7998 Aquariums, seaquariums, dolphinariums, and zoos

Introduction

• What it is: This MCC encompasses businesses that focus on the display and care of aquatic and land animals, including tanks, water habitats, and zoo facilities.
• Risk level: Medium — Potential for high operating costs and seasonal revenue fluctuations.
• Acceptance difficulty: Medium — Payment processors may require more detailed documentation due to unique business operations.
• Typical business models: aquariums; seaquariums; dolphinariums; zoos; wildlife parks.
• For merchants: Expect moderate merchant discount rates (MDR); potential for reserve requirements based on ticket sales; may need tailored payment solutions for memberships and donations.
• What PSPs expect: Documentation of business registration; an operating license appropriate to animal care; clear description of services and exhibits offered.

Payment Insights & Benchmarks

Merchants in this MCC should plan for a unique set of payment challenges due to the nature of customer interactions and transaction types. Acceptance often hinges on a blend of payment methods and robust fraud prevention strategies.

Payment methods

Cards: commonly used but may face higher scrutiny, especially for online ticket sales.

• E-wallets: popular for ease of use, particularly among younger demographics visiting attractions.
• A2A transfers: gaining traction for membership fees and donations, offering a low-cost option.
• Gift cards: frequently utilized for admission and concessions, minimizing chargeback risk.

Authentication & security

Strong customer authentication (3DS, SCA) is frequently implemented to combat fraud.

• While these methods can block unauthorized transactions, they may lead to friction in the purchasing process.
• Continuous fraud monitoring is essential, focusing on transaction patterns and user behavior.

Benchmarks (indicative, not guaranteed)

MDR: often higher than standard e-commerce due to risk factors associated with travel and leisure.

• Rolling reserves: could be in the low double digits, reflecting higher expected chargebacks.
• Settlement cycles: generally longer, often exceeding 7 days due to the nature of business operations.
• Chargeback ratios: typically elevated compared to retail averages, due to the impulse nature of ticket purchases.
• Card approval rates: tend to be lower than e-commerce standards, while wallet acceptance may yield better performance.

Key metrics to monitor

Authorization rates segmented by payment method and time frame.

• Chargeback trends by reason to identify potential issues.
• Customer cancellation and refund rates to understand service dynamics.
• Average transaction value to gauge customer spending behavior.

Risk & Compliance

Merchants classified under this MCC face specific risks and compliance requirements due to the nature of their services involving animals and recreational activities. PSPs and acquirers closely monitor these merchants to mitigate potential fraud, chargebacks, and ensure compliance with AML/KYC standards.

Chargebacks & fraud

Common issues include friendly fraud (e.g., customers falsely claiming no record of a visit or service) and disputes regarding service satisfaction.

• Ticket scalping and membership fraud can also lead to chargebacks as customers may misrepresent their intention to purchase.
• Mitigation tools include transaction monitoring, behavior analytics, and comprehensive return policies to clarify service expectations.

AML/KYC expectations

Enhanced identity verification processes with required proof of age or residence for customer interactions (especially for events involving animals).

• Sanctions checks to ensure compliance with wildlife protection regulations and authorized visitors.
• Manual review triggers are set off by unusual purchasing patterns, large ticket sales, or high-frequency transactions indicating potential exit strategies for fraud.

Operational red flags

Lack of transparency regarding ownership, especially in cases of franchises or partnerships that could conceal true operators.

• Poor communication or unclear refund and cancellation policies that might lead to increased disputes.
• Inadequate safety and welfare protocols for animals, which can raise compliance concerns and impact reputation.
• Limited or no responsible tourist practices in managing visitor behavior and interactions during events that could lead to harm or complaints.

Onboarding Checklist

Merchants operating within the Aquariums, Seaquariums, Dolphinariums, and Zoos MCC should prepare a complete onboarding package before approaching PSPs or acquirers. A well-structured submission improves approval chances and shortens review times.

Legal & corporate documents

company registration and incorporation documents

• disclosure of beneficial owners (UBO) and corporate structure
• valid licenses for operating animal-related attractions
• policies: Terms of Service, Privacy, AML/KYC, Refund Policy, Responsible Animal Care (if applicable)

Financials & risk management

recent financial statements and cashflow forecasts

• liquidity or reserve model for ticket sales and animal care expenses
• description of antifraud setup and monitoring tools

Product & marketing

demo access or screenshots of the live ticketing platform

• marketing plan and traffic source overview (affiliates, local promotions)
• geographic targeting information for marketing campaigns
• KYC flow details for membership or subscription services

Technical integration & security

payment architecture overview with supported methods/providers

• description of SCA/3DS flows, retry logic, and tokenization
• PCI DSS compliance status and data storage policy

Operations

customer support coverage (languages, 24/7 if available)

• SLA for dispute handling and chargeback response
• ticket sales limits and refund policies
• internal process for customer feedback and complaint resolution

Regulation & Licensing

Licensing and certification are essential for merchants in this MCC, as they ensure compliance with industry standards and local regulations. PSPs and acquirers will require proof of such licenses and certifications, which can vary depending on the merchant's jurisdiction and target markets.

