What if cardholders are not registered?

If the card issuer hasn't yet introduced the service, the transaction simply goes through as normal, without any 3D Secure check. You still get the benefits of the shift in fraud liability.

If the cardholder is not registered but their card issuer does offer the service, however, the customer will be prompted to sign-up straightaway: a process known as "Activation During Shopping".

In this, a new secure window appears, where the customer is asked to answer a number of security questions. They are then given the option to sign-up to the service, and can then go on to complete the checkout process as usual.