DirectPayNet

Category: META

  • New: Meta Ad Restrictions for Health & Beauty

    New: Meta Ad Restrictions for Health & Beauty

    Meta’s stringent new restrictions on before-and-after photos and treatment claims aren’t just a marketing hurdle. They’re sending ripples through the entire payment processing ecosystem.

    The health and beauty sector has long straddled the line between standard and high-risk. Meta’s tightening grip on advertising claims comes at a moment when payment processors are already scrutinizing these merchants more closely than ever.

    The landscape is particularly complex because these restrictions arrive alongside Meta’s broader changes to business tools and data tracking.

    When merchants can’t effectively showcase their results or make specific claims about their treatments, we often see them resort to alternative marketing tactics that can trigger fraud alerts or increase chargeback risks.

    What makes this situation especially challenging is the delicate balance between legitimate businesses trying to advertise their services and the platform’s noble goal of preventing misleading health claims. From a payment processing perspective, this creates a new paradigm where we must reevaluate our risk assessment models for health and beauty merchants.

    OPEN A HEALTH AND BEAUTY MERCHANT ACCOUNT

    The New Reality for Health & Beauty Merchants

    Meta’s advertising standards have undergone significant changes, transforming how health and beauty merchants can promote their services.

    The platform has implemented stringent guidelines specifically targeting cosmetic procedures, reconstructive surgery, and medical treatments. These changes reflect Meta’s commitment to protecting users while maintaining advertising transparency, moving beyond simple policy updates to establish comprehensive standards for the industry.

    Advertising Capability Impact

    The new restrictions have dramatically altered how businesses can showcase their services. Businesses must now focus on lifestyle imagery and emotional benefits rather than physical transformations.

    For medical aesthetic services, this means shifting away from traditional result-based marketing to more nuanced approaches. The changes particularly affect practices offering specialized treatments, with some services facing additional scrutiny that can impact customer acquisition strategies.

    Key Restrictions and Compliance

    The platform now explicitly prohibits:

    – Before-and-after images of any kind, including weight loss and skincare transformations

    – Images showing needles or surgical procedures

    – Content that could trigger negative self-perception

    – Claims about specific results or exaggerated benefits

    These restrictions apply specifically to paid advertising, though organic social media posts remain less restricted.

    For businesses in the health and beauty space, this necessitates a complete overhaul of advertising strategies, focusing instead on patient testimonials and lifestyle content that emphasizes confidence and well-being rather than physical transformations.

    BOOST META AD CONVERSIONS

    Payment Processing Implications

    Payment processors are concerned about merchants potentially turning to aggressive or non-compliant marketing tactics. This leads to more frequent account reviews and stricter underwriting requirements.

    Many processors now require detailed marketing plans and compliance documentation before approving merchant accounts in this vertical.

    Chargeback Risk Evolution

    The shift in advertising capabilities has created new chargeback patterns that demand our attention. Without the ability to show before-and-after results, we’re seeing an uptick in “product not as described” disputes.

    This trend is particularly concerning because it pushes many businesses closer to card network thresholds, potentially triggering costly monitoring programs.

    MCC Complexity

    Merchant Category Code selection has become increasingly critical under these new conditions. While many beauty merchants traditionally operated under MCC 7230 (Beauty and Barber Shops), we’re seeing a need for more nuanced categorization.

    Some businesses are being required to use MCC 5977 (Cosmetic Stores) or even 8099 (Health Practitioners) depending on their service mix. This reclassification often comes with:

    – Different reserve requirements

    – Varied processing rate structures

    – Modified chargeback thresholds

    – Unique monitoring parameters

    The key challenge lies in balancing accurate merchant categorization with maintaining favorable processing terms. As Meta’s restrictions reshape marketing practices, proper MCC assignment becomes crucial for long-term processing stability and risk management.

    FIND THE BEST MCC FOR YOUR BUSINESS

    Risk Mitigation Strategies

    Health and beauty businesses must now maintain comprehensive documentation to satisfy both Meta’s requirements and payment processor demands.

    This includes obtaining LegitScript Healthcare Merchant Certification or NABP certification for specific product categories. For medical aesthetic practices, maintaining detailed service descriptions and clear refund policies has become critical for compliance.

    Marketing Strategy Adaptation

    To maintain processing stability while complying with Meta’s restrictions, merchants should pivot their advertising approach to focus on:

    – Lifestyle imagery showcasing confident individuals

    – Educational content about treatments and procedures

    – Consultation promotions and provider expertise

    – Patient testimonials that emphasize emotional benefits

    Descriptor Optimization

    Payment descriptor optimization helps prevent chargebacks under the new advertising landscape. Merchants should implement dynamic billing descriptors that include:

    – Specific treatment or service details

    – Customer support contact information

    – Real-time transaction details

    The key is customizing descriptors for each transaction type while maintaining clear, recognizable branding that customers can easily identify on their statements. This approach has proven particularly effective in reducing “product not as described” disputes.

