In the era of Covid-19, you hear the term “contactless” everywhere. The term is not new, but it has become omnipresent in our daily lives. Specifically, “contactless payments” are something that many of us have been using for years, but now have made it even further into the fabric of the new American life.
Contactless payments are payments made with credit cards and debit cards or other devices, including smartphones and smartwatches, that use radio-frequency identification (RFID) or near field communication (NFC.) In a nutshell, this means that the actual credit card does not have to “swipe” in the machine in order to complete the transaction. The lack of a “swipe” is what deems the transaction “contactless” and in today’s vernacular, anything “contactless” is thereby SAFE.
While the security of such payments is a hot topic and a valid consideration when choosing a payment method, for the purpose of this article, we will be discussing the physical TOUCH of the payment. So I ask, are contactless payments truly “contactless?”
On an average pre-Covid day one might find themselves using their device to pay for transactions frequently. Morning coffee run, tap and go. Afternoon lunch at a corner quick-serve restaurant, tap and go. You may even choose to use your device to pay your taxi fare in a yellow cab when an Uber just isn’t available. Maybe even your favorite happy hour spot accepts Google Pay and Apple Pay, but what really happens when we use our device to pay?
Without getting into extremely technical details of how it works, the basic idea is pretty simple. Your device creates a digital “token” that has very limited and encrypted information in it. This token essentially has two bits of information, information that links the transaction to your account (i.e. your credit card number… but not explicitly!) and a security code (i.e. your PIN.. but again, not explicitly.) The token is transmitted to the receiving device, and the receiving device connects to the various authentication / transaction services to verify, and when successful, the transaction is complete! But what happens before and after depends on where you are using your device to pay.
Let’s head back to our coffee shop! My local shop uses Square as its Point-Of-Sale (POS, a digital register) After ordering my tall iced coffee, black, the counter person swivels the iPad around and I have to touch to opt in or out on a tip, hit OK and then I am free to tap my device to pay and go.
It’s now lunchtime and I head over to the sandwich shop for a ham and cheese on ciabatta with Russian dressing. This shop uses a standard device that is customer-facing. An EMV device is a regular credit card machine that is capable of accepting a chipped card, a swipe or a contactless payment. The clerk enters the sandwich order into the POS and the amount owed appears on the EMV screen. I am instructed to hit “OK” to approve, and then I can tap my device and go.
After I finish my day, I take a yellow cab to the local watering hole. At the end of my ride, the large display screen in the back of the cab notifies me of my fare total and I have the option of entering a tip. After approving the final total, I am then free to tap my device to the EMV machine mounted on the partition.
To finish off my evening, I have a few drinks and an after-work snack. I notify the bartender that I am ready to pay and that I wish to use my device. After I receive my tab, the bartender places the EMV in front of me so I can tap to pay. But I can’t go just yet! After approval, the slip prints out and is handed to me, where I enter a tip and sign, then hand back to the bartender. On another day, I might go somewhere where the staff uses hand-held devices. In this case, the device would be given to me to enter tip information and perhaps sign somewhere on the screen.
For those not keeping track, that is four “contactless” payments that were nowhere near contactless.
Yes, there are locations and scenarios that provide for more of a truly “tap and go” customer experience, but they are the exception, not the rule. In America, where tipping is standard everywhere, this is most common in establishments where a gratuity would be adjusted in after the transaction is approved. Elsewhere, many countries have a monetary limit on contactless payments. Each transaction has a maximum amount and if that amount is surpassed, the transaction must be accompanied by a PIN entry, signature or other additional authentication means. In the UK, this maximum is £45. Australia, A$100. The US has no such federally mandated limit, though many businesses and / or account providers have their own policies.
At the time of this writing, there would need to be some major infrastructure changes in order to make truly contactless experiences universal. The “token” system would need to allow for more information to be provided (such as automatically changing the final total to include a tip based on user-device input,) the POS and EMV systems would need to be updated to be able to accept that additional information and the merchant services that accept the payments on the back end would need to be able to verify and accept these payments as authorized. None of which are terribly complicated from an engineer’s point of view, but coordinating or mandating such an upgrade universally, would be.
There are already some third party apps that aid in this, but they are typically vendor specific and not universal in any way. For example, in NYC there are two third party payment systems available for taking a yellow cab. Each of them require that you download their app and each is only usable in a cab that is also using that particular payment app. One cab may take Arrow and the other takes Curb. You essentially have to have both on your device and hope that you never jump in a cab that doesn’t take either. And that is for a taxi system whose payments are heavily regulated by local government! If we were to circumvent the current infrastructure issues, we would need a universal app or app compatibility that is accepted everywhere and allows for all of these features and transactions to be completed on the device before you tap and go.
Given the immediacy of the issues that Covid-19 brings, I expect that more and more establishments will begin seeking out third party options. Not only for the safety of their customers, but also their staff. It is already common for big national chains to have native apps available for their customers (Olive Garden, TGIFridays and Outback Steakhouse to name a few) and most of them include the option to pay your bill from your device. Those that don’t allow payments (Red Lobster, Denny’s and Applebee’s e.g.) are most likely working on finding a way to integrate. This doesn’t do much to help the already struggling mom and pop’s, but the option is available. This also means you need a different app for each company, which can be burdensome to already overloaded devices.
It took nearly 30 years for EMV to become globally accepted and as of March 2019, only 75% of US merchants are fully integrated. Contactless as we know it has only been around in some form or another for about 10 years. I’m not holding my breath, but change will come. It has to.