Abstract: Techniques are described for automatically determining validity of redeeming a coupon for a transaction, such as to allow a mobile device to receive and redeem electronic coupons for use in a non-electronic consumer transaction at a physical location of the merchant. The mobile device or a remote coupon server may identify electronic coupons responsive to the location of the mobile device and responsive user selections entered into the mobile device, and approve and redeem electronic coupons responsive to a determined redemption confidence score that reflects risk that locations and users may be misidentified and/or that coupons may be applied incorrectly or fraudulently. In some situations, the determination of validity of redeeming a coupon for a transaction at a physical location of a merchant is performed without any information from or other interactions with any personnel of the merchant or with any other electronic devices at the merchant's location.