Non-transitory computer-readable storage media having computer-executable instructions embodied thereon, the computer-executable instructions executable by at least one processor of a proxy server, the proxy server communicating between a merchant computing device and an issuer computing device, wherein, when executed by the at least one processor, the computer-executable instructions cause the processor to perform the steps of:
- receiving, at the proxy server, a payment request message from the merchant computing device, the payment request message comprising customer data and merchant data, the merchant data including a subscription flag;
- storing, by the proxy server, a set of rules including i) a merchant does not have a subscription to an authentication service based on the merchant data, ii) a transaction is an online transaction, and iii) an issuer does have a subscription to the authentication service;
- determining, at the proxy server, from the payment request message that the set of rules are satisfied;
- generating, by the proxy server, an authentication request message at the proxy server based on the determination that the set of rules are satisfied;
- holding the payment request message at the proxy server based on the generation of the authentication request message;
- sending the authentication request message to the issuer computing device from the proxy server while the payment request message is held at the proxy server;
- receiving an authentication response message at the proxy server from the issuer computing device in response to sending the authentication request message, the authentication response message comprising an indication of whether the holder of the account is the customer;
- generating, by the proxy server, a modified payment request message by including in the held payment request message the indication of whether the holder of the account is the customer;
- and
- transmitting the modified payment request message from the proxy server to the issuer computing device.