| CPC G06Q 20/401 (2013.01) [G06F 21/35 (2013.01)] | 18 Claims |

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1. A system for user authentication comprising:
one or more processors; and
a memory in communication with the one or more processors and storing instructions that, when executed by the one or more processors, are configured to cause the system to:
determine, via a web browser extension running on a first user device, that a first user has navigated to a webpage associated with a first merchant;
receive, via a graphical user interface (GUI) of the first user device, a request to use a virtual card number associated with the first merchant to complete a first transaction;
determine whether at least one rule of one or more authentication rules is associated with the first merchant, wherein the at least one rule corresponds to a required level of authentication based on a merchant type associated with the first merchant, and wherein the one or more authentication rules comprise one or more respective required authentication factors;
responsive to determining the at least one rule of the one or more authentication rules is associated with the first merchant, identify one or more first required authentication factors corresponding to the at least one rule, wherein the required level of authentication comprises one or more of a type and a total number of the one or more first required authentication factors, and wherein the type and the total number of the one or more first required authentication factors are stored along with the at least one rule;
receive, via the first user device, authentication information associated with the first user;
determine whether the authentication information satisfies the one or more first required authentication factors; and
responsive to determining the authentication information satisfies the one or more first required authentication factors:
direct the first user to the web browser extension to generate the virtual card number, wherein the web browser extension is external to the first merchant and generates the virtual card number;
modify the GUI of the first user device such that a previously greyed out user input object is enabled to receive user input; and
enable the first user to complete the first transaction by entering the generated virtual card number into the enabled user input object.
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