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Maintaining conversion and approval rates are essential for any successful dating site.
One of the biggest stumbling blocks is that dating businesses taking payments online use the same 7273 Merchant Category Code (MCC) as the escort industry.
Defining good and bad users is important whenever payments are involved (i.e for premium rather than free dating services), but implementing solutions such as 3D secure can result in less users signing up.
Dating sites require a payment solution which can seamlessly assess client rates in detail and tell the difference between a genuine user looking for love, and a criminal looking for their next payoff.
Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association.
Governed by some of the world’s best known brands like Visa, Master Card, American Express, JCB and Union Pay, these behemoths of money remain the constant in an ever-evolving payments landscape.
Fortunately, dating sites and their users are by no means helpless to fight back against the growing threat.
Fake users on dating websites typically consist of criminals creating multiple premium accounts with stolen cards in order to scam users.
For subscription-based online dating sites, an essential part of keeping these behemoths happy is informing users when the next payment will happen, in order to make them aware of the subscription model.
I’ve mentioned fake and criminal users already, but most fraud in the dating industry actually comes from friendly fraud and users not remembering when the next subscription will start — which still results in chargebacks and has a negative impact on conversion rates.