November 5, 2010: UBL has become the first bank in Pakistan to offer Verified by VISA (VbV) service on its entire range of UBL VISA Cards. VbV is a password-protected identity-checking service that makes it safe for cardholders to purchase products or services online. All that a UBL cardholder is required to do is sign up for the service once, and enjoy the security it offers, on all future transactions.

Usable on Verified by VISA sites worldwide, this service confirms the cardholders’ identity through a simple check-out process while they make purchases online. The process verifies the legitimacy of the two parties engaged in the transaction and prevents any unauthorized use of a customer’s VISA card. VISA already has one of the world’s most trusted electronic payment systems and the VbV facility adds another layer of security to it.

Commenting on the service launched by UBL, Mr. Najeeb Agrawalla, Group Head Marketing & Product Management said: "The launch of VbV service for UBL Cards customers represents another technological innovation that is aimed at providing UBL customers security and world-class service both within the country and abroad. This service will not only increase the confidence of our customers but also help in mitigating fraudulent transactions over the internet".

Although the VbV facility is currently being introduced on UBL VISA Credit Cards only, on a free of cost basis, other UBL Debit and Prepaid Cards will also be brought within the purview of the service soon. The launch of this service represents another significant landmark for UBL, in the use of innovative, technology-enabled services to its Cards customers.