April 2025 Update: New Visa VAMP Rules for High-Risk Merchants

Visa is introducing significant changes for high-risk merchants with its New Visa VAMP Rules for High-Risk Merchants. Starting in April 2025, these updates will lower dispute ratio thresholds and implement new metrics to detect and prevent fraud. High-risk merchants must focus on chargeback management and enhanced monitoring of suspicious transaction patterns.

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What’s Changing with the VAMP Rules?

Lowered Dispute Ratio Threshold

One of the major changes is the reduction in the allowable dispute ratio. Initially, high-risk merchants must maintain a dispute ratio below 1.5%. However, by January 2026, this threshold will further tighten to 0.9%. As a result, merchants in high-risk categories must diligently reduce their chargeback rates to avoid penalties and potential Visa interventions as outlined in the New Visa VAMP Rules for High-Risk Merchants.

Focus on Enumeration Attacks

Moreover, VAMP will introduce a new metric known as the “enumeration ratio.” This measure aims to identify patterns where small, test transactions are used to verify stolen card details, a tactic often seen in enumeration attacks. By monitoring these small transactions, Visa intends to mitigate fraudulent activity early, protecting merchants and the broader payment ecosystem. The New Visa VAMP Rules for High-Risk Merchants will help in achieving this goal.

Acquirer Responsibility

Additionally, the responsibility for managing chargebacks and potential fraud will shift more significantly to the merchant’s acquiring bank. Acquirers will play a critical role in monitoring and enforcing compliance with these tighter dispute thresholds and fraud prevention measures. This change underscores the importance of close collaboration between merchants and their acquirers to ensure all transaction activities meet Visa’s strict standards, as highlighted by the New Visa VAMP Rules for High-Risk Merchants.

Stricter Monitoring and Enforcement

Furthermore, Visa’s updated VAMP rules mean that high-risk merchants will be under closer scrutiny than ever before. The program not only tracks dispute ratios and enumeration attempts but also enables Visa to take action against merchants who exceed the new thresholds. This may include increased fees, additional reviews, or other corrective measures designed to maintain the integrity of the payment network according to the New Visa VAMP Rules for High-Risk Merchants.

What Does This Mean for High-Risk Merchants?

Tighter Chargeback Controls

Consequently, merchants will need to invest in better fraud detection and chargeback management systems to meet the reduced thresholds specified in the New Visa VAMP Rules for High-Risk Merchants.

Enhanced Security Measures

With the focus on enumeration attacks, extra vigilance is required to spot and prevent fraudulent small transactions in line with the New Visa VAMP Rules for High-Risk Merchants.

Closer Collaboration with Acquirers

Given that more responsibility falls on acquirers, high-risk merchants should work closely with their banks to ensure compliance and rapid resolution of any issues under the New Visa VAMP Rules for High-Risk Merchants.

Potential for Higher Costs

Failure to meet these stricter requirements may result in higher processing fees or other penalties, impacting overall profitability as warned by the New Visa VAMP Rules for High-Risk Merchants.

Preparing for the Changes

Merchants in high-risk categories should start evaluating their current practices immediately. This includes:

• Reviewing Chargeback Procedures: Ensuring that dispute management processes are robust and can handle the reduced thresholds.

• Investing in Fraud Detection: Upgrading systems to monitor not just chargebacks but also small, suspicious transactions that could indicate enumeration attacks.

• Strengthening Acquirer Relationships: Engaging with acquiring banks to understand their role in the new VAMP framework and ensure alignment on compliance strategies.

By preparing now, high-risk merchants can navigate these changes smoothly and continue to operate successfully within Visa’s evolving payment landscape.

Additional Details on VAMP Ratio and Program Enforcement

VAMP Ratio

Firstly, the VAMP ratio is calculated by dividing the total number of monthly disputes by the total number of monthly transactions.

Moreover, it includes both fraud and non-fraud disputes.

Additionally, the ratio is used to determine if a merchant or acquirer is in compliance with the program.

VAMP Threshold Changes

For merchants, the threshold will be 0.5% per month starting in April 2025, subsequently reducing to 0.3% per month by January 2026.

Furthermore, for acquirers, the threshold will be 0.3% per month starting in April 2025.

VAMP Program Enforcement

Visa will enforce the new rules and processes gradually.

Initially, an advisory period will run from April 1 through June 30, 2025, during which no fines will be assessed.

However, fines will begin to be assessed on July 1, 2025.

VAMP Program Goals

The main objectives of the program are to create globally aligned fraud thresholds, streamline remediation processes, and provide clarity and consistency for acquirers and their merchants.

These additional measures further underscore Visa’s commitment to enhancing the security and reliability of its payment network. By aligning fraud thresholds and refining the enforcement process, Visa aims to create a more consistent and transparent environment for both merchants and acquirers. Therefore, staying informed about these details and preparing accordingly is essential for any high-risk merchant looking to succeed in this evolving landscape.

For more information, you can book an appointment with business development.

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