [Customer.io integration guide](/hub/customer-io-ai-phone-calls) walks through the full chain.

## When the offer stays unsaid

Some calls should end without the offer ever being mentioned:

- **The wrong person answers.** Don't name the brand, don't mention gambling, don't leave a message. Apologise and end the call.
- **It's a voicemail.** Hang up without leaving the brand or the offer on a recording someone else might hear.
- **The player shows signs of harm.** If they mention chasing losses, debt, wanting to stop or self-exclusion, the offer is off, even mid-sentence. The Gambling Commission requires licensees to "prevent marketing and the take up of new bonus offers where strong indicators of harm" exist ([Gambling Commission, customer interaction guidance, requirement 10](https://www.gamblingcommission.gov.uk/print/customer-interaction-guidance-for-remote-gambling-licensees-formal-guidance)). Give support details, flag the player for your team and end the call kindly.
- **There's no offer for this player.** If a segment isn't getting a bonus, the agent shouldn't hint at one. Say nothing about promotions at all.

In Dial Milo, the safer-gambling rule overrides the script. Milo stops the offer, shares the support line you set (the default names GamCare in the UK and Loket Kansspel in the Netherlands), flags the player, emails your team and puts the number on your do-not-call list so no campaign calls them again.

## Setting up an offer for a calling campaign

  
    What it is, what the player has to do, and the deadline. "30 spins on Lantern Reels when you deposit £10 before Sunday." If you can't fit it in one sentence, simplify the offer.
  
  
    The conditions a player might ask about: wagering, game restrictions, maximum win, expiry. This is the only text the agent may use to answer questions. In Dial Milo, each offer has a code, a title, exact terms and an optional valid-until date, and Milo never changes or adds to them.
  
  
    Pass the offer code per player from your CRM or list, so a lapsed VIP and a player who never deposited don't hear the same thing. Players without a code hear no offer.
  
  
    Ring your own phone and ask the awkward questions: "What's the catch?", "Can I use it on roulette?", "Can I have more?" The answers should come straight from your terms, with nothing invented.
  
  
    Accepted offer, then text and email with the code and the full terms. Declined, then no further offer for a while. Opted out, then suppressed from phone everywhere.
  

## Measuring an offer, not just a script

Acceptance on the call is a weak signal. Players say yes to be polite or to end the call. What you want is deposits from players who accepted, net of the bonus cost.

Run two versions side by side. Dial Milo can [A/B test up to five scripts](/help/ab-testing-scripts) in one campaign, keeps each player on the script they first heard, and only calls a winner when it's at least 95% sure the difference in deposits is real. Test one thing at a time: the offer itself, or how the main condition is phrased, not both.

**Worked example (illustrative figures).** You call 2,000 lapsed UK players from a UK number. Say 30% answer, calls average 1.5 minutes, and unanswered attempts cost little because calls that don't connect carry no minute charge. At roughly 18¢ a minute all-in for a UK mobile (8.5¢ for the line plus 9.57¢ for the AI, line billed per started minute), 600 answered calls cost about 600 × 2 minutes billed on the line × 8.5¢ + 600 × 1.5 × 9.57¢ ≈ $102 + $86 = $188. If 8% of answered players accept and half of those deposit, that's 24 depositors, or under $8 each in call cost before the bonus. Plug your own numbers into the [reactivation ROI calculator](/igaming/tools/reactivation-roi-calculator), and price exact routes on the rates page.

For scale, our own pilot reached 61 players with 121 dial attempts over two rounds for $11.53 in total, about 9.5¢ an attempt, because most attempts went to voicemail or weren't answered.

## Where to go next

Offer calls work best on players who already have a reason to come back. The [player reactivation guide](/hub/igaming-player-reactivation) covers which segments to call first, and [converting registered players who never deposited](/hub/registered-no-deposit-players) covers the welcome-offer version of this call, where the terms matter even more because the player has never seen them. If you're unsure whether you may call a given player at all, start with the [AI phone call laws guide](/hub/ai-phone-call-laws).

You can hear an offer call before spending anything: the browser demo lets Milo call you, and a campaign can start from a $10 top-up. [Create an account](/signup) and write your first offer in the format above.

## Frequently asked

**Do I have to read out the wagering requirement when I offer a bonus by phone?**

In Great Britain, the Gambling Commission requires all significant conditions of a marketing incentive to be provided transparently and prominently, and the ASA lists deposit and wagering requirements among the conditions most likely to be significant. A call has no small print, so the safe approach is to say the main condition in the same sentence as the offer, answer any question about the rest from the exact written terms, and send the full terms in writing straight after the call.

**What is the maximum wagering requirement for a UK casino bonus?**

Since 19 January 2026, Gambling Commission licensees may not set wagering requirements above 10 times the bonus. The same change banned incentives that mix more than one type of gambling product, such as a bet that unlocks casino spins. Check your own offer against the current licence conditions before you script it.

**Can an AI agent present a casino bonus offer?**

It can present an offer you have written, as long as it says it is an AI, confirms it is speaking to the right person before naming your brand, states only the terms you gave it, and stops selling at any sign of gambling harm. It should never invent, round or soften terms. Dial Milo works this way: you write the offer and its exact terms, and Milo presents it once and answers questions only from those terms.

**Are bonuses still allowed for Dutch players?**

As of October 2026, yes, within the existing Dutch rules. In June 2026 the Dutch cabinet announced it wants to ban bonuses for online gambling, giving free stakes for opening an account as an example, but this is a proposal that still has to go through a bill. Check the current position with your Dutch compliance team before planning offer calls in the Netherlands.

**What should happen after a player accepts an offer on the call?**

Send the code and the full terms in writing within minutes, by text and email, so the player has the conditions in front of them before they deposit. With Dial Milo and Customer.io, an accepted offer fires a milo_offer_accepted event, and your journey sends the message. If there is no deposit after a few days, one reminder is plenty.