Can a Virginia business make customers call or talk to an agent to cancel?
Quick answer
Usually not. Virginia's auto-renewal law says cancelling must be at least as easy as signing up and offered through every channel used to sign up. Customers cannot be forced to deal with a live or virtual agent unless sign-up also required one. Cancel lines must be free, and in-person sign-ups need an online or phone option.
What does the law say? Key facts and official sources
| Item | What the law says | Source |
|---|---|---|
| As easy as sign-up | Cancellation mechanism at least as easy to use as the one used to start the offer; cost-effective, timely, easy to find and clear and conspicuous (59.1-207.46(B), (B)(1)) | Va. Code 59.1-207.46 |
| Every channel | A cancellation method through, at a minimum, each method a consumer can use to sign up, except in-person sign-ups (B)(2) | Va. Code 59.1-207.46 |
| No forced agent | No consumer may be required to interact with a live or virtual agent or representative to cancel, unless the seller only takes sign-ups through an agent or representative (B)(4) | Va. Code 59.1-207.46 |
| Phone cancellation | Number answered or recording messages, available during normal business hours, not more costly than the sign-up method; cancel promptly (B)(5); no cost to the consumer for the call (B)(7) | Va. Code 59.1-207.46 |
| In-person sign-ups | Offer a simple online (website or app) or telephone cancellation method (B)(6) | Va. Code 59.1-207.46 |
| FTC disclosures | Meeting 16 C.F.R. 425.4(a)(4) and 425.6 disclosure rules does not satisfy this chapter on its own (B)(3) | Va. Code 59.1-207.46 |
| Penalty | See our Virginia click-to-cancel fines guide; 59.1-207.46 itself does not state a dollar amount | Va. Code 59.1-207.46 |
| Last verified | October 28, 2026 | Astor Ventures |
Can I offer a retention deal when they call?
The statute does not ban offers, but the consumer cannot be required to talk to an agent if they signed up online (B)(4), and phone cancellations must be done promptly (B)(5).
What if we only sell by phone?
If the seller only initiates offers through a live or virtual agent, the agent exception in (B)(4) applies, but the phone line rules in (B)(5) and (B)(7) still do.
Gym or studio sign-ups at the front desk?
For in-person sign-ups you must offer a simple cancellation method online, such as a website or app, or by telephone (B)(6).
Want it done in an afternoon? The Virginia auto-renewal & cancellation kit turns these rules into fill-in templates, a checklist and a tracker, with the official sources quoted. One-time payment of $29, instant download.
What else do people ask?
Can I charge for the cancel call?
No. If you offer phone cancellation you cannot impose any cost on the consumer for the call (B)(7).
Is a chatbot an agent?
The statute covers a "live or virtual agent or representative" (B)(4).
Where are the fines?
See our Virginia click-to-cancel fines guide.
Is this legal advice?
No. General information only.
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