As many credit unions across the country have begun to reevaluate their PIN debit networks in light of the Durbin Amendment, it appears the largest card brand is also rethinking its debit pricing.
Industry analysts are widely calling Visa USA's recent processing price change a clear attempt to hold on to merchant routing business in the wake of the new interchange regulations.
In a July 28 investors call, Visa executives laid out the pricing shift that both maintained the fixed cost on debit transactions for merchants as well as adding another fixed fee while it cut the variable rate that merchants pay on debit card transactions.
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