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VBV

Verified by Visa (VBV) is an authentication service developed by Visa Inc. to add an extra layer of security to online credit and debit card transactions, verifying the cardholder's identity to prevent unauthorized use and reduce e-commerce fraud.^[1] Launched in 2001 as Visa's branded implementation of the 3-D Secure protocol, VBV was designed to address vulnerabilities in card-not-present payments by requiring cardholders to confirm their identity—typically via a pre-set password or one-time code—during the checkout process at participating merchants.^[2]^[1] The system operates across three domains: the acquirer (merchant side, using a Merchant Plug-In to initiate requests), the issuer (via an Access Control Server for authentication), and Visa's Directory Server (for enrollment checks and routing).^[1] Upon a purchase attempt, the merchant queries the Directory Server to confirm enrollment; if applicable, the cardholder authenticates, generating an electronic commerce indicator (ECI) and cardholder authentication verification value (CAVV) that provide chargeback protection for successful verifications (ECI 5) or attempts (ECI 6).^[1] In April 2019, Visa rebranded VBV to Visa Secure to incorporate the EMV 3-D Secure 2.0 standard, shifting toward risk-based, data-driven authentication that often allows frictionless processing using device data, biometrics (such as fingerprints or facial recognition), or tokenized elements without interrupting the user flow.^[3]^[4] This evolution has expanded support for mobile and in-app payments while maintaining core protections, with issuers handling the final verification to ensure only authorized users complete transactions.^[4]^[5] Key advantages include lower fraud rates for merchants and issuers, enhanced consumer trust through visible security badges, and compliance incentives under Visa's rules, though adoption requires integration by merchants and enrollment by cardholders via their issuing banks.^[1]^[4]

Overview

Definition and Purpose

Verified by Visa (VBV) is a security protocol developed by Visa as its branded implementation of the 3-D Secure standard, designed to authenticate the identity of cardholders during online transactions using Visa-branded credit and debit cards.^[1] Launched in 2001, VBV requires cardholders to provide additional verification—typically a pre-registered password or one-time code known only to them—beyond standard card details like number, expiry date, and CVV, to confirm they are the legitimate account owner.^[6]^[7] This process occurs seamlessly within the e-commerce checkout flow, leveraging a shared secret between the cardholder and their issuing bank to prevent unauthorized access.^[8] The primary purpose of VBV is to mitigate fraud in online payments by shifting the liability for chargebacks related to unauthorized transactions from merchants and acquirers to card issuers when authentication is successfully completed or attempted.^[1] By verifying the cardholder's identity in real-time, VBV reduces the risk of fraudulent use of stolen card information, which was a growing concern in early e-commerce.^[9] This liability shift incentivizes issuers to participate, as it places the onus on them to validate transactions, while protecting merchants from financial losses associated with disputes under specific reason codes like 75 and 83.^[1] VBV's core benefits include fostering greater trust in digital payments, which supports the expansion of global e-commerce by assuring consumers and businesses of secure transactions.^[8] It initially focused exclusively on Visa-branded cards for internet-originated purchases, excluding in-person or telephone-based transactions, to address vulnerabilities unique to remote online environments.^[1]

Historical Development

Verified by Visa (VBV), a security protocol for online card transactions, originated from efforts to combat the surge in e-commerce fraud following the dot-com boom of the late 1990s. Developed by Visa Inc. in partnership with Arcot Systems, which had pioneered the underlying 3-D Secure authentication framework in 1999, VBV was launched in 2001 as Visa's branded implementation to verify cardholder identity during remote payments.^[10]^[6] This initiative addressed vulnerabilities in card-not-present transactions, where fraud losses had escalated amid rapid growth in internet shopping. Arcot Systems was later acquired by CA Technologies in 2010, integrating its fraud prevention technologies into broader identity management solutions.^[11] Early testing of VBV occurred through pilot programs in the United States starting in May 2002, focusing on issuer authentication services for member banks. In the United Kingdom, a pilot launched in December 2003 targeted specific merchants like British Airways to evaluate consumer response and system reliability. Full rollout followed in 2004, with integration by major issuers including Chase and Bank of America, enabling widespread enrollment and merchant support for the protocol.^[12]^[13] These phases marked VBV's transition from experimental deployment to a core component of Visa's global network, prioritizing fraud prevention in high-risk online environments, with adoption expanding internationally following the 2004 rollout. By 2010, VBV had expanded to support mobile payments through earlier device-based partnerships. Regulatory pressures, such as the European Commission's 2005 proposal for the Payment Services Directive—which emphasized secure electronic transactions—further accelerated adoption across Europe.^[14]^[15] Adoption grew rapidly, with VBV contributing to fraud reductions; for instance, in the UK as of September 2010, fully authenticated VBV transactions had a fraud-to-sales ratio of 0.08%, compared to 0.25% for non-VbV traffic.^[16] Globally, approximately 70 million cards were enrolled in VBV or equivalent programs like Mastercard SecureCode by 2010.^[17] This period solidified VBV as a foundational tool in the payments industry's shift toward authenticated e-commerce.

