Verified By Visa (VBV)

Verified By Visa (VBV) was a security feature implemented by Visa as part of the 3-D Secure 1.0 protocol, aimed at enhancing the security of online transactions. This system added an additional layer of protection by requiring cardholders to authenticate themselves using a password or code before a transaction could be completed online. This step was designed to ensure that the person making the transaction was indeed the cardholder, thereby reducing the risk of unauthorized use and fraud.

When a cardholder made a purchase at a participating online merchant, they were prompted to enter their Verified By Visa password. This password was set up in advance with the cardholder's issuing bank, and the authentication process was managed through a secure interface linked directly to the bank. If the correct password was entered, the transaction would proceed; if not, the transaction could be halted, thus preventing potential fraudulent activity.

With the introduction of 3-D Secure 2.0, Verified By Visa has evolved into Visa Secure. Visa Secure incorporates advanced technologies and methodologies, such as risk-based authentication, which can assess the risk level of transactions in real time and adjust the authentication requirements accordingly. This newer protocol enhances the user experience by minimizing the need for explicit password entry for every transaction, relying instead on a broader range of data to authenticate purchases. This not only maintains security but also streamlines the checkout process, making it faster and more user-friendly.

Visa Secure, representing the next generation of Verified By Visa, continues to protect consumers by using the latest security technologies and meeting the evolving demands of the digital marketplace, ensuring that both cardholders and merchants benefit from enhanced security measures with reduced friction during the transaction process.