The CVV code is more of a protection for the company and credit card issuer, as the code does nothing but lower the processing fee for the seller in some cases. The credit card issuer may say invent of charge back or fraud that because the seller didn't ask for the CVV they are the one who are stiffed for the cost of the charge back. But the code is not required except when the payment processor requires it. At least this is what I was told with regard to the CVV.