LiveNation‘s (NYSE:LYV) Ticketmaster announced that it is eliminating the annoying CAPTCHA from its customers’ online ticket-buying experience.
By eliminating the use of CAPTCHAs — which require purchasers to decipher a jumbled set of letters and numbers to buy tickets — Tickermaster hopes to make the buying of tickets less annoying for its customers, the Associated Press reports. The company has been using CAPTCHAs for several years to prevent automated systems from purchasing large numbers of tickets for later resale.
The ticket seller is switching to software developed by Solve Media. Instead of a random jumble of characters, the new software verifies human usage by asking purchasers to identify common phrases and asking multiple-choice questions.
Users on mobile devices won’t even have that hurdle — instead, the software will use a push notification to confirm the identity of the buyer.
The new system will be rolled out to all users during the next few weeks.