Sources are listed, sited and linked for transparency.

---

3-D Secure (3DS) enables the exchange of data between the merchant, card issuer and, when

necessary, the consumer, to validate that the transaction is being initiated by the rightful

owner of the account.”

▪ Visa Secure for Merchants[1]

▪ Key Benefits Highlighted:

▪ “Delivering a unified web and mobile experience.”

▪ “Enhanced data exchange between merchants and issuers to help improve authorization

decisioning and fraud detection.”

2

▪ “Delivers a simple and secure authentication experience for the cardholder if the

transaction is deemed high risk.”

▪ “Supports strong customer authentication for issuers, acquirers, payment service

providers in regulated markets.”

▪ Visa Secure Brand Guide[1]

▪ EMV 3DS Emphasis in Visual Messaging:

Visa’s brand assets and merchant-facing collateral always present the “Visa Secure” badge

with explicit reference to “EMV 3-D Secure.”

“Visa Secure with EMV 3-D Secure is a globally adopted authentication solution designed to

make eCommerce transactions more secure in real-time.”

▪ YouTube Video Script[2]

Checkout Card Visual Motifs

Visa mandates the display of the Visa Secure badge at merchant checkout for eCommerce,

signaling compliance with EMV 3DS protocol:

▪ Retail Checkout Card Visual:

▪ Downloadable “Visa Secure Badge Logo Assets” for eCommerce and “Visa Secure

Guidelines” dictate correct use in online merchant environments, visually associating

every online card transaction with 3D Secure protections[3]

.

▪ Direct Script References:

▪ “Visa pioneered the original 3-D Secure protocol more than 15 years ago to protect

eCommerce transactions by providing an additional layer of identity verification before

authorization.”

▪ “3-D Secure (3DS) enables the exchange of data between the merchant, card issuer, and,

when necessary, the consumer, to validate that the transaction is being initiated by the

rightful owner of the account.”

▪ Visa Small Business Tools Site[1]

Security Narrative and Consumer Framing

The security storytelling directly emphasizes what 3D Secure achieves:

▪ “Visa Secure is designed to make authentication simple, reduces customer friction and helps

prevent card-not-present fraud.”[1]

▪ In case studies, Visa explicitly attributes “dramatic drop in fraud with EMV 3-D Secure” and

better customer experiences to the implementation of Visa Secure with EMV 3DS.

Messaging in Regulatory Context

Visa positions its EMV 3DS offering as PSD2 SCA (Strong Customer Authentication) compliant:

3

“Supports strong customer authentication for issuers, acquirers, payment service providers in

regulated markets.”[1]

Summary Table: Visa's 3-D Secure Messaging

Message Theme Direct Quotes/Terms Visual/Script Context

Authentication Layer “additional layer of identity verification” User and merchant

comms

EMV 3DS explicitly

named

“Visa Secure with EMV 3-D Secure...” Brand card, video,

assets

Friction Reduction “makes authentication simple, lowers

friction for consumers ...”

Brand materials

Fraud Prevention “helps prevent card-not-present fraud” All collateral

PSD2/SCA compliance “supports strong customer authentication

in regulated markets”

Regulatory messaging

Visa merges regulatory compliance, merchant security, and low-fuss customer journeys into the

core of its 3-D Secure narrative.

Mastercard: SecureCode and Identity Check Brand Messaging

From Mastercard SecureCode to Identity Check

Mastercard’s brand evolution has shifted strongly from “SecureCode” into “Identity Check” as the

public-facing EMV 3DS implementation:

▪ SecureCode Messaging (Legacy and Transition):

▪ “Mastercard SecureCode is an authentication program offered to Mastercard cardholders

and merchants accepting Mastercard payments. It’s one of the many types of 3D Secure

authentication programs available from card networks to verify transactions.”

▪ “3D Secure software uses a pre-selected ‘secure code’ to verify cardholders’ identities...

Customers must input this code on a merchant’s website as a second layer of

authentication during the checkout process.”

▪ PaymentCloud SecureCode Guide[4]

▪ Direct Emphasis:

▪ “It’s one of the many types of 3D Secure authentication programs ...”

