India's RuPay introduces CVV-less payments for tokenised cards

By Matthew Griffin Connected Society 31st May 2023

WHY THIS MATTERS IN BRIEF

We all hate CVV codes but they’re a necessary evil, now though using Web 3.0 and tokenisation technologies RuPay has found a way to keep you safe while eliminating the need to ever use them again.

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RuPay, India’s own homegrown card network went live on “Card on File Tokenization” in 2021, in line with RBI’s guidelines, for its domestic E-Commerce transactions to ensure better security for all its cardholders, and now thanks to their cards being tokenized RuPay cardholders never need to look at or remember their card’s CVV numbers ever again as the company focuses on making payments even more frictionless for users.

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To refine the experience further, RuPay has now introduced the CVV (Card Verification Value) free payment experience for its Debit, Credit & Prepaid cardholders who have tokenized their cards on the merchant application or webpage. Tokenization is a simple technology to secure card transactions without sharing clear or real card details with the merchants.

Denny Thomas, Head, RuPay said, “Our vision has always been to ensure effortless payments for all our RuPay cardholders without compromising on the security aspect. Having worked with the payments industry extensively for implementation of Card on File Tokenization, which ensures utmost security of sensitive card information, now we are aiming at making the payment experience of a tokenized card seamless.”

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When a cardholder opts to save their card for a domestic E-Commerce transaction, they authenticate the transaction through the card details (Card number, CVV, Card expiry date) as a one-time activity followed by entering the OTP, the details are then Tokenized and saved with the merchant. This safeguards the card details of the customer from cyber frauds as real details are not saved with the merchant.

For subsequent transactions, the customer can complete the payment by just entering the OTP without the need to enter the CVV or other card details again. With the auto-read OTP feature enabled on customers’ devices, this payment experience becomes smoother than ever. This feature has been made live along with RazorPay for merchants like Rapido, Porter, etc. RuPay is further working with major aggregators/gateways like PayU, CyberSource, Firstdata, Paytm, etc. to extend this feature to other merchants.

Matthew Griffin / About Author

Described by NASA as a "Walking Encyclopaedia of the Future" and one of the world’s most in demand keynote speakers Matthew Griffin, Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm, is a multi-award winning Futurist and strategic foresight expert, author, lecturer, mentor, podcast and YouTube host.

With a distinguished career running global business units at Atos, EMC, and IBM today Matthew helps leaders and titans of industry from all over the world explore the impact of the inter sections of technology, culture, and leadership, then helps them create high performance organisations that can continuously disrupt, outpace, and outthink their competition.

15 times author of the hit series the Codex of the Future series Matthew's ability to identify, track, and explain the impacts of hundreds of emerging technologies and trends on global business, culture, and society has earned him a powerful reputation and a roster of clients that include royal households, world leaders across the G7, G20, and G77, and many of the world's most recognised and exceptional organisations including ABB, Accenture, ABN Amro, Adidas, AON, ARM, BCG, Centrica, Citi Group, Coca Cola, Deloitte, Dentons, Disney, Dow, EY, Google, KPMG, Lego, Microsoft, Legal & General, LinkedIn, Nokia, Paramount, PepsiCo, PWC, Qualcomm, RWE, Samsung, T-Mobile, UBS, Visa, WIRED, WPP and hundreds of others.

Matthew is regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, and his mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.