Amsterdam, Netherlands, July 10th, 2026, ChainwireNOWPayment believes the crypto industry has accepted unnecessary costs for too long – and that businesses no longer have to. For years, paying blockchain fees has been treated as the price of sending crypto.According to Kate Lifshits, CEO of NOWPayments, it's time to challenge that assumption. "Why does sending crypto still feel harder than sending an email?"The company's latest zero-fee payout infrastructure replaces wallet-based transfers with instant email-based payouts, enabling businesses to eliminate network fees, reduce operational complexity, and automate payouts at scale.Crypto Payouts Have Become Unnecessarily ExpensiveMost businesses still operate payout infrastructure designed around blockchain wallets. That means collecting wallet addresses, validating networks, recovering failed transactions, paying blockchain fees, and handling recipient support.At scale, these problems become one of the largest hidden operational costs for affiliate platforms, marketplaces, gaming companies, payroll providers, cashback platforms, creator economies, and fintech businesses.“The market has spent years competing over who can charge less per payout. We are asking a more important question: why should businesses pay per payout at all?” – Kate Lifshits NOWPayments CEO The Industry Is Paying for Problems It No Longer Needs to HaveInstead of requesting wallet addresses, companies simply use an email address as the payout destination. Recipients automatically receive access to their funds, while businesses avoid wallet validation, blockchain confirmation delays, and transaction fees.Benefits include: