In March 2025, the Central Bank of Brazil launched new rules for Pix aimed at curbing digital fraud and increasing trust in the instant payment system. Among the measures are the prohibition of registering keys linked to irregular CPFs or CNPJs and the requirement to use pre-registered devices to authorize transactions above defined amounts.
Data from Serasa Experian shows that in the first quarter of 2025, the country recorded 3.4 million fraud attempts, an increase of 22.9% compared to the same period the previous year. More than half of Brazilian adults claim to have already been victims of scams, and 54% reported financial loss. According to the Central Bank, losses from Pix fraud grew by approximately 70% in 2023, totaling R$ 4.9 billion.
Luis Molla Veloso, an expert in Embedded Finance and the integration of financial services into digital journeys, explains that the growth in fraud attempts requires proportional responses. “The scale of Pix demands continuous security. The new authentication rules are relevant, but behavioral monitoring and device validation are fundamental to combating the social engineering used by criminals,” he states.
Financial institutions participating in the system must adopt, by November 2025, risk management mechanisms capable of identifying transactions outside the customer's pattern and periodically review fraud flags in registrations. These requirements aim to increase the early detection of suspicious movements and reduce the opening of accounts with false data.
For users, experts reinforce the importance of simple measures, such as verifying the name and CPF or CNPJ of the recipient before sending the payment, activating two-factor authentication, avoiding conducting transactions on public devices, and being wary of messages requesting urgent transfers. In case of fraud, the guidance is to file a police report and immediately contact the bank to request a refund of the amounts through the Special Reimbursement Mechanism (MED), created by the Central Bank.
Although the MED allows for the recovery of money in some cases, a recent survey shows that only 5% of Pix scam victims know that this resource exists and how to use it.
For Veloso, the system's challenge is to balance speed and security. “Technology creates increasingly efficient barriers, but the user is still the most vulnerable link. Digital education is as important as regulatory innovation to ensure the integrity of Pix and the protection of all involved,” concludes the expert.
