What the cardholder is claiming
“I didn’t make this purchase, and I didn’t let anyone use my card.”
Visa’s Compelling Evidence 3.0 rules let earlier, undisputed purchases by the same cardholder — sharing details such as the device, IP address or shipping address — count as evidence against 10.4 fraud claims.
Evidence that wins a Visa 10.4 chargeback
Start with the required items — they answer the claim directly. Recommended items make a borderline case stronger.
Authorization and verification Required
The approval code with the AVS, CVV or 3-D Secure result shows the card's details were verified.
Delivery to the cardholder's address Recommended
Goods sent to the cardholder's own billing or known address undercut 'someone else used my card'.
Device / IP history Recommended
Ties the purchasing device or IP to the cardholder's earlier legitimate activity.
Earlier undisputed purchases Recommended
Previous purchases by the same cardholder (same device, IP or account) that they didn't dispute.
Customer correspondence Recommended
Messages from the cardholder about the order show they knew of it — never enough alone for fraud.
How to respond to a Visa 10.4 dispute
- 1
Check the due date in your processor’s dispute dashboard. Responses that arrive late lose, however strong they are.
- 2
Collect the required evidence: authorization and verification.
- 3
Add what strengthens the case: delivery to the cardholder's address, device / ip history, earlier undisputed purchases, customer correspondence.
- 4
Write a short response that answers the cardholder’s claim point by point, and cite the exact document and page behind each point.
- 5
Combine it into one clean package and submit it through your processor’s dispute portal.
Why Visa 10.4 chargebacks happen
- Stolen card details used to buy online, by phone or by mail order.
- Friendly fraud: a family member used the card, or the cardholder forgot the purchase.
- The cardholder doesn’t recognise your name on their statement and assumes fraud.
How to prevent them
- Use 3-D Secure and check AVS and CVV on every card-not-present order.
- Record the device, IP address and account login behind every order — it is your best evidence later.
- Use a billing descriptor customers recognise, with your website or phone number.
Visa 10.4 chargeback FAQ
- What does Visa reason code 10.4 mean?
- Other Fraud — Card-Absent Environment. The cardholder says they didn’t authorise or take part in a purchase made online, by phone or by mail order — a card-absent environment.
- What evidence do I need to win a Visa 10.4 chargeback?
- Required: authorization and verification. Also strengthens your case: delivery to the cardholder's address, device / ip history, earlier undisputed purchases, customer correspondence.
- How do I respond to a Visa 10.4 chargeback?
- Gather the evidence above, write a response that answers the cardholder’s claim point by point and ties each point to a document, and submit it through your processor’s dispute portal before the due date shown there. Chargeback Warden checks your evidence against the Visa 10.4 checklist and drafts the cited response for you to approve.