[lxgr]

Let's not get into the debate about standards of living in the EU vs. the US, but doesn't all of this outline my original point, i.e. 3-9 cents per authentication being pretty on par with what companies seem to already be willing to pay for two-factor authentication (via SMS-OTP) globally?

[nikolay]

In other words, it's an abusive copycat pricing model (if others are thieves, we should be, too). Except there's a lot more infrastructure and personnel behind a text message, so, tru.ID are bigger thieves! Also, the vast difference is that tru.ID requieres an app and SMS does not, so, you should not compare apples to oranges! If you really want your customers to install yet another app, then good luck! In fact, their app is a bit finicky as I installed it and starts with a Java error and then a endless spinner on a blank screen! Not to mention, they have 2 QR codes next to each other for download on their web pages, way too close to each other, and not sure why they don't have a simple device-based redirect with a single QR code, or use another abusive service to do this trivial job if they are not up to the challenge themselves.