Computerized methods, systems and computer program products for determining how an identity of a consumer can be verified during a transaction involving the consumer and a merchant. Embodiments access and analyze data of an account the consumer has with an online social network to derive a challenge question response options. The social-network based challenge question and response options are presented to the consumer, and the consumer's selection of certain response options is used to confirm that the consumer is the person named on a credit card or other payment instrument or that other identification or verification information should be requested by the merchant before completing the transaction.