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A Brief Introduction To MetaCert Protocol

  • MetaCert was founded in San Francisco in 2011 with a distributed team almost from day one. It's mission was to rethink internet security for the protection of kids. It began as a company focused on URL classification and content labelling, and over time evolved into the inventor of Zero Trust URL Authentication - a preventative model now protecting people from phishing at internet scale.
  • MetaCert operates as a remote-first company with team members mostly across Ireland, the UK, Australia, Canada, Ukraine and the US.
  • While the company was founded in San Francisco, it no longer maintains a physical headquarters. This distributed structure allows MetaCert to work closely with global partners in telecoms, banking, and cybersecurity.
  • It specialises in stopping online impersonation by focusing on URLs, the number one tool used in phishing.
  • MetaCert is an expert in URL classification and content labelling, with deep Irish roots as a spin-out of a telecom testing firm that was the first of its kind to join the GSMA.
  • Paul Walsh, MetaCert’s founder, co-founded the global standard for content labelling at the W3C – the very concept of describing and classifying user accounts and web pages. That early work laid the foundation for trust on the internet long before phishing became the dominant threat.
  • Paul was also one of the first high-profile individuals to be impersonated by hackers, an experience that shaped his understanding of how fragile trust could be online.
  • MetaCert also holds patents that remain licensed today by the world’s top security vendors. Even though the company has moved beyond traditional detection, those patents still underpin anti-phishing and anti-malware technology inside the mobile apps people use every day.
  • The fact that competitors continue to license MetaCert’s IP speaks to the depth of its innovation and credibility in the industry.
  • Where others stopped at detection, MetaCert went further. The company pioneered the concept of Zero Trust for web links – the idea that every link should be treated as untrusted until explicitly verified as legitimate. This shift from reactive to preventative is the first real upgrade in internet security in more than twenty years.

What problem is MetaCert solving?

  • MetaCert's purpose is to protect over 5 billion people through strategic partnerships with banks, financial institutions, payment providers, telecom operators, and tech companies.
  • Most people are told to “stay vigilant” and check links that look suspicious, but that advice isn’t an effective strategy, and it doesn’t really work.
  • In reality, phishing links, websites, apps, and services can look identical to legitimate ones, and criminals know exactly how to time them for maximum impact.
  • MetaCert solves this by giving people a way to verify the safety of links without guessing.

What makes MetaCert different?

  • Traditional security companies rely on detecting known threats using databases, AI, and machine learning.
  • These systems assume a link is safe until proven dangerous, which creates a gap that criminals exploit.
  • MetaCert flips this model by applying Zero Trust to web links. Every link is treated as untrusted until it’s explicitly verified as legitimate.
  • This prevents phishing before harm can happen, using real-time authentication rather than delayed detection.
  • It’s a fundamental shift in how trust is established online.

Sibos & MetaCert Protocol

  • From October 2025, every EU bank must support instant payments within 10 seconds, 24 hours a day. That removes the window banks once had to recover fraudulent transfers - once the money leaves the account, it’s gone.

  • That’s why MetaCert won the Sibos award for Established Trendsetter, they solve that risk.

  • When MetaCert is integrated into a bank, crypto app, or MVNO, it’s automatically available across every app on the phone. Customers don’t need to download or configure anything - it’s simply there, even when they install new apps later.

  • This makes mobile fraud through fake links, websites, or apps, almost impossible for even the most vulnerable.

MetaCert's Perfect Pitch Video, Sibos 2025 - Established Trendsetter

 

What Did The Established Trendsetter Category Stand For?

 

Category Selection

  • Qualifying entrants selected the competition category best aligned to their business, values and principles, answered a series of questions and submitted a pitch video.

Why Established Trendsetter?

  • You may have proved the doubters wrong and built something that will scale.

  • It’s not been easy, but you’ve solved a financial inclusion dilemma or created a new and improved solution to a known problem.

  • Everyone now sees what you saw as obvious five years ago, but they didn’t take the risk, you did.