How long do I have to respond to a 10.1 chargeback?

Visa allows 30 days from the chargeback date, but your payment processor's own deadline is usually several days earlier — treat the date in your processor dashboard as the real one.

Reason codes › Visa

Visa Reason Code 10.1 — EMV Liability Shift – Counterfeit

Q: What is Visa chargeback reason code 10.1?

Visa reason code 10.1 (EMV Liability Shift – Counterfeit) means: Counterfeit transaction at a chip-capable terminal where the merchant did not process the chip. It belongs to the fraud family of disputes.

Updated August 28, 2026 · fraud dispute

What the cardholder's bank is claiming: Counterfeit transaction at a chip-capable terminal where the merchant did not process the chip.

What a 10.1 chargeback means

This is a fraud-family dispute: the issuing bank is asserting the legitimate cardholder never authorized the transaction. Your response must establish identity and authorization — that the person who placed the order was the cardholder, or that liability rules put the transaction outside the fraud claim.

What your response must prove

Prove the cardholder authorized or participated in the purchase. Delivery proof alone does not answer a fraud claim — the bank is not asking whether goods arrived, but who bought them.

Evidence to gather

AVS (address verification) and CVV match results from the transaction
3-D Secure / authentication outcome, if the transaction used it
IP address, device fingerprint, or geolocation consistent with the cardholder's billing address
History of prior undisputed orders from the same customer account
Communication with the customer about this order (emails, support threads)
For card-present codes: EMV chip processing records or signed receipts

How to respond

Confirm the claim actually fits the facts — if your records show the cardholder is right, a prompt refund beats a lost dispute plus a fee.
Assemble the evidence above and write a four-part rebuttal: case summary, merchant position, numbered evidence, conclusion. Our step-by-step guide includes a free template, and Shopify merchants should see the Shopify-specific walkthrough.
Submit through your processor before the deadline. Visa allows 30 days, but your processor's cutoff is usually several days earlier — the date in your dashboard is the real one.

Can you win?

Winnable when your authorization data is strong — full AVS/CVV matches, 3-D Secure, or a clear pattern of prior undisputed purchases. Genuinely hard when the order had risk flags you overrode; weigh whether to contest those.

Visa 10.1 is built into Chargeback Shield. Pick the code, enter your case details, and get a structured response draft in minutes — your first draft is free.