In-App billing not working (Your request could not be processed)

Today I published my app, and when my friend tried to buy the in-app content the market says: "Your request could not be processed. please try again".

A few clarifications:

1. The app was published more than 10 hours ago, and is visible in the google play store.
2. The testing with google static codes DID work all the time
3. The buying account is NOT the publisher account
4. Most of the code is copied as is from google's in-app billing example
5. The in-app product IS shown correctly when trying to buy.
6. The buyer has a valid credit card

Thanks!