Technical Functionality

Authentication Mechanism

The authentication mechanism in Verified by Visa (VBV) begins when the cardholder initiates an online purchase at a participating merchant. The merchant's server, equipped with a Merchant Plug-In (MPI), sends a Verify Enrollment Request (VEReq) containing the cardholder's Primary Account Number (PAN) to Visa's Directory Server to check enrollment status. The Directory Server then forwards this request to the issuer's Access Control Server (ACS), which responds with a Verify Enrollment Response (VERes) indicating whether authentication is available (Y), the card is not participating (N), or unable to respond (U). If enrollment is confirmed (Y), the MPI redirects the cardholder's browser to the issuer's ACS-hosted page via a Payer Authentication Request (PAReq), typically using an inline frame or pop-up window sized at approximately 390x400 pixels to maintain the merchant's page context and reduce phishing risks.^[1] On the ACS page, the cardholder verifies their identity using methods established during enrollment, such as entering a static password or PIN set up via the issuer's website or mobile app. The ACS processes the input and, if valid, generates and returns a Payer Authentication Response (PARes) to the merchant's MPI, including a unique 20-byte Cardholder Authentication Verification Value (CAVV) that confirms the cardholder's identity.^[1] The entire exchange relies on XML-based messaging encoded in base64 and transmitted over HTTPS for secure communication, adhering to the 3-D Secure protocol's message formats like VEReq, VERes, PAReq, and PARes. This setup ensures end-to-end encryption while minimizing disruptions, with timeouts set at a minimum of 10 seconds for enrollment checks and 5 minutes for authentication to accommodate user interactions. In case of failure—such as incorrect credentials or non-enrollment—the ACS returns a PARes with a status of N (failed) or U (unable), prompting the merchant to decline the transaction and display an error message to the cardholder, thereby preventing unauthorized processing. Successful authentication, indicated by a Y (authenticated) or A (attempted) status, shifts liability for fraud from the merchant to the issuer and enables the CAVV to be included in the subsequent authorization request to the acquirer.^[1]^[18]

Key Components and Protocols

Verified by Visa (VBV) relies on a distributed architecture involving specialized software components to facilitate secure online authentication. The core components include the Issuer's Access Control Server (ACS), which handles cardholder authentication by validating credentials and generating response messages; the Merchant Plug-in (MPI), a software module integrated into the merchant's e-commerce platform that initiates authentication requests and processes responses; and the Visa Directory Server, which acts as a central lookup service to route requests from the MPI to the appropriate ACS based on card details.^[1] The protocols underpinning VBV are derived from the 3-D Secure 1.0 specification, introduced in 2002 as a framework for online cardholder authentication across three domains: the merchant, the issuer, and the interoperability network. This standard employs XML-based messaging over SSL/TLS encryption, primarily utilizing Payer Authentication Protocol (PAA) messages such as the Payer Authentication Request (PAReq), sent from the MPI to the ACS to prompt authentication, and the Payer Authentication Response (PARes), returned by the ACS to confirm the outcome, including success indicators like "Y" for full authentication. Additionally, VBV integrates with the ISO 8583 standard for financial transaction messaging, embedding authentication results—such as the Electronic Commerce Indicator (ECI) in fields like 60.8—into authorization requests routed through payment networks.^[1] In terms of operational roles, issuers are responsible for enrolling eligible cards in the VBV program and managing cardholder passwords or shared secrets through their ACS, ensuring only registered cards can authenticate. Acquirers support merchants by providing and integrating the MPI software, certifying merchant compliance, and handling transaction routing to the Visa Directory Server. VisaNet, Visa's global processing network, facilitates the end-to-end routing of authentication and authorization messages, verifying embedded authentication data before final approval.^[1] Security in VBV is bolstered by features like the Cardholder Authentication Verification Value (CAVV) algorithm, a cryptographic hash generated by the issuer's ACS that binds transaction-specific data—such as the card number, expiration date, and authentication timestamp—to prevent tampering and enable verification during authorization. The enrollment process requires cardholders to register proactively or on-demand by creating a password and answering security questions, establishing a shared secret for future authentications like password entry during transactions.^[1]

