By default, view frames and match lines contain standard object labels.
If you want view frames and match lines to be displayed without labels, you can delete the labels or turn off the visibility of the label.
The View Frame Group page of the Create View Frames wizard contains the option for setting the view frame labels, and the Match Lines page contains the option for setting match line labels.
In the drawing, there are no labels for view frame group objects. However, since the view frame group object is the parent object for view frames, you can set label defaults for view frames using by View Frame Group collection in the Toolspace Settings tree. Right-click View Frame Group in the Settings tree, and click Edit Label Style Defaults on the context menu. The Edit Label Style Defaults - View Frame dialog box is displayed.
On the ToolspaceSettings tab, in the View FrameLabel Style collection, set up label styles to use for view frames. Do the same for match lines using the Match LineLabel Style collection.