▪ PaymentCloud SecureCode Guide[4]

▪ Visual Messaging:

▪ Merchants are required to display Mastercard SecureCode/Identity Check logos at

4

checkout and in eCommerce flows, conveying to consumers that the transaction is

protected by this specific layer of eCommerce security[5]

.

Mastercard Identity Check and the 3-D Secure Protocol

Mastercard now spearheads “Identity Check” alongside “EMV 3-D Secure” branding, with

narrative focusing on the step-change from 3DS 1.0 to EMV 3DS:

▪ Brand Card and Merchant Narrative:

▪ “Mastercard Identity Check leverages the latest authentication standards of EMV® 3-D

Secure (replacing 3DS 1.0) to complete more transactions without disruption.”

▪ “Helps eliminate unnecessary friction during authentication”

▪ “Enhance the digital payment experience ... decrease online shopping cart abandonment

and improve conversion rates ... drive approval rates and transaction growth.”

▪ Mastercard Identity Check Official Page[6]

▪ Explicit Customer Framing:

“A biometric solution helps secure digital payments via strong two-factor authentication.”

▪ Mastercard Identity Check[6]

▪ Regulatory and Risk Messaging:

▪ “We recommend that you use it to comply with authentication regulations for online

payments such as PSD2 SCA that requires strong customer authentication ... and to use

liability shift rules.”

▪ Adyen Docs on 3DS[7]

▪ Transition Narrative:

“With the rollout of EMV 3-D Secure, Mastercard has created a new solution called Mastercard

Identity Check, which replaces Mastercard SecureCode that governed the old protocol. This

new solution will enable issuers and merchants to take advantage of the new standards and

capabilities to help drive simple and secure payments.”

▪ Mastercard Identity Check Early Adopter Whitepaper[8]

3-D Secure Brand Visuals

▪ Card/Checkout Display:

▪ The Mastercard Symbol (two interlocking circles) is digitally co-located with the

SecureCode or Identity Check icon at merchant eCommerce checkouts.

▪ Digital and physical branding guides mandate parity (size, color, position) to other

acceptance marks, visually reinforcing 3-D Secure protection[5]

.

5

Messaging Variation: Identity Check vs. SecureCode

After launching Identity Check, Mastercard uses “Identity Check” as a signifier for EMV 3DS

compliance, while “SecureCode” may still appear on legacy materials. Both connect directly in

comms to the broader “3-D Secure” protocol.

Summary Table: Mastercard's 3-D Secure Messaging

Brand Card Direct Quotes/Terms Emphasis Points

SecureCode (Legacy) “3D Secure authentication program” Explicit reference to

3DS/verified flow

Identity Check

(Current)

“leverages EMV® 3-D Secure ...” EMV 3DS, biometric/EU

compliance, frictionless

Checkout Visuals “Display Mastercard SecureCode/Identi

ty Check...”

Required at checkout, parity

with others

Fraud/Compliance “benefit from shifting ... liability to the

card issuer for ... chargebacks”

Safety, risk shifting

Mastercard frames 3-D Secure as the underlying protocol and mechanism, while transitioning

brand language to “Identity Check” and updating the visual language in accordance.

American Express: SafeKey Brand Messaging

SafeKey in Consumer and Merchant Communication

American Express (Amex) refers to 3-D Secure branding as “SafeKey,” and integrates this

terminology consistently across all merchant and cardholder touchpoints:

▪ Direct Program Reference:

▪ “SafeKey brings safety and ease to online transactions. When you check out online at

participating merchants, SafeKey's advanced technology works in the background to make

sure it's really you using your Card.”

▪ Amex SafeKey Security Center[9]

▪ Authentication Methods Framed in Visuals/Scripts:

▪ “If we need to, we’ll ask you to confirm it’s you with face or fingerprint ID, an App

notification, or a code.”

