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It’s no secret that frictionless and trusted digital experiences are driving the reshuffling of the Fortune 500. In the face of intensifying competition to build the next generation of UX, instant gratification built on uninterrupted online experiences will have a dramatic impact on any type of service adoption, and will drive dramatic growth in sales across nearly all industries, spanning from financial services to healthcare to retail to insurance to high-tech.

But how can these new make-or-break standards be quantified? And how can brands see if they measure up?

3 Key KPIs to Measure Digital Trust

  • Pass Rate: Pass rate is the percentage of your customers that can be greenlighted or ‘passed’ during a digital interaction (ex: login, signup, call center call) without introducing friction via step-up authentication. Enterprises typically hover around 40% pass rate. Passive authentication technology such as Payfone’s can bring this metric to >90%.
  • Latency/Interaction Duration: Latency is the length of time it takes to verify a customer’s identity and to allow them to complete an interaction. Traditional identity authentication processes such as passwords, SMS OTP and security questions typically add unnecessary lag to interactions, causing customers to abandon. Passive authentication can bring latency down to just milliseconds. To put the importance of speed into perspective, Google research found that 40% of consumers will leave a webpage that takes longer than 3 seconds to load.
  • Customer Satisfaction: A measure of how happy your customers are and how willing they would be to return or to recommend your brand to others. Typically quantified as NPS or CSAT scores. Pass rate and latency have a direct effect on this metric. Citing the same Google study as above, 79% of shoppers who are dissatisfied with a website are less likely to purchase from the same site again.

Taking these three KPIs into consideration, how does your company score when it comes to Digital Trust?

To learn how you can improve these KPIs for your business, contact us.

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Did you KNOW…

SIM swap fraud is one of the fastest-growing and most devastating fraud vectors plaguing companies and consumers today. From cryptocurrency exchanges to social media networks, all digital service providers that require users to log in are at risk of making headlines for falling victim to these increasingly common attacks if they do not have advanced preventative technology in place.




First, scammers trick victims into divulging personal information about themselves and then socially engineer customer service representatives in order to take over a victim’s phone number by having them transfer the number to a SIM card in their possession. Once they’ve done this successfully, the fraudster has full control over the unsuspecting victim’s phone number, allowing them full access to their accounts. 

While victims are at risk of having their cryptocurrency accounts drained or having their social media handles taken hostage, the harm to the service providers who failed to protect their users against these kinds of attacks ranges from major reputational damage to liability for lost funds to the risk of losing users to more secure competitors.




Many proactive service providers are taking it upon themselves to secure their businesses with preventative technology, like Payfone’s Trust Score, to protect their customers against SIM swap fraud.

Payfone’s patented Trust Score provides a real-time check that allows service providers to see, at the time of a transaction, if a SIM swap has taken place. Here is a real-life example of how the Trust Score is being used today by a leading cryptocurrency exchange:

1) Fraudster steals cryptocurrency exchange username/password of victim through email phishing or similar method.
2) Fraudster takes over victim’s phone number by social engineering a customer service representative.
3) Typically at this point, the fraudster would then be able to log into the cryptocurrency exchange with the stolen credentials, and since they would have taken over the phone number as well, they would be able to receive any 2FA SMS one-time passcodes right to their own phone. However, with Payfone enabled, the cryptocurrency exchange would be able to call the Payfone Trust Score before sending an SMS OTP to see if a SIM swap has occurred on that account.
4) If a SIM swap has occurred, the cryptocurrency exchange routes the user to further inspection before granting them access to the account.
5) In almost all cases where accounts were locked due to insight from the Payfone Trust Score, victims confirmed that their accounts had, in fact, been taken over. Because accounts were locked before any damage could be done, the cryptocurrency exchange was able to safeguard the victims’ cryptocoins.

Note: There were some cases where accounts were locked despite no actual fraud having taken place. This was due to the fact that not all SIM swaps are nefarious. SIM swaps often occur for legitimate reasons–perhaps you dropped your phone in the toilet and wanted to activate an old phone you had in a drawer. However, all SIM swaps should be subject to additional scrutiny as a safety measure.


The overall result was that the cryptocurrency exchange reported zero SIM swap attacks since implementing Payfone’s Trust Score.


“We’re experts in mobile identity. We predicted that as chip cards rolled out in the U.S., fraudsters would attack two-factor solutions that secure banking, fintech and bitcoin services,” said Rodger Desai, Chief Executive Officer, Payfone. “Payfone’s patented Trust Score thwarts these types of attacks before they can do harm by detecting suspicious SIM swaps as soon as they occur.”

The Trust Score has an additional benefit of creating a more seamless experience for legitimate users. One of the main complaints that consumers have about accessing online services is that proving their identities through passwords, knowledge-based authentication and SMS one-time passcodes is cumbersome and time-consuming. Payfone overcomes this tradeoff by using advanced analytics to make logging into online accounts as easy for good users and impossible for scammers.