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    Merchant Adaptation Guide

    In the wake of Meta’s restrictions, product and service descriptions require careful crafting to maintain compliance while effectively communicating value. Focus on:

    – Clear, factual descriptions without exaggerated claims

    – Emphasis on ingredients and scientific mechanisms

    – Realistic timeframes for results

    – Transparent pricing and treatment protocols

    Marketing Material Revisions

    The new advertising landscape demands a complete overhaul of marketing assets. Successful merchants are now:

    – Creating lifestyle-focused content that showcases confidence and well-being

    – Developing educational series about treatment processes

    – Highlighting professional credentials and facility certifications

    – Using user-generated content that complies with platform guidelines

    Payment Processing Optimization

    To maintain healthy processing relationships and minimize risk flags, implement these best practices:

    – Set up automated transaction monitoring to catch unusual patterns

    – Institute a proactive refund policy for dissatisfied customers

    – Implement 3D Secure authentication for high-risk transactions

    – Establish clear communication channels for billing inquiries

    Remember to maintain detailed transaction records and regularly review chargeback data to identify potential risk patterns early. A robust customer communication strategy, particularly around billing, has proven essential in maintaining low dispute rates in this new advertising environment.

    PROTECT YOUR HEALTH AND BEAUTY BUSINESS

  • How to Market on Threads: A Guide

    How to Market on Threads: A Guide

    Threads, Meta’s Twitter competitor, is a powerful new social media platform that has squeezed its way in at just the right time. Twitter is going wild, folks are looking for alternatives, and Threads is simple enough to just work.

    It won’t be like this forever, but for now it’s exactly what the people need. A text-based social media platform that’s so feature-less, the focus can only be on in-the-moment posts and conversing with others.

    So the real question is: “how can I market on Threads?” We have the most concise, future-proof answer for you right here.

    What is Threads?

    Meta’s Threads app is a new (essentially) text-based social media platform that’s weaseled its way into the game. For the time being, all you really need to know is:

    –       Threads is a new app made by Meta (Facebook, Instagram, etc.)

    –       It’s basically Twitter… but also not

    –       It will change VERY soon

    That last part is maybe what you want to focus on most, but we’ll get into a little further down.

    How do I open a Threads account?

    Threads is actually not as open as you might expect for a platform that wants to directly compete with Twitter.

    The only way to access it (besides downloading it from the iOS app store or Google Play store) is by logging in with your Instagram account. Meaning, you must have an Instagram account to access Threads.

    That’s not typically a problem, but it no doubt does insert some barriers to entry for folks who don’t have or want an IG profile.

    (Also, Threads makes you agree to an absolute TON of extraneous data accesses which is a bit problematic in this era of data privacy and consumer protection…but here we are.)

    Why should I open a Threads account?

    As with any new social media platform, marketing opportunity arises. It’s quite early to tell if Threads will be a huge success, but with several million users already signed up and active, it’s worth exploring those opportunities.

    We have a list below of how you can use Threads for your business, which covers why should open a Threads account in the first place.

    If we boil it down, Threads offers two paths: start marketing from scratch or use your status from IG to gain a head start.

    How does Threads differ from Twitter?

    This is actually SUPER interesting. If you want a really deep dive into the differences between not just Threads and Twitter, but all social media networks and basically how Threads is truly in a category of its own, then read this article.

    Let’s break down, first, how they’re similar. Both Twitter and Threads:

    –       Are text-based social networks

    –       Are conversational platforms

    –       Prefer short, bite-sized content

    The interesting thing is how they differ, and there’s only one difference that you need to consider: Twitter is chronological, Threads is algorithmic.

    Right now, both operate chronologically. But Meta is aaaaall about the algorithm. The Facebook homepage is algorithmic, Instagram is too. Sure, there are options that allow you to see content only from accounts you follow, but the default is based on an algorithm.

    One of the most interesting facts that maybe we should explore marketing-wise is that consumers think they want a timeline, but they actually want the algorithm. Discoverability and interaction is at its highest when a platform sorts algorithmically, not chronologically.

    However that doesn’t mean there isn’t a place for the timeline. Twitter relies entirely on a timeline, and that alone puts it in its own social category. But look at TikTok; it’s all about the algorithm and it’s one the world’s most popular and loved social network.

    Will Threads beat Twitter?

    They are different, so probably not. Twitter will always be focused on the here and now. It’s the perfect platform for news and current events. Threads is great for evergreen content, or at least content that isn’t so time-specific.

    Both have their places. Twitter isn’t going anywhere. It has a strong user base and is filled with real-time updates to anything happening in the world right now.