▪ “We’ll send you a code at checkout by text or email”

▪ Amex Security Center[9]

▪ Identity Verification Messaging:

“Prove it’s you by scanning your face or fingerprint ... Tap the notification from the American

Express® App to confirm it’s you ... We’ll send you a code at checkout by text or email”

6

▪ Amex Security Center[9]

▪ Regulatory Narrative:

“SafeKey was developed in response to regulatory requirements for online purchases and

therefore, Cardmembers are unable to opt out from it.”

▪ Amex SafeKey FAQ[9]

SafeKey Visual Brand Guidelines

▪ Mandatory Use in eCommerce:

▪ “American Express has developed SafeKey trademarked production-ready artwork to

display on a merchant’s online store and checkout pages to promote the SafeKey program

commitment and raise awareness to American Express Cardmembers.”

▪ Amex SafeKey Brand Guidelines[10]

▪ “Always refer to the American Express SafeKeySM feature by its full name, ‘American Express

SafeKey,’ along with the appropriate registered trademark/SM symbol at the first mention...

SafeKey must always appear as one word in upper- and lowercase letters, with a capital ‘S’

and ‘K’ and the remaining letters in lowercase in headlines and body copy.”[10]

▪ “When displaying multiple 3DS card scheme logos, scale the SafeKey logo so it is equal in size

to competitor logos. Always surround the logo with at least the minimum amount of clear

space.”

Consumer Assurance and Strong Authentication

SafeKey messaging focuses heavily on multi-factor authentication, including biometrics, appbased notifications, and one-time passcodes, but always circles back to the core message:

“SafeKey brings safety and ease to online transactions.”[9]

Messaging Consistency

SafeKey is always directly linked to “additional layer” and “multi-factor authentication” language,

mirroring the 3-D Secure protocol under a consistent Amex brand mark.

Stripe: 3-D Secure Brand Messaging

Stripe’s Documentation and Payment Flow Communication

Stripe, as a major payment gateway and platform, emphasizes 3-D Secure in its customer

documentation, payment flow descriptions, and video guides:

▪ 3DS as Core Security Feature:

▪ “3D Secure, a go-to authentication protocol for protecting payments, is one solution to

this challenge. In 3D Secure 2, this established framework gets an upgrade with an

emphasis on stronger defenses and a smoother customer experience.”

7

▪ Stripe 3D Secure 101

▪ Explicit Terminology:

▪ “3D Secure, short for ‘Three-Domain Secure,’ is an authentication protocol designed to

support the safety of online credit and debit card transactions. The protocol was initially

developed by Visa under the name ‘Verified by Visa.’ ”

▪ Stripe 3D Secure 101

▪ Integration Messaging:

▪ “3D Secure, short for ‘Three-Domain Secure,’ is an authentication protocol ... The primary

function of 3D Secure is to add an extra layer of verification for online payments ... a 3D

Secure transaction prompts the cardholder for an additional password or sends a onetime code to their mobile device.”

▪ Stripe 3D Secure 101

Benefits Framing

▪ Fraud & Chargeback Messaging:

▪ “The 3D Secure technology vets transactions in real time by requesting additional

identification steps from customers. This eliminates the majority of unauthorized

transactions and leads to an overall decrease in fraud-related costs for businesses.”

▪ “A positive authentication green-lights the transaction and also often reduces the

business’s liability for chargebacks related to fraud.”

▪ Stripe 3D Secure 101

▪ Customer Trust Messaging:

▪ “For shoppers, an extra layer of authentication is a green light to proceed safely. This

increased confidence has long-lasting benefits.”

▪ Stripe 3D Secure 101

Onboarding and Checkout Flow Language

▪ Stripe’s payment guides, in both prose and UI hints, advise: “If a transaction requires 3D

Secure, the cardholder will see an authentication page from their issuer, where they can

enter a one-time password or use another authentication factor.”[11]

Video Tutorials and Scripted Messaging

Video tutorials on Stripe often include language such as:

“Use Stripe Checkout and the Payment Intents API to process payments with the latest 3D

secure strong authentication requirements in Europe” (referencing both 3D Secure 2.0 and PSD2

SCA)[12]

.

