We have very few chargebacks, not even 10 in 10 years and we consider us lucky. Stolen credit card happens more often than chargeback. I don't attribute it to better messaging or easier cancellation options, we do the same as many others, I guess it's just the type of product of customer.

Even in HN comments I've seen people saying they use temporary card numbers (valid for one transaction only) or click a button to dispute instead of a single email. That button in the banking interface might be "block future payments" or such. They must've bad experience with companies in the past?

Actively emailing with the customer sometimes helps. It worked for us. Sometimes it didn't. For example if it's a company credit card and the employee left the company. Their accounting team simply doesn't know what our service is for.

At this point the fees are part of "cost of doing business".

https://news.ycombinator.com/item?id=44382686 is an example where a customer was unhappy about merchant charges and seems to contact the banks only, not the merchant.

> They must've had bad experience with companies in the past?

Ever used a gym, airline, or subscribed to a newspaper? Many businesses are genuinely customer-hostile.

It just takes one bad experience. For me it was a local kids’ dance studio. I signed up through their portal, but my daughter didn’t like it. I forgot to cancel the recurring charge for a couple of months, no response to my emails. I filed a chargeback. The next month they charged me again, so I did another instant chargeback.

They finally reached out asking why. I told them we hadn’t even shown our faces there for months. But the following month they charged me again, and again I charged it back. This cycle repeated a couple more times.