Direct marketing and subscriptions · Merchant category codes
What is MCC 5969 (Direct Marketing – Other Direct Marketers)?
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MCC 5969 (Direct Marketing – Other Direct Marketers (Not Elsewhere Classified)) is the merchant category code for merchants that sell through direct response methods such as an order form, address or phone number for mail, phone or fax orders, when no more specific code applies. It is the catch-all direct marketing code. Subscriptions use 5968 and catalogs 5964. It is not on Visa's high-integrity risk list, and Stripe does not restrict it.
- Visa name
- Direct Marketing – Other Direct Marketers (Not Elsewhere Classified)
- Stripe name
- Direct Marketing - Other
- Restricted by Stripe
- No
- Visa high-integrity risk
- No
- Visa 3D Secure rule for online sales
- No rule tied to this code
- In PlatformDTC's Industry picker
- No
- Typical products
- Direct-response offers, Ticket agencies selling by direct marketing
What PlatformDTC does
PlatformDTC's Industry picker does not offer 5969, so a store cannot choose it during payments setup; the closest choices there are 5968 ("Subscription / continuity billing (recurring shipments)"). Stripe reviews each account's category and can move a store to 5969 itself, and Stripe's documentation says the platform cannot then change it back.
What sells under MCC 5969
Visa uses 5969 for merchants that sell through direct response methods such as an order form, address or phone number for mail, phone or fax orders, when no more specific code applies.
It is the catch-all direct marketing code. Subscriptions use 5968 and catalogs 5964.
- Direct-response offers
- Ticket agencies selling by direct marketing
Codes it is confused with
Choose the code for the line of business that makes up most of your sales. Visa also allows a separate code for each line of business.
| Code | Name | Use it instead when |
|---|---|---|
| 5968 | Direct Marketing – Continuity/Subscription Merchant | You sell subscriptions |
| 5964 | Direct Marketing – Catalog Merchant | You sell by catalog |
Risk, 3D Secure and Stripe rules
5969 is not on Visa's high-integrity risk list, so no extra Visa registration is tied to the code itself.
Stripe's list of supported codes does not mark it restricted, so a Stripe account can use it without asking Stripe first.
Frequently asked questions
- Is MCC 5969 high risk?
- No. 5969 is not on Visa's high-integrity risk list. Stripe does not mark it restricted.
- Can a PlatformDTC store use MCC 5969?
- Not by picking it: PlatformDTC's Industry picker does not offer 5969. Stripe can still assign it after reviewing the account.