Adoption and Implementation

Merchant Integration

Merchants integrate Verified by Visa (VBV) primarily through the acquisition and configuration of a Merchant Plug-In (MPI), a software component that facilitates communication between the merchant's e-commerce system and Visa's authentication servers. To begin, merchants obtain the MPI from their acquirer, a Visa-approved technology provider, or via hosted solutions, often as packaged software, software development kits (SDKs), or custom development.^[1] Once acquired, the MPI is configured into the merchant's platform, such as by integrating APIs into systems like Shopify—where 3D Secure (including VBV) is enabled by default via Shopify Payments—or WooCommerce through compatible plugins like Authorize.net that support VBV protocols. Configuration involves setting up merchant-specific data (e.g., BIN and Merchant ID), digital certificates for secure access to Visa's Directory Server, and timeout parameters, such as at least 10 seconds for enrollment verification responses.^[1] Finally, merchants must complete Product Integration Testing (PIT) using Visa's certification tools at designated pre-production environments to ensure compliance and functionality before going live.^[1] VBV integration requires adherence to Visa's operating regulations, including compliance with PCI DSS standards for data protection, and the prominent display of the VBV Merchant Symbol on checkout pages to inform customers of the security feature.^[19] Merchants must also implement framed inline authentication pages (e.g., 390x400 pixels without scrolling) and provide pre-messaging to guide users, while avoiding pop-ups or promotional content on authentication screens.^[19] For cards not enrolled in VBV, merchants handle fallback processing by attempting authentication (resulting in Electronic Commerce Indicator [ECI] 6) or bypassing if unsuccessful (ECI 7), allowing transactions to proceed via standard authorization while maintaining partial liability protection where applicable.^[1] A key benefit of VBV integration for merchants is the liability shift, where responsibility for fraudulent chargebacks (e.g., under Visa reason codes 75 or 83) transfers to the issuer for successfully authenticated transactions (ECI 5) and often for attempted authentications (ECI 6), reducing financial exposure to fraud.^[1]^[19] This can also qualify merchants for preferential rates under Visa's Customized Product Service (CPS)/Electronic Commerce program. Additionally, in regions requiring 3D Secure protocols, VBV enhances consumer trust, potentially increasing conversion rates by minimizing cart abandonment due to security concerns and enabling smoother processing for enrolled cards.^[19] Regional variations in VBV adoption reflect regulatory differences, with high integration in Europe following the 2018 transposition of the Revised Payment Services Directive (PSD2), which mandated Strong Customer Authentication (SCA) via 3D Secure protocols from September 2019 (with extensions to 2021), leading to over 90% adoption by 2021 and a 12% decline in card-not-present fraud rates in that year.^[20] In contrast, adoption in the United States remains voluntary, driven by merchant choice rather than regulation, with rates around 5% pre-2020 but growing to 20-30% by 2025 due to EMV 3DS 2.0 incentives and fraud reduction benefits.^[19]^[21]

Consumer Experience

Cardholders enroll in Verified by Visa (VBV) through their card issuer's website, mobile app, or when prompted during an online purchase at a participating merchant.^[22] This one-time setup process, which typically takes a few minutes, involves linking the card number to a personal identification method, such as creating a password or, in evolved implementations, enabling biometric verification like fingerprint or facial recognition.^[23] In the original VBV implementation, during an online transaction, consumers using a VBV-enabled Visa debit or credit card encounter a dedicated authentication prompt after entering their card details at checkout.^[1] This interface, appearing as an inline authentication page within the merchant's site, requests the user to enter their pre-set password to confirm their identity, with the issuer validating the response in real time before approving the purchase.^[9] Following the 2019 rebrand to Visa Secure, many authentications are now frictionless, using risk-based assessment with device data or biometrics without requiring user input.^[4] VBV is accessible to holders of eligible Visa debit and credit cards worldwide, with mobile-optimized interfaces enabling enrollment and authentication on smartphones and tablets since the early 2010s to accommodate growing e-commerce on portable devices.^[24] If a cardholder forgets their VBV password, recovery is facilitated by contacting the card issuer's customer service, where identity verification allows for a reset.^[9] Additionally, for transactions flagged as high-risk by the issuer's systems, VBV triggers real-time notifications or prompts to the consumer, such as an authentication challenge, to ensure secure completion.^[4]