    It does feel like there’s a battle between Mark Zuckerberg and Elon Musk, but Threads is positioned as a Twitter alternative with a similar-but-unique user experience, not a Twitter clone.

    You have to start thinking of Instagram’s Threads differently. Not as a competitor for Twitter, but as a standalone app designed for algorithmic consumption. Your social media marketing strategies will differ on both platforms.

    How can I market on Threads?

    Right now, Threads is in its infancy, which means marketing is not really their focus. Threads wants users right now and influencer marketing later. But given that it’s made by Meta and set to integrate with ActivityHub, digital marketing will be a major part of the platform. Expect it to be part of Pixel in the coming months.

    Having said that, here’s how you can start marketing on Threads and future-proof the branded content you publish today.

    The 80/20 Rule

    Engage and educate 80% of the time, promote your business 20% of the time. This rule applies more on text-based social networks than any other type, because it’s far too easy to spit out promos 30x a day here. Don’t do that. Focus on engaging with your audience.

    –       Educate – Teach your followers something new without the marketing plugs. Aim to provide value and position your account (and brand) as an authority in whatever it is you do.

    –       Engage – Your audience is just as powerful as you are. They can ask you public questions, write reviews, etc. for all to see. Engage with them directly and build up the rapport.

    –       Entertain – We’re all in it for the memes, no? People don’t always want to feel like they’re in school, so make your content entertaining.

    The platform has quite a high character limit, so it is easy to just copy and past long-form material. Instead of doing that, get creative. Break up your content and embrace the Threads format.

    Converse with Your Audience

    Threads is one of the easiest platforms to have a real, honest conversation with your audience. And that’s exactly what your followers want on here: a conversation.

    This is a perfect opportunity for you to learn about your audience and use that information to not only create a stronger connection with them, but also adjust your product to meet their needs.

    There is no DM feature on Threads, but in our eyes it doesn’t need one. This is the perfect place to keep everything you do and say public. Messaging always takes place on public threads of conversations, and being active on the platform means you have nothing to hide. Influencers might not like it at first, but with time it’ll be a valued feature.

    Use “Live” Features

    There is no Threads Live like what exists on Facebook or Instagram at the moment, but there will be.

    For now, though, you can converse live with your audience. Maybe host an AMA, set Threads-based Q&A sessions, or set “office hours” on the platform. This sort of live scheduling will let customers know you’re online and ready to chat, which can help you appear reliable and engaging.

    Schedule Your Content

    Even if the platform is mostly about short-form text, you should still have a schedule for your main content. This ties in directly to the 80/20 rule. This way, you won’t overly promote your business OR fail to promote it.

    Post Visual Content

    Just because the platform craves text-based content, you should still promote some type of visuals (even if it’s just in GIFs). Break up the monotony of black-on-white text and add some color to your account.

    While there are no hashtags yet nor ways to optimize your content, you can get a head start by adding hashtags into your posts and writing “SEO” captions for your visual posts to help them remain discoverable down the line.

    Utilize the Threads Feature

    If you press enter three times, you can start a new thread on Threads. Easy!

    Use that to your advantage. You can publish an entire thread all at once, so it’s easy to break up long-form content into bite-sized posts that remain connected.

    Repurpose IG Content

    Carousels for businesses on IG are generally used for how-tos and top 10s. You can repost that content on Threads by utilizing the previous suggestion of starting a thread.

    Each post (though connected) would act as one page of your carousel. In fact, it would be easier to provide even more details or notes on a particular section since they all act as they’re own mini post.

    Your Threads profile is directly linked to your Instagram profile. There’s even a little IG button, so users will always have access to that for a more visual illustration of your small business.

    Write for an Algorithm

    This is where most people will have trouble adjusting. You shouldn’t write things based on a timeline. If you want something to remain chronological, you should publish it all under a thread.

    Think of everything as a stand-alone nugget of information. Every thought, question, answer, photo, etc. is its own thing and the only thing that glues it all together is your brand. Eventually, Threads will offer some level of discoverability and organize the homepage based on an algorithm, so whatever you post must be optimized for that.

    Marketing on Threads Is Just One Piece of the Puzzle

    Every social platform is its own piece, really. They should stay connected but be self-sufficient. And all of them have the overall purpose of increasing awareness for your brand. Whether that’s through customer engagement or promos, you need to be prepared for an influx of sales and traffic to your store.

    Our goal here at DirectPayNet is to help get your customers not just to checkout, but through it. That’s why we specialize in providing high-risk merchant accounts for entrepreneurs and business owners looking to streamline the checkout process.

    With us as your partner, we’ll set you up with everything you need to process payments at a good rate and avoid chargebacks or account freezes.

