The True Dual Pricing Payment Processor Built for Growing Businesses

Keep 100% of Your Sale With Compliant True Dual Pricing

True dual pricing means showing a cash price and a card price upfront, before the customer pays. No surprise fees added at checkout. No fine print. Just two clear numbers, with the cash discount applied automatically when the customer pays with cash or ACH.

Coastal Pay’s terminals, POS systems, and e-commerce checkout tools display both prices clearly at the point of sale and on the receipt. Debit, credit, and alternative payment methods are handled according to card-brand and state rules, not lumped into a one-size-fits-all fee. The result: processing costs drop to near zero for card transactions, and customers always know exactly what they are paying.

This is the difference between true dual pricing and a generic “non-cash adjustment” or hidden surcharge. Coastal Pay’s approach is built for compliance, not just cost savings.

Built for the Industries That Rely on Dual Pricing Every Day

Coastal Pay’s dual pricing program serves a wide range of U.S. businesses across in-person, online, and hybrid sales environments.

• Retail stores – Protect margins on thin-margin product sales as card usage continues to rise
• Quick-service and full-service restaurants – Keep more of every ticket without raising menu prices
• Auto repair and service shops – Protect margins on parts and labor where card usage is nearly universal
• Hospitality and lodging – Reduce processing costs across front desk, F&B, and incidentals
• Professional services – Apply dual pricing to invoices, payment links, and virtual terminal payments
• Healthcare and pharmacies – Recover processing cost on high-frequency, lower-margin transactions

Coastal Pay supports both single-location and multi-location or franchise environments with centralized reporting across all merchant IDs. In specialized verticals like timeshare, coaching, and online pharmacies, contact the Coastal Pay team to discuss a tailored dual pricing setup.

Card-Brand and State-Level Compliance, Baked In

Coastal Pay structures dual pricing as a clear, upfront price difference, not a hidden surcharge. Receipts show the actual price paid. Signage templates and receipt language are provided at onboarding, specific to your state.

Program rules are aligned with Visa, Mastercard, and Durbin rules for cash discounts, with regular reviews as networks update their guidance. Coastal Pay also reviews state-level requirements around posted pricing, signage, and consumer disclosure so merchants are not left guessing after they go live.

Compare the dual pricing and surcharging programs to understand which approach fits your state and business model best. Merchants in highly regulated states or industries can request a quick compliance review before going live.

General information, not legal advice. Verify specific requirements with qualified counsel for your state and industry.

Why Businesses Choose Coastal Pay Over Other Dual Pricing Processors

Other processors on the dual pricing landscape include Fluid Pay, Valor PayTech, Merchant Industry (Swipe4Free), GSBankCard, Payvora, Lifelong Merchant Services, AWS Business Services, Zero Swipe Payments, and PCBancard. Coastal Pay differentiates on four dimensions:

• Instant boarding in approximately 2 minutes through SignUp Link – most merchants are processing with dual pricing the same day they apply
• 2,000+ software integrations across POS (Clover, Lightspeed, Toast, NCR), e-commerce (WooCommerce, BigCommerce, Magento), ERP, CRM, and vertical platforms – dual pricing works with your existing systems without a rebuild
• True omnichannel dual pricing – in-store terminals, mobile tap-to-pay, virtual terminal, payment links, email invoicing, and online checkout all support dual pricing where allowed, through one merchant account
• Stable, bank-backed processing – backed by Wells Fargo and Axiom Bank with 13 acquiring bank relationships and $1.6B+ processed, providing the routing redundancy that smaller dual pricing ISOs cannot match

“Switching to Coastal Pay’s dual pricing program eliminated nearly all of our card processing fees. The integration with our POS was same-day and the pricing is exactly what they quoted – no surprises on the statement.”

Representative feedback from Coastal Pay dual pricing merchants.

Common Dual Pricing Questions

Who are the top payment processors that support true dual pricing?

Processors with established true dual pricing programs include Coastal Pay, Fluid Pay, Valor PayTech, Merchant Industry (Swipe4Free), GSBankCard, Payvora, Lifelong Merchant Services, AWS Business Services, Zero Swipe Payments, PCBancard, and Nilon. Coastal Pay is a registered ISO/MSP backed by Wells Fargo and Axiom Bank, with omnichannel dual pricing, 2,000+ integrations, and instant 2-minute approval for most U.S. merchants.

What is true dual pricing and how is it different from surcharging?

True dual pricing shows two prices upfront: a cash price and a card price. The card price is the standard price; the cash price is the discount. No fee is added after the fact. Surcharging adds a fee on top of the listed price at credit card payment. Dual pricing is broadly permitted across all 50 U.S. states; surcharging is restricted in some states and has stricter network caps.

Is dual pricing legal in all 50 states?

True dual pricing, structured with the card price as the standard price and a clearly shown cash discount, is broadly permitted across all 50 U.S. states when implemented correctly. Some states have specific signage or disclosure requirements. Coastal Pay reviews state-level requirements at onboarding. General information, not legal advice.