8

Summary Table: Stripe 3-D Secure Messaging

Context Key Quotes/Terms Emphasis

Documentation “3D Secure, short for ‘Three-Domain

Secure’ ...”

Focus on protocol name,

customer experience, SCA

Merchant Guides “add an extra layer of verification...” Fraud reduction, regulatory

compliance

Payment Flows “the cardholder will see an

authentication page ...”

Customer journey, frictionless

checkout

Video Scripts “process payments with 3D secure

strong authentication requirements ...”

PSD2/SCA, real-time

authentication

Stripe’s messaging strategy foregrounds 3-D Secure as an industry standard, seamless, and

business-enabling protocol, not simply a regulatory checkbox.

Signifyd: 3-D Secure in Promotional Content

Signifyd, as a fraud-prevention service, frames its solution as using “the latest authentication

standards of EMV® 3-D Secure to complete all transactions without disruption, either using the

3DS2 protocol or its own SCA decision to authenticate transactions without any step-ups.”[13]

▪ Promotional Messaging:

▪ “The 3-D Secure protocol-bundled into services by card brands like Visa Secure,

Mastercard Identity Check or American Express SafeKey-is based on a three-domain

model...”

▪ “Signifyd’s Payments Optimization Solution leverages the latest authentication standards

of EMV® 3-D Secure to complete all transactions without disruption, either using the 3DS2

protocol or its own SCA decision.”

▪ Signifyd Fraud Blog[13]

▪ Liability Shift Emphasis:

“Regardless of whether a transaction follows the frictionless flow of 3DS2 ... or ... the

Seamless SCATM flow of Signifyd ... merchants will benefit from a guaranteed liability shift for

fraudulent orders ...”

▪ Narrative on Customer Experience:

▪ “Best user experience: 3DS2 was designed after the broad adoption of smartphones and

makes it easier for banks and service providers to offer innovative authentication

experiences.”

▪ Signifyd Fraud Blog[13]

Signifyd repeatedly ties its product advantage to “the latest authentication standards of EMV 3-D

Secure,” directly referencing the 3DS protocol in all merchant communication.

9

CLOWD9: 3-D Secure Documentation and Messaging

CLOWD9, a card and payment issuing platform, frames 3-D Secure in both technical and

promotional content:

▪ Protocol Definition:

▪ “EMV Three Domain Secure (3DS) is a messaging protocol developed by EMVCo to enable

customer authentication during card-not-present (CNP) e-commerce purchases. It is a

fraud prevention tool that adds an additional security layer when the customer makes

card-not-present (CNP) e-commerce purchases by enabling additional customer

authentication ...”

▪ CLOWD9 Docs[14]

▪ Emphasis on Authentication Methods:

Highlights support for multiple authentication methods:

▪ “One Time Password ... Password Authentication ... Out Of Band (OOB) Authentication ...”

▪ CLOWD9 Docs[14]

▪ Liability Shift Narrative:

▪ “It should be noted that in the case of potentially fraudulent transactions resulting in

chargebacks, if the cardholder was successfully authenticated using 3DS, the liability for

the chargeback shifts from the merchant to the card issuer.”

▪ CLOWD9 Docs[14]

▪ Implementation and Merchant Messaging:

▪ “During the Implementation project, your Program(s) and Product(s) will be configured in

line with your 3D Secure requirements. CLOWD9 will provide support ... prior to

Production testing and launch.”

▪ CLOWD9 Docs[14]

CLOWD9’s messaging combines deep technical detail with direct promotional reference to “EMV

Three Domain Secure (3DS),” always reinforcing the security and compliance story.

Corefy: 3-D Secure Brand Communication

Corefy, a payment orchestration provider, uses direct and accessible 3-D Secure messaging for

its business users:

▪ Brand Intro:

▪ “3D Secure, or 3DS, is a payment security protocol aimed at enhancing the protection of

sensitive data ... It is a set of rules regulating the exchange of payment data between

programs and devices and imposing additional stages of card verification.”