Criticisms and Challenges

Security Vulnerabilities

Early implementations of Verified by Visa (VBV), particularly those using pop-up windows and iframes before 2010, were susceptible to man-in-the-middle attacks, where attackers could intercept user credentials during the authentication process without arousing suspicion.^[25] These designs often lacked visible issuer site certificates, leading to user confusion and enabling phishing scams that mimicked legitimate authentication interfaces to capture sensitive information.^[25] VBV's reliance on shared secrets, such as static passwords, exposed it to keylogger malware that recorded keystrokes on infected devices, compromising user credentials.^[25] Subsequent adoption of one-time passwords (OTPs) delivered via SMS introduced new risks, including SIM-swapping fraud, where attackers socially engineered mobile carriers to port victims' phone numbers and intercept the codes during the vulnerable delivery window.^[26] Between 2004 and 2008, multiple reports documented VBV bypasses achieved through social engineering tactics, such as phishing websites that impersonated the authentication flow to solicit passwords and personal details directly from users.^[27] A 2010 analysis revealed that VBV fostered a false sense of security, training users in unsafe practices like reusing weak credentials, which undermined overall online payment hygiene.^[25] To address these flaws, Visa introduced personal assurance messages in 2010, allowing enrolled users to set custom phrases displayed during authentication to confirm the legitimacy of the request and deter spoofing.^[17] HTTPS enforcement was also mandated for VBV sessions to encrypt data in transit and mitigate interception-based attacks.^[28] However, these measures provided incomplete protection, as phishing schemes persisted in regions with low VBV adoption rates, where attackers exploited uneven implementation.^[29]

Usability and Friction Issues

One significant usability challenge with Verified by Visa (VBV) is the increased friction from additional authentication steps, which contributes to higher cart abandonment rates during online purchases. According to a Forter analysis, 3D Secure protocols like VBV can reduce conversion rates by an average of 25% due to these extra steps, as users often abandon transactions when faced with unexpected prompts or delays.^[30] Inconsistent interfaces across card issuers exacerbate this issue, confusing users with varying prompt designs, static screens that appear frozen, or unclear instructions, leading to failed authentications and further drop-offs.^[1] Geographic variations in VBV implementation create uneven experiences and added friction for consumers. In India, the Reserve Bank of India (RBI) has mandated 3D Secure authentication, including VBV, for all online card-not-present transactions since 2009 to enhance security, resulting in compulsory additional steps that increase checkout complexity and abandonment for local users.^[31] In contrast, VBV remains optional in the United States, where issuers and merchants selectively apply it, leading to unpredictable encounters that frustrate users expecting seamless payments.^[32] Accessibility barriers pose particular difficulties for elderly or less tech-savvy users, who may struggle with VBV enrollment and authentication due to cognitive demands like remembering passwords or navigating multi-step prompts. A study on two-factor authentication highlights how older adults face challenges with short-term memory and interface complexity in such systems, often resulting in repeated failures or avoidance of online transactions.^[33] Prior to 2015, VBV also suffered from mobile incompatibilities, as early implementations were not optimized for smartphones, causing redirects to desktop-like interfaces that hindered completion on smaller screens during the rising mobile commerce era.^[34] A 2014 Adyen analysis of 3D Secure implementations found negative impacts on conversion rates in certain regions, with drops of up to 55% in Brazil and an average of 43% in China and the United States due to authentication friction, while issuer-specific variations in prompt design contribute to user confusion and inconsistent experiences.^[35] While the transition to EMV 3-D Secure 2.0 under Visa Secure has introduced frictionless options to mitigate these issues, recent mandates continue to pose challenges; for example, Japan's 2025 enforcement of 3DS guidelines has resulted in 15-25% lower completion rates for affected transactions as of mid-2025.^[36]^[37]

Transition to Visa Secure

In 2019, Verified by Visa underwent a rebranding to Visa Secure, aligning with the EMVCo release of the 3-D Secure 2.0 specification in October 2016. This transition positioned Visa Secure as Visa's implementation of the updated global standard, emphasizing risk-based authentication to enable frictionless flows for low-risk transactions while maintaining robust security for higher-risk ones.^[38]^[39]^[40] Key upgrades in Visa Secure included support for biometric methods such as fingerprint and face ID recognition, expanded data sharing between merchants, issuers, and devices to enhance risk scoring and behavioral analysis, and app-integrated verification to minimize disruptive pop-up challenges. These enhancements addressed limitations in the original protocol by leveraging richer transaction data—up to 100 elements—for more accurate, real-time assessments, reducing the reliance on static passwords, which were phased out starting in April 2018.^[4]^[41]^[42] The rollout occurred in phases from 2016 to 2020, with Visa announcing initial 3-D Secure 2.0 support enhancements in 2017 and broader issuer adoption mandates in Europe by March 2020. New merchant integrations became mandatory under 3-D Secure 2.0 starting October 16, 2021, after which Visa shifted liability protections away from legacy 3-D Secure 1.0 implementations, with full discontinuation of 1.0 support by October 2022. Visa reports that these measures have led to approximately 40% less fraud exposure for participating merchants in authenticated e-commerce transactions.^[40]^[43]^[44]^[45]^[46] Subsequent updates include the release of EMV 3-D Secure 2.3 in October 2021, with further enhancements to version 2.3.1.1 in August 2025, providing greater flexibility for authentication data elements and support for additional channels to improve security and user experience in e-commerce.^[47]^[39] As of 2025, Visa Secure adoption lags in some legacy systems due to integration complexities with older infrastructure, potentially exposing them to higher fraud risks. In the European Union, ongoing preparations for the PSD3 directive—anticipated to take effect in 2026—focus on even stronger customer authentication requirements, with Visa Secure positioned to support compliance through its advanced risk-based features.^[48]^[49]

