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Some billers support 3d secure (for example vxsbill, our main one), but the users can optionally enter 3d secure code or not; in general UK people enters it very often, while USA people rarely. Forcing 3d secure code as mandate would hit conversion rate.
The banks really do not push 3d secure, because in case of chargebacks, the bank pays rather than merchant. Banks are happy the way it is now,, without 3d secure, so in case of chargeback, the loss is by merchant.
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