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  • How to Save Your Ad Revenue on Facebook After 2 Years of Apple’s “Ask App Not to Track”

    How to Save Your Ad Revenue on Facebook After 2 Years of Apple’s “Ask App Not to Track”

    Navigating the digital landscape has always been a thrilling adventure for direct response marketers. But what happens when the winds change direction, and the previously calm waters start to stir? A previous Apple update iPhone, iOS 14.5, unleashed such a storm with its App Tracking Transparency (ATT) feature – an iceberg that the S.S. Facebook is now having to steer around.

    But that was 2021; we’re a full 2 years later on iOS 16, and soon iOS 17. So how can this seemingly small update still have such an impact on mobile marketing? And what can marketers do to save their ad revenue?

    The digital world is undergoing a seismic shift towards a future where user privacy is not just respected, but championed. Privacy is no longer a side feature – it’s becoming the heart of the digital user experience. And while this transition to a privacy-focused digital space is crucial, it is also challenging.

    But let’s not get ahead of ourselves. Today, we’re going to dive deep into these murky waters and explore how the ATT feature impacts Facebook app ads. We’ll analyze the challenges direct response marketers are facing and discuss potential solutions to adapt to these changing tides.

    The Dawn of App Tracking Transparency

    As digital citizens, we spend countless hours navigating the digital seas, leaving behind trails of data like breadcrumbs on our journeys. For years, these breadcrumbs were the key to creating highly personalized advertising experiences.

    Enter the Identifier for Advertisers (IDFA), a unique random identifier assigned by Apple to a user’s device. The IDFA was like a map that advertisers could use to understand a user’s path across different apps downloaded from the App Store and websites.

    But in April 2021, Apple introduced a game-changing privacy feature with the launch of iOS 14.5 operating system: Apple’s App Tracking Transparency feature (ATT).

    Why, you ask? Well, it’s all about privacy.

    Apple has made a concerted effort to give users greater control over their personal data and who can track it. With privacy becoming a growing concern amongst users worldwide, Apple’s decision aligns with a broader shift towards safeguarding digital privacy.

    The ATT policy is as simple as it is significant. When users download or update iPhone apps on their Apple devices, they’re presented with a prompt asking if they want the app to track their activity across other companies’ apps and websites. Users can either grant permission by selecting “Allow Apps to Request to Track,” or deny access by choosing “Ask App Not to Track” when they receive the pop-up. It’s a choice, and in an increasingly privacy-conscious world, it’s a choice that many users are taking seriously.

    This control over privacy even extended as far as implying that if app developers didn’t incorporate app tracking and ad tracking details in their listing, then

    And what does this mean for the IDFA, that once-reliable map for advertisers?

    When users select “Ask App Not to Track,” apps are prevented from accessing the user’s IDFA. It’s akin to taking away the compass from a sailor, making the sea of digital advertising a bit more challenging to navigate.

    This has been a significant change, indeed, but how has it truly impacted the advertising world, particularly on platforms like Facebook that have historically relied on such data? And how have both Meta and Apple allowed such a blow to continue to hit marketers—the fuel that keeps their platforms running?

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    The Tsunami Hits – How ATT Shook Facebook Ads

    The introduction of App Tracking Transparency (ATT) sent shockwaves through the digital advertising world, with Facebook at the epicenter. After all, Facebook and its suite of apps have been sailing on the sea of personalized advertising, using data to deliver hyper-targeted ads. But when a significant chunk of this data was suddenly taken off the table, the waves started crashing.

    Decreased Ad Personalization

    The first and perhaps the most substantial blow was to ad personalization. Prior to ATT, Facebook collected a wealth of user data across various apps and websites, painting a picture of the iPhone user’s digital journey. These details were the fuel that powered Facebook’s ad personalization engine.

    However, ATT’s restrictions have reduced access to this fuel. When users opt for “Ask App Not to Track,” Facebook’s ability to deliver personalized ads takes a hit. Consequently, ad performance and user engagement may not pack the same punch they once did. The ripples of this change are being felt by advertisers who used to rely on such hyper-targeting to drive their campaigns.

    Conversion Tracking in Murky Waters

    Then there’s the issue of conversion tracking. For direct response marketers, understanding how users interact with their ads and their subsequent actions (like making a purchase or signing up for a newsletter) is paramount. It’s this information that allows marketers to tweak and refine their strategies, ensuring their ship is on course.

    However, ATT has cast a fog over this crucial insight. The new policy curtails Facebook’s capacity to track conversions, especially over longer attribution windows, making it harder for marketers to map the customer journey and assess the effectiveness of their campaigns.

    The Shrinking World of Audience Network

    Facebook’s Audience Network extended the reach of campaigns beyond Facebook and Instagram to other third-party apps and websites. It was like having an entire fleet of ships at your disposal. But the ATT policy struck right at its heart.