Operator licenses

Local Department of Wildlife or Fisheries — typically required for operating zoos and aquariums, with recognition depending on state or national laws.

• Association of Zoos and Aquariums (AZA) accreditation — a mark of distinction in the U.S., signifying high standards in animal care and education.
• Captive Animal Safety License — often required at the local level for establishments housing exotic or wild animals.
• Marine Mammal Protection Act permits — necessary for aquariums and dolphinariums that feature marine mammals, regulated by the National Oceanic and Atmospheric Administration (NOAA).
• Other countries may have specific animal welfare regulatory bodies that issue licenses, which can vary by type of animals housed.

Geo-restrictions

Regions with strict wildlife protection laws may limit or prohibit animal exhibitions or interactions.

• Restrictions may apply for international trade of exotic species, impacting zoo operations that wish to import or export animals.
• Many jurisdictions require separate permits for different types of animals, complicating operations across state or national lines.

Certifications & audits

Compliance with local and national animal welfare standards, typically monitored through regular inspections.

• Certifications in conservation practices, such as those offered by the World Association of Zoos and Aquariums (WAZA).
• Wildlife rehabilitation and education program audits to ensure compliance with educational standards.
• Safety audits for guest interactions, especially in facilities that offer animal encounters or shows.

Official Definitions & Network Comparisons

This section shows how major card networks define this MCC and highlights practical differences that affect merchant onboarding.

Explanation:

While networks use terms that are generally similar, the variations in definitions (like the emphasis on specific types of establishments) can affect classification for onboarding. Some networks may require separate merchant IDs for different exhibit types or locations based on perceived risk. Common reasons for denial include insufficient documentation of operations, regulatory compliance issues, or geographical risk factors.

Alternative MCC Codes

Merchants often confuse this MCC with other categories. The table below shows which codes are related, why they are confused, and what risks misclassification brings.

Rule of thumb for merchants:

Ensure that your business classification matches the core services offered. If your primary operations relate to animals or wildlife exhibits, stick with MCC 7998. Misclassifying your business can lead to compliance issues and disrupted transactions.

Best Practices for Merchants

Merchants operating under the MCC for Aquariums, Seaquariums, Dolphinariums, and Zoos must prioritize effective management of payments and operational risk. By adhering to best practices outlined below, merchants can enhance transaction acceptance, minimize disputes, and foster healthy relationships with payment service providers.

Classification & transparency

always use the correct MCC; misclassification can result in account issues or closure

• provide clear information about services offered, including ticket pricing and policies, on your website
• maintain transparent communication regarding animal welfare and conservation efforts

Fraud & chargeback reduction

utilize 3DS or step-up authentication for online ticket sales, especially during peak seasons

• ensure clear billing descriptors that match customer expectations to avoid confusion
• keep detailed logs of events, including transaction details and customer interactions, to support dispute resolution

Payment acceptance optimization

offer various payment methods (credit/debit cards, digital wallets, gift cards) to cater to different customer preferences

• analyze payment routing by region to decrease transaction declines and optimize approval rates
• consider using separate merchant IDs (MIDs) for different types of experiences (e.g., general admission vs. special events)

Operational discipline

establish key performance indicators (KPIs) like visitor purchase rate, transaction success rate, and chargeback ratios

• conduct regular compliance audits to ensure adherence to internal practices and industry standards
• designate a specific team or individual to handle disputes promptly and efficiently

Payouts & liquidity

prepare for potential rolling reserves by maintaining adequate liquidity and financial buffers

• implement automated anti-money laundering (AML) checks for withdrawal requests to prevent fraudulent activities
• monitor the frequency and timing of payouts to ensure smooth cash flow management

Business Scope & Examples

This MCC encompasses businesses involved in showcasing aquatic and land animals, primarily through exhibits designed for public education and entertainment. Merchants classified under this category typically provide engaging experiences where customers pay for entry and interaction with animals across various settings, including aquariums, dolphinariums, and zoos.

Models

public aquariums displaying marine life

• seaquariums featuring interactive dolphin shows
• dolphinariums offering swim-with-dolphin experiences
• zoos showcasing a diverse range of terrestrial animals
• safari parks providing larger natural environments for animals

Borderline cases

Wildlife sanctuaries — while they focus on animal conservation and education, they may not operate under typical entertainment or exhibit models, which could lead to confusion.

• Petting zoos — may be seen as part of either this MCC or family entertainment centers, depending on the scale and nature of animal interactions.

Signals for correct classification

customers purchase tickets or passes for entry to see animal exhibits

• the business emphasizes educational programs about animal conservation
• the merchant provides animal encounters as part of the visitor experience