Visa 10.4 — Other Fraud — Card-Absent Environment
Fraud chargeback.
Code
10.4 VisaCategory
Fraud
What it means
The cardholder says they did not make an online / phone / mail order purchase. The most common Visa code for e-commerce, including "friendly fraud".
Evidence that wins
AVS/CVV match, 3D Secure authentication (liability shift), IP and device data, delivery confirmation. Visa Compelling Evidence 3.0: two prior undisputed transactions from the same cardholder/device.
How to prevent it
Use 3D Secure, clear billing descriptor, fraud screening, collect device data.
Rules and deadlines differ by region and acquirer — always check the instructions in your PSP dashboard.