Comparison with Other 3-D Secure Implementations

Verified by Visa (VBV), now evolved into Visa Secure, operates within the broader 3-D Secure (3DS) framework managed by EMVCo, which standardizes authentication protocols across card networks to enhance online payment security.^[39] Mastercard SecureCode (MSC), formerly known as Mastercard Identity Check, shares similarities with VBV in relying on password or one-time password (OTP) verification for cardholder authentication but introduced biometric integration earlier, with pilots and commitments for widespread biometric support by 2019, compared to Visa's emphasis on biometrics starting around 2016 in Europe.^[50]^[51] In the United States, MSC has seen higher adoption among certain retailers due to voluntary mandates by large merchants seeking liability shifts for fraud, contrasting with more issuer-driven implementation for VBV.^[52] American Express SafeKey prioritizes a seamless experience for enrolled users, often enabling one-click authentication without additional steps if risk assessments deem it low, which integrates tightly with the American Express ecosystem for faster checkouts.^[53] However, SafeKey has lower global reach, serving primarily the American Express network's approximately 140 million cards, in contrast to the broader applicability of VBV across diverse issuers.^[54] Key technical differences include VBV's use of the Cardholder Authentication Verification Value (CAVV) as a cryptogram to validate authentication, while Mastercard employs the Accountholder Authentication Value (AAV) for similar purposes, both generated from card details and transaction data but differing in format and processing under their respective protocols.^[55] Visa benefits from a larger issuer network, powering over 4.3 billion cards worldwide, enabling wider deployment than competitors like Mastercard (3.3 billion cards) or American Express.^[56]^[57] Cross-network compatibility for 3DS implementations, including VBV and equivalents, was established through EMVCo interoperability agreements starting in late 2016, allowing transactions across schemes like Visa and Mastercard.^[58] In terms of adoption, 3DS usage accounted for about 17% of worldwide payments in 2023, though exact market share percentages vary by region.^[59] VBV has faced criticisms for slower adaptation to mobile environments in its earlier iterations, leading to higher friction on smartphones compared to SafeKey's background processing, which better supports mobile-optimized, low-challenge flows.^[60]^[61]

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glossary - Cybersource Developer Center
For Visa Secure, the AAV is named the CAVV. acquirer. The financial institution that accepts payments for products or services on behalf of a merchant. Also ...
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People Think Visa Is the Largest Credit Card Company in the World ...
Feb 1, 2024 · It powers 4.3 billion cards globally, a number equal to more than half the world's population.
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The Battle of the Payment Networks: Visa vs. MasterCard
Jan 24, 2024 · Visa also overshadows MasterCard in the number of cards in circulation, with 4.25 billion Visa cards compared to 3.30 billion MasterCard cards ...
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[PDF] Revisiting Authentication in the Age of SRC and EMV 3-D Secure
EMV 3-D Secure is needed first and foremost to meet the requirements mandated under PSD2 by the European Union.Missing: statistics | Show results with:statistics
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3D Secure Payment Authentication Market Size, Share & Trends
Visa Secure (3D Secure 2.0) reported $14.1 billion in total payment volume in FY2023, with fraud rates on Visa Secure transactions being 70% lower than non-3DS ...
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3DS Payment: Everything You Need to Know About 3D Secure
It adds extra steps to verify users, making it hard for unauthorized transactions. In 2023, 17% of global payments used 3D Secure, a big jump from 1% the year ...
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What is 3D Secure and why is it important for merchants? - SlimPay
Jan 13, 2022 · Although the first version of 3DS helped reduce card fraud, it was not optimized for mobile. No one could have guessed that in less than 20 ...
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The state of 3D Secure in Latin America - Entersekt
May 20, 2021 · 3D Secure 1.0 was not designed for the mobile channel. Very few issuers developed interfaces responsive for mobile, resulting in a poor UX for ...

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