Visa Secure EMV 3-D Secure for Merchants

Visa Secure with EMV® 3-D Secure

Next generation authentication to make global eCommerce secure in real-time.

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Visa Secure with EMV 3-D Secure Authentication

Visa pioneered the original 3-D Secure protocol more than 15 years ago to protect eCommerce transactions by providing an additional layer of identity verification before authorization. 3-D Secure (3DS) enables the exchange of data between the merchant, card issuer and, when necessary, the consumer, to validate that the transaction is being initiated by the rightful owner of the account.

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The acceleration of eCommerce

eCommerce continues to accelerate worldwide with online shopping becoming the preferred way to shop for many consumers. This growth in digital commerce requires businesses to prevent card-not-present fraud and ensure good transactions are seamlessly approved.

Graphic of criminal attempting to bypass 3D-Secure fraud prevention.

Addressing today’s complex security needs

Visa worked with other payment brands to develop the next generation of the protocol—EMV 3-D Secure. Visa Secure is Visa’s global EMV 3-D Secure program that makes authentication simple, lowers friction for consumers and helps prevent card-not-present fraud.

Benefits

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Optimal customer experience

Supports different payment channels, delivering a unified web and mobile experience.

Graphic of person making a Visa 3-D Secure payment on their mobile phone.

More approvals and less fraud

Delivers an enhanced data exchange between merchants and issuers to help improve authorization decisioning and fraud detection.

Graphic of phone utilizing Visa EMV 3-D Secure authentication technology.

Flexible UX and more control

Allows for better integration of the authentication process into the merchant’s shopping experience.

Satisfies regional regulations

Supports strong customer authentication for issuers, acquirers, payment service providers in regulated markets.

Get the implementation guide for acquirers

Guide includes the EMV 3-D Secure processing flows, how to get started, program rules, and more. If you do not have a Visa Online account, speak to your acquirer or your Visa account executive.

Access Visa Online

Reduces friction

Enables a collaborative data exchange between merchants and issuers that enhances Risk-based authentication to improve authorization decisioning and fraud detection.

Optimal customer experience

Delivers a simple and secure authentication experience for the cardholder if the transaction is deemed high risk.

Flexible device support

Supports secure payments for card-not-present purchases across desktop, mobile or other digital services.

Case study: Powering eCommerce with risk-based authentication

A Canadian financial institution had been using user IDs and passwords to verify customer identity during online checkout. Due to the friction caused by this authentication method, customers were abandoning transactions and abandoning sales.

Download authentication case study

Case study: Enhancing the customer experience and driving eCommerce growth with Visa Secure

A bank in the Middle East had been using continuous one-time password challenges to authenticate customers during card-not-present transactions. This strategy led to long checkout times, abandoned transactions, and friction leading to customer complaints.

Download eCommerce growth case study