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What is frictionless flow?

Frictionless flow is a feature of 3-D Secure that allows for faster and smoother checkout experiences by eliminating the need for cardholders to go through an extra authentication step. It is a great way to reduce cart abandonment rates and improve the overall user experience.

How does it work? 

Frictionless flow uses a risk-based approach to determine the level of authentication required for a transaction. The issuing bank will analyze various data points, such as transaction history, device information, and IP address, to assess the likelihood of fraud. If the bank determines that the transaction poses a low risk of fraud, the transaction will be approved without the need for further authentication.

When is a frictionless flow a good idea?

Frictionless flow is a good option when the cardholder is a returning customer, and the transaction is deemed low risk. For instance, if a returning customer uses the same device, IP address, and card to purchase a low-value item, the risk of fraud is low. In such cases, frictionless flow can be used to streamline the checkout process and improve the customer experience.

When is a frictionless flow not a good idea?

Frictionless flow is not suitable for high-risk transactions or situations where there is a high likelihood of fraud. For instance, if a customer uses a new device or a new card for an expensive purchase, it is best to force the transaction to go through the full 3-D Secure authentication process to ensure that the transaction is legitimate.

What is a risk-based approach?

The risk-based approach is a method of evaluating the level of risk associated with a transaction based on various data points. This approach considers factors such as:

  • The value of the transaction;
  • Transactional history;
  • Device information;
  • IP information;
  • New or existing customer;
  • Behavioural history.

Based on the risk score, the issuing bank decides whether to allow the transaction to proceed without further authentication or to require additional verification steps.

What is 3-D Secure 2.5?

3-D Secure 2.5 is the latest version of the 3-D Secure protocol, which adds new features and improvements to the existing system. One of the most significant updates is the introduction of biometric authentication, which allows cardholders to use their fingerprints or facial recognition to verify their identity. This feature improves the user experience and reduces the risk of fraud.

Another significant update in 3-D Secure 2.5 is the expansion of frictionless flow. With this update, banks can now use a broader range of data points to determine the level of authentication required for a transaction. This means that more transactions can be processed through frictionless flow, which speeds up the checkout process and reduces cart abandonment rates.

In conclusion, frictionless flow is a useful feature of 3-D Secure that can improve the checkout experience for customers and reduce cart abandonment rates for merchants. It is a good option for low-risk transactions and can be used in conjunction with a risk-based approach to provide a secure and efficient checkout process. With the introduction of 3-D Secure 2.5, frictionless flow has become even more powerful, allowing for faster and more secure transactions.