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**Merchant Category Code (MCC) 5968: Direct Marketing – Continuity/Subscription Merchants**Merchant Category Code 5968 is assigned to businesses that engage in direct marketing through subscription or continuity models. These merchants typically offer recurring services or products, such as subscription boxes, software as a service (SaaS), and membership programs. This MCC is crucial for payment processors and issuers to determine processing and interchange fees, as well as to assess the risk profile of these transactions. High-risk classification often results in higher decline rates and stricter monitoring, making it essential for merchants in this category to implement robust fraud detection systems to maintain transaction approval rates and avoid account issues.