CONTACTLESS MARKETING AND
TRAINING GUIDE FOR MERCHANTSC O N TA C T L E S S M A R K E T I N G A N D T R A I N I N G G U I D E F O R M E R C H A N T S

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Notice of confidentiality and best practice disclaimer
This presentation is furnished to you solely in your capacity
as a customer of Visa Inc. and/or a participant in the Visapayments system. By accepting this presentation, you
acknowledge that the information contained herein(the “Information”) is confidential and subject to theconfidentiality restrictions contained in Visa’s operating
regulations and/or other confidentiality agreements, which
limit your use of the Information. You agree to keep theInformation confidential and not to use the Information
for any purpose other than in your capacity as a customer
of Visa Inc. or as a participant in the Visa payments system.
The Information may only be disseminated within yourorganization on a need-to-know basis to enable yourparticipation in the Visa payments system. Please be advisedthat the Information may constitute material nonpublic
information under U.S. federal securities laws and thatpurchasing or selling securities of Visa Inc. while being
aware of material non-public information would constitutea violation of applicable U.S. federal securities laws. This

guidance is provided for informational purposes only andshould not be relied upon for marketing, legal, regulatoryor other advice. You should independently evaluate allcontent and recommendations in light of your specificbusiness needs, operations and policies as well as any
applicable laws and regulations. Visa is not responsible foryour use of this guidance, including errors of any kind, or any
assumptions or conclusions you might draw from their use.
The recommended guidance in this guide is intended solely
as a resource for Visa merchants to consult when developing
their own messaging. Merchants are responsible for all legal
and regulatory compliance of their use of this guidance inthis marketing materials or specific marketing practices inconnection with their business. Merchants should consult
with their Legal Department when creating their marketing
programs and materials.

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Table of contents
ABOUT THIS TOOLKIT

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WHAT YOU NEED TO KNOW
1.1 Introduction to contactless payments, and how customers can tap to pay with Visa
1.2 Why now?
1.3 Benefits of contactless payments
1.4 Importance of marketing and training

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2.0 Section overview & jump links
2.1 Customer journey
2.2 Contactless signage
2.3 Manager & employee training
2.4 Contactless training materials

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MARKETING & MESSAGING
3.0 Section overview & jump links
3.1 When & how to communicate about contactless and tap to pay
3.2 Introducing turnkey marketing assets
3.3 Turnkey messaging
3.4 Custom messaging development guidelines
3.5 How to communicate payments instructions (Look. Tap. Go.)

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CREATIVE GUIDELINES
4.0 Section overview & quick links
4.1 Using Visa Brand Elements
4.2 Using the Contactless Marks
4.3 Showing contactless payments in action
4.4 Contactless photography guidelines
4.5 Creative do’s and don’ts

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5.0 Section overview & how to use the customizable templates
5.2 Available photography and illustrations

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APPENDIX
6.1 Glossary
6.2 Messaging flow to use on terminal screens
6.3 Merchant FAQs
6.4 Consumer FAQs

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About this toolkit
Contactless payments represent an increasingly popular and innovative payment method thatgives your customers a secure, convenient and touch-free way to pay — and merchants are
crucial to its success.
Consumer interest in contactless payments has increased dramatically:• 150% increase in contactless usage since March 20191• 9 of the top 10 issuers are rolling out contactless chip cards to consumers2• 86 of the top 100 merchants accept contactless payments2
Contactless payments can both improve your checkout experience and may also increase customer satisfaction
and help boost store loyalty. Because your business engages directly with customers at the point-of-sale and inyour marketing and advertising, you play a critical role in helping create a positive contactless payment experience.

This toolkit is designed to:
1. Educate you about Visa contactless payments.
2. Provide you contactless consumer marketing best practices from the customer point of view.
3. Offer turnkey contactless marketing messages and asset templates, as well as providing additional guidance forcreating your own Visa contactless consumer marketing collateral.

1. Source: VisaNet Data, March 2020
2. Source: VisaNet Data December 2020, U.S.

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Training overview

Signage overview

Marketing overview

Cashiers and other point of sale operators play a crucial role in the success ofcontactless payments. Visa has created training materials to help streamline the
cashier training experience to ensure your team is ready to help customers tap to
pay. In the training section of this toolkit you will find:Visa offers point of sale signage to merchants free of charge. For more information
on how to order your free contactless signage, visit section 2.2 of this toolkit, or go
to www.merchantsignage.visa.com

Let your customers know they can tap to pay at your store before they make thejourney. This toolkit contains turnkey messaging and visual assets you can use on
your social channels, in customer emails and on your website to make sure yourcustomers know you offer an innovative way to make face-to-face payments. In
the marketing section of this toolkit you will find:• A customizable staff training presentation• Tap to pay visual reference guides that can be placed at point of sale and inother employee areas• Links to training videos

•
•
•
•

Turnkey marketing messages
Email marketing assets and templates
Social marketing assets and templates
Turnkey web assets

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01

WHAT YOU NEED TO KNOWABOUT VISA CONTACTLESS PAYMENTS

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1.1 Introduction to contactless payments, and how customers can tap to pay with Visa
What are contactless payments?
Contactless payments are transactions made by tapping either a contactless chip card or payment-enabled mobile or wearable device over a contactless-enabled payment
terminal. Cards, phones, watches and other devices use the same contactless technology. When your customers tap to pay checkout is secure, convenient and touch-free.

How contactless payments work
Contactless payments, in general, use short-range wireless technology to make secure payments between a contactlesschip card or payment-enabled device and a contactless-enabled terminal, providing the ability to “tap” the terminal to pay— without the need to swipe, dip or insert the card. It is important to note that contactless payments require no physicalcontact between a device (e.g. card, mobile phone) and a checkout terminal.

Total: $$$Contactless chip card: A contactless chip card is a card that is embedded with a near-field communication (NFC)
antenna. This allows customers to make a payment at a contactless-enabled checkout terminal using a contactlesschip card and/or payment-enabled device (mobile phone, wearable). It can also be referred to as a “dual interface” card
– the name simply referring to the fact the card supports contactless payments in addition to contact payments. And
when your customers tap to pay at a contactless-enabled terminal, the payment is processed using the same dynamic
security technology as with EMV contact chip card payments.

Tap below.... 9040

Contactless chip cards can be identified by the Contactless Indicator*
on either the front or back of the card.

featuredContactless-enabled terminal: A transaction occurs when a merchant initiates
the payment process and a contactless chip card interacts with a contactlessenabled terminal. Depending on the terminal, the customer may tap on,above, or below the screen.

.... 9040

In addition to contactless chip cards, contactless payments can be made throughpayment-enabled devices, including mobile phones (e.g. Apple Pay, Google Pay)and payment-enabled watches. Payment-enabled devices rely on the same secure
NFC technology provided by contactless chip cards, except that they access credit
or debit card information that is stored securely in a wallet app on the device.
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CREATIVE GUIDELINESMARKETING ASSET LIBRARYAPPENDIXCONTINUED

1.1 Introduction to contactless payments, and how customers
can tap to pay with Visa
Total: $$$Is there a difference between “tap to pay” & “contactless”?

Tap below“Tap to pay” refers to the consumer experience of paying using a contactless-enabled chip card or mobile device (phone, watch,etc.). “Contactless” refers to the technology that’s built-in to the cards and terminals.

This terminal iscontactless-enabled$$$$$$$$$$$$$$$$$$

Tap
Tap
Tap
below
below
below
Total: $$$

Tap
Tap
Tap
here
here
here

Tap below........
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This card is contactlesschip enabled

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1.2 Why now?
Now more than ever, the demand for tapping to pay is growing and merchants are working to deliver. In the UnitedStates, general contactless conversation has increased 2,060%.1 89% of the conversations studied were considered
positive/neutral, and only 11% were considered negative. Negative conversation is around criticism toward companies
and retailers that do not yet accept contactless payments, such as restaurants, pharmacies and gas stations, and calls
for wider adoption. And consumers are now looking for contactless technology when applying for new cards. 80% ofsurveyed consumers were extremely, very or somewhat motivated to apply for a card with tap to pay functionality2
The market has seen a dramatic increase in contactless payments, in terms of increased availability of contactless chipcards, merchant enablement and most recently, consumer demand.

