For years, the payment card processing industry has fought online payment fraud using some form of 3D Secure technology. Designed to authenticate online payment transactions in real-time to reduce the potential for fraudulent activity, the technology has faced some evolutionary challenges around its intrusiveness at checkout.
Now, the lessons learned have resulted in the industry development of EMV 3D Secure – a truly frictionless application to better authenticate online payments.
How EMV 3D Secure achieves frictionless authentication
Previously, when it came time to complete a purchase, cardholders were faced with unfamiliar pop-up windows, password requests that they would soon forget, false declines and surprise redirects to a card brand network’s page. This often caused customers to become frustrated and abandon their online shopping cart without completing their purchase.
EMV 3D Secure applies advancements in contextual data (i.e., background information) to better authenticate the cardholder completely behind the scenes of the payment transaction. The cardholder no longer needs to physically participate in the authorization and risk assessment protocol that detects suspicious or possibly fraudulent transactions.
EMV 3D Secure from Elavon
As a leader in the fight against fraud, we have launched our EMV 3D Secure solution providing a truly effective technology that:
- Shifts eCommerce-only fraud liability for fraudulent payment card transactions off the merchant and to the card-issuing bank.
- Instantly accesses up to 10 stored cardholder-related data points for payment card authentication prior to transaction authorization.
- Can reduce chargebacks (including friendly fraud*) without changing the existing cardholder payment experience.
This article was originally published in Elavon’s Payment Smart newsletter. The Washington Hospitality Association’s payments processing system is backed by U.S. Bank/Elavon.