PAAY is a company specializing in payment authentication solutions focused on enhancing security for online transactions. Their primary product offers EMV 3-D Secure technology, which helps to reduce fraud by providing an additional layer of authentication for card-not-present transactions. This allows merchants to verify the identity of cardholders during online purchases, reducing chargebacks and maintaining compliance with payment industry standards. PAAY aims to improve both security and the customer experience, facilitating a smoother and safer checkout process.