    The Audience Network relied heavily on IDFA for ad targeting and delivery. With ATT in play and users opting out of tracking, the fleet’s reach is shrinking. Advertisers who used to depend on the extended reach of the Audience Network are now having to navigate narrower channels.

    Eroding Shores: Advertiser Confidence Takes a Hit

    With these changes making waves, advertiser confidence in Facebook as a platform for effective targeted advertising is under threat. Some marketers are questioning whether they’re still getting a good return on their investment and if advertising on Facebook is even worth the effort if they can’t target on mobile.

    The storm isn’t over, but it’s not all doom and gloom. Yes, ATT has rocked the boat, but it’s also an opportunity to recalibrate our compasses. In the next section, we’ll explore strategies that direct response marketers can use to weather this storm and continue charting a successful course.

    Compliance is ever-changing in advertising and payments. Make sure your processor can keep up.

    Charting a New Course – Workarounds for Marketers

    Though the storm brought about by ATT is turbulent, it’s essential for direct response marketers to remember that every challenge presents an opportunity. Sure, our old maps may not work as well, but that only means it’s time to chart a new course. Let’s look at some of the strategies marketers can employ to navigate these choppy waters.

    Embrace the Change

    Firstly, we must recognize that these changes reflect the evolving expectations of users regarding privacy. It’s an opportunity to rebuild trust with your audience by showing them that you respect their choices and are committed to protecting their privacy. Transparency and open communication about data usage can go a long way in nurturing this trust.

    Keep in mind: you can still fully target on the desktop and for consumers using Android devices. There is no direct Android equivalent to “Ask App Not to Track” (yet), so this is an opportunity to segment your audience further.

    Diversify Advertising Channels

    While it’s true that Facebook’s ad targeting capabilities have taken a hit, it’s crucial not to overlook other advertising channels. Consider diversifying your advertising strategy by exploring other platforms that might be effective for your target audience.

    Options might include:

    –       Targeting mobile web browser users (Safari, Chrome, Edge), not mobile app users (on iOS), where users are more lenient when it comes to tracking.

    –       Navigate your efforts on other social media apps like Snapchat, TikTok, Instagram, and LinkedIn where the app, alone, gives you context clues as to who the users are.

    –       Google Ads and Bing Ads, especially in this new seascape of AI, might be your next big hit.

    Leveraging Facebook’s Aggregated Event Measurement

    Facebook has responded to ATT with the introduction of Aggregated Event Measurement, designed to help advertisers measure campaign performance in a privacy-conscious manner. While it doesn’t entirely replace the data lost due to ATT, it’s a valuable tool for gauging the impact of your ads.

    Refining Targeting Within Facebook

    Facebook’s internal data still offers valuable targeting options. Interactions within Facebook or Instagram, such as page likes, post engagement, and more, can help you craft targeted ads. Use these data points creatively to find your target audience.

    Content is King

    In a world where hyper-targeting is less feasible, compelling content is more important than ever. High-quality, engaging content that resonates with your audience can still cut through the noise. Ensure your creative team is up to the task of crafting content that can succeed even without a narrow target audience.

    Data Collection & Analytics

    Consider other methods of data collection, such as direct user surveys or website analytics. While it may not replace IDFA data, it can still provide insights into customer behavior and preferences. With this data, you can segment your audience and tailor your messaging to suit their needs and wants.

    Keep an Eye on the Horizon

    The digital advertising world is in constant flux. Staying informed and agile in your strategies is crucial. Subscribe to industry updates, participate in relevant forums, and constantly experiment and adapt your strategies based on your observations.

    How to Set Sail and Keep Conversions at an All-Time High

    The shifting winds in the world of digital advertising may feel unsettling, but as we’ve seen, they also herald new opportunities. The introduction of App Tracking Transparency (ATT) has fundamentally altered the course of targeted advertising, especially on platforms like Facebook. However, it’s not an insurmountable hurdle but a wake-up call for marketers to innovate and adapt.

    However, there’s another important factor for direct response marketers to consider: the processing of online transactions. Given the potential high-risk nature of digital advertising, having a reliable and secure payment solution is vital.

    At DirectPayNet, we specialize in high-risk merchant accounts that are tailored to your unique needs. Our dedicated team will work closely with you to understand your small business, providing personalized solutions that help you mitigate risk, maintain cash flow, and secure your transactions. We’re not just a service provider; we’re a partner in your journey, dedicated to helping you navigate the challenges of the digital marketplace.

    As we chart our course through this new world of digital advertising, take the first step towards securing your transactions by opening a high-risk merchant account with DirectPayNet. Together, we can turn these challenges into opportunities for growth. Ready to set sail?

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  • These 7 Layers of the Metaverse Have Business Potential

    These 7 Layers of the Metaverse Have Business Potential

    The metaverse is a digital world that exists beyond our own. It is made up of seven layers, each with its own unique purpose. Businesses are already taking advantage of the opportunities offered by the metaverse, and more are sure to follow. In this article, we will explore each of the seven layers of the metaverse and discuss some of the businesses opportunities you can take advantage of in each.

