What does it mean if a payment is refused because 3d-secure: Authentication failed?

3D Secure Not Authenticated 

When an authentication session fails, the issuer provides some useful data that serves as additional insights. 

You can see this feedback in 3DS section from the payment details page.

Example below:

The full 3DS processing data can be downloaded from that page as well.

transStatusReason, challengeCancel and cardHolderInfo are the values to pay attention to when troubleshooting 3DS.  Find all the possible values on the highlighted links above.

cardHolderInfo is customized by each issuer, and its contents are meant to be shown to the shopper.