Cloudflare has announced a collaboration with Visa, Mastercard, and American Express to introduce Web Bot Auth, a new authentication protocol aimed at making AI-driven shopping safer and more efficient. The system is designed to allow AI agents to securely verify identities and process payments across millions of merchants globally, marking a major milestone in the development of agentic commerce.
The Trusted Agent Protocol, jointly developed by Cloudflare and Visa, will be integrated into Visa’s Intelligent Commerce platform. Mastercard plans to adopt Web Bot Auth within its Agent Pay system, while American Express will use it as part of its agentic commerce programme.
Jorn Lambert, Chief Product Officer at Mastercard, said, “We are simplifying agent verification for merchants and ensuring a unified approach to agentic commerce that is scalable, secure, and widely adopted.”
Luke Gebb, Executive Vice President and Head of Amex Digital Labs, also highlighted that “trust and accountability remain central to our approach.”
Through Web Bot Auth, merchants will be able to verify the identity of AI agents, understand customer intent, and support a wide range of payment options, including cryptocurrency. The system aims to create a transparent and reliable framework for AI-led transactions.
Cloudflare described this development as “a new phase of digital trade,” where AI agents can autonomously manage purchasing and payment tasks for users. The company added that its mission is to build a secure and scalable foundation for agentic transactions across the internet, ensuring safety and trust as commerce evolves in the AI era.
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