Things like 3DS benefit issuers and merchants due to lower fraud rates, but take more time, are higher friction and likely lead to fewer payments in total. If s

Things like 3DS benefit issuers and merchants due to lower fraud rates, but take more time, are higher friction and likely lead to fewer payments in total. If something like that doesn't exist or is watered down in the US it's likely because the issuers in the US decided that it wasn't worth the experiential or monetary cost. Or that they have other ways of identifying and dealing with fraudulent transactions, like ML models on the backend. It's almost certainly a bean counter making that decision - and it's theirs to make - not due to some kind of technical inability to make 3DS work. The US is a low fraud rate market that values faster/easier transactions at point of sale over lower absolute fraud, almost certainly because it maximizes total profit. Generally, a no-fraud environment isn't optimal.