ADAPTIVE TRANSACTION RULES SYSTEM

Systems, methods, and computer readable media having computer executable instructions for modifying behavior of a set of rules used to govern the operation of a payment transaction system are disclosed. An example system includes a transaction processing entity, rules processing entity, and a user interaction processing entity. A transaction request from a requesting entity is received by the transaction processing entity and the rules processing entity applies a rules set with related parameters of operation to the transaction. A response is generated based at least in part on the rule set and returned to the transaction processing entity. The user interaction processing entity is configured to interact with a user associated with a payment account and present information about a transaction. The user interaction processing entity is further configured to receive from the user direction regarding how to modify the rule set and related parameters associated with the payment account.