Salon business management platform, Fresha has announced a 99% reduction in fraudulent transactions over six months with the roll-out of its proprietary AI and Machine Learning technology.

According to Fresha, fraud is on the rise globally—including £571 million ($AUD1.17 billion) in card payment fraud in the UK in 2023 and projected $AUD91 billion in e-commerce payment fraud losses by 2028.

According to a press release on the findings, Fresha’s AI-powered fraud detection system uses predictive analytics to identify suspicious patterns before they cause harm – going beyond traditional, reactive methods. 

Fresha is enhancing its security infrastructure with a combination of AI-powered fraud prevention and a multi-layered protection system. By adhering to frameworks such as ISO 27001, HIPAA, and GDPR, the company aims to safeguard user data, detect vulnerabilities in real time, and enforce strict access controls. 

Risks are said to be further minimised with the implementation of both proactive and reactive defenses, including zero-trust access management, continuous automated compliance monitoring, and secure vendor protocols.

Advanced transaction scoring monitors multiple parameters to detect fraudulent activity, while automated systems flag and block payment fraud attempts—such as stolen card transactions—before they happen. Furthermore, Fresha’s secure messaging infrastructure proactively combats SMS and email phishing scams to ensure clients and businesses remain protected across every interaction.

The program is hoped to set a new benchmark for security in the beauty industry, supporting business owners in their bid to keep staff and client information confidential.

“As we continue to grow, our responsibility to safeguard businesses and clients grows with us,” said William Zeqiri, Founder & CEO at Fresha. “Fraudsters are becoming increasingly sophisticated, but so are we. With our proprietary AI and Machine Learning systems, we don’t just react to fraud—we stop it before it even starts. Combined with our robust compliance and security frameworks, this ensures that Fresha remains the safest and most reliable platform in the industry.”

Fresha also invites skilled security researchers and ethical hackers to partner in enhancing the platform’s security infrastructure. Through a comprehensive bug bounty program, Fresha fosters collaboration with the cybersecurity community to proactively identify and address potential vulnerabilities.

Fresha is operated by 130,000 partners and tens of millions of users globally. 

Qualified security researchers interested in participating in the bug bounty program can reach out to security@fresha.com for detailed program guidelines, scope, and reward information.

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