Contactlessconversion has
increased

2,060%

1

Tap to pay
preferred

53.3 million credentials
were tapped in December
2020, up from 41.5 million
in August.*

1. Source: Infegy Atlas | February 23 - May 23, 2020 | Query: contactless OR “tap to pay” NOT (delivery OR “pick-up” OR pickup OR deliveries OR delivered OR“picked up” OR delivering OR “picking up” OR “contactless ordering” OR “contactless elevator”) Language: English | Platforms: Facebook, Instagram, Twitter |Location: United States
2. Visa Commissioned Study COVID-19 Contactless Messaging – Market Research & Insights April 23rd- April 30th, 2020

million*VisaNet Data, December 2020

The U.S. now has the mostcontactless chip cards ofany market globally at 300
million, with nine of the
top ten U.S. issuers actively
rolling out new contactlesschip cards to customers.*9

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1.2.1 Contactless payments and no signature
Contactless payments can play a large role in reducing the need for a consumer to touch the terminal during a payment transaction.
In addition, Visa eliminated the need for merchants to ask for a customer’s signature in April 2018, which can help further improve theexperience and minimize customer interaction with payment terminal. We strongly recommend a contactless experience that does
not prompt a consumer for signature. This document describes key consider actions for enabled or planning to enable contactless.
For more information on no signature contactless transactions, please contact your payment service provider or Visa representative.
These recommendations are suggestions only and tap into Visa resources and learnings from closely following the development of COVID-19. Visa understands
each merchant situation is different, and these general recommendations may not be applicable to all.
Visa will continue to provide recommendations and support as appropriate to help our merchant partners enhance and grow their business, employee andcustomer needs.

How Visa is communicating tap to pay
Visa is supporting tap to pay with messaging adjusted for the current environment

Tap to pay
here!

Tap to pay
preferred

Tap to pay
preferred

Clearly display
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$$$

Tap above

Tap below

Tap hereOPEN
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CREATIVE GUIDELINESMARKETING ASSET LIBRARYAPPENDIXThe following sections
provide additional detailon how you and your customers canbenefit from contactless payments,and how you can best position thisinnovative technology to customers
who are first time tappers.

1.3 Benefits of contactless payments
Contactless payments benefit your business and your customers:
Customers

Merchants

When your customers tap to pay, they get a secure,convenient and touch-free payment experience, thatbuilds on the dynamic security of EMV contact chipcards. And a simple, touch-free tap is all it takes foryour customers to checkout at your store.

Your benefits range from a fast checkout
experience which may lead to fewer abandoned
sales, to an increase in positive customer
perception because you offer the innovative way
to pay for face to face transactions.

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1.3.1 Consumer benefits
When your customers tap to pay with their contactless chip card or payment-enabled mobile or wearable device, checkout
is secure, convenient and touch-free. Customers can also choose the way they pay whether it’s with a contactless chip card,
payment-enabled phone, smart watch or other payment-enabled devices.

Here are three key benefits to use when speaking to consumers about contactless payments:
Benefits

SecureConvenient

Touch-free

Proof Points

Contactless chip cards use thesame security as contact chip cards
by generating a one-time code.
Similarly, a unique digital identifierprotects payment information on
contactless transactions madewith a payment-enabled mobile or
wearable device. Visa cards also offer
protection from any unauthorized
use with Visa’s Zero Liability Policy.*

Simply tap your Visa contactless chipcard to the Contactless Symbolon the checkout terminal.

Tapping to pay with a Visa
contactless chip card helps
consumers avoid touching surfaces
at checkout. In 2018, Visa removed
the need to capture and validate asignature for merchants that have
deployed EMV chip technology. We
continue to provide merchants withways to reduce interaction in faceto-face transactions.

Messaging Examples“Tap to pay for a secure way to pay.”“A simple tap is all it takes.”“Each tap to pay transaction
generates a transaction-specific,
one-time code just like contact EMV.”“Tap to pay for a convenient way
to pay.”“An easy way to avoid touchingsurfaces at checkout is to tap to pay
with your contactless chip card or
payment-enabled device. Simply
look for the Contactless Symbol andtap to pay for a touch-free checkout.”“You can rest assured that Visa
cards offer protection from any
unauthorized use.”“Tapping to pay is an easy way
to pay.”*Using cash as a comparison helps further illustrate the core benefits and can allow for some additional messaging options
Visa’s Zero Liability Policy does not apply to certain commercial card and anonymous prepaid card transactions or transactions not processed by Visa. Cardholders must use
care in protecting their card and notify their issuing financial institution immediately of any unauthorized use. Contact your issuer for more detail.

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1.3.2 - Merchant benefits
How can tapping to pay benefit your business?
Consumers are shifting to contactless payments because they make transactions secureand touch-free.
Here’s how contactless can benefit your business.
A better customer experience:Tapping to pay allows your customers to checkout easily and to avoid touching surfaces –and it only takes seconds, helping you speed up payments.
Secure transactions: Tapping to pay with a contactless chip card or payment-enabled mobile or wearable device is asecure way to pay because each transaction generates a one-time code, just like contact EMV.
Visa also provides an additional layer of security by protecting from fraud losses and unauthorized transactions with Visa’s
Zero Liability Policy*
Operational efficiency: Contactless payments improve throughput and reduce the handling of cash. Faster transaction
times mean shorter lines and a lesser likelihood of abandoned sales.
Future-proof your business: Investing in contactless now lays the groundwork for the next generation of payment
technologies.
No signature required: In 2018, Visa removed the need to capture and validate a signature for merchants that have
deployed EMV® chip technology. We continue to provide merchants with ways to reduce interaction in
face-to-face transactions.

*Visa’s Zero Liability Policy does not apply to certain commercial card and anonymous prepaid card transactions ortransactions not processed by Visa. Cardholders must use care in protecting their card and notify their issuing financial institution immediately of any unauthorized use. Contact your issuer for more detail.

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1.4 Importance of marketing and training
Contactless marketing and training are key to shifting consumer habits towards tapping to pay. At all points on the customer journey, tap to pay needs to be reinforced
through marketing messages and interactions with your staff members.
When promoting awareness, understanding and usage of contactless payments to your customers and your team, there are three areas to consider.

Education and training

In-store customer experience

Outbound marketing

Cashiers and other point of sale staff members play a key role in providing a great
tap to pay experience for your customers. Staff members should be able to:Consider the whole journey from when a customer enters your location throughto the tap to pay experience.

• Provide tap to pay instructions on what to look for and how to tap to pay socustomers clearly understand the action and can have a positive experience (i.e.
at checkout).
Contactless Indicator on a card, Contactless Symbol• Ensure customers are aware and understand they need to have acontactless-enabled chip card or payment-enabled device in order to tap to
pay at checkout.
• Reinforce that customers can tap to pay by offering the payment option
verbally during the checkout experience.

Provide ample signage at the storefront, around the POS and on the payment
terminal to ensure customers understand they have the option to tap to pay andhow to do it.

Outbound marketing on digital channels such as social, email and web can help
remind customers they can tap to pay the next time they visit your store. There
are several benefits for contactless payments you can highlight in your outboundmarketing messages including: transaction security, ease and convenience,
payment speed and increasing safety by reducing the need to touch surfaces. The
safety of helping to provide a touch-free checkout experience is especially relevantin the present and post COVID environments.

Visa has developed training materials for merchants accepting contactless
payments. See section 2.2 for more information on these materials and how toaccess them.

For more information on the contactless customer journey, see section 2.1. Visa
has developed a variety of free signage options for merchants. Information aboutordering free contactless signage can be found in section 2.2.