“Consumers expect digital services to be effortless and secure. Yet security can often be cumbersome,” said David Birch, Global Ambassador, Consult Hyperion. “With new, cutting edge attacks such as SIM swaps, businesses need more and better security, which could mean more friction and therefore fewer customers. Payfone’s technologies deliver the security without the friction.”


Interested in learning how Payfone can stop SIM swap fraudsters from damaging your company? Contact us here to set up a free consultation.


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Did you KNOW…

In addition to battling fraud and delivering better user experiences, there is one area that is becoming mission-critical to every organization: privacy.

  • Results of an online survey conducted by IBM revealed that for 78% of US respondents, a company’s ability to keep their data private is extremely important: only 20% percent completely trust organizations they interact with to maintain the privacy of their data. Furthermore, 60% are more concerned about cybersecurity than a potential war.
  • Improper use or inadequate protection of consumers’ personally identifiable information (PII) is not only extremely damaging to the reputation of any business but can result in significant financial losses. The 2018 Cost of Data Breach Study published by IBM found that the average total cost of a data breach rose by 6.4% since 2017 to $3.86 million. The latest reported average cost is $148 per lost or stolen record. 
  • One of the most effective ways to eliminate the risk of re-identifying personal data in the event of a breach is to employ modern identity authentication solutions that use anonymous tokens and zero-knowledge architecture (a privacy protocol where only yes or no responses are passed as opposed to personal information.) 
  • The consumer benefit of zero-knowledge is that it minimizes the need to pass personal information in order to verify identity for security purposes. That means a more secure and convenient digital customer experience which is also more private, and meets the requirements of privacy based on consumer choice and controls in addition to thwarting fraud, ease-of-use, and compliance regulations. For Payfone, ‘Privacy above all else’ and is a core value and differentiator that is included in our Bill of Trust.

Are your customer identities adequately protected using tokenization and zero-knowledge protocols? To learn more, contact us to speak with an identity tokenization expert today.

Also on the topic of privacy, we recently hosted a Cybersecurity After Hours event at the IAPP Global Privacy Summit in Washington, DC. See a recap of the event here.

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Did you KNOW?

  • The fear of identity fraud creates a Trust Gap between your best customers and your brand.
  • These fears can drive enterprises to build friction into the customer experience, driving higher OPEX, lower customer satisfaction, depressed conversions and lower LTV.
  • It is time to reverse this trend. It is time for Trust.
  • How? The trade-off between security and customer experiences is no longer necessary. Enterprises can achieve higher pass rates to greenlight more customers without step-up authentication.
  • Results we have achieved for enterprises are >80% pass rates (compared to 40% before Payfone) with higher approval rates. Costs to authenticate have dropped from $20/year/customer to $1.00/year/customer.
  • Payfone leverages signals from authoritative verifiers to prove definitive identity and thwart account takeover and synthetic identities.

How can you benefit from this?

If your company is looking for higher conversions, higher engagement, higher margins, and customer loyalty, contact us to discuss a proof-of-concept pass rate study.

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But what does that even mean?


  • If you have a high degree of initial identity vetting during the enrollment phase, it changes the entire customer journey.
  • When a thorough (but quick) identity verification is completed at the sign-up or enrollment stage, enterprises are able to deliver a frictionless customer experience for every subsequent interaction.
  • Which means that annoying customer authentication questions, like ‘how many stop signs?’ or ‘what is the name of your first pet?’, will not be a deterrent to customer engagement when consumers come back to purchase something, inquire about your product, or need information.
  • How does this ‘magic’ happen? It all starts with giving every customer a tokenized Payfone ID that is private, secure and persistent. We will then check against authoritative verifiers of identity and real-time signals.
  • This allows enterprises to disrupt the bad guys’ fraudster journey, and eliminate the painful login processes that prevent sticky relationships.
  • Enterprises can also create a Payfone ID for their existing customers, so they too can enjoy frictionless customer experiences.
  • Getting it right from the beginning during the enrollment phase validates that customers are who they claim to be, and allows you to turn interactions into a delightful and engaging customer journey.


To learn how you can get the enrollment phase right for your business, click here.

Next week’s Did You Know? topic:
How to reverse the trend of lack of trust in the customer experience.

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There are 700 million active consumer phone numbers in the U.S. and only 52% of phone lines are post-paid mobile phones; this means that coverage for ‘post-paid only’ phone numbers will miss almost half the country. Furthermore, 25% of total mobile phones are pre-paid, with landline and VoIP representing 23% and 14%, respectively, of all active phone numbers. The telco carriers can only provide partial coverage for pre-paid lines, and they do not provide any coverage for landline and VoIP.

Why does this matter?

High coverage directly impacts identity verification rates, which positively impact fraud levels, OPEX and the digital customer experience. Payfone provides coverage for post-paid, pre-paid, landlines and VoIP. We typically can verify identity for >90% of customers. A recent coverage study we completed for a major East Coast health plan demonstrated an improvement from 30% verified contact information for their members to a coverage rate of 91% verified contact information.

To learn how you can conduct a coverage study for your business, click here.

Next week’s Did You Know? topic:


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