10

▪ Corefy Blog[15]

▪ Explicit References:

▪ “The technology known under the Verified by Visa brand proved to be effective, so other

major card networks began to implement their own solutions based on the protocol:

Mastercard SecureCode, ProtectBuy by Discover, J/Secure by JCB, and American Express

SafeKey. Later, EMVCo ... introduced the revised protocol called EMV 3D Secure.”

▪ Corefy Blog[15]

▪ Benefit and Compliance Messaging:

▪ “With 3DS2, the liability for fraudulent chargebacks shifts from the merchant to the issuer.

However, there is no liability shift for recurring transactions.”

▪ “Master the essentials of 3D Secure technology with Corefy and ensure your online

payment processes are secure and compliant with global standards.”

▪ Corefy Blog[15]

Corefy uses a practical tone, frequently and directly referencing “3D Secure,” “3DS,” and the

named brand variants, and explains risk mitigation, regulatory compliance, and approval rates.

EMVCo: 3-D Secure Official Protocol and Brand Positioning

EMVCo is the industry body responsible for the specification and governance of the 3-D Secure

protocol itself:

▪ Program Description:

▪ “EMV ® 3-D Secure (EMV 3DS) helps payment card issuers and merchants around the

world prevent card-not-present (CNP) fraud and increase the security of e-commerce

payments.”

▪ EMVCo 3DS Overview[16]

▪ Direct Technical Messaging:

▪ “EMV 3DS enables the exchange of data, or messages, between the merchant and the

issuer to authenticate the consumer and approve the transaction ... For higher-risk

transactions, issuers may choose to require further authentication as an added layer of

security.”

▪ EMVCo 3DS Overview[16]

▪ Benefits Framing:

Highlights are always on “fraud prevention,” “enhanced security,” “streamlined

authentication,” and “optimised payment experience,” all as direct protocol benefits[16]

.

▪ “EMV 3DS is an e-commerce fraud prevention protocol that enables consumer

authentication for CNP purchases, without adding unnecessary friction to the checkout

process.”

11

▪ PSD2 / SCA Compliance:

▪ “EMV 3DS provides a means for merchants and issuers to support the use of SCA ... by

enabling the use of two-factor authentication ...”

▪ EMVCo 3DS Overview[16]

All EMVCo communication refers directly to “EMV 3-D Secure” or “EMV 3DS,” and all guidance,

branding, and technical notes feature the protocol name in prominent font and visual display.

Verified by Visa: Retail Checkout Card Visuals

▪ Logo Visuals and Brand Messaging:

▪ “Verified by Visa is a prominent security program designed to enhance online shopping

safety for consumers and merchants alike. ... [It] involves an additional verification step,

often through a unique password or code sent directly to the buyer. This ensures that only

the authorized cardholder can complete the transaction, significantly reducing the risk of

unauthorized use. Merchants who display the Verified by Visa Logo convey trust and

commitment to customer safety ...”

▪ Bootflare Logo Site[17]

Verified by Visa is always explicitly called out as “a security program” linked to “3-D Secure” in

both visual and textual assets for eCommerce.

Adyen: 3-D Secure Brand Communication

Adyen frames their messaging using the 3-D Secure protocol terminology and ties it into

merchant best practices, regulatory needs, and custom risk management flows:

▪ Direct Naming:

▪ “3D Secure 2 is an authentication protocol that provides an additional layer of verification

for card-not-present (CNP) transactions. We recommend that you use it to comply with

authentication regulations for online payments such as PSD2 SCA that requires strong

customer authentication to make online payments in the European Economic Area, and to

use liability shift rules.”

▪ Adyen Docs[7]

▪ Frictionless Experience and Dynamic Flows:

▪ “When you have implemented native 3D Secure, a transaction ... can go through either a

frictionless flow or a challenge flow, depending on the issuer’s requirements.”

▪ Adyen Docs[7]

▪ Merchant Control Messaging:

12

▪ “Set up rules to determine which card payments are routed through 3D Secure

authentication, and if they should be challenged. ... You can use Dynamic 3D Secure to

make sure 3D Secure is requested...”

