On March 28, 2025, Brazil officially launched its proximity payment feature for the popular PIX payment system. This new functionality allows users to make payments by simply bringing their Android smartphone close to compatible point-of-sale terminals, utilizing Near Field Communication (NFC) technology. With this rollout, Brazil joins the global trend toward contactless payments, which have seen increasing adoption amid the pandemic.
Currently, the feature is exclusively available to users of Google Pay, as the Apple Pay and Samsung Pay wallets have yet to be registered with the Central Bank of Brazil. According to various reports, the limitation to Google Pay arises from regulatory issues, which require wallets to be authorized before offering services like the new PIX proximity payment.
The newly introduced mechanism allows Brazilian consumers to bypass traditional methods of payment, such as inputting passwords or scanning QR codes. Instead, they can easily complete transactions with just one tap. The maximum payment limit is standardized at R$ 500 per transaction; users are able to adjust this limit according to their preferences, enabling greater control over their spending.
According to the Central Bank, the update aims to improve the convenience of the payment process for consumers. "This method simplifies transactions and promotes safety, making payments quicker without compromising security," stated the bank. Although the central bank asserts this rollout will facilitate ease of use, the launch has not been without criticism, particularly from Apple users who feel excluded.
While the Central Bank has yet to provide timelines for when Apple Pay or Samsung Pay will receive authorization to support the new feature, analysts suggest it could require significant changes to Apple’s proprietary technology, which currently restricts other digital wallets from using NFC functionalities.
So far, the major financial institutions testing the proximity payment feature include Banco do Brasil, Bradesco, Caixa Econômica Federal, C6 Bank, and others through partnerships with Google. Notably, the majority of these institutions are also among the first to offer their customers access to update their apps and link their bank accounts to Google Pay.
To utilize the new PIX proximity payment service, customers will need to link their bank account to the Google Pay application. Once linked, users can activate the feature and will be able to make payments by simply bringing their devices close to the payment terminals at physical stores.
Brazil has seen rapid adoption of contactless payments; statistics from Abecs—the Brazilian Association of Credit Card Companies—indicate approximately 65% of face-to-face transactions were conducted through such methods as of last September. This highlights consumer readiness for smoother, faster payment methods.
Merchants interested in accepting PIX proximity payments must upgrade their point-of-sale systems, which will come at the discretion of the business owner. Currently, over 15 different payment terminal brands have already partnered with Google to enable this new functionality.
Institutionally, this move is seen as part of Brazil's broader digitalization strategy, pushing the country toward fintech advancements, supporting innovation, and increasing financial inclusion. "The adoption of PIX is monumental. It's not just about simplifying payments; it's about creating accessibility for every Brazilian,” remarked Jorge Bittar, fintech consultant.
Despite the optimism around this new payment option, there remains uncertainty among users about the technical aspects of how to properly set up and utilize PIX proximity payments. A common question is how customers can activate this feature within their wallets. Reports indicate they need to update their Google Pay apps and follow prompts to link their bank accounts.
Another area of concern revolves around security. Users will need to register biometric information or use phone unlocking methods to authorize transactions made through the proximity payment feature. This provision is intended to prevent fraud and unauthorized access, promoting secure payments.
Lastly, as with any new payment technology, the success of PIX proximity payments will be gauged through user feedback and adaptation. If the early stage feedback suggests high consumer satisfaction, it may accelerate the inclusion of more digital wallets like Apple Pay and Samsung Pay and pave the way for additional payment innovations.
The outlook for contactless payments remains bright as the government and financial institutions continue to push for enhancements—keeping Brazil at the forefront of payment technology advancements.