Merchants chase frictionless checkout, but the right friction can improve trust, reduce disputes, and raise approval rates. This session challenges conventional thinking and shows when step-ups actually help. Learn how to optimize 3DS in both mandated and non-mandated countries, apply 3DS2 exemptions (TRA, MIT, low-value) strategically, account for issuer behavior across markets, and use data-driven testing to balance speed, security, compliance, and customer experience.