My thoughts here:
1. I don't considering telling a team to "count their players" to be coaching. Telling a coach that between downs is a lot different than telling a player how to block, how to cover the receiver, etc.
2. I would tell them between downs. If you tell them right before the snap you run the risk of (a) having the wrong count, or (b) having a player run onto the field during the down.
3. Finally, I would say "count your players," not "you only have 10 out there." That way the final responsiblity for the count is on the coach. If my count was incorrect, that way the coach counted them and sent the then 12th player out there based on his infomation, not mine.
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