Note on messaging the touch-free benefit: safety should always refer to helping
consumers avoid interaction and/or reduce touching surfaces at the pointof sale terminal during checkout. The term “safer” should only be used if it isclearly referencing cleanliness as it pertains to avoiding touching surfaces. Given
the recent attention on ‘contactless payments’ and the fact it’s being used tocommunicate multiple forms of no-touch payments (i.e. online, pre-pay), be clear
and help customers better understand the differences of each to avoid confusion.
Visa has developed a variety of creative templates merchants can customize. See
section 5.2 for more information on turnkey creative assets.
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2.0 Section overview & jump links
Contactless payments offer your customers a secure, convenient and touch-free way to pay
at your store. In this section, you will learn about:
The contactless customer journey
Key differences between “contactless acceptance” and “Visa acceptance”
Contactless signage and signage best practices
Manager & employee training
Turnkey contactless training resources

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2.1 Customer journey
Tap to pay
preferred

A great payment experience begins before your customers walk through the door. From the first step to the final sale, every
moment on the journey to the register is a chance to earn your customer’s business. However, today’s payment experiencecan be confusing. A steady emergence of new payment technologies has created many choices for customers. This has also
created an inconsistent and often confusing experience at the point of sale, due to a wide array of checkout terminals inmarket and unique merchant needs. This presents an opportunity for merchants to offer innovative payment methods forcustomers while helping ensure a simplified and seamless experience at the point of sale.
Encouraging customers to tap to pay and educating employees about the process can help streamline the checkout process
and improve the overall customer experience.
Following the customer journey can help you understand how to best facilitate contactless payments at your store. The
following section contains tips and best practices to help you and your employees increase awareness of tapping to pay asa secure, convenient and touch-free payment method and help create a seamless payment experience for your customers.
In addition, Visa has created two short training videos that bring the customer journey to life, and show where effective
marketing, communications and staff training fit in that journey.

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Tap above

Tap below

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2.1 Customer Journey
There are 5 steps in the preferred contactless customer journey, and Visa has best practices for eachstep to help provide secure, convenient and touch-free contactless transactions for your customers.
Step 1:

Step 4:

Clearly display tap to pay signage on your windows anddoors. It’s important to let shoppers know they can tap to
pay in your store before they enter. Contactless payment
signage near your entrance informs customers who alreadyprefer contactless payments that they can tap to pay at yourstore. And it could even encourage first time shoppers toenter your store.

Update your terminal screen messaging to clearly guide
your customers through the payment flow. Your on-screen
messaging must comply with EMVCo guidance and tellthem where to tap, by holding their contactless chip card or
payment-enabled device over the Contactless Symbolon the terminal. Once a customer taps to pay, the terminal
screen should clearly display that the payment is processing.
After about 2 seconds, a message should indicate thetransaction is complete. Visa sensory branding is great way toinspire confidence that the transaction was a success.

Step 2:
Display tap to pay signage at the counter around the pointof sale to remind shoppers before they decide how they’regoing to pay. Tap to pay decals, mats, tabletop signage andterminal toppers are all free to order at
www.merchantsignage.visa.com.

Step 3:
Educate and train your staff so they can confidently
recommend tap to pay when a customer is ready to pay.
Your staff should also know all the ways customers can tap
to pay whether they have the Contactless Indicator on
the front or back of their card, or if they have any payment
card loaded into their payment-enabled phone or wearable
device. Because your employees interact directly with yourcustomers at the point of sale they play a critical role in thisprocess. It’s vital they are well-trained so they can:Step 5:
Remove signature prompt. Visa no longer requires asignature and we recommend that you suppress thesignature prompt to help provide a touch-free way to pay.
Follow these best practices for a secure, convenient andtouch-free checkout, and happy customers. Visit
www.merchantsignage.visa.com or contact your Visa
account executive to learn more.

• Answer questions about contactless chip cards• Guide customers as they tap to pay• Assure customers their contactless payments are secure18

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2.1.1 Key differences between “contactless acceptance” and “Visa acceptance”
Contactless acceptance describes acceptance of contactless payments, inclusive of contactless chip cards, payment-enabled devices (e.g.,smartphones) and wearables (e.g., smartwatches or payment gloves), but not specifically Visa.
Visa acceptance describes acceptance of Visa payments broadly, but not specifically contactless payments.
Caution: There is a distinction between “contactless acceptance” and “Visa acceptance” so make sure to note the correct context for each scenario.

Do

Don’t

ExamplesUse contactless acceptance only to speak
to acceptance of contactless payments.

Don’t mix contactless acceptance with Visa
acceptance (e.g., “Accepted anywhere Visa is
accepted”).

Accepted at contactless-enabled terminals

Don’t use absolutes (e.g., “Accepted
everywhere you see the Contactless”).
Symbol

Accepted where you see (the Contactless
Symbol)19

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2.2 Contactless signage
With Visa, you no longer have to wonder about the best way to set up signage in your store. Visa has developed asuite of both traditional and contactless materials that are ready to use in stores and that are available free of charge.
Tap to pay signage (branded and unbranded) is available for free to merchants to help drive awareness of contactless
acceptance and educate consumers at the point of sale. Assets include window decals, terminal-toppers, table tents
and counter mats.

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2.2.1 Contactless signage and signage best practices
Creating a better customer experience by encouraging customers to tap to pay
The first step to creating a better customer experience is to make sure customers are aware they can tap to pay with their Visa contactless chipcard or payment-enabled mobile or wearable device. With Visa, you no longer have to wonder about the best way to set up signage in yourstore. Visa has developed a suite of both traditional and contactless materials that are ready to use in stores and that are available free of charge.
Tap to pay signage (branded and unbranded) is available for free to merchants to help drive awareness of contactless acceptance and educate
consumers at the point of sale. Assets include window decals, terminal-toppers, table tents and counter mats.
For additional information on terminal screen messaging, please see section 6.2.

Your company should have signs at your store’s
entry and around the checkout area.

Use a clear tap to pay message on the contactlessenabled terminal screen to reinforce tapping to pay
at checkout.

To order your free Visa contactlesspoint of sale assets, visit
www.merchantsignageglobal.
visa.com.

For additional information,
contact your local Visa
representative.

Signage should also be placed near thecontactless-enabled checkout terminal to help
guide customers through the process.

If your store currently does not have signage on display, discuss withyour manager how to incorporate it into the store environment to help
raise awareness of contactless payments.
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2.3 Manager & employee training
Because you and your team interact directly with customers, you play a key role in helping them tap to pay.
To help generate excitement about the technology, follow these four easy steps:

1

PromoteLet customers know they can tap to pay at your store by placing contactless signage at yourstorefront and at the point of sale.

2

EducateTell customers about the benefits of tapping to pay and how to identify if they have a contactlesschip card or payment-enabled mobile or wearable device before you ring them up.

3

Instruct
To help insure their first experience at a contactless-enabled terminal is seamless, walk the customer
through the proper way to tap to pay.

4

Reinforce
Let your customers know that contactless payments use the same dynamic security as EMV contact
chip payments and let them know once their payment has been accepted.

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2.3 Manager & employee training
1

Promote tap to pay to your customers
The first step to creating a better customer experience is to make sure customers are aware they can use their contactlesschip card to make a payment.

If your store currently does not havesignage on display, discuss with yourmanager how to incorporate it into
the store to help raise awareness ofcontactless payments.
Visa offers free signage at

www.merchantsignage.visa.com.

Display tap to pay signs at your store’s entry and around the checkout area.

Signage should also be placed near the contactless-enabled checkout terminal tohelp guide customers through the process.

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2.3 Manager & employee training
2

Educate your customers on how they can tap

Tap to pay
here!
$$$
$$$
$$$

Tap above

Tap below

Tap here.... 9040
Tap to pay
preferred

A. MILLER

Your staff should let customers know they can tap to pay
before they ring them up.

It’s important that customers know they can pay simply
by tapping their Visa contactless chip card or a paymentenabled phone or wearable device at your contactlessenabled terminal.

Tap to pay

preferred
Many
Visa credit and debit cards can be loaded onto
payment-enabled phones and wearable devices, often
known as Apple Pay, Google Pay, etc. Customers should
check with their device manufacturer for card eligibility.

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2.3 Manager & employee training
3

Instruct your customers on the proper way to tap to pay
Your team should share these tips on how to tap to pay with your customers once they reach the point of sale.

