MCC 5968: Direct Marketing (Continuity and Subscription Merchant)

MCC 5968 is the merchant category code for direct marketing (continuity and subscription merchant). Visa, Mastercard, Discover, and American Express assign it to businesses such as subscription boxes, membership sites, and auto-ship programs.

Code
5968
Category group
Miscellaneous Stores
Risk rating
Elevated risk

Which businesses use MCC 5968?

Acquiring banks assign MCC 5968 to merchants whose primary line of business is direct marketing (continuity and subscription merchant). Common examples include:

  • Subscription boxes
  • Membership sites
  • Auto-ship programs

Is MCC 5968 considered high risk?

Acquirers review this MCC more closely because of card-not-present volume, refund rates, or chargeback history. Expect extra documentation and possible volume caps.

How does MCC 5968 affect processing fees?

MCC 5968 determines which interchange category Visa and Mastercard apply to each transaction. Codes in the miscellaneous stores range share interchange programs, so two merchants with the same card mix but different MCCs can pay different wholesale rates.

Payment processing for MCC 5968 merchants

Niche Payments runs a dedicated ecommerce payment processing program for businesses classified under MCC 5968. Card-not-present processing that scales with your store.

  • Shopify, WooCommerce, BigCommerce, and custom checkout integrations
  • Subscription and recurring billing with smart retries
  • Chargeback alerts and 3-D Secure to protect card-not-present sales

Frequently asked questions

What does MCC 5968 mean?

MCC 5968 is the merchant category code for Direct Marketing (Continuity and Subscription Merchant). Card networks use it to classify transactions from businesses such as subscription boxes, membership sites, and auto-ship programs.

Is MCC 5968 high risk?

MCC 5968 is generally rated elevated risk. Acquirers review this MCC more closely because of card-not-present volume, refund rates, or chargeback history. Expect extra documentation and possible volume caps.

Can a business change its MCC from 5968?

A business can request a different MCC through its acquiring bank. The acquirer reviews what the business actually sells and reassigns the code only if 5968 does not describe the primary line of business.