Justt Announces Dispute Optimization to Help Merchants Maximize Chargeback Recovery

TEL AVIV, Israel, June 16, 2025 /PRNewswire/ -- Justt, the leader in AI-based chargeback management, announces Dispute Optimization, a first-in-market capability designed to help merchants make informed and timely decisions on chargeback disputes, reducing associated costs and ensuring the highest possible returns, at scale. Dispute optimization works on a case by case basis, recommending or automating actions, based on return on investment (ROI) predictions for each chargeback dispute. This ensures that merchants net the most from the chargeback dispute process and reduce their fees.

When chargeback automation is used, the best strategy for most merchants is to dispute 100% of chargebacks. Smart automation ensures high-quality disputes (both in terms of evidence and the representment document) while also limiting costs to only those chargebacks that are successfully recovered. This logic underpins the rise of AI-based automated chargeback management, a category pioneered by Justt. "While we were always able to make predictions about the likelihood of winning certain types of disputes, in most cases the optimal strategy was to fight all chargebacks," said Ofir Tahor, Co-founder and CEO of Justt.

However, the chargeback ecosystem is becoming more complex, introducing additional fees and costs to the process. Some notable examples include:

• Stripe introduced an additional $15 fee for lost chargebacks
• The new Visa fees to acquirers for late/no chargeback acceptance and for late submissions.

"These recent changes mean that the economics of the chargeback ecosystem are changing," said Tahor. As a result, Justt launched its Dispute Optimization offering.

This capability leverages Justt's technology to create predictions at an even more granular level than before, determining the likelihood of winning each and every chargeback. This new feature predicts the likelihood of a win for each case, the fees that will apply in case it's lost and the value of the chargeback, recommending whether to fight the chargeback. Merchants can choose to take action:  fight the chargeback, ignore it, or accept it. Since the system is fully automated, the merchant can allow Justt to do the same: fight, ignore or accept.

"While some in the industry claim that assessing the level of data enrichment suffices to make a prediction," said Tahor. "We believe, based on our dynamic arguments technology, that each and every chargeback is different, and that predictions depend on the industry, PSP, reason code, data enriched and more. The ability to use AI to both decide which cases evidence should be submitted for, and create custom responses to chargebacks, at scale, is what powers this new product offering."

Key capabilities of Dispute Optimization include:

• Configurable Inputs: Merchants can easily configure the PSP fees that apply, related to submitting and potentially losing a dispute.
• Automated ROI Assessment: Justt uses Dispute Optimization to determine the likelihood each chargeback will present a positive ROI. By factoring in the chargeback amount, projected success rates, applicable fees if the case is lost, and data enrichment, Justt highlights lower-likelihood disputes with high associated fees.This helps merchants focus on the right cases and protect their ROI.
• Acceptance and submission automation: Reduce fees and labor, allowing merchants to perform all actions within the Justt system.
• Decision Automation: Merchants have the option to review Justt's recommendations manually or set automated policies to bypass disputes with negative ROI projections.

"The payments ecosystem is changing and it's clear that merchants need to strategize to optimize net dollar recovery," said Tahor. "Dispute Optimization is designed to give our customers exactly that and continue reclaiming revenue that is rightfully theirs."

Dispute Optimization is available to select Justt customers.

About Justt
Founded in 2020, Justt is the world's first smart chargeback solution that tailors each response and improves over time. Unlike template-based solutions, it uses AI-powered automation and domain expertise to generate dynamic arguments, customizing each response, no matter the volume or complexity. With a machine learning engine that's continuously running A/B tests in the background, Justt is the only chargeback solution that self-improves over time—helping merchants win more disputes effortlessly. https://justt.ai/

For more information or to request early access to Dispute Optimization, visit www.justt.ai.

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SOURCE Justt