Betfred boosts online verification system

UK bookmaker Betfred has taken on the services of the Callcredit Information Group’s (CIG) CallValidate software to confirm identity and payment details of new and existing customers on its online betting operation, Betfred.com

Along with the usual identification and protection features, CallValidate will provide its new Ownership Fraud Alert, a feature that links the customer payment details back to the identity that owns the card.

The automated system will reduce the lengthy, manual checks usually carried out by the retailer on suspicious transactions.

Dennis Luckett, head of fraud prevention, risk and payments at Betfred, said: “Callcredit have given us the one missing ingredient from our customer checking solutions – online credit and debit card verification. Merging this into our existing checks gives us a fully balanced check on all our UK customers.

James Blake, head of sales at Callcredit, said: “CallValidate is a unique solution that checks both identity and payment details within just three seconds, dramatically cutting down on the time that Betfred has to spend manually checking transactions. We were delighted to be able to deliver the tools to make this happen.”

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