    Experience — The Consumer-Facing Layer

    The experience layer is the first and most visible layer of the metaverse. It is where users interact with the digital world. This layer is focused on providing a great user experience, with features like realistic avatars, easy navigation, and a wide range of activities to keep users engaged.

    The experience layer is currently dominated by platforms like Second Life, Sansar, and Decentraland. These platforms allow users to create their own virtual worlds, and they are growing in popularity as more people become interested in the metaverse.

    Think of this layer as what people mean when they say they use Second Life or Meta’s metaverse. It’s the interactive world that allows users to do things like play games, participate in esports competitions, and shop.

    For businesses looking to get started with the metaverse, this is one layer that is difficult to monetize unless you plan to open your own metaverse. And that could be a great idea—opening a niche metaverse for likeminded folks who want a more streamlined virtual reality.

    Discovery — Ads, Shops, and Real-Time Social Networking

    This is the layer where users discover what’s what in the metaverse. It’s where users find new and interesting content. It is a mix of ads, shops, and social media.

    Ads are a big part of the discovery layer. They allow businesses to reach new customers and introduce them to their products. Ads can be in the form of static images or videos, and they can be targeted to specific audiences based on their interests even in the metaverse.

    In fact, ads are even more versatile in the metaverse because even though you’re operating in an entirely digital space, it’s interactive. You can adopt real-world ad methods in this digitally physical world. Think billboards or product placement (e.g., JIF peanut putter in someone’s virtual kitchen).

    Shops are another important part of the discovery layer. They allow businesses to sell their products directly to consumers. You can sell anything you want in this space: virtual real estate, avatar clothing, hairstyles, digital furniture, etc. The sky’s the limit. Even apps and app stores are possible in the 3d space.

    The social interaction is possibly the biggest aspect in this discovery layer. Users can see what’s going on in real time and even attend live events. They can see what their friends are listening to, what games are being played, who is in what part of the virtual world. And, for you as an entrepreneur, they can see how trendy your products are.

    This is one of the best layers to get your hands on. There’s unlimited potential for growth and a plethora of ways to monetize.

    Creator Economy — Products in Circulation

    The economy layer of the metaverse is all about the exchange of goods and services. It’s where users can buy and sell products, and it’s also where businesses can trade with each other. We can consider this the metaverse market.

    One of the most popular ways to do business in the economy layer is through virtual currencies. These are digital tokens that can be used to purchase goods and services in the metaverse. There are a wide variety of virtual currencies, but the most popular one is Bitcoin because of its decentralized nature and the anonymity surrounding it. Transactions are not linked to a person’s identity. This makes it a popular choice for consumers who use the metaverse as a literal second chance at life.

    This layer is made for content creators, and not just creative professionals who have expertise in some field like graphic design, 3D animation, or modeling. Because of the more simplistic frameworks we have available today (in the sense that they’re approachable), anyone can be an creator. Like how the 3D engine Blender is open for public use. Designer, crafter, modeler, landscape artist. All of these professions can be performed by anyone in the metaverse with wide reach and potential for virtual success. It’s community-driven content taken to the next level.

    Marketplaces are abundant—you can even create your own. Always wanted to run a ceramics shop but the cost and time never appealed to you? Open one in the metaverse. It’s a place to sell new experiences. A full ecosystem of curiosity and potential at every corner.

    Spatial Computing — Virtual Reality and Geospatial Mapping

    This layer is all about the nuts and bolts of the metaverse. It’s where the code is written and the servers are run. It’s also where developers can create new virtual worlds or add features to existing ones.

    One of the most important aspects of the computing layer is virtual reality (VR) and augmented reality (AR). VR allows users to enter a completely digital world that looks and feels like the real one. It’s been around for a while, but it’s only recently that it’s become more mainstream with headsets like the Oculus Rift, HTC Vive, and PlayStation VR.

    Businesses can use VR to create new products or to promote existing ones. They can also use it to train employees or to test out new marketing campaigns. VR is a powerful tool that can be used for a wide range of purposes.

    World-forming is another important aspect of the computing layer. This is what allows businesses to create their own virtual worlds or add features to existing ones. This can be anything from creating a new game world in Unity’s Unreal Engine (like Jon Radoff’s Beamable game server) to setting up a shopping mall in a pre-existing world. The metaverse is a place where people don’t have to play by the rules of physical space, and neither do you.

    Decentralization — The Blockchain Rules

    The metaverse needs to run smoothly for it to remain effectively immersive. In 2022, there’s no better way to do that than with the blockchain (and cryptocurrency). Blockchain technology is used to manage transactions via smart contracts and keep track of virtual assets for both users and merchants. It’s the backbone of defi money movement.

