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Load balancing is the process of taking multiple Visa/Mastercard merchant accounts (AKA MID), registered to different companies, and spreading transactions across each MID while directing consumers to just 1 product offer, i.e. HNB Garcinia Wow Trial.  The primary purpose of load balancing is to avoid exceeding 100 chargebacks per month on any single MID, which if breached flags fraud monitors at Visa/Mastercard.

Once 100 chargebacks are exceeded on a MID in any given month, Visa/Mastercard starts to monitor the company.  If the operator is unable to reduce the chargebacks quickly the free trials MIDs get shut down, preventing the operator from harming more consumers…or so you would think.   (The reality is that civil penalties or FTC action is like whack-a-mole with these operators, they just rebrand and keep doing it over and over again.  Only criminal actions shut these operations down permanently, like we saw in the Jeremy Johnson case.)

Load balancing is made possible by acquiring and using multiple MIDs, which are then used to spread transactions across to stay below chargeback thresholds.   In the HNB case, it appears that HNB utilized dozens of MIDs to load balance its transactions.   These MIDs were possibly linked to different URLs via subsidiary companies, yet may have been used to operate 1 single product, i.e. Garcinia Wow.   With transactions spread across dozens of these businesses, and chargebacks below the 100 count on each business, it is likely that HNB stayed off the radars of Visa/Mastercard.

To acquire these multiple MIDs, some free trial operators, i.e. Jeremy Johnson of iWorks, are known to utilize desperate people that are struggling financially to form corporations where the ultimate beneficiary is the free trial operator, but on paper the owner is the person that signed on the account, aka "the signer."  In exchange for opening the Visa/Mastercard merchant account, the signer may get paid a nominal monthly fee and is often led to believe that they own a legitimate business.

Often unbeknownst to the signer, their new "business" has only one true purpose:  enrich the UBO (the ultimate beneficiary, aka operator) by submitting false information to banks to acquire MIDs to load balance transaction on.   Once the UBO obtains the MID from each signer, the UBO uses it to load balance transactions for ostensibly 1 product.  Again, this may have been how HNB's Garcinia Wow processed transactions.

With dozens of signers, sometimes hundreds depending on the amount of revenue the free trial is producing, transactions are spread across the separate merchant accounts.  Therefore when a consumer charges back, it looks like each company that is receiving the chargeback is separate, when in reality it is likely just 1 product receiving the orders across multiple MIDs registered to multiple businesses.  By design this buys the UBO time to keep the rebills from the free trial going as long as possible, raking in millions of dollars from consumers.