Tap to pay

Don’t angle the card or device

Avoid “card clash”

The customer should hold the contactless chip card or
payment-enabled mobile or wearable device within 2
inches of the Contactless Symbol. If a contactless chipcard or payment-enabled device is too far away from thecheckout terminal, the terminal may not read the payment
at checkout.

Contactless payments work best when held flat over
the Contactless Symboland not at an angle.

Advise customers to hold just their contactless chip cardor payment-enabled mobile or wearable device above theterminal rather than their entire wallet (presenting multiple
NFC-enabled payment methods can cause errors).

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2.3 Manager & employee training
4

Reinforce that your customer’s contactless transaction was a success
Contactless payments meet all the same security standards as traditional contact chip cards.

No signature
required!
Tap to pay
preferred

When customers tap to pay with their contactless chip card or payment-enabled mobile or wearable device at a contactless-enabled
terminal, the card or device communicates via an NFC antenna and creates a one-time code that keeps the transaction secure. In addition,customers can’t pay accidentally. Their card or device must be within 2 inches of the contactless-enabled terminal for a transaction to occur,and the checkout terminal will only read one payment method at a time.
Be sure to let your customer know once their contactless transaction is complete with a verbal reminder and on screen messaging.

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2.4 Contactless training materials
Visa has created contactless training materials and references guides to help educate your staff andreinforce the key elements of a successful contactless transaction. Training materials include:
Contactless merchant training deck: A turnkey staff presentation deck that you can use to train customer facing employees
on everything they need to know about contactless payments.
Contactless visual reference guides: Two visual guides that can be leveraged at the POS and in other staff areas to help
remind and reinforce key contactless elements. The one-page guide is intended to be used as a quick visual reference for youremployees working at the point of sale, and the longer two-page guide provides additional details and is designed for an
employee breakroom or to exist on your business’s employee intranet.
Contactless customer journey video: This short video walks you and your management staff through the contactlesscustomer journey, showing how effective signage and well-trained point of sale staff can facilitate an optimum tap to pay
experience for your customers.
Contactless cashier training video: This short video provides all the information your point of sale staff members need tohelp their customers tap to pay.

For access to these resources,
please contact your Visa account representative.
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03

MARKETING & MESSAGING

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3.0 Section overview & jump links
Marketing contactless payments can help increase contactless usage at your store, and also offers
you a chance to let your customers know your business uses innovative payment technology to help
keep their transactions secure, convenient and touch-free. To help you market contactless paymentswith your customers, Visa has created turnkey messages and assets that you can leverage, and asset
templates that you can modify to create bespoke marketing collateral for your own marketing
channels. This section contains information on:
When & how to communicate about contactless and tap to pay.
Marketing approach and phase mapping recommendations.
Introducing turnkey marketing assets.
Turnkey messaging.
Custom messaging development guidelines.
How to communicate payments instructions (Look. Tap. Go.).

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3.1 When & how to communicate about contactless and tap to pay
How to properly use “tap to pay” and “contactless”“Tap to pay” and “contactless” each have a distinct role in contactless communications.
Additional use cases in Appendix

Tap to pay
When to use…
• To describe and reinforce payment behavior, or the primary action we want consumers to take• To provide payment instruction
Use “tap to pay” to help educate and reinforce new behavior. Remember, “tap to pay” is not a tagline. Always
use in lowercase/sentence case in copy (tap to pay/Tap to pay). The words “tap to pay” should always be
displayed on the same line.
The phrase “tap to pay” should be used as a verb (e.g., “Tap to pay at [Merchant Name] vs. “Use your contactlesschip card at [Merchant Name]”) and should be instructional in nature. The phrase “tap to pay” can be used witha merchant partner if it is used as part of a sentence (e.g., “Tap to pay at [Merchant Name]”)How to use...
Note: Although not a tagline, “Tap to pay” messaging is becoming more acceptable in the U.S. market. Always
use lowercase or sentence case.
•
•
•
•
•
•

Tap to pay (sentence case) –U.S. only
tap to pay (lowercase) –U.S. only
Tap to pay with Visa.
Tap to pay with your Visa contactless chip card
Tap to pay accepted here
We encourage tap to pay

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3.1 When & how to communicate about contactless and tap to pay
How to properly use “tap to pay” and “contactless”“Tap to pay” and “contactless” each have a distinct role in contactless communications.
Additional use cases in Appendix

Contactless
When to use…
• To describe product capability on a card, device, or terminal• To identify the Contactless Indicator/Symbol• In the context of a face-to-face transaction
Use “contactless” to describe the product capability. The word “contactless” should be used when describing
the technology, terminals, credit/debit cards and devices required as part of the transaction process.
“Contactless” can be a consumer-facing term when used to describe the technology, form-factors and/or
payment process. The word “contactless” should be used as part of a sentence, in lowercase (e.g., “…using your
Visa contactless chip card”).
“Contactless payments” is the preferred term to describe a grouping of contactless chip cards, mobile devices
and wearables (vs. NFC, RFID, proximity or mobile payments). However, in some instances, (e.g., FAQ’s) NFC,
RFID, proximity or mobile payments may be required to further describe how the technology works.

How to use...
Note: Only capitalize “contactless” at the beginning of a sentence unless referring to the “Contactless Symbol” or “Contactless Indicator .”••••Visa contactless chip card
Look for the Contactless Symbol
Contactless technology
Contactless-enabled terminal

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3.1.1 Marketing approach and phase mapping recommendations
When marketing contactless payments to your customers, Visa recommends considering three key phases, announcement, awareness and usage.
Announcement

Awareness

Usage

If you have recently implemented contactless terminals,
or have activated contactless technology in your existingterminals, let your customers know they can now tap to pay
when they shop at your store.

If you already have contactless payment terminals at yourstore, make sure your customers know they can tap to pay
before they arrive. Visa has provided digital assets so you canlet customers know you accept contactless payments on
your website, social media channels and through marketing
emails. In addition to digital marketing, let your customers
know they can tap to pay at your store by placing freecontactless decals on your store windows and doors, and at
the point of sale signage.

Let your customers know that your store and yourteam prefer contactless payment methods, such as Visa
contactless chip cards and payment-enabled mobile
devices and wearables because they’re a secure, convenient
and touch-free way to pay. In addition to promoting Visa
contactless usage, make sure your point of sale staff are
educated on accepting contactless payments so they canhelp customers who want to tap to pay at your store.

Visa has provided email, social media andweb assets and templates to help you market
contactless payments to your customers, andtraining materials to help educate your staff.

For training materials
see section 2.2

For free Visa point of sale signagesee section 2.2

For Visa marketing materials
see section 5

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3.2 Introducing turnkey marketing assets
Visa has developed creative digital marketing templates which can provide guidance as you create assets to help
drive awareness and understanding of tapping to pay. These templates include messaging and design elements
for social, email and web, as well as turnkey photography and illustrations you may use to let your customers
know they can tap to pay at your store.

Speak to your Visa
representative for accessto these templates.

Tap to pay
preferred

Tap to pay
preferred

For more information on how to use the Visa contactless digital marketing templates, please visit section 5.
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3.3 Turnkey messaging
Visa has developed simple, easy to use marketing messages that you can leverage in your customer
facing communications.
For additional guidance on developing your own contactless messages please see section 3.4.

Short

We accept tap to pay
Tap to pay. It’s secure and touch-free.
Tap to pay. Accepted here.
Tap to pay where you see

MediumWe accept tap to pay.

Long

We accept contactless payments, so you can tap to pay for a secure, convenient and touch-free checkout.

Tapping to pay with your contactless chip card or payment-enabled device gives you a secure, convenient and touch-free way to pay. Justat checkout, then tap your card on the terminal and be on your way!
look for the Contactless Symbol

Tapping to pay helps you avoid touching surfaces at checkout – simply tap your contactless chip card, payment-enabled phone, or wearable
device on the terminal to pay. And when you tap to pay, you can rest assured the transaction uses the same dynamic security as a contact
chip card, so you know it’s a secure way to pay!
Look. Look for the Contactless Symbolon the store’s checkout terminal.

