833-861-7710 was the number I leaned on when I needed to cancel a non-refundable ticket. I assumed the money was gone, but the agent explained Alaska usually gives a travel credit instead, as long as you cancel before departure. They reviewed the credit expiration date and showed me how to use it on my next booking. It wasn’t a full cash refund, but it was way better than losing the entire fare. One quick call saved me from stressing over the policy.