Short answer
Tell the customer the code is for first orders only and let them continue without it. If your checkout creates a PaymentIntent or a trial before the code is applied, apply the code before either is created, because both count as history. Use a code without the first-time restriction for returning customers.
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Why Stripe says the customer is not first-time, and the fix
01
An earlier unpaid attempt counts as history
“Initiated a PaymentIntent, even if the payment never completed.” Stripe, Coupons and promotion codes (Limit by first time order)
A customer who started a payment and never finished it still has a transaction on record. If your flow creates the PaymentIntent before the code is entered, apply the code before the PaymentIntent is created.
02
A canceled trial counts too
“Subscribed to a trial period, even if it subsequently canceled.” Stripe, Coupons and promotion codes (Limit by first time order)
A user who started a trial, canceled and came back is no longer first-time for Stripe. Offer returning trial users a different code.
03
The returning customer really has ordered before
“This promotion code can’t be redeemed because the associated customer has prior transactions.” Stripe, Error codes (promotion_code_customer_not_first_time)
The restriction works as designed. Show a clear message such as “This code is for first orders” and keep the checkout going instead of failing the whole payment.
04
No customer is attached
“A customer must be specified before applying a promotion code that is restricted to first-time transactions.” Stripe, Error codes (promotion_code_customer_missing_first_time)
Also check: applying a first-time code with no customer gives the related promotion_code_customer_missing_first_time error. Attach the customer before applying the code.
Checked against the vendor’s docs on : Stripe docs: Coupons and promotion codes; Stripe docs: Error codes; Stripe API: Create a promotion code.
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Related: Stripe coupon expired · Stripe setup_attempt_failed · Stripe customer_max_payment_methods · Stripe card_decline_rate_limit_exceeded