Tap. When prompted, simply bring your contactless chip card or device within two inches of the Contactless Symbol
Go. Your payment is processed in seconds. Once your payment is confirmed, you’re good to go.
Tap to pay with confidence!

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3.4 Custom messaging development guidelines
Visa has created guidelines for how to use the key contactless benefits in customer facing marketing and communications. Whendeveloping your own customer facing contactless marketing messages, please avoid the use of superlatives when communicating
contactless benefits. If superlatives are used, the claim needs to be substantiated and approved by Visa prior to use. For more information,
contact your Visa account representative.
BenefitSecurity

Touch-free

Convenience

Ease

Speed

Do

Secure, protected

Touch-free

A convenient way to pay

Easy, simple

Fast, quick

Don’t

More secure (than a contact chip card)

SafestMost convenient

EasiestFastest, “in a second”

More convenient than… (swipe, contact
chip/dip)
Example messages“Contactless payments are just as secure
as payments made with a contact
chip card.”“Your Visa contactless chip card uses thesame dynamic security as a contact chipcard, so you know it’s a secure way
to pay!”“Tap to pay for a secure checkout
experience.”“When you tap to pay, your contactlesschip card or payment-enabled mobile
or wearable device never has to leave
your hands.”“Contactless payments are convenient,no fumbling or expertise necessary”“Contactless payments are an easy way
to pay.”“Tap to pay for a fast checkout
experience.”“A convenient and secure way to pay”

“A simple tap is all it takes.”“Tapping to pay limits interaction
between cashiers and customers,
helping to keep everyone safe.”“Tap to pay for a convenient checkout
experience.”“Tap to pay for an easy checkout
experience.”“Contactless payments only take a few
seconds.”“A quick tap is all it takes to pay with acontactless chip card.”“Tap to pay for a touch-free checkout
experience.”

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3.5 How to communicate payments instructions (Look. Tap. Go.)To clearly communicate how to tap to pay, use the following steps:

1. Look

2. Tap

3. Go

Awareness: What to look for

Instruction: What to do

Confirmation: When payment is complete

General Awareness Messaging

General Awareness Messaging

General Awareness Messaging“Tap—Simply tap your Visa contactless chip card over the Contactless Symbol
to make a payment.”“Go—Your payment is processed in seconds. Once your payment is confirmed,
you’re good to go.”“Look—See if your Visa card has a Contactless Indicator
Contactless Symbol
at checkout.”

on it, then find the

For turnkey payment instruction graphics and templates, please visit section 5.
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4.0 Section overview & quick links
Visa provides creative assets and templates to help you market contactless payments to yourcustomers. In some cases, you may want to create your own contactless marketing assets. In thissection you will find information on:
Using Visa Brand Elements
Using the Contactless Marks
The difference between the Contactless Indicator
How to use the Contactless Indicatorand the Contactless Symbol

and the Contactless Symbol

Showing contactless payments in action
Contactless photography guidelines
Creative do’s and don’ts

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4.1 Using Visa Brand Elements
At Visa, we use the Visa Brand Mark as the main representation of our brand, our payment methods, and our organization. Our brand markis our most enduring and recognizable asset around the world. It’s recognized in any language and adaptable to any scale. And it always
serves a promise to get people closer to their goals by making life easier along the way.

Visa brand mark tagline lockup (preferred)

The Visa brand mark is always in Visa blue or white and placed on a background that provides adequate contrast between the mark and the background.

Visa brand mark overview
Tagline as stand-alone text
PARTNER LOGO

11mm (32px)

Minimum clear space

Minimum size

Color specification

Co-branding

X = Height of the V Apply 1X clear
space around all sides of the Visa brandmark when possible.

To ensure clarity and legibility of the
Visa brand mark, it must never appear
smaller than 11 mm, (32 px) in length.

Use the Visa Blue RGB colors

When marketing Visa contactless toyour customers, you may want toconsider co-branding your marketingby replacing the standalone Visa logowith a composite co-branded logo or
updated copy that reflects your specificbusiness priorities and objectives.

Visa Blue:
R: 26
G: 31
B: 113

HEX: #1A1F71

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4.2 Using the Contactless Marks
The Contactless Indicator and Contactless Symbol
are trademarked by EMVCo and require correct representation in their placement
and meaning. The use of these icons is often confused in the market so it’s critical to understand the differences and their intended use.

Contactless Indicator

Contactless Symbol

The Contactless Indicator is used on the cards themselves to indicate the contactless capability of
the card. It can also be used on signage to indicate contactless acceptance at a merchant location.
The Contactless Indicator is not owned by Visa, but we, and our clients, have a license from EMVCo
permitting use of it.

The Contactless Symbol
is used at the POS on the terminal and indicates where to tap/hover thecard or device in order to transact. The Contactless Symbol
is not owned by Visa, but we, and ourclients, have a license from EMVCo allowing us to use it.

How to use the Contactless Indicator

How to use the Contactless Symbol

The “Contactless Indicator” text is not required to be used with the mark (e.g., “Look for the
your card”).

on

The phrase “Contactless Indicator” must always be capitalized in written communications.
In longer form communications (e.g. FAQs), the correct attribution to EMVCo should be included
in a footnote: The Contactless Indicator is a trademark owned by and used with permission of
EMVCo, LLC.

The “Contactless Symbol” text is not required to be used with the mark (e.g., E.g., “Tap to pay where”
you seeE.g., In POS situation: sticker of a Contactless Symbolon the checkout terminal.)

The phrase “Contactless Symbol” must always be capitalized in written communications.
In longer form communications, the correct attribution to EMVCo should be included in a footnote:
The Contactless Symbol
is a trademark owned by and used with permission of EMVCo, LLC.
use the attribution: The
When using the Contactless Indicator and the Contactless Symbol
Contactless Symbol
and Contactless Indicator are trademarks owned by and used withpermission of EMVCo LLC.
can be used to communicate the concept of
In communications, the Contactless Symbol
making contactless payments and specifically where to tap (vs. using the Contactless Indicatorwhich communicates contactless acceptance).

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4.2.1 The difference between the Contactless Indicator and the Contactless Symbol
The Contactless Indicator and Contactless Symbol
differences and intended use.

are often confused in the market; therefore, it’s critical to understand theContactless Indicator
Contactless capability of a card

Contactless Symbol
Contactless acceptance at a merchant

Where to tap to pay on terminal

Note: These marks are trademarked by EMVCo, LLC, and the names should always be capitalized.

See guidelines here: www.emvco.com/about/trademark-centre/41

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4.2.2 How to use the Contactless Indicator and the Contactless Symbol
Contactless marks and messaging best practices

Contactless Indicator

When featured on a card, the Contactless Indicator means the card can beused to tap to pay. When featured on store signage, it means a merchant accepts
tapping to pay.

Contactless Symbol

The Contactless Symbol
is found on contactless-enabled terminals, andindicates where a consumer should to tap their contactless card to pay.

Supporting phrase

Utilize the phrase, “Tap to pay,” as it is the action we want consumers to take. Thisphrase should only be used with the appropriate Contactless Marks to avoid any
confusion during the payment flow. It should also be used in sentence case.

Tap to pay

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4.2.2 How to use the Contactless Indicator and the Contactless Symbol
EMVCo guidelines for the Contactless Symbol

13 mm

The Contactless Symbol
is comprised of three standardized visual elements. Theseelements include the Contactless Indicator at the center of the symbol, a drawn handholding a generic contactless form factor device, and an oval key line that wraps theindicator and hand.

The Contactless Symbol
is used on point of sale terminals and Automated Teller
Machines (ATMs) only and must never appear on payment cards or other payment
form factors. The Contactless Symbol is required on all terminals and ATMs that meet
ISO 14443 and EMVCo Contactless specifications. It is not authorized on non- EMVCo
compliant terminals and ATMs.

The symbol must appear as a white reversed line drawing against any medium to darkcolor that provides suitable contrast or a black line drawing against a white or lightcolored background The background must always be a solid color; never display theContactless Symbol against a graphic pattern.

The symbol must be placed exactly over the center or strongest point of the contactlessantenna “read area” of the terminal. In some instances, this may require the Contactless
Symbol and the payment brands be separately displayed on the reader.

