Gorgias automation to tag suspected chargeback risk conversations: A 2025 guide

Let's be real, chargebacks are a nightmare for any e-commerce brand. They cost businesses billions every year, chew through your profits, and can even mess with your reputation among payment processors. A better way to fight them is to catch and sort out those high-risk customer chats before they snowball into a full-blown dispute.

Lots of businesses using Gorgias try to get ahead of this by setting up automation to tag tickets that mention words like "fraud" or "chargeback." It's a start, but that simple approach is often not enough. By the time a customer actually types out the word "chargeback," their frustration has already boiled over.

This guide will walk you through the built-in methods for Gorgias automation to tag suspected chargeback risk conversations, explain where they fall short, and show you a more powerful, AI-driven way to protect your revenue.

What is chargeback risk tagging?

Chargeback risk tagging is basically a system for automatically labeling customer support tickets that seem like they might end in a payment dispute.

The whole idea is to flag these conversations so they get looked at right away, usually by a senior agent or a team that specializes in these kinds of problems. When you can jump in quickly with a helpful and understanding response, you can often solve the customer's issue and stop them from ever having to call their bank.

In Gorgias, this is typically done with the "Rules" engine, which scans incoming messages for certain words and applies tags based on what it finds.

The standard approach: Using Gorgias rules

The out-of-the-box method in Gorgias uses simple rules. It’s a decent first step, but it has some real limitations, especially for businesses trying to scale up their prevention game.

How Gorgias rules work

The setup is pretty simple: you create a rule with "IF...THEN" logic. For example, a common rule might look like this:

"IF message body CONTAINS ANY OF "chargeback, dispute, fraud, unauthorized charge" THEN ADD TAG "chargeback-risk"".

This rule will automatically check every incoming message. If it spots one of those trigger words, it'll stick a "chargeback-risk" tag on the ticket for your team to review. Easy enough, right? The problem is, it's a little too easy.

A screenshot showing the rule installation window in Gorgias, illustrating how Gorgias automation to tag suspected chargeback risk conversations is configured.

The limits of keyword-based rules

Relying only on keywords to spot trouble is like waiting for a smoke detector to go off when you could have smelled the smoke ten minutes earlier. Here’s why this approach doesn’t quite cut it:

• You're always playing catch-up. This method only kicks in after a customer uses a high-threat word. It completely misses all the frustrated, unhappy people who are on the edge of a dispute but haven't used your magic keyword yet. By the time they say "chargeback," you're already on the back foot.

• It misses the context. Gorgias rules can't tell the difference between a customer calmly asking, "What's your chargeback policy?" and someone angrily typing, "I'm filing a chargeback right now!" Both tickets get the same tag, which creates a lot of noise and makes it tough for your team to focus on the real emergencies.

• It creates a lot of false alarms. Picture this: a customer forwards you a phishing email they received, mentioning it looked "fraudulent." A keyword-based rule would instantly flag that ticket as a chargeback risk, sending an agent to investigate something that was never a problem in the first place.

• It's a pain to keep updated. To keep this system working, you have to constantly guess which new keywords and phrases to add to your list. It's a manual chore that will never be complete enough to catch everything.

A better way: Using AI

Instead of just scanning for specific words, a much more effective approach is to add a proper AI tool on top of your helpdesk. AI can analyze conversations for intent, sentiment, and patterns that signal risk with way more accuracy than a simple rule ever could.

How AI changes the game

Here’s where things get interesting:

• Sentiment analysis: AI can pick up on frustration, anger, and urgency in a customer's tone, even if they don't use any of your trigger words. This lets you flag at-risk customers much earlier. A message like, "This is the third time I've asked and my order is still missing," is a huge red flag for a chargeback, even though it doesn't contain any of the classic keywords.

• Pattern recognition: An AI trained on your past ticket data can identify the subtle language and conversation flows that have previously led to chargebacks for your business. It learns what trouble looks like for you and gets smarter over time.

