Verified by Visa (VBV)

Verified by Visa (VbV), rebranded as Visa Secure in 2019, is Visa's implementation of 3-D Secure authentication technology. This security feature adds an extra layer of identity verification during online checkout to protect cardholders and merchants from unauthorized transactions.

During online purchases, cardholders authenticate their identity through one-time passcodes (SMS or email), biometric authentication (fingerprint, face ID), bank mobile app approval, or security questions in older implementations. Authentication occurs through the card-issuing bank, confirming the purchaser is the authorized cardholder before completing the transaction.

The service provides fraud protection for cardholders against unauthorized use. For merchants, it offers a liability shift—fraudulent transaction liability typically transfers to the issuing bank when 3DS authentication is used. The service is free for both cardholders and merchants.

VbV is based on the 3-D Secure (3DS) protocol, a standard also used by other card networks under different names including Mastercard Identity Check, American Express SafeKey, and Discover ProtectBuy. The current 3DS 2.0 version provides smoother authentication with less checkout friction than the original implementation.