India’s RuPay introduces CVV-less payments for tokenised cards
We all hate CVV codes but they're a necessary evil, now though using Web 3.0 and tokenisation technologies RuPay has found a way to keep you safe while eliminating the need to ever use them again.
Key takeaways
- Tokenization is a simple technology to secure card transactions without sharing clear or real card details with the merchants.
- For subsequent transactions, the customer can complete the payment by just entering the OTP without the need to enter the CVV or other card details again.
- RuPay is further working with major aggregators/gateways like PayU, CyberSource, Firstdata, Paytm, etc. to extend this feature to other merchants.
Cite or link to this article
Griffin, M. (2023) 'India’s RuPay introduces CVV-less payments for tokenised cards', 311 Institute, 31 May. Available at: https://www.311institute.com/indias-rupay-introduces-cvv-less-payments-for-tokenised-cards/ (Accessed: 1 October 2026).
RuPay, India’s own homegrown card network went live on “Card on File Tokenization” in 2021, in line with RBI’s guidelines, for its domestic E-Commerce transactions to ensure better security for all its cardholders, and now thanks to their cards being tokenized RuPay cardholders never need to look at or remember their card’s CVV numbers ever again as the company focuses on making payments even more frictionless for users.
To refine the experience further, RuPay has now introduced the CVV (Card Verification Value) free payment experience for its Debit, Credit & Prepaid cardholders who have tokenized their cards on the merchant application or webpage. Tokenization is a simple technology to secure card transactions without sharing clear or real card details with the merchants.
Denny Thomas, Head, RuPay said, “Our vision has always been to ensure effortless payments for all our RuPay cardholders without compromising on the security aspect. Having worked with the payments industry extensively for implementation of Card on File Tokenization, which ensures utmost security of sensitive card information, now we are aiming at making the payment experience of a tokenized card seamless.”
When a cardholder opts to save their card for a domestic E-Commerce transaction, they authenticate the transaction through the card details (Card number, CVV, Card expiry date) as a one-time activity followed by entering the OTP, the details are then Tokenized and saved with the merchant. This safeguards the card details of the customer from cyber frauds as real details are not saved with the merchant.
For subsequent transactions, the customer can complete the payment by just entering the OTP without the need to enter the CVV or other card details again. With the auto-read OTP feature enabled on customers’ devices, this payment experience becomes smoother than ever. This feature has been made live along with RazorPay for merchants like Rapido, Porter, etc. RuPay is further working with major aggregators/gateways like PayU, CyberSource, Firstdata, Paytm, etc. to extend this feature to other merchants.
What this means for your organisation
Security moves into the token.
RuPay saves a token with the merchant, not the real card details. The cardholder enters the card number, CVV and expiry date once, then an OTP. After that the OTP is enough. The CVV stops being the control that protects repeat payments.
Home grown networks compete on experience.
RuPay is India's own card network. It went live on Card on File Tokenization in 2021 and now removes a step from checkout. Sovereign networks can win on convenience as well as on cost and control.
Merchants depend on gateway support.
The feature is live with RazorPay for merchants such as Rapido and Porter. RuPay is working with PayU, CyberSource, Firstdata and Paytm to extend it. Merchants outside those links must wait for their provider to enable it.
Three questions for your next leadership meeting
- Which of our payment providers support tokenised, CVV-less repeat payments today?
- What happens to our fraud controls when the CVV is no longer asked for?
- Do we depend on card networks that a rival could out-simplify?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
We all hate CVV codes but they're a necessary evil, now though using Web 3.0 and tokenisation technologies RuPay has found a way to keep you safe while eliminating the need to ever use them again.
About the author
Matthew Griffin Founder, President and Futurist, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder, President and Futurist of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity programme, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
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Source: first published by the 311 Institute on 31 May 2023. Cite as: Griffin, M. (2023). India’s RuPay introduces CVV-less payments for tokenised cards. 311 Institute. https://www.311institute.com/indias-rupay-introduces-cvv-less-payments-for-tokenised-cards/
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