The Contactless Symbol
must be displayed at a minimum height ofmust not appear larger than the height of any
13.0mm. The Contactless Symbol
other payment acceptance marks displayed. If the reader area of the terminal is too small
to allow placement of all payment marks at the minimum allowable size, all marks may be
reduced to fit the reader area, provided legibility and equal size/ presence is maintained.

It is recommended that the Contactless Symbol
be separated by a 1 point keyline
when presented above or near the payment acceptance marks. There is no required orderof displaying the payment brands.

Minimum clear space, free of text or graphic elements, equal to . the height of thesymbol, applied on all four sides, must be maintained, as shown in the illustration above.

The Contactless Symbol
must never be rotated or flipped. No text label should be
displayed with the symbol, except when placed on a contactless only reader.

A/4
A/4

A

A/4

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4.3 Showing contactless payments in action
Do

Don’t

Still photography

Still photography

Show card physically “tapping” the Contactless Symbolon the terminal.

Do not obscure the Contactless Indicatoron the card.

(NOTE: placement of the symbol varies based on hardware used)

Do not show the card tapping at an angle.

Card should always be shown tapping horizontally.

Do not show the card to the side of the terminal or far away from the.
Contactless Symbol

Hand/thumb should not cover Contactless Indicatoron card.

Video

Video

Be sure to film from an angle and leave enough room for optimal
screen messaging.

Do not show the card being waved over the terminal.
Do not exclude any part of the full tap to pay experience.

Be sure to capture the contactless chip card both going in to make apayment AND pulling away to capture the full tap to pay experience.

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4.4 Contactless photography guidelines
When showing tap to pay in action, the objective is to train the consumer to tap where the Contactless Symbol
is located on your terminal, which iswhere the contactless antenna is located. When showing how tap to pay works in your customer facing marketing, consider the following contactless
photography guidelines.

The card should always be shown tapping horizontally.

Position chip adjacent to Contactless Symbolon terminal.

The Contactless Indicator
up by a hand.

should not be covered

Do

Don’t

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4.5 Creative do’s and don’ts
Do

Don’t

Use the provided Visa Contactless messaging and graphics when possible.

Don’t make unsubstantiated claims about Visa contactless payments.

Follow the tone and voice established in the Visa Brand Style Guide whendeveloping new copy.

Don’t use the Visa primary flat colors in the color bars.

Always use the Visa brand mark as the primary sign for Visa branding.

Don’t use gradients over photography.

The color bars should appear in full color value, but can show details ofphotography underneath by combining differently affected layers.

Don’t use overly stylized or hyper-realistic photography.

When layouts include the use of typography over photography, carefully
consider imagery that allows legibility.
Share finalized assets with your local Visa account representative before
going live.

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5.0 Section overview & how to use the customizable templates
Visa has created a range of market-ready marketing assets to help merchants increase awareness anddrive usage of contactless payments. The assets can be leveraged as provided or modified using the
Adobe design templates and provided messaging, photography and illustrations to create uniquecreative that fits your business needs. This section shows the assets Visa has available which include:
Email templates
Social media posts
Web assets
Photography and illustrations

To receive these assets, contact your Visa account representative.

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5.1.1 Email templates
Visa has created email templates for both announcing acceptance of contactless payments,
as well as templates for reminding your customers they can tap to pay the next time they
shop at your store.
Our template emails can be used as provided or modified to fit your unique business needs. Emails should be
simple in layout, utilizing an image and headline above the fold to entice the recipient to scroll down and readmore. The design should be split into three sections: the header area (above the fold), the body, and the footer.
Use the “Learn more” call to action to link your customers to the Visa Contactless webpage atwww.visa.com/taptopay or to an appropriate page on your website.

To receive these assets, contact your
Visa account representative.

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5.1.2 Social media posts
Let your customers know they can tap to pay the next time they shop at your store
with a social media post. Visa provides turnkey social assets and templates that workwith the provided messaging and creative to help you market contactless with ease.
The length of post copy can vary but should be scannable without having to scroll—between 3 and 4lines is ideal. All social posts should link to the Visa Contactless webpage at www.visa.com/taptopay orto an appropriate page on your website.

To receive these assets, contact your
Visa account representative.

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5.1.3 Web assets
Communicate contactless acceptance on your business’s website with ready to use digital acceptanceassets. To request the assets, contact your Visa account representative.

Tap to pay
preferred

We accept
tap to pay

To receive these assets, contact your
Visa account representative.

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5.2 Available photography and illustrations

Tap to pay
here!

Visa provides turnkey photography and illustrations that work withour creative templates, to give you flexible options for marketing
contactless payments. For access to the create assets listed below,
please contact your Visa account representative.

Tap to pay
preferred

$$$
$$$
$$$

Tap above

Tap below

Tap here.... 9040

A. MILLER

To receive these assets, contact your
Visa account representative.
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6.1 Glossary
Here are commonly used terms to know when talking about Visa contactless chip cards and contactless payments.
Tap to pay

Used to describe the behavior required at point-of-sale when making a contactless payment.

Contactless chip card

The way to refer to a card that has the capability to utilize Near Field Communications (NFC) at thecontactless-enabled terminal.

EMVCo Contactless Indicator

The mark appearing on the front or back of a card designating the card as contactless. This mark may also be on signs toindicate a merchant accepts contactless payments.

EMVCo Contactless Symbol

The mark displayed on the contactless-enabled terminal to indicate where a customer should tap to pay.

Contactless-enabled terminal

A checkout terminal that has been equipped to process contactless payments.

EMV (Chip) payments

Whether facilitated by inserting a card with a chip on it or by tapping a card, EMV payments refer to a payment based
EMV specifications and authorization messages that contain a secure one-time code with each transaction. At Visa, EMV
contactless is referred to as qVSDC (Quick Visa Smart Debit Credit). Non-EMV contactless is often referred to as MSD(Magnetic Stripe-equivalent Data) contactless or MSD model.

EMV Quick Chip

Leverages the same security of a full EMV implementation, but significantly streamlines and simplifies implementation of
EMV. Quick Chip drastically reduces development, testing, and implementation timelines, and is highly recommended tomerchants that need to deploy EMV quickly.

Cardholder Verification Method(CVM)

CVM refers to a method used to validate that the person presenting the card is in fact the cardholder. Common verification
methods are signature, PIN or biometric (in the case of mobile phones). Note as of April 2018, Visa no longer requires EMV
enabled merchants to capture signature.

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6.2 Messaging flow to use on terminal screens
POS merchant screens guidelines
These guidelines, and the accompanying payment screens, were created to help improve the customer experience at the point of sale. Visa wants to provide clarity for customers
on how and when to tap to pay by providing education and consistent visual cues at the point of sale.

Horizontal screens
Contactless Symbol
guidelines

Contactless Symbol
guidelines

The X module corresponds to 1/5of the Contactless Symbol
full height.

Lockup + Symbol is centered in thescreen horizontally and vertically.
There’s a 1X margin all aroundthe screen.

Text is 2x high and is centeredin reference to the Contactless
Symbol. Distance of separation
between the 2 is 1X.

Center

X

X
X
2X

5X

20X

8X

Center

X

2X

9X

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6.2 - Messaging flow to use on terminal screens
Horizontal Screens
Merchant logo guidelines

Icon logo guidelines

Scenario for when Merchant logo isat corner

Tap / Insert below

The height of the merchant logo
should be 2X the margin and placedin the top right corner.
Logo height and width will varyby merchant.

CenterX

Center

X

X

X
X

X

2X

2X

20X

8X

Center

20X

Center11X

CenterCenter56

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6.2 - Messaging flow to use on terminal screens
Horizontal screens
Icon logo guidelines
Tap Above / Below

Center

X

20X

14X

Center

XX

X

X

X

2X

2X

Center

20X

14X

Center57

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6.2 - Messaging flow to use on terminal screens
POS Merchant Screens Guidelines
These guidelines, and the accompanying payment screens, were created to help improve the customer experience at the point of sale. Visa wants to provide clarity for customers
on how and when to tap to pay by providing education and consistent visual cues at the point of sale.

