Why it happens
- A free trial turned into a paid plan without clear notice.
- Important terms were hidden or hard to read at checkout.
- The sales pitch promised results the product does not deliver.
Visa13.5Customer dispute
Misrepresentation
The cardholder says the purchase terms were misleading, for example a hidden cost, an unclear trial or a promise that was not kept.
What to send to fight it
- The checkout page and terms as shown to the customer, with the date.
- Proof the customer accepted the terms, such as a ticked box or signed order.
- Proof the product was delivered as described.
- Messages with the customer about the purchase.
How to prevent it
- Show price, billing frequency and trial end date clearly before payment.
- Avoid claims you cannot back up.
Summaries written by NoChurn from the networks’ public rules and processor documentation. Networks update their rules and deadlines depend on your processor: check its documentation before you respond.
Other Visa codes
- 10.1EMV Liability Shift Counterfeit Fraud
- 10.2EMV Liability Shift Non-Counterfeit Fraud
- 10.3Other Fraud – Card-Present Environment
- 10.4Other Fraud – Card-Absent Environment
- 10.5Visa Monitoring Programs
- 11.2Declined Authorization
- 11.3No Authorization/Late Presentment
- 12.2Incorrect Transaction Code
- 12.3Incorrect Currency
- 12.4Incorrect Account Number
- 12.5Incorrect Amount
- 12.6.1Duplicate Processing
- 12.6.2Paid by Other Means
- 12.7Invalid Data
- 13.1Merchandise/Services Not Received
- 13.2Cancelled Recurring Transaction
- 13.3Not as Described or Defective Merchandise/Services
- 13.4Counterfeit Merchandise
- 13.6Credit Not Processed
- 13.7Cancelled Merchandise/Services
- 13.8Original Credit Transaction Not Accepted
- 13.9Non-Receipt of Cash or Load Transaction Value
Sources (3)
- Visa Core Rules and Visa Product and Service Rules (24 October 2026) · checked 2026-11-09
- Visa Dispute Management Guide for Merchants · checked 2026-11-09
- Visa, Evolution of Compelling Evidence: FAQs (October 2022) · checked 2026-11-09
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