A system or method may be provided to facilitate automatic user authentication for electronic transactions. In particular, the system or method may automatically authenticate a customer such that the customer may make complete hands free payments without the intervention of the customer or the merchant. The automatic authentication may include a check-in process and a payment authentication process. When a customer enters a designated area of a merchant, a BLE beacon device of the merchant may automatically check in the customer at the designated area of the merchant. After the customer is checked in at the merchant's designated area, the merchant may identify the customer who is about to make a payment from a plurality of other customers who also are checked in at the merchant via Bluetooth proximity and facial recognition in parallel. Thus, the customer may automatically be authenticated to make payments by facial recognition or Bluetooth proximity.