Vertical screensCenterX

Contactless Symbol
guidelines

X

2X

Contactless Symbol
guidelines
Scenario for when symbol isabove the text

30X

7X

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6.2 - Messaging flow to use on terminal screens
Vertical screensCenterX

Merchant logo guidelines

2X

Scenario for when Merchantlogo is at corner
The height of the merchant logo
should be 2X the margin andplaced in the top right corner.
Logo height and width will varyby merchant.

X

CenterX

Icon guidelinesX

2X

Tap above or below

4X

2X
30X

7X

Center

30X

Center
2X

4X

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6.3 Merchant FAQs
What are contactless payments?

How can customers use tap to pay if they don’t already have a contactless chip card?

Answer: Contactless payments use short-range wireless technology to securely complete payments between a contactlessenabled chip card or payment-enabled mobile or wearable device and a contactless-enabled checkout terminal. A Visa
contactless chip card is a card that has a near-field communication (NFC) antenna, which enables close-range payments
When your customers tap to pay their contactless chip card or payment-enabled device at a checkout terminal near theContactless Symbol, their payment is sent for authorization.

Answer: Many Visa credit and debit cards, including cards that don’t have a Contactless Indicator , can be loaded into apayment-enabled mobile or wearable device. Advise the customer to check with their device manufacturer for card eligibility
or with their card issuer to see about upgrading to a contactless-enabled chip card. Common names for payment-enabled
device technology include Apple Pay, Samsung Pay and Google Pay.

What do theand themean?

Where do customers tap to pay using a contactless chip card, mobile or wearable device at theterminal?

Answer: The EMVCo Contactless Indicator indicates acceptance. When featured on a card, it means the card can be used totap to pay. When featured on store signage, it means a merchant accepts tapping to pay.

Answer: It works best when customers simply hover the contactless chip card or device over the Contactless Symboltransact. It works best when held flat versus at an angle.

The EMVCo Contactless Symbol indicates where you tap your contactless chip card or payment-enabled mobile/wearable
device on the checkout terminal to make a payment.

How close does a card/device need to be to the Contactless Symbol

What does a contactless-enabled chip card look like?

Answer: The card or device can hover 1-2 inches over the Contactless Symbol
payment. Actual tapping is not necessary.

Answer: A contactless-enabled chip card will feature the Contactless Indicator
has the technology.

on either the front or the back to indicate it

How do I know if my checkout terminal is contactless-enabled?
Answer: Call your acquirer. If you have purchased/leased a terminal in the last 3 years, it will likely have come equipped withcontactless capabilities and you will need to reach out to your acquirer to ensure that it is activated. If your terminal is older
you will need to verify with your acquirer if it is contactless capable or what your options would be to obtain one.

If I have a contactless-enabled terminal, will it automatically accept contactless payments, or do I
need to activate the terminal?
Answer: Even if your terminal is equipped with contactless technology today, you may need to work with your acquiring
partner to activate contactless acceptance.

Are contactless transactions more expensive than contact transactions?
Answer: No, contactless Visa transactions are considered card present transactions, and qualify for the same rates and fees as
contact transactions.

toon the terminal?

on the checkout terminal to make a

How should my customers hold their card to the contactless-enabled checkout terminal?
Answer: The checkout terminal reads the antenna best when the contactless chip card is flat over theContactless Symbol, versus at an angle.

How long do they need to hold their card to the contactless-enabled checkout terminal?
Answer: They should hold their contactless chip card to the contactless-enabled checkout terminal for 1-2 seconds.

When exactly should the customer tap to pay for their purchase?
Answer: Once they are prompted to pay (by you, by a light on the contactless-enabled checkout terminal, etc.), they should
simply tap their card to the terminal where they see the Contactless Symbol.

What are the benefits of contactless payments?
Answer: Tapping to pay with a Visa contactless chip card is secure, convenient and touch-free — perfect for places like fastfood restaurants, grocery stores, coffee shops, vending machines, taxis and more. Tapping to pay is secure because eachtransaction is accompanied by a one-time code, just like contact EMV. Unlike cash, tapping to pay provides an electronic
record of your purchases and gives you all the great functionality and convenience of a Visa card.
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6.3 Merchant FAQs
Does tapping to pay completely avoid touching the POS terminal?

Can someone still swipe or insert a contactless chip card?

Answer: It can, depending on the customer experience offered by the merchant at checkout. Visa began removing therequirement to capture and validate signatures back in 2018. This applies to all Visa transactions, regardless of EMV capability,interfaces (tap, dip, swipe), and transaction amounts.

Answer: Yes, customers can still swipe or insert, just like any other card.

Is tapping to pay secure?
Answer: Yes. Here’s why:
• Each Visa contactless chip card carries the same trusted security as a Visa contact chip card.
• The one-time code generated every time a contactless chip card or device is used at an in-store contactless-enabled
terminal protects your payment information, making it extremely effective in reducing counterfeit fraud.
• Customers can’t pay accidentally—your card or device must be within 2 inches of the terminal for the sale to take place.
And they won’t be billed twice, even if you accidentally tap twice.
• Tapping to pay with your Visa contactless chip card or payment-enabled device helps you avoid touching surfaces
at checkout.

Can people “skim” information off of a contactless chip card?
Answer: Visa contactless chip transactions generate a one-time, transaction-specific code. Due to the nature of the code andadditional fraud protection processes built into the Visa network, it is difficult to use skimmed cardholder information for
fraudulent purchases. As a result, fraud from skimming is very unlikely and limited in scope. You can also rest assured that Visa
cards offer protection from any unauthorized use with Visa’s Zero Liability Policy.

Is there a difference with Apple Pay/Google Pay/Samsung Pay?

What is the technology behind tapping to pay?
Answer: Tapping to pay uses short-range wireless NFC (Near Field Communication) technology to make secure payments
between a contactless chip card or payment-enabled device and a contactless-enabled terminal. When the card or device is, the payment is sent for authorization.
tapped near the Contactless Symbol

Can customers make a payment by mistake if they stand too close to close to the terminal?
Answer: No. The tap to pay technology requires a merchant to initiate the payment. Next, the contactless chip card must be
tapped or held within 2 inches of the contactless-enabled terminal in order for a transaction to take place.

Can customers use their Visa contactless chip card even if they don’t see theContactless Symbol ?
Answer: Yes. Contactless payments are accepted at contactless-enabled checkout terminals displaying the Contactless Symbol. If they don’t see the Contactless Symbol, they can still use their contactless chip card at an EMV checkout terminal byinserting their card, or at a magnetic stripe checkout terminal by swiping their card.

How do people get a contactless chip card?
Answer: Customers should speak with their bank or visit their bank’s website to learn how they can request an upgrade to acontactless chip credit or debit card.

Answer: No. Contactless payments, including those made with contactless chip cards, Apple Pay, Google Pay use the same
NFC (Near Field Communication) technology. Samsung Pay, however, works with both NFC technology and MST (Magnetic
Secure Transition) technology, which can also be used anywhere you can swipe.

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6.3 Merchant FAQs
If you run into problems, check out these tips:• Confirm that your customer has a contactless payment method.
• The customer’s card is not contactless-enabled (if the card doesn’t have the Contactless Indicator it won’t work) or they
do not have their payment card loaded into their payment-enabled phone or wearable device.
• Make sure your customer is tapping to pay the correct way.
• Your customer is not holding the contactless chip card, payment-enabled phone or wearable device in the right place on
the checkout terminal (it must be held near the antenna).
• The contactless chip card is held too far out of range (it must be held within 2 inches of the Contactless Symbol).
• The contactless chip card is held at an angle instead of flat over the checkout terminal.
• Ensure the customer is tapping an individual card or device, not a wallet (only one contactless-enabled form of payment
can be used at a time).
• If a contactless chip card payment is not processing, guide the customer through the proper way to make a payment with
their card to address any user errors. If your customers continue to have trouble making a contactless payment, remindthem they can insert or swipe their card to make the transaction.
• If you experience multiple failed contactless transactions, help your customers pay with a dip or swipe to avoid any
customer delays. A representative from your store may want to contact your terminal manufacturer or POS vendor to
examine your contactless reader to ensure it is configured correctly.

