This article covers how chargebacks work with Keap™ Pay, including what a chargeback is, how to prevent chargebacks, how to dispute a chargeback, what documentation to submit, and how to track chargeback status. This article does not cover how to issue a refund. For help with refunds, see how to issue a refund in Keap Pay.

What Is a Chargeback?

A chargeback occurs when a cardholder contacts their issuing bank — such as Capital One, American Express, or Chase — and disputes a purchase made on their credit card. Chargebacks can be initiated by the cardholder or by the issuing bank directly.

When a cardholder initiates a chargeback, the cardholder requests their bank to withdraw the disputed funds from the business that processed the payment and return the funds to the cardholder's bank account. When the issuing bank triggers the chargeback, the bank typically refunds the cardholder directly and then debits the amount from the business. The card network associated with the transaction sets a deadline by which the business must submit a dispute.

How to Prevent Chargebacks

Chargebacks are never ideal for a business — they force refunds, reduce brand reputation, and cost money. While chargebacks cannot be entirely avoided, chargeback risk can be reduced. The most common reason cardholders file chargebacks is a belief that they were wrongfully charged. The following steps can lower chargeback risk:

• Have a clear refund policy. A clear refund policy helps customers understand what can be returned and what cannot, reducing confusion that leads to chargebacks.

• Include clear contact information on the business website. Issuing banks request that customers attempt to resolve disputes with the business before filing a chargeback. A visible phone number and email address for customer support allows disputes to be resolved before escalating to chargebacks.

• Use detailed product descriptions. Representing products and services accurately with detailed descriptions and clear images reduces chargebacks filed on the basis that items were not as described.

• Avoid manually entering credit card information. Manual card entry increases the risk of data entry errors that can result in chargebacks.

Note: A customer may file a chargeback if they do not recognize the business name on their credit card statement. With Keap Pay, the name that appears on statements is determined by the DBA name on the Keap Pay application.

What to Do When a Chargeback Is Filed

When a chargeback is initiated on a Keap Pay transaction, two options are available:

• Gather documentation and submit a formal dispute through the Keap Pay chargeback response process.

• Coordinate directly with the customer and ask them to cancel the chargeback with their bank.

Important: If the chargeback is valid and the associated fees are accepted, no action is required — the chargeback can be left as-is. To dispute the chargeback through Keap Pay, follow the steps in the Chargeback Dispute Guidance section below.

How to Dispute a Chargeback in Keap Pay

Businesses have the right to dispute chargebacks that are unjustified or erroneous. The following steps outline the process for disputing a chargeback through Keap Pay.

Step 1 — Review the Chargeback Details

Examine the chargeback notification carefully. The notification includes the transaction details, the customer's claim, and the disputed amount. Cross-reference this information against internal records to verify accuracy before proceeding.

Step 2 — Understand the Chargeback Reason Code

Each chargeback includes a reason code that identifies why the chargeback was filed. Understanding the reason code is essential for building an effective dispute. Common reason codes include Item Not Received, Unauthorized Transaction, and Item Not as Described. For a full list of chargeback reason codes, see the chargeback reason codes reference PDF.

Step 3 — Gather Documentation

Collect all relevant documents related to the disputed transaction. The documentation required depends on the chargeback reason code. See the Chargeback Dispute Documentation section below for a full list of accepted evidence types and which reason codes each applies to.

Step 4 — Submit the Chargeback Dispute

Upload the documentation and submit the dispute using the Keap Pay Chargeback Response Button.

Step 5 — Monitor for Updates

Monitor the chargeback status after submitting the dispute. Additional information or clarification may be requested during the review process. Respond to any requests promptly to avoid delays in the resolution. Chargeback status can be tracked in the Payments dashboard — see the FAQ section below for tracking instructions.

Chargeback Dispute Documentation

Disputing a chargeback successfully depends on presenting relevant and specific evidence to the card network. The evidence must demonstrate that the transaction was valid. Always review the chargeback reason code before selecting documentation — submitting evidence that directly addresses the reason code increases the likelihood of winning the dispute.

Important: The card network reviewing the evidence may not be familiar with the business's internal systems. Include a clear explanation of each document submitted and how it supports the dispute.

The table below shows which evidence types apply to each chargeback reason code. An X indicates the evidence type is applicable for that reason code.

Definitions of Accepted Evidence Types

• Rebuttal Letter — A summary of the evidence package that explains how each document disputes the chargeback reason code.

• Proof of Credit — Screenshots showing a refund was issued to the customer, including timestamps and transaction IDs.

• Transaction History — Records showing the customer has had multiple non-disputed transactions with the business in the past.

• Invoice — Copies of invoices related to the disputed transaction.

• Proof of Delivery — Tracking details with delivery confirmation for physical goods. For digital purchases, email delivery confirmation or login history is acceptable.

• Recurring Billing Agreement — Documentation showing the cardholder agreed to a recurring billing arrangement, such as a checkout page screenshot, terms of service, or email notification.

• Photographic Evidence — Screenshots or photos showing the cardholder received the product or was present during the service.

• Signed Purchase Order — A purchase order with a wet or electronic signature from the cardholder.

• Email or Historical Communications — Records of communication with the cardholder that disprove fraud or demonstrate the business's willingness to resolve the issue.

• AVS Verification — Proof that the billing address provided for the transaction was verified against the cardholder's address on file.

• Proof of Authorization — Evidence that the customer understood what they were being charged for and the amount prior to the transaction.

Frequently Asked Questions

What does this article cover?

This article covers how chargebacks work with Keap Pay, how to prevent chargebacks, how to dispute a chargeback, what documentation to submit, and how to track chargeback status.

How will I be notified of a chargeback?

When a chargeback is filed, an automated email notification is sent to the owner's email address listed on the Keap Pay application. The notification email is sent from payments@keap.com.

When are funds debited when a chargeback is filed?

Once a chargeback is received, the disputed funds are debited from the deposit account the next business day. The chargeback deadline date shown in the chargeback notification is the final date to submit a dispute.

Can a refund be issued for a payment that has a pending chargeback?

No. Refunds cannot be applied to payments with a pending chargeback. When a chargeback is filed, the funds are immediately returned to the cardholder and debited from the deposit account the next business day. Issuing a refund on a payment with a pending chargeback would result in the cardholder receiving two refunds for the same transaction.

How do I track the status of a chargeback?

Chargeback status can be tracked in the Payments dashboard in the Keap account. Hover over the Type column header in the Payments dashboard and filter by Chargeback. The Status column displays whether the chargeback is pending, won, or lost.

How long does it take for a final decision after a dispute is filed?

A final decision is typically received within 50 days from the date the dispute is submitted. Once a final decision is made, the chargeback status in the Payments dashboard updates to Won or Lost.

When are funds returned after winning a chargeback dispute?

After a chargeback dispute is won, the recovered funds are deposited within 2 to 4 business days.