Visa 10.4 quick reference: Cardholder claims they didn't participate in the transaction and the merchant was not in a card-present environment. The single most common fraud code in ecommerce. Merchant has 30 days to respond. Compelling Evidence 3.0 applies — qualifying disputes are almost always winnable.
Cardholder's claim
"I didn't authorize this transaction and I wasn't present at the merchant."
Visa 10.4 covers card-absent (ecommerce, MOTO, keyed) transactions where the cardholder claims they didn't authorize the charge. It's the go-to code for friendly fraud, family fraud, and true fraud in CNP environments. Because 10.4 is a fraud code and not a consumer dispute, the merchant's defense turns on proving the cardholder authorized the transaction — usually via delivery to the AVS address, 3DS authentication, or Compelling Evidence 3.0.
Response deadline
30 days to submit representment. From the chargeback date. Some acquirers apply an internal 20-day cap.
Common triggers
- True fraud — the card was actually stolen or compromised
- Friendly fraud — the cardholder or a household member made the purchase and disputes it
- Card-testing patterns where a bad actor used a stolen number
- Family fraud — a spouse or child used the card without approval
Required evidence
AVS + CVV match
Screenshot of AVS-full-match and CVV-match at authorization.
3DS authentication result
3-D Secure authentication data (successful challenge) if used.
IP address + device fingerprint
Session IP and device ID at time of purchase, matched to prior sessions.
Delivery proof to AVS address
Carrier tracking showing delivery to the AVS-verified billing address.
Compelling Evidence 3.0
Two prior undisputed transactions with matching IP / device / address.
Typical win rates
| Scenario | Win rate | Notes |
|---|---|---|
| 3DS-authenticated (liability shift) | 85–95% | Issuer typically bears liability — near-automatic win |
| Non-3DS + CE 3.0 qualifying | 80–90% | CE 3.0 forces issuer to accept |
| Non-3DS + AVS match + delivery proof | 40–55% | Hardest scenario without CE 3.0 |
| No evidence submitted | Under 5% | Concede rather than submit empty |
Win rates reflect Aurai's own book across Stripe, PayPal, and Shopify Payments as of July 2026, plus public MRC Global Fraud Survey 2024 baselines. Your results will vary.
Related reason codes
4837Mastercard
No Cardholder Authorization
Mastercard's equivalent of Visa 10.4 — cardholder claims they didn't authorize the transaction in a card-not-present environment.
F29Amex
Card Not Present — Fraud
American Express fraud code for card-not-present transactions where the cardholder claims non-participation.
UA02Discover
Fraud — Card Not Present
Discover's CNP fraud code — cardholder claims non-participation in a card-not-present transaction.
Frequently asked questions
What does Visa 10.4 mean?
Visa 10.4 is the reason code for "Other Fraud — Card-Absent Environment." Cardholder claims they didn't participate in the transaction and the merchant was not in a card-present environment. The single most common fraud code in ecommerce.
What's the response deadline for Visa 10.4?
Merchants have 30 days to submit representment. From the chargeback date. Some acquirers apply an internal 20-day cap.
What evidence is required to fight Visa 10.4?
AVS + CVV match, 3DS authentication result, IP address + device fingerprint, Delivery proof to AVS address, Compelling Evidence 3.0. Full detail in the Required evidence section above.
Does Compelling Evidence 3.0 apply to Visa 10.4?
Yes. If you can show two prior undisputed transactions from the same cardholder in the 120–365 day window with matching IP, device fingerprint, or shipping address, the issuer is required to accept the representment. See the Compelling Evidence 3.0 playbook for details.
Can Aurai handle Visa 10.4 automatically?
Yes — Aurai detects the reason code, assembles the specific evidence stack for it, and submits before the deadline. 25% only on disputes we win.
Reason code details reflect the current Visa rules as of July 2026 and may change. Visa is a trademark of its respective owner. Aurai is independent and not endorsed by Visa. Always check the current official rules before acting on any specific tactic.