Abstract: Disclosed are various embodiments for selecting an exemption to a strong authentication requirement. In one embodiment, an exemption selection engine receives a payment transaction for a user account using a payment instrument from a payment issuer. The exemption selection engine determines, for a plurality of different exemptions from an authentication challenge performed by the payment issuer, whether the payment transaction qualifies for respective ones of the plurality of different exemptions. The exemption selection engine then identifies a particular exemption for the payment transaction from a subset of the plurality of different exemptions for which the payment transaction qualifies based at least in part on respective success