• Goes beyond just a tag: Instead of just adding a label, a good AI tool can trigger a whole series of actions. It can apply a "High Priority" tag, immediately send the ticket to a specialized queue, and even use an AI Copilot to draft an understanding, on-brand response for an agent to review and send.

How eesel AI fits in

This is where an AI platform like eesel AI can make a huge difference. It plugs directly into your Gorgias helpdesk with a one-click integration, giving you a powerful AI engine without making you switch from the tools your team already knows and uses.

• Get up and running in minutes: eesel AI is completely self-serve. You can connect Gorgias and set up your first AI workflow in a few minutes without having to talk to a sales team. While other platforms might lock you into demos and long onboarding processes, eesel lets you get started on your own, right away.

• Trains on your own tickets: This is a key detail. eesel AI instantly analyzes your historical Gorgias tickets to learn your brand's specific high-risk patterns. Its analysis is tailored to your business from day one, not based on generic models that treat every company the same.

• You control the automation: You get to decide exactly what the AI does. You can start small by just having eesel AI tag tickets with better accuracy. Once you're comfortable, you can let it handle more, like escalating, triaging, and even drafting replies for your agents, all based on its intelligent risk assessment.

While a native Gorgias rule follows a simple path (Ticket -> Keyword Match? -> Tag), an eesel AI workflow is much more sophisticated. It analyzes sentiment, intent, and historical patterns to decide if a ticket is high-risk. If it is, it can perform multiple actions at once, like tagging, escalating, and drafting a reply, making sure the issue is handled with the speed and care it needs.

Pricing comparison: Gorgias vs. eesel AI

While Gorgias's basic rules are part of your plan, its more advanced AI features come at a cost that can be hard to pin down. On the other hand, eesel AI offers a transparent and scalable pricing model that's easy to understand.

Gorgias pricing

Gorgias's basic, rule-based automation is included in its standard plans, which are priced based on the number of "billable tickets" you have each month.

Plan	Monthly Price	Included Tickets
Starter	$10	50
Basic	$50	300
Pro	$300	2,000
Advanced	$750	5,000

For more advanced automation, you'll need the Gorgias AI Agent, which is an add-on that costs $0.90 to $1.00 per fully automated interaction. This per-resolution model means your costs can grow unpredictably. If you have a busy month with a high volume of inquiries that the AI handles, your bill could be much higher than you planned for.

eesel AI pricing

eesel AI uses a different model with clear, predictable pricing and no per-resolution fees. All of its products, including the AI Agent, Copilot, and Triage, are included in every plan.

Plan	Price (Billed Annually)	AI Interactions/mo
Team	$239/mo	Up to 1,000
Business	$639/mo	Up to 3,000

The main benefit here is that you know exactly what you'll pay. Your bill doesn't shoot up just because you had a successful (and busy) month. You pay a flat fee for a generous bucket of AI interactions, which makes it much easier to budget and figure out your return on investment. Plus, eesel AI offers flexible monthly plans if you'd rather not commit to an annual contract, which is something a lot of competitors don't offer.

Stop reacting and start preventing

Using Gorgias automation to tag suspected chargeback risk conversations with basic rules is a fine place to start, but it's not a complete strategy. Because it depends on keywords and only works after the fact, you'll always be one step behind, missing key moments to save a customer relationship before it goes south.

By adding a dedicated AI platform like eesel AI, you can shift your chargeback strategy from reactive to proactive. With its ability to understand customer sentiment, learn from your own data, and run complex workflows, eesel AI doesn't just flag problems, it helps you solve them faster and more effectively than ever before.

Stop losing revenue to preventable chargebacks

Ready to get a better handle on your chargeback prevention strategy? eesel AI works seamlessly with Gorgias to give your team the AI-powered tools they need to spot risks, respond with care, and protect your bottom line.

You can even simulate eesel AI on your past tickets to get an instant forecast of your potential automation rate. See for yourself how many at-risk conversations you could have solved faster.

Start Your Free eesel AI Trial