    The blockchain is a distributed database that allows users to make secure transactions without the need for a third party. This makes it a popular choice for businesses in the metaverse because it eliminates the risk of fraud or theft all while keeping users (mostly) anonymous. Win-win.

    The blockchain also ensures that virtual assets are properly managed and that they can’t be duplicated or counterfeited. This makes it a valuable tool for businesses in the metaverse and ensures that their products are of the highest quality. Like NFTs (non-fungible tokens), business can create one-of-a-kind digital assets that will never be knocked off.

    Human Interface — Accessing the Metaverse

    The human interface layer is where the virtual worlds of the metaverse collide with reality. It’s how people access the metaverse. It’s all about the physical devices like phones, computers, VR headsets, and other wearables like smartwatches or smart glasses.

    Biometric tools, like biosensors or eye tracking, IoT (internet of things) technology, and haptics play an important role here. It keeps people immersed, maintaining a real-time presence in the virtual world.

    This layer is important for businesses because it’s how they can reach their customers. It’s also how they can track customer behavior and understand what they want.

    The human interface layer is constantly evolving as new technologies are developed. Businesses need to stay on top of the latest trends to ensure that they’re able to reach their customers and provide them with the best possible experience.

    As an entrepreneur, you can use this layer to say, “My device provides zero lag and crisp 16K graphics for 100% immersion. Discover a new you in the metaverse.”

    Infrastructure — The Underlying Foundation

    The infrastructure layer is all about providing a stable foundation for the metaverse. It’s the layer that connects users to servers and it’s responsible for delivering content. WiFi 6, 5G, and cloud computing are all part of the metaverse infrastructure (among other things).

    One of the most important aspects of the infrastructure layer is latency. Latency is the time it takes for content to be delivered from the server to the user’s device. The lower the latency, the faster the content will be delivered. This is important for businesses in the metaverse because it ensures that their products are delivered quickly and efficiently to consumers.

    Faster delivery doesn’t just mean potential for a stream of income that flows quickly. It also means the promise of a virtual experience that mimics reality. You want customers to stay directly involved with your products. The best way to do that is to keep them in the metaverse, no loading screens please.

    Which metaverse layer do you have your eyes on?

    The metaverse is a constantly evolving virtual world that offers businesses a wide range of opportunities. From marketing to product development, there’s something for everyone in the metaverse. In order to take advantage of these opportunities, it’s important to understand the different layers of the metaverse and what they’re used for. We’ve given you a brief overview of each layer and some examples of popular platforms that operate in each one.

    As an entrepreneur, it’s important to stay up-to-date on the latest trends so you can reach your target audience and provide them with the best possible experience. Which layer are you most interested in?

    Don’t forget, the metaverse and anything digital is risky business. You need a payment processor that can handle your level of risk without the threat of getting shut down as soon as the numbers start soaring.

    Speak with us now to open a high-risk merchant account to handle your new metaverse business.

  • Meta Sued for Scam Ads, Supplement Sellers Beware

    Meta Sued for Scam Ads, Supplement Sellers Beware

    Facebook owner Meta is in trouble. And it’s not just trouble from users suing them for privacy infringement. This time, Facebook is being sued for promoting scam advertisements.

    The supplement industry is one of the largest that utilizes celebrity endorsements and imagery to promote their pills. Is your business in trouble?

    “False or Misleading Conduct and Representations by the Advertisers”

    That’s a direct quote from the Sydney-based watchdog agency, Australian Competition & Consumer Commission (ACCC), who are filing Federal Court proceedings against Meta.

    ACCC Chair Rod Sims, claim Meta Facebook’s parent company, is responsible for the ads that end up being published on the social media platform.

    Facebook has strict algorithms and policing technologies to flag and remove ads that violate its terms. However, scam ads appeared anyway, leading people and investigators to believe Meta allowed it on purpose.

    The gist of the lawsuit in Australia is that scammers were publishing ads on Facebook using images of politicians and other prominent Australian public figures to “endorse” their ads and the Australian Competition and Consumer Commission alleges that Meta platforms allowed it. The celebrities mentioned include Businessman Dick Smith, the TV presenter David Koch, and former NSW premier Mike Baird.

    This gets into other issues, like a lack of consent from those celebrities (even if the photos were publicly available). But for the sake of this lawsuit, the cards fall onto Meta’s lap.

    Ironically, this isn’t the first time Facebook has gone under fire in Australia for this exact reason. The previous time was in 2019 by businessman Andrew Forrest. Now, the consumer watchdog is joining Forrest, filing against the social media giant to stop ruthless scammers from running similar ads and halt their money-making schemes.

    We’re not a news agency, but if you’d like to read a bit more on the ordeal, click here.

