Worldpay today announced the launch of its innovative Authentication Optimization Service, a patent-pending solution designed to maximize payment approval rates and minimize unnecessary friction for merchants using 3D Secure (3DS) for payment authentication.
This service is widely available to merchants who accept payments in non-3DS regulated markets.
“With our authentication optimization service, we use artificial intelligence and deep transaction insights to help merchants capture more revenue and offer seamless payments, especially in markets where strong consumer authentication is not required,” said Cindy Turner, Chief Product Officer at Worldpay. “At Worldpay, security and seamlessness aren’t mutually exclusive—they’re critical elements of how we optimize every payment. Our scale, data and technology turn rejections into approvals, helping customers win back lost revenue while reducing the kind of checkout friction that can lead to abandoned carts.”
The new service uses artificial intelligence to leverage payment information across billions of global transactions processed by Worldpay. It makes real-time decisions on when to apply 3DS to authenticate the transaction or to immediately authorize the payment based on factors such as risk and issuer preference.
This AI-based solution goes beyond rigid rules-based systems, intelligently routing transactions to 3DS authentication only when truly necessary — either for regulatory compliance or when Worldpay data indicates a high likelihood of issuer acceptance. This targeted approach reduces unnecessary friction while maintaining safety and compliance standards.
“At Visa, we understand the need to ensure both security and a seamless payment experience,” said James Mirfin, SVP, head of risk and identity solutions at Visa. “We are proud to be part of Worldpay’s new Verification Optimization Service, which will help merchants strengthen approvals while maintaining high levels of security. Data-driven adaptive approaches like this can help bridge the gap between merchant needs and issuer risk management, delivering better outcomes for everyone in the ecosystem payments.”
The authentication optimization service is patent-pending and represents Worldpay’s ongoing commitment to innovation in payment authentication.