By Jordan Shamir, VP of Product & BD at Wyllo
For years, omni-channel merchants have operated with a quiet vulnerability. A customer walks into a store without a card. A shopper calls in to place an order. The merchant, eager to complete the sale, texts or emails a payment link and the transaction gets processed. Sale won. But was it protected?
Until now, the answer was often no. Because the payment originated at the point of sale, it was deemed card-not-present and fell outside what most fraud tools were built to protect.
Today, we’re excited to announce that Wyllo natively supports In-Store Pay by Link, extending real-time, trust-led decisioning to an underserved transaction channel in modern commerce. In-Store Pay by Link protection extends Wyllo’s real-time fraud decisioning and chargeback protection to Pay by Link payments initiated in a store or over the phone: transactions that are card-not-present in mechanics but lack the behavioral signals of a typical online checkout.
The Omni-Channel Gap Fraudsters Exploited
Omni-channel merchants have built remarkable flexibility into how they serve customers. Buy online, pick up in store. Order by phone, pay by link. Walk in, complete checkout remotely. These flows are genuinely customer-friendly. But each one that steps outside the traditional card-present environment creates a seam, and risk tends to collect in the seams that legacy tools can’t see.
Pay by Link transactions initiated in-store or over the phone sit in an awkward middle ground. They’re card-not-present in mechanics, but they don’t carry the behavioral signals of a typical ecommerce session. There’s no browsing history. No cart abandonment pattern. No device fingerprint from a shopper browsing your site. Legacy fraud tools, built for web checkout, were largely flying blind on these orders.
The result: merchants were completing transactions they couldn’t protect, in channels they couldn’t see into, against fraudsters who knew exactly where the blind spot was.
What Wyllo’s In-Store Pay by Link protection does
Wyllo now extends its real-time fraud decisioning to cover Pay by Link transactions generated at the point of sale or over the phone. When a merchant associate sends a payment link to complete an in-store or dial-in sale, Wyllo evaluates the transaction with the same intelligence applied to every other order and backs its decision with chargeback protection.
That means merchants can finally say yes to these transactions with confidence. No more choosing between completing the sale and accepting unknown risk.
Key capabilities include:
- Real-time fraud decisioning on Pay by Link transactions initiated in-store or by phone
- Chargeback guarantee on eligible orders approved by Wyllo
- Seamless integration with existing Wyllo-connected payment flows — no new infrastructure required
- Omni-channel order intelligence, connecting in-store behavior with the broader signals Wyllo uses to evaluate risk across channels
Why this matters now
Risk doesn’t stand still. As protections have strengthened on traditional ecommerce checkout, attention has shifted toward channels where protection is thinner. In-store Pay by Link has been one of those channels.
Merchants who rely on these flows whether in luxury retail, specialty goods, or high-touch service categories have been disproportionately targeted. The fraud pattern often looks the same: a “customer” arrives in-store (or calls in), makes a purchase that seems legitimate at the moment, and the chargeback arrives weeks later. By the time the merchant realizes what happened, the goods are gone and the transaction was never protected.
Wyllo was built on the belief that merchants shouldn’t have to choose between serving customers well and protecting their business. In-Store Pay by Link support is a direct expression of that: closing a gap that too many merchants have quietly accepted as the cost of doing business.
Built for the way merchants actually operate
We heard this request from merchants repeatedly. Omni-channel operations are complex, and the payment flows that make them work don’t always fit neatly into “online” or “offline” buckets. Pay by Link is one of the most practical tools merchants have for bridging that divide, and they needed protection that could keep up.
With this release, Wyllo see your orders wherever they start: your website, your checkout app, your store floor, or your phone line. Same protection. Same intelligence. Same confidence.
Frequently asked questions
What is In-Store Pay by Link?
In-Store Pay by Link is a payment flow where a merchant completes a sale that begins in a store or over the phone by sending the customer a payment link to pay remotely. It’s common in luxury retail, specialty goods, and high-touch service categories where the shopper isn’t checking out at a standard online cart.
Why are in-store and phone Pay by Link transactions hard to protect?
These orders are card-not-present in mechanics but lack the behavioral signals of a normal ecommerce session, such as browsing history, cart behavior, and device fingerprints. Fraud tools built for web checkout had little to evaluate, leaving the channel underserved.
Does Wyllo cover chargebacks on Pay by Link orders?
Yes. When Wyllo approves an in-store or dial-in Pay by Link transaction, that decision is backed by chargeback liability protection on eligible approved orders, the same way Wyllo backs its decisions across channels.
Do merchants need new infrastructure to use it?
No. In-Store Pay by Link protection integrates with existing Wyllo-connected payment flows, so merchants on Wyllo can extend protection to these transactions without new infrastructure.
Which merchants benefit most?
Omni-channel merchants that rely on buy-online-pickup-in-store, phone orders, or remote checkout, particularly in luxury retail, specialty goods, and high-touch service categories that fraud rings have disproportionately targeted.
Bringing it together
Omni-channel commerce was always going to outpace fraud tools built for a single channel. The seams between online and offline are exactly where risk has been hiding, and in-store Pay by Link has been one of the clearest examples. Extending real-time decisioning and chargeback protection to these transactions closes that loop.
Wyllo is the risk intelligence platform for commerce. To learn more about In-Store Pay by Link protection or see how Wyllo can cover your omni-channel operations, book a demo or explore the Wyllo platform for connected intelligence across every channel where you sell. Less reaction. More reason.
