What is EMV?
EMV (also referred to as chip-and-PIN, chip-and-signature, and chip-and-choice) is a technology designed to help combat fraud and protect confidential customer data. EMV cards are embedded with a microprocessor chip that stores and protects cardholder data, providing an additional level of authenticity.
What is the EMV liability shift and how might that affect merchants?
Visa, MasterCard, Amex, and Discover will have instituted a liability shift for all POS devices, excluding fuel pumps. With the liability shift, if an EMV card is presented to a merchant that has not adopted a certified EMV card terminal, liability for counterfeit fraud will pass to the merchant.
This liability shift will encourage EMV adoption. EMV-on-EMV transactions (EMV cards read by EMV certified hardware) provide dynamic authentication data – data that helps protect all parties. In addition, if a counterfeit magnetic stripe card is presented at a chip certified terminal, the liability for the counterfeit fraud will be the responsibility of the card issuer, not the merchant.
Will I need to buy new hardware to accept EMV cards?
To take full advantage of secure EMV technology, you will need to make a one-time investment in new EMV-capable hardware. These EMV-capable devices will also support NFC payments, such as Apple Pay and Google Wallet. Your ChargeItPro representative can explain your options and will see to it that your transition is as seamless and hassle-free as possible.
ChargeItPro team members are eager to help and are on-hand to answer any questions you may have. Call (800) 989-2135 or contact firstname.lastname@example.org.