6.3.1 Merchant troubleshooting tips
Help your customers if they have an issue when attempting to tap to pay. Here are a few common reasons why issues
may occur:••••

Your customer is not holding the contactless chip card in the right place on the checkout terminal (e.g., near the antenna).
The contactless chip card is held too far out of range.
The contactless chip card is held at an angle instead of flat over the checkout terminal.
Your customer accidentally presents a payment-enabled mobile or wearable device and/or multiple contactless chip cards
to the checkout terminal.
• If a contactless chip card payment isn’t processing, guide the customer through the proper way to make a payment with
their card to address any user errors.
• If your customers continue to have trouble making a contactless payment, remind them they can insert or swipe their card
to make the transaction and contact your terminal manufacturer or POS vendor to fix your contactless reader.

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6.4 Consumer FAQs
What is the technology behind tapping to pay?
Answer: Tapping to pay uses short-range wireless technology to make secure payments between a contactless chip card or
payment-enabled mobile or wearable device and a contactless-enabled checkout terminal. When you tap your card or device, your payment is sent for authorization.
near the Contactless Symbol

What does theand themean?

Answer: The EMVCo Contactless Indicator * indicates acceptance. When featured on a card, it means the card can be used
to tap to pay. When featured on a checkout terminal or on store signage, it means a merchant accepts tapping to pay.

How long do I need to tap my contactless chip card or payment-enabled mobile/wearable device
on the checkout terminal?
Answer: One to two seconds should do it.

Do I actually have to tap my contactless chip card or payment-enabled mobile/wearable device on
the checkout terminal?
Answer: No, actual tapping is not necessary.

The EMVCo Contactless Symbol* indicates where you tap your contactless chip card or payment-enabled mobile/
wearable device to make a payment.

How do I tap my contactless chip card or payment-enabled mobile/wearable device at thecheckout terminal?

How do I know if my card of device can make contactless payments?

Answer: It works best when your contactless chip card or payment-enabled mobile/wearable device is held flat over theContactless Symbol, versus held at an angle.

Answer: You’ll see the Contactless Indicator on your card. For your phone or other payment-enabled wearable device,please see Apple Pay for Visa, Google Pay for Visa and Samsung Pay for Visa.

When exactly do I tap to pay?

What does the Wi-Fi-looking symbol on my card mean?

Answer: Once you are prompted to pay (by the cashier, a light on the checkout terminal, etc.), place your contactless chipcard or payment-enabled mobile/wearable device within 1-2 inches of the Contactless Symbolon the terminal andfollow the prompts.

Answer: The Wi-Fi-looking symbol on a debit or credit card is the EMVCo Contactless Indicator*
can be used to tap to pay on a contactless-enabled payment terminal.

. It indicates that your card

What is so great about tapping to pay with Visa?

What does the RFID-looking symbol on my card mean?
Answer: The RFID-looking symbol on a debit or credit card is the EMVCo Contactless Indicator*
can be used to tap to pay on a contactless-enabled payment terminal.

. It indicates that your card

How close does my contactless chip card or payment-enabled mobile/wearable device need to be
to the contactless checkout terminal?
Answer: Your contactless chip card or payment-enabled mobile/wearable device just needs to be within 1-2 inches of theContactless Symbol
to initiate a payment.

Answer: Tapping to pay with a Visa contactless chip card or payment-enabled mobile/wearable device is secure, convenient
and touch-free — perfect for places like fast-food restaurants, grocery stores, coffee shops, vending machines, taxis and more.
Just look for the Contactless Symbol
at checkout. Tapping to pay is secure because each transaction is accompanied
by a one-time code, just like contact EMV. Unlike cash, tapping to pay tapping to pay provides an electronic record of yourpurchases and gives you all the great functionality and convenience of a Visa card.

How do I get a Visa contactless chip card?
Answer: Contact your bank by calling the number on the back of your card to inquire.

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C O N TA C T L E S S M A R K E T I N G A N D T R A I N I N G G U I D E F O R M E R C H A N T S

WHAT YOU NEED TO KNOWCREATING A SECURE, CONVENIENT AND TOUCH-FREE CHECKOUT EXPERIENCE

MARKETING & MESSAGING

CREATIVE GUIDELINESMARKETING ASSET LIBRARYAPPENDIXCONTINUED

6.4 Consumer FAQs
How does this technology compare to Apple Pay?
Answer: Contactless payments, including Visa contactless chip cards, Google Pay and Apple Pay, use the same NFC (Near
Field Communication) technology. Samsung Pay, however, works with both NFC technology and MST (Magnetic Secure
Transmission) technology, which can be used anywhere you can swipe.

Where can I tap to pay?
Answer: You can tap to pay where you see the Contactless Symbolon a checkout terminal. Millions of places around theworld accept contactless payments, including fast-food restaurants, coffee shops, grocery stores, retail pharmacies, vending
machines, taxis and more.

Can I still swipe or insert my Visa contactless chip card even if I don’t see theContactless Symbolat the checkout terminal?
Answer: Yes. If you don’t see the Contactless Symbol
contactless chip card, just like any other Visa card.

on the checkout terminal, you can still swipe or insert your

What information is transmitted from my contactless chip card or payment-enabled mobile/
wearable device when I tap to pay?
Answer: The contactless chip card or payment-enabled mobile/wearable device securely transmits information including theaccount number, expiration date, and a one-time code that changes for every in-person transaction. The code is different thanthe code encoded on the magnetic stripe of a Visa card.

I heard people can “skim” information from a contactless chip card. What does that mean?
Answer: Visa contactless chip transactions generate a one-time, transaction-specific code. Due to the nature of the code andadditional fraud protection processes built into the Visa network, it is difficult to use skimmed cardholder information for
fraudulent purchases. As a result, fraud from skimming is very unlikely and limited in scope. You can also rest assured that Visa
cards offer protection from any unauthorized use with Visa’s Zero Liability Policy.

Can I unknowingly make a purchase if I am in close proximity to a contactless-enabled
payment terminal?

Can I use my Visa contactless chip card or payment-enabled mobile/wearable device to tap to pay
outside the U.S?

Answer: No. The technology behind tapping to pay requires the merchant to initiate the payment. Next, the contactless chipcard or payment-enabled mobile/wearable device must be tapped or held within 1-2 inches of the contactless-enabled
terminal in order for a transaction to take place.

Answer: Yes. You can tap to pay at millions of places around the world, wherever you see the Contactless Symbol. In
countries like Australia, Canada, the UK and France, over half of retailers currently accept contactless payments. If tapping to
pay is not available at a location, you can simply swipe or insert your Visa contactless chip card at checkout.

Can I be charged twice if I have more than one contactless chip card in my wallet?

Is tapping to pay secure?

What do I do if my Visa card has been lost or stolen?

Answer: Yes. Here’s why:
• Each Visa contactless chip card carries the same trusted security as a Visa contact chip card
• The one-time code generated every time a contactless chip card or payment-enabled mobile/wearable device is used at
an in-store contactless-enabled terminal protects your payment information, making it extremely effective in reducing
counterfeit fraud.
• You can’t pay accidentally—your contactless chip card or payment-enabled mobile/wearable device must be within 2
inches of the terminal for the transaction to take place. And you won’t be billed twice, even if you accidentally tap twice.
• Tapping to pay with your Visa contactless chip card or payment-enabled mobile/wearable device helps you avoid touchingsurfaces at checkout.
*The Contactless Symbol

and Contactless Indicator

Answer: No. Contactless-enabled checkout terminals will only communicate with one card at a time. If you have more than
one contactless chip card in your wallet, you should tap the individual card you want to use, rather than tap your whole wallet.

are trademarks owned by and used with permission of EMVCo, LLC

Answer: If your Visa card is lost or stolen, or you believe there has been unauthorized activity on your account, contact yourissuing bank or credit union immediately. If you don’t have that contact information readily available, contact Visa and we will
be able to assist you.

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