A system and method are provided for authentication. A first request for a transaction is received from a communications device, the first request comprising collation information of a customer to be authenticated and a price of a product or service to be purchased by the customer. An authentication level is set based on the price. A second request is transmitted to a mobile communications device of the customer. Authentication information is received from the mobile communications device, the authentication information comprising identification information of the customer. The authentication information is transmitted to the communications device.