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Responding to a Dispute

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When you receive a chargeback, you have a limited window to respond. Missing the deadline means automatic loss. Here's how to decide whether to fight and how to build your case.

TL;DR
  • Decide fast: You typically have 20-45 days to respond. Check your processor portal immediately.
  • Don't fight everything: Small amounts or weak cases cost more than the loss.
  • Match the reason code: Your evidence must address the specific claim, not just prove the transaction happened.
  • Quality over quantity: A focused rebuttal letter with 3 strong documents beats a dump of irrelevant files.

FIRST 30 MINUTES: Emergency Checklist​

Just received your first chargeback email? Do this RIGHT NOW:

Minutes 1-5: Find the Transaction​

☐ Log into your processor dashboard (Stripe, Square, Shopify, etc.)
☐ Find the disputed transaction
☐ Note the chargeback deadline (usually 20-45 days from today)
☐ Write deadline on calendar (minus 3 days for safety)

Minutes 5-10: Understand What Happened​

☐ Read the reason code (10.4, 4837, 13.1, etc.)
☐ What is customer claiming?
  - Fraud ("I didn't do this")
  - Not received ("Never got it")
  - Not as described ("Different than listing")
  - Cancelled ("I already cancelled")
  - Other
☐ Check the amount (Transaction - Fee already deducted)

Minutes 10-20: Were They Right?​

Ask yourself honestly:

  • Did we fail to deliver?
  • Is their complaint legitimate?
  • Was this actually fraud?
  • Did we mess up?

If YES - Accept it:

  • Click "Accept" in processor dashboard
  • Fix what went wrong so it doesn't happen again
  • Move on (don't waste time fighting legitimate disputes)

If NO - Continue to gather evidence

Minutes 20-30: Start Gathering Evidence​

For "Fraud" disputes (10.4, 4837, F29):

☐ Find order confirmation with customer info
☐ Check if customer has prior successful orders
☐ Look for delivery confirmation (if physical goods)
☐ Check IP address, device fingerprint if available

For "Not Received" (13.1, 4855, RG):

☐ Find tracking number
☐ Check delivery status (delivered? signed for?)
☐ Pull delivery photo/signature if available

For "Cancelled" (13.2, C28, AP):

☐ Find subscription agreement/consent
☐ Check cancellation logs (did they actually cancel?)
☐ Pull email communications

YOU'RE DONE FOR NOW. You have 20-45 days to respond. Calendar is set. Evidence collection started.

Next: Take a breath and read the rest of this guide to decide if you should fight and how to build your case.

Should You Fight This Chargeback?​

Use this to decide:

Reality check: The average merchant wins about 20-30% of disputed chargebacks. With strong evidence and the right reason codes, you can hit 40-60%. But if you don't have proof, you'll waste hours for nothing.

The Three Questions​

Before you spend time on a response, answer these:

  1. Was the customer right? If you billed wrong, didn't deliver, or ignored refund requests, accept the chargeback and fix your process.
  2. Is it worth your time? A $30 dispute takes the same effort as a $300 one. Know your break-even.
  3. Do you have evidence? No proof of delivery? No customer communication? You're unlikely to win.

Gathering Your Evidence​

If you decide to fight, gather compelling evidence that directly addresses the reason code. The evidence you need depends on the specific claim:

  • Proof of delivery: Tracking number and delivery confirmation with signature. For 13.1 Not Received claims, this is essential.
  • Customer communication: Emails, chat logs, or support tickets. Shows the customer acknowledged receipt or used the service.
  • Terms of service: A screenshot with the relevant section highlighted. Critical for 13.7 Cancelled Merchandise disputes.
  • Device fingerprint and IP address: For fraud claims, shows the same device/IP used in prior legitimate purchases.

Writing Your Rebuttal Letter​

Your rebuttal letter is your opportunity to tell your side of the story. Keep it short, factual, and tied to the evidence.

Here's what to include:

  • A summary of the transaction: The date, amount, and what was purchased.
  • A direct response to the reason code: Don't ramble. Address the specific claim and explain why it's wrong.
  • A list of the evidence you're providing: Number each document and reference it in your letter.

For templates and examples, see Winning Evidence.

Next Steps​

▶️
Continue: Gathering Evidence
What to collect for physical goods, digital goods, and services.
📚
Go Deeper: Compelling Evidence
The complete guide to what actually wins disputes.