F43—CARD ACCEPTOR NAME AND LOCATION: This is the field that holds the name and location information of the merchant/ATM where the transaction is performed with the card. It is 40 alphanumeric characters long.
The details of the F43 field are given below:
| Position | Usage | Length |
| 1–22 | ATM owner institution or Merchant Trade Name | 22 bytes |
| 23 | Separator (Space) | 1 byte |
| 24–36 | ATM or Merchant Location City | 13 bytes |
| 37 | Separator (Space) | 1 byte |
| 38–40 | For the United States: ATM or Merchant Location State Code | 3 bytes |
| or 38–40 | For Canada: ATM or Merchant Location Province Code | 3 bytes |
| or 38–40 | For Other Countries: ATM or Merchant Location Country Code | 3 bytes |
Where F43 is used
The merchant name and city in F43 are the information that appears on the cardholder's statement. For this reason, writing it in a legible and recognizable way reduces disputes. If the customer sees a name on the statement that they do not recognize, they may suspect the transaction is fraudulent and raise a dispute.
Since the field has a fixed length, long merchant names are abbreviated. Abbreviations should be chosen so that the customer will still recognize the merchant.
For international transactions, the country and state information is also carried in the same field.
