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EMV® 3-D Secure

More power to you. Meet the next generation for authentication to reduce risk of eCommerce fraud while improving customer experience.

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Learn more about 3-D Secure.

Issuers and merchants rely on the 3-D Secure (3DS) protocol in the fight against “card-not-present” (CNP) fraud. You may recognize brands such as Mastercard SecureCode®, Verified by Visa, American Express SafeKey® and Discover ProtectBuy—all of which are 3DS implementations.

CA Technologies, A Broadcom Company (then Arcot) co-invented 3DS in partnership with Visa in the early 2000s. With continuing development and enhancements, the protocol is known today as EMV® 3-D Secure (EMV® 3DS).

EMV 3DS was defined by EMVCo, a consortium of merchants, banks and payment organizations. Expanding the functionality of the original implementation, EMV 3DS is designed to both reduce fraud and streamline the customer experience, regardless of device.

As a Technical Associate, CA continues to play a key role in the consortium—contributing significant technical and marketplace expertise.

Discover the benefits of EMV 3-D Secure.

EMV 3-D Secure specifies a secure, real-time data pipeline between merchants, payment networks and financial institutions. This pipeline enables organizations to share and analyze transaction data across more than 150 transaction attributes such as cardholder device, email, billing information and purchase history.

A rich data set enables multi-factor, risk-based authentication. Instead of evaluating each transaction on its own merits, merchants and issuers share full visibility into the context around these transactions.

EMV 3DS puts issuers in the driver’s seat. Now they can return well-informed decisions—allow, deny or challenge—at the time of purchase. Merchants can rely on the issuer’s decision—thus shifting liability to the issuer—or they can maintain control by using EMV 3DS in non-challenge mode, relying on their own risk models to make authentication decisions.

Merchants can also reduce costs, because in many cases card issuers provide reduced interchange rates for transactions protected by EMV 3DS. And when liability shifts to the issuer, merchants experience lower chargebacks for all EMV 3DS transactions.

Changing the game with authentication.

Fundamental to EMV 3-D Secure is the ability to leverage risk-based authentication, which determines when a purchase should be challenged during checkout. By minimizing the number of challenged transactions, EMV 3DS enables a frictionless experience for the vast majority of customers.

But that leaves the question of how to handle suspicious transactions. With data exchange between merchant and issuer, EMV 3DS eliminates the need for customers to remember static passwords. It enables authentication through the use of one-time passwords, tokens and biometric methods. This approach is more secure and easier to use—a win-win for merchants and cardholders alike.

Simply said, risk-based and strong authentication reduce fraud, false declines and abandoned shopping carts—for more legitimate sales.

And just as important, EMV 3DS simplifies compliance with regulations like the European Banking Authority (EBA) revised Payment Services Directive (PSD2).

EMV 3-D Secure means more ways to win.

Issuers, merchants and consumers all benefit from EMV 3-D Secure in ways that go well beyond fraud protection.

For issuers, you simply can’t argue with the financial benefits achievable with EMV 3DS. With fewer occurrences of fraudulent transactions, a reduction in challenges and more true sales, issuers can reduce the operational costs of CNP fraud. More legitimate sales for merchants and better shopping experiences for consumers result in further confidence and acceptance of issuer products.

By using a variety of tools to extract EMV 3DS-generated data, merchants can analyze the shopping and buying behaviors of customers to design products, improve their business model or create a more seamless and unified commerce experience.

Shoppers also win, because the framework for digital authentication supports virtually all devices. Payments can be made via browser, in-app or with digital wallets—all with the same look and feel—resulting in a superior customer experience.

Best of all, consumers get these benefits immediately. Enrollment is automatic, so once an issuer adopts EMV 3DS, all of their cardholders are protected.


CA Technologies boosts the benefits of EMV 3DS for issuers, merchants and consumers.

1. Better Fraud Decisions

CA fraud protection solutions see and maintain far richer transactional and device data—across schemes, cards and geographies—improving accuracy in identifying and stopping CNP fraud in real time.

This gives us the ability to leverage and incorporate data that flows through the transactions of multiple issuers, not just one. And our solution goes beyond the 150 data elements collected by EMV 3DS tracking factors.

Analysis of this uniquely rich data, in combination with our patented neural networks, supports issuers and merchants with real-time analytics. Because these models learn over time, the data set becomes even better and decision-making gets smarter with every transaction. Issuer and merchant systems make more confident risk-based assessments in real time—resulting in a dramatic reduction in false declines.

2. More Control

CA gives issuers and merchants the ultimate say over transaction authentication decisions. You can configure and manage authentication based on your particular risk policies. For example, you can set rules so that your VIP customers will never face an authentication challenge. Plus, you can create and set rules instantly—without vendor dependency.

3. Less Customer Friction

With CA, EMV 3-D Secure enables issuers and merchants to more confidently approve or decline transactions. The vast majority can go through unchallenged and those that are flagged as suspicious present easy-to-use step-up authentication. The result is less cart abandonment and more genuine sales.

4. Choice of Authentication Challenges

Based on risk assessment and preference, a variety of additional authentication methods, such as OTPs or push notifications, can be deployed. CA also supports biometrics, providing merchants with a range of authentication methods such as voice recognition or facial scans.

? Questions to Ask an EMV 3DS Provider

1. Can I configure my own rules and change them in real time?

2. Can I use the data to personalize my customers’ experience?

3. Can I brand the solution?

4. Can I use risk-based decisioning to minimize authentication challenges to legitimate customers?

5. Is the solution scheme-agnostic, supporting data from all payment networks and card schemes?

6. Do you support both EMV 3DS and non-3DS transactions?

7. Do you support in-app and mobile transactions?

8. Do you have the experience to understand the nuances of EMV 3DS implementation and best practices?


Featured Solutions

Layer7® Merchant Risk Analytics

For merchants: Leverage predictive analytics and 3-D Secure to minimize eCommerce fraud loss and maximize customer convenience.

Layer7® Payment Security Suite

For issuers: Implement a flexible platform powered by neural networks to detect fraud while providing a frictionless cardholder experience.


Learn more about the changing world of eCommerce authentication.

EMV 3-D Secure: More Approvals, Fewer Losses for Merchants

EMV 3DS is transforming the fraud prevention landscape. Find out what steps the analyst firm Aite Group recommends.

Laying the Foundation for Better Intelligence with EMV® 3-D Secure

Advances in data science are creating new opportunities for merchants around the globe. Learn how you can get a competitive edge.

Fighting CNP Fraud with Data Intelligence

Online merchants are in a race to fight fraud. Get a competitive advantage with EMV 3DS.

Get in touch with CA.