EXPANDED MERCHANT GUIDE · VISA · OCTOBER 2026
MCC 5968:
Direct Marketing – Continuity/Subscription Merchant
Direct-marketed subscription products. Direct-marketed continuity offers can create repeated charges and fulfillment commitments, making enrollment, cancellation and customer expectations central.
View the source & scope ↓THE CLASSIFICATION
What does MCC 5968 cover?
Direct-marketed subscription products.
Recurring payments alone do not make 5968 the right MCC. A business may retain the code appropriate to what it sells.
The code belongs to the Direct marketing & subscriptions group in this directory. The acquirer must confirm the appropriate assignment for the merchant and the relevant card network.
ILLUSTRATIVE BUSINESS FIT
What could a matching business look like?
- A direct-marketed book club
- A recurring specialty-food delivery offer
- A direct-marketed collectibles subscription
These examples illustrate the classification. They are not verified NUMUS customers or confirmed transaction-level assignments.
LOOK BEYOND THE LABEL
Risk & provider review
Direct-marketed continuity offers can create repeated charges and fulfillment commitments, making enrollment, cancellation and customer expectations central.
Why this category sits here
- Recurring charges
- Continuity fulfillment
Operating assumptions
Legitimate service with explicit enrollment, transparent charges and workable cancellation and refund terms.
What could raise the risk?
- Negative-option trials
- Poor cancellation or unexpected renewals
Assessment basis: Individual business-category assessment. This is an editorial category assessment, not a bank’s rating, an individual merchant decision, a forecast of losses or a promise of approval.
How we assess risk & source references ↗Questions worth preparing
- How does a customer enroll and agree to future charges?
- Is there a trial, introductory price or negative-option feature?
- How quickly can a customer cancel, and when are goods shipped?
Your provider may also ask about transaction size, monthly volume, refunds, disputes, customer locations and delivery timing. Use your actual business facts when discussing the code.
THE DISTINCTIONS MATTER
Nearby codes to understand
Compare the definitions rather than choosing whichever code appears more favorable. Separate activities or network rules can change the correct treatment.
CHECK THE REFERENCE
Source, date & scope
Code and classification reference: Visa Merchant Data Standards Manual, October 2026. Directory reviewed November 3, 2026.
Visa source · PDF page 79 · printed page 76 ↗Network descriptions and requirements can differ. This entry does not assert complete Mastercard coverage. Confirm current classifications and any special registration requirements with your acquirer.
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THE BUSINESS BEHIND THE CODE
Find processing that fits
your actual business.
Your MCC is one piece of the conversation. Tell NUMUS what you sell, how you deliver it, and how your customers pay. We’ll help you take the next step.