VAMP Rules: What High-Risk Merchants Need to Know Before October 2025
01 July 2025
Written by Libby James
Libby James is co-founder, director and an expert in all things merchant services. Libby is the go-to specialist for business with more complex requirements or businesses that are struggling to find a provider that will accept them. Libby is regularly cited in trade, national and international media.
High Risk VAMP Rules: 2025 changes
The payment landscape is changing rapidly, and if your business operates in a high-risk vertical like online dating, subscription services, or digital content, it's crucial to understand the implications of VAMP rules before it's too late.
By the end of 2025, it's expected that many high-risk merchants will no longer be able to process card payments under their current arrangements. One key reason? Visa’s Acquirer Monitoring Program — or VAMP — and the industry-wide shakeup it's driving behind the scenes.
Let’s explore what VAMP is, why it matters, and what your business can do now to stay compliant and operational.
What is VAMP?
VAMP stands for Visa Acquirer Monitoring Program, a set of rules and thresholds enforced by Visa to ensure acquirers (the banks that process payments on your behalf) are only onboarding and supporting compliant merchants.
At the heart of the programme is a crackdown on excessive fraud and chargebacks, especially as tracked through:
- TC40 reports: Visa's fraud monitoring system
- Chargeback ratios: Disputes initiated by cardholders
- Monitoring thresholds: Exceeding certain ratios for fraud or disputes can trigger penalties or account termination
Previously, many acquirers worked around these thresholds by using chargeback mitigation platforms, RDR (Rapid Dispute Resolution) tools, and manual interventions. But those days may be coming to an end.
What’s Changing in 2025?
The industry is undergoing rapid consolidation and withdrawal from high-risk sectors:
- Kount/Mitigator, once a leading chargeback platform, has drastically reduced its operations
- ChargebackHero, a key Ethoca partner, was recently acquired by Global Payments, which also owns Worldpay. These entities appear to be winding down support for high-risk merchants
- ChargebackHelp may follow suit, as consolidation typically leads to the exclusion of more volatile merchant categories
The upshot? The biggest tools and providers merchants relied on for fraud defence are either disappearing or becoming exclusive to low-risk portfolios.
Who’s Most at Risk?
While all high-risk verticals are affected, online dating platforms may face the most immediate challenges. These businesses often operate on subscription or freemium models, both prone to higher dispute rates.
Sectors likely to feel the impact include:
- Adult content
- Online dating
- Digital downloads and coaching programmes
- Supplement and skincare trials
- Ticketing and travel offers
- Multi-level marketing (MLM)
Without robust chargeback protection, merchants in these spaces could face account termination or listing on Visa's MATCH list — effectively blacklisting them from card processing.
Why October 1st Matters
Visa is enforcing stricter monitoring from October 1st, 2025. Merchants and acquirers alike must stay below updated fraud and chargeback thresholds or risk immediate compliance action.
In parallel, with major vendors like Kount and ChargebackHero stepping back from high-risk support, alternative mitigation services may become harder to find — or more expensive.
Some industry sources predict that over 250,000 merchants could be affected or terminated globally before year-end due to VAMP non-compliance.
What Can Merchants Do Now?
This isn’t a time to panic — it’s a time to prepare. Here’s what we recommend:
1. Assess Your Risk Profile
Review chargeback and fraud ratios from the past 6 months.
Check if you’re approaching or exceeding Visa thresholds.
2. Implement Pre-Emptive Measures
Use pre-dispute tools like RDR and Ethoca Alerts while they’re still available.
Improve customer communication and refund policies to prevent disputes.
3. Choose Your Provider Carefully
Work only with PSPs or acquirers who support high-risk merchants.
Ask whether your current provider will remain operational post-October 1st.
4. Plan for Contingency
Explore secondary merchant accounts in regulated jurisdictions.
Consider diversifying into non-card payment methods like e-wallets or crypto.
Need Expert Guidance?
At Merchant Advice Service, we specialise in helping businesses navigate complex changes like VAMP. Whether you're looking to move to a more supportive provider, reduce chargebacks, or avoid MATCH listing, we can point you in the right direction, free of charge.
Wrapping It Up
VAMP is not new, but enforcement is tightening. Combined with market exits and consolidations, it’s creating a perfect storm for high-risk merchants. Those who prepare now can adapt and thrive. Those who wait may find themselves without a processor by the end of 2025.
If you're unsure whether your business is compliant — or even if you’re considered high-risk — reach out to our team today.
FAQs
What is VAMP and why does it matter for merchants?
VAMP stands for Visa Acquirer Monitoring Program, a set of rules that monitors fraud and chargeback levels across merchant accounts. Merchants exceeding certain thresholds may face increased scrutiny, penalties, or even account termination.
Who is most affected by the new VAMP enforcement?
Businesses in high-risk sectors such as online dating, adult content, supplements, coaching, and ticketing are most vulnerable. These industries often have higher chargeback rates, which put them at risk under Visa’s tightened enforcement.
What are TC40 reports and why are they important?
TC40 reports are alerts generated by Visa when a cardholder disputes a transaction due to fraud. High volumes of TC40s signal potential compliance issues and may trigger VAMP-related action from acquirers or card schemes.
What happens if I exceed the VAMP thresholds?
If your business consistently exceeds VAMP chargeback or fraud thresholds, your acquiring bank may suspend your merchant account, add you to the MATCH list, or require you to implement costly fraud mitigation tools.
Is RDR (Rapid Dispute Resolution) still a valid solution?
RDR has historically helped prevent chargebacks by automatically refunding disputed transactions, but its future is uncertain. Several vendors offering RDR and chargeback tools are scaling back or becoming exclusive to low-risk portfolios.
How can I reduce my fraud and chargeback ratios?
Implement clear refund policies, use chargeback alert tools, and ensure all customer communications are transparent. Consider fraud filters and payment processors with dispute management features built in.
What does it mean to be on the MATCH list?
The MATCH list (Member Alert to Control High-Risk Merchants) is a database used by acquiring banks to identify merchants who have had processing issues. Being listed can make it very difficult to open new merchant accounts in the future.
Can Merchant Advice Service help me find a VAMP-compliant provider?
Yes. We work with regulated, reliable providers who still support high-risk merchants. We can guide you toward acquirers and tools that meet VAMP standards, helping you stay operational and compliant.
