Member Benefits

The Unembossed Visa® Card

Don’t be surprised when you see it!

The new un-embossed Visa® credit card may look and feel different, but it is a valid credit card that can be accepted at any Visa merchant location which has an electronic credit card terminal. Unlike an embossed Visa credit card with raised numbers, letters and symbols, the un-embossed card has a smooth, flat surface. The plastic should be of the same thickness and quality as a regular Visa credit card.

From a merchant perspective, the processing of an un-embossed credit card at the point of sale should be seamless. There is no requirement for new software, special hardware or modified terminal processing procedures. You simply swipe the credit card just as you would an embossed card, then wait for an authorization and obtain the cardholder’s signature.

A 16-digit account number, cardholder name and expiration date are laser-engraved, thermal or indent-printed on the front of the credit card. The card’s flat, smooth surface makes it impossible to take a manual imprint. This credit card is a limited acceptance product and it can only be used at merchant sites that have an electronic point-of-sale terminal. If the magnetic stripe cannot be read by your terminal, or if you do not have an electronic terminal, simply ask the customer for another form of payment.

Until recently, un-embossed Visa credit cards were rarely seen by U.S. merchants and were issued in other countries. Over time, however, you will start seeing more and more un-embossed credit cards since they are now being issued in the U.S. to accommodate the changing electronic payments environment.

For more information on this and other issues concerning bankcard processing, call First Horizon Merchant Services and mention your membership with the VDTA/SDTA at 1-866-894-8600.

Reprinted from Central Vac Professional, June 2007