Visa 10.4: Other Fraud, Card Not Present

What this code means

The cardholder claims the transaction was made without their permission and that they were not present at the point of sale. This is the most common fraud code for ecommerce.

Note that a friendly fraud claim, where the cardholder did make the purchase and later disputes it, usually arrives under this code as well. The evidence that answers both is the same.

Evidence commonly relevant

• AVS and CVV resultsA full match on both is a meaningful signal that the person transacting held the card and knew the billing address.
• 3D Secure or SCA authentication dataWhere the transaction was authenticated, liability often sits differently. This is worth checking before you invest effort in the rest of the response.
• Device and IP historyAn IP address, device fingerprint, or account that matches prior undisputed orders from the same cardholder undermines a claim that a stranger transacted.
• Delivery to the AVS-verified addressGoods reaching the address the issuer holds is difficult to reconcile with a third-party fraudster.
• Account and order historyPrior orders on the same account, particularly ones not disputed, help establish a pattern.

Where these cases commonly fall down

• A first-time customer with no history, where you have no prior pattern to point at.
• Delivery to an address different from the billing address, which weakens the strongest available link.
• AVS partial matches, which are considerably less persuasive than a full match and are often treated as neutral.
• Digital goods with no delivery artefact, where you may only have a download log or an IP record.

Response considerations

• Assemble the identity signals into one place rather than scattering them. AVS, CVV, 3DS, device, and delivery together tell a story that any one of them does not.
• If 3D Secure was used and the transaction was authenticated, say so early and prominently, because it may change who bears the loss.
• Where the cardholder has ordered from you before without disputing, that history is often the most persuasive part of the file.

How ChargebackDossier handles this code

Selecting Visa 10.4 on a case loads the response strategy and the evidence types associated with it, and sets a response deadline from the representment window. As you upload documents they are filed into the twelve evidence categories the dossier is indexed by, and the case strength score reports which of the expected evidence types are still missing for this specific code.

When the file is ready, the case review reads what you have actually uploaded and writes back the gaps, and the response letter is drafted around those exhibits by name. Both export as PDFs alongside the indexed evidence dossier.