The additional cardholder verification step at checkout — a bank confirmation in an app or by code — which also shifts liability for fraud from the merchant to the issuer.
It is mandatory for most European payments under strong customer authentication rules, and it is a real conversion cost: every extra step loses buyers.
We implement 3DS with exemptions applied where the rules allow, keep the challenge inside the checkout flow rather than a jarring redirect, and monitor approval rates per issuer.