Subscription / Continuity Model
A recurring-billing sales model common to supplements and coaching that draws heightened chargeback scrutiny.
A subscription billing model charges a customer automatically on a recurring schedule rather than once per purchase. It produces predictable revenue, and it produces a distinct dispute profile that underwriting looks at closely.
Recurring charges generate disputes in ways one-off sales do not. A customer who forgets they subscribed, cannot find how to cancel, or does not recognise the descriptor on their statement will often call their bank rather than you. Those become chargebacks, and the ratio is what puts an account into a monitoring program.
The controls that reduce this are unglamorous and effective: a descriptor customers recognise, a renewal reminder before charging, cancellation that takes as few steps as signup, and prompt refunds when someone genuinely forgot. Each removes disputes before they reach the issuer.
Involuntary churn is the other half. Cards expire and get reissued, so a share of renewals fail for reasons unrelated to intent. A sensible retry approach and keeping saved credentials current recover much of that revenue, but retries need to be paced, because aggressive repeated attempts against a declining card are themselves a risk signal.