    Not All the Blame Falls onto Meta

    But that doesn’t mean the scammers, themselves, are not to blame. Responsibility falls onto the ones publishing scam advertisements, too, but in terms of this competition watchdog lawsuit, the focus remains on Meta and Facebook.

    Ad publishers should be even more leery of what they publish. Regulations for supplement sellers are already quite strict, but here’s the thing: consumers don’t know that. They see something, then they believe it. That’s how you make a sale.

    Your business could be in danger. Now’s the time to double check your ads.

    Can a Scam Crypto Ads Lawsuit Affect Other Industries?

    Yes. The bigger picture isn’t the industry taking advantage of Facebook users, it’s the platform and method in which the scam succeeded.

    What we haven’t mentioned yet is that this lawsuit is in reference to cryptocurrency fake ads. WAIT—before you close this tab, the heart of the matter isn’t about crypto or bitcoin. It’s about:

    • advertising tactics (fake schemes/deceptive conduct)
    • potential regulatory changes
    • flags, chargebacks, takedowns

    These three things affect every high-risk industry, especially supplements. Let’s break it down more.

    Endorsements Are Risky

    When it comes to advertising, diet pill makers are often caught between a rock and a hard place.

    On the one hand, they want to say that their products can help consumers lose weight quickly, but on the other hand, they know that if they make direct claims about their product’s effectiveness, the FTC (for US sellers) or other regulatory entities are likely to challenge them.

    Testimonials and endorsements are always a tricky area for advertisers, but particularly so in the diet pill industry, where marketers make lots of claims that are hard to prove.

    Adding celebrity endorsements to those claims adds a few other risk factors. First, if your product comes under fire, then it affects the celebrity. Second, if the celeb comes under fire, your business suffers. Third, are you truly monitoring how that celebrity is endorsing your brand outside of your own ads?

    Risk of Fraud = New Rules

    By now, you’re probably familiar with how strict regulatory bodies are when it comes to preventing fraud. With this new Meta crypto lawsuit, you could expect even more rules and regulations to arise.

    The supplement industry is huge — $37 billion annually, according to the Nutrition Business Journal. Unfortunately, it’s not immune to the same kind of fraud that plagues all other industries.

    In addition, with the increasing popularity of supplements, there could be new rules and regulations in the future that could impact how you sell them, both online and offline.

    We don’t just mean from the FTC or agencies of this sort; we also mean on social media platforms. Meta will want to cover its ass, so it doesn’t run into issues like this again in the future. The best way to do it is by building up new walls with which to further confine advertisers.

    Start getting into the habit of checking your ads. Make sure they tick all the compliance boxes. You wouldn’t want them to suddenly get taken down or your account removed.

    The Persistent Threat of Chargebacks

    We talk a lot about chargebacks here, and for good reason.

    Let’s take a step back and look at this scenario: a Facebook user clicks your ad and buys your diet pill. Two months later, they see “celebrity endorsement ad scams on Facebook” trending online or on the news.

    You sell a supplement, which has a wide range of possible results. Do you think that user is going to call you up and say, “hey, was that ad I clicked a scam or is your product real?” Or do you think they’re going straight to the bank and demanding their money back.

    Whether they’re experience positive results for your product or not, they’re more than likely going to freak out and try to get their money back. That’s a chargeback for you.

    Be prepared, play by the rules, and stay in the know when it comes to dos and don’ts of advertising.

    What You Can Do to Quell Customer Fears

    The last thing you want is an uprising or an exodus. Here are some tips to keep your customers calm, your bank account growing, and your payment processor happy.

    Email Your Customers

    You know who’s clicked and purchased from ads on social media. When a lawsuit comes up like this and you sense some unrest within your customer base, don’t hesitate to send an email.

    Getting in touch with your customers like this is helpful, anyway. It not only shows them that you’re a real business, but also that you value them as a customer.

    Respond to Reviews

    Good reviews, bad reviews, customer questions. All of these should be a priority for someone on your team. You want to be on top of anything and everything related to your brand.

    As a supplement seller, you’re already under the watchful eye of regulators. Don’t let poor customer relations add to an argument that could lead to shutting down your business.

    Notify for Packaging Updates

    When keeping up with all the latest rules about your packaging or advertising, why not send a quick notification to your customers?

    A simple “new look” email will do the trick. You could tie into why you’ve made the changes or keep it plain. Either way, customers will appreciate the notice and may even have some constructive feedback for you.

    Honesty in Advertising Will Lead to Success

    It’s as simple as that.

    And you know what else it helps? Keeping your chargeback ratio low. And that helps you stay on your payment processor’s good side.

    Operating in a high-risk industry means you need a high-risk merchant account to match. All those clicks and high ad spend mean nothing if customers can make a purchase.

    Open an account today with DirectPayNet. Call or write to get started.