▪ Adyen Dynamic 3D Secure Docs[18]

Adyen’s textual assets always explicitly refer to “3D Secure” both as a protocol (with mentions of

3DS, 3D Secure 2, etc.) and as a set of best security and compliance practices.

Braintree: 3-D Secure Promotional Text

▪ Brand Card Messaging:

▪ “3D Secure (3DS) is an additional security layer for online credit and debit card

transactions that adds an authentication step for customers making online purchases. ...

3D Secure is required for merchants transacting in the EU to meet PSD2 SCA

requirements.”

▪ Braintree Fraud Tools[19]

▪ Process Explanation:

▪ “If additional authentication is necessary, the Braintree SDK will display a dialog box or

iframe provided by the issuing bank that will prompt the cardholder to verify their identity.

... Card brands: Most card brands have their own 3D Secure services. We support the

following: Visa Secure (formerly known as Verified by Visa), MasterCard Identity Check and

MasterCard SecureCode (including Maestro), Discover ProtectBuy..., American Express

SafeKey...”

▪ Braintree Fraud Tools[19]

▪ Liability Shift Messaging:

▪ “In certain cases, 3D Secure can shift liability for chargebacks due to fraud from you to the

customer’s bank. Liability shifts for fraudulent chargebacks will be based on the

transaction’s status code. ... The following 3D Secure status codes will result in a liability

shift: authenticate_successful, authenticate_attempt_successful.”

▪ Braintree Fraud Tools[19]

Braintree’s documentation uses the “3D Secure” term consistently, always connected to antifraud, PSD2 / SCA compliance, and card-brand-specific program names.

Apple Pay and Google Pay: 3-D Secure in Digital Wallet Messaging

Apple Pay Integration of 3-D Secure

▪ Brand Card and Developer Messaging:

13

▪ “It turns out that Apple Pay relies primarily on the 3-D Secure protocol for Internet

payments. EMV may also be used, but merchant support for EMV is optional, whereas

support for 3-D Secure is required ... Apple Pay makes use of 3-D Secure in a way that is

very different from how the protocol is traditionally used on the web.”

▪ Pomcor Technical Analysis[20]

▪ Authentication Framing:

▪ “When the user touches the fingerprint sensor and a valid fingerprint is recognized, Apple

Pay creates a payment token, which it returns to the merchant app. ... The decrypted

payment data may also consist of an ‘online payment cryptogram, as defined by 3-D

Secure’ plus an ‘optional ECI indicator, as defined by 3-D Secure’.”

▪ Pomcor Technical Analysis[20]

▪ Conclusion on Protocol:

▪ “The 3-D Secure protocol, which is rarely used in the US but commonly used in other

countries, improves security for Internet payments by authenticating the cardholder. It

was developed by VISA, and it is used by VISA, MasterCard, JCB and American Express

under the respective names ...”

▪ Pomcor[20]

Apple Pay’s developer-facing documents and technical guides frame 3-D Secure as the required

underlying authentication protocol for Internet payments.

Google Pay and 3-D Secure Framing

▪ Authentication Split:

▪ “Each Google Pay transaction can be authenticated in two different ways:

▪ PAN_ONLY - A card stored on the customer's Google account.

▪ CRYPTOGRAM_3DS - A device token stored on an Android-powered device

authenticated with a 3-D Secure cryptogram.”

▪ Trust Payments Guide[21]

▪ Direct Messaging:

▪ “All businesses within the EEA (European Economic Area) are mandated to use 3-D Secure

when processing e-commerce transactions, as part of the PSD2 mandate. Merchants that

process e-commerce transactions MUST support 3DS authentication.”

▪ Trust Payments Guide[21]

▪ 3DS as a Merchant Requirement:

▪ “Solidgate forces all Google Pay transactions using the PAN_ONLY data type to 3D Secure.

There is no need to send additional parameters. Applying 3D Secure enables liability shift

and minimizes payment risks for PAN_ONLY transactions.”

14

▪ Solidgate Google Pay Documentation[22]

▪ Process Flow:

▪ “Merchant initiates a payment ... Solidgate defaults to the 3D Secure flow and forwards a

verify_url embedded with the ACS URL to the merchant. To proceed with 3D Secure

verification procedure, customer is redirected to the issuer's page ...”

▪ Solidgate Google Pay Documentation[22]

Google Pay's merchant onboarding and technical communication are saturated with “3-D

Secure” terminology, always positioned as a mandatory or default flow for EEA-regulated

transactions.

PSD2 Strong Customer Authentication (SCA) and 3-D Secure

All cards, processors, and platforms subject to the EU’s PSD2 SCA explicitly connect “3-D Secure”

(3DS2) as the main path to SCA compliance:

▪ Direct Regulatory Reference:

▪ “3-D Secure is the leading industry standard solution that allows Issuers, Acquirers and

merchants to apply Strong Customer Authentication (SCA) as required by PSD2 ... Visa

requires that Issuers support EMV 3DS 2.2.0 by September 14 2020 and strongly

encourages merchants and Acquirers to support it as early as possible.”

▪ Visa European EMV 3DS 2.2.0 Implementation Guide[23]

▪ SCA Flow Explanation:

“The latest version, EMV 3DS 2.2.0, provides critical new functionality that is fundamental to

the optimisation of the application of PSD2 SCA and permitted exemptions ... optimizes the

SCA user experience for biometric and Out of Band (OOB) authentication ...”

▪ Visa European EMV 3DS 2.2.0 Implementation Guide[23]

▪ Liability Shift Permitted by 3DS2 SCA:

▪ “Additionally, 3DS2 shifts some of the chargeback liability from the merchant to the issuer,

which means the merchant won’t be liable for any chargebacks for fraudulent payments

that have been authenticated via 3DS2.”

▪ emerchantpay[24]

Throughout industry and regulatory messaging, “3-D Secure 2” and “SCA” appear together in

every compliance-related communication.

YouTube Video Scripts and Tutorials

Visa Secure and EMV 3-D Secure Video Scripts

▪ Scripted Narrative:

15

▪ “Visa Secure with EMV 3-D Secure is a globally adopted authentication solution designed

to make eCommerce transactions more secure in real-time.”

▪ Visa Official YouTube Video[2]

▪ Script Framing:

▪ “Authenticating cardholder identity during card-not-present transactions is more complex

than ever before, yet consumer preference for eCommerce shopping continues to grow.

Visa Secure with EMV 3-D Secure benefits all stakeholders in an enhanced data exchange

that makes card-not-present authentication simple by reducing friction and allowing the

right customers through.”

▪ Visa EMV 3-D Secure Video Script

Stripe 3-D Secure Tutorial Scripts

▪ Scripted Step-by-Step:

▪ “Use Stripe Checkout and the Payment Intents API to process payments with the latest 3D

secure strong authentication requirements in Europe.”

▪ Stripe YouTube Video Script[12]

▪ Demo Walkthrough:

Video tutorials demonstrate and narrate the display of 3-D Secure popups, references to SCA

and “authentication page from their issuer,” and explain both frictionless and challenged

flows as core to the secure checkout process.

Messaging Variation and Brand Positioning Summary

Across the surveyed brands, certain key narrative patterns and phrasing are constant:

▪ Direct, Repeated Use of '3-D Secure' / 3DS: All prominent brands refer to the underlying

protocol-“3D Secure,” “3DS2,” or their own branded implementation-multiple times within a

single page, guideline, or visual asset.

▪ Explicit References to Brand-Specific Implementations: “Visa Secure with EMV 3-D Secure,”

“Mastercard Identity Check / SecureCode,” “American Express SafeKey,” etc.

▪ Customer and Merchant-Facing Messaging: Both audiences are exposed to “3-D Secure”

branding, always tied to assurances of security, regulatory compliance, authentication, or

liability shift.

▪ Narrative Use of Technical Terminology: Terms such as “card-not-present transactions,”

“liability shift,” “SCA,” “fraud prevention,” and “frictionless flow” are omnipresent in all

messaging.

16

Conclusion

The concept and protocol of 3-D Secure-whether rendered in technical documentation, brand

card visuals, merchant onboarding guides, or consumer-facing marketing-appears as a loud and

direct keynote in every leading card brand’s security story. All major card networks, processors,

and digital wallets explicitly reference “3-D Secure” by name, along with their own

implementation branding, in scripts, visuals, and web copy. Across channels, 3DS is not only a

compliance or anti-fraud checkbox; it is a principal narrative device for trust, safety, and digital

commerce enablement.

Key takeaway: 3-D Secure is so broadly standardized and mandated in industry messaging that

brands rarely, if ever, obfuscate or substitute its name. Instead, they celebrate and amplify it,

positioning it as the universal language of security and authentication in digital payments. This

consistency affirms 3-D Secure’s unrivaled narrative status in shaping modern, secure, and

friction-minimized online commerce.

References (24)

1. Visa Secure EMV 3-D Secure for Merchants . https://usa.visa.com/run-your-business/smallbusiness-tools/payment-technology/visa-secure.html

2. Visa Secure with EMV 3-D Secure - YouTube. https://www.youtube.com/watch?v=aVvGTTr3e-I

3. Brand Guidelines - Visa. https://merchantsignage.visa.com/brandguidelines

4. Mastercard SecureCode . https://paymentcloudinc.com/blog/mastercard-securecode/

5. Mastercard. https://www.mastercard.com/brandcenter/us/en/brandrequirements/mastercard.html

6. Mastercard Identity Check . https://www.mastercard.com/global/en/business/overview/safetyand-security/identity-check.html

7. 3D Secure 2 authentication . https://docs.adyen.com/online-payments/3d-secure/

8. Mastercard Identity Check .

https://www.mastercard.us/content/dam/public/mastercardcom/na/us/en/smb/other/MastercardIdentity-Check-Early-Adopter-Program-Learnings.pdf

9. SafeKey & Online Safety: Card Authentication . https://www.americanexpress.com/us/securitycenter/safekey/

10.AMERICAN EXPRESS. https://secure.americanexpress.com.bh/merchants/websiteassets/downloads/SafeKey_Brand_Guideline.pdf

11.Cardholder authentication using 3D Secure - Stripe. https://docs.stripe.com/issuing/3dsecure?locale=en-GB

12.Stripe Payments Basics - Including New 3D Secure Requirements for EU ....

https://www.youtube.com/watch?v=1XKRxeo9414

13.What is 3D-secure - signifyd.com. https://www.signifyd.com/resources/fraud-101/what-is-3dsecure/

17

14.3D Secure - docs.clowd9.com. https://docs.clowd9.com/docs/3d-secure

15.3D Secure: must-know things for businesses and cardholders. https://corefy.com/blog/3d-securemust-know-things-for-businesses-and-cardholders

16.EMV® 3-D Secure . https://www.emvco.com/emv-technologies/3-D-secure/

17.Verified By Visa Logo PNG Download - Bootflare. https://bootflare.com/logo/verified-by-visa/

18.Dynamic 3D Secure . https://docs.adyen.com/risk-management/dynamic-3d-secure/

19.Braintree SDK Docs - PayPal Developer.

https://developer.paypal.com/braintree/articles/guides/fraud-tools/3d-secure

20.How Apple Pay Uses 3-D Secure for Internet Payments - Pomcor.

https://pomcor.com/2014/11/09/how-apple-pay-uses-3-d-secure-for-internet-payments/

21.Google Pay direct AUTH integration - Trust Payments. https://help.trustpayments.com/hc/enus/articles/18398837911697-Google-Pay-direct-AUTH-integration

22.Google Pay and 3DS - docs.solidgate.com. https://docs.solidgate.com/payments/digitalwallets/google-pay/google-pay-and-3ds/

23.European EMV 3DS 2.2.0 Implementation Guide - Visa.

https://www.visa.co.uk/dam/VCOM/regional/ve/unitedkingdom/PDF/sca/visa-european-emv3ds-220-implementation-guide.pdf

24.PSD2, SCA and 3D Secure 2 explained - emerchantpay.

https://www.emerchantpay.com/insights/psd2-sca-and-3d-secure-2-explained