ReD has expanded its relationship with Seattle-based WhitePages Inc. to provide its e-commerce merchant clients with more business and consumer data when vetting transactions for fraud.

London-based payment security provider ReD, formerly known as Retail Decisions, will offer WhitePages Pro as part of its ReD Shield fraud prevention software. WhitePages Pro provides additional types of information merchants can access compared to the basic WhitePages package currently available to those using ReD Shield, says Jackie Barwell, head of products for ReD.

"WhitePages Pro will be accessed in the same way, when an agent at the merchant site is working a manual review alert, they can reach out to WhitePages Pro for additional intelligence that will enable them to make the correct decision on whether to accept or to cancel the order being reviewed," Barwell says.

ReD, which has a U.S. office in Edison, N.J., provides the basic WhitePages package as a free service in the ReD Shield, but will charge merchants "a nominal fee" to receive the extra data through the Pro version, Barwell adds.

In addition to matching current name, address, age, and household members to more than 300 million phone numbers, WhitePages Pro includes extra data on whether an address is vacant, and if the associated phone number is non-fixed VoIP line.

"It gives them a 360-degree view of their customers and leverages the WhitePages' massive scale," Barwell says.

Any type of fraud-prevention tool has to be cautious that they do not deny a legitimate sale, says Ira Goldman, director at Auriemma Consulting Group.

"The concept [of using WhitePages] is good and we are in favor of any merchant having this type of fraud protection, as long as it doesn't cause friction with legitimate sales," Goldman says.

ReD introduced the business-to-business WhitePages Pro to select customers late in 2012. ReD provides ReD Shield as its real-time fraud prevention tool, which the company can tailor to the requirements of e-commerce merchants and payment service providers.

ReD says Shield minimizes payment fraud and reduces costly manual reviews by providing merchants with "instant decisioning" on legitimate transactions, while isolating questionable ones.

In the past year, ReD added geolocation technology to ReD Shield to help root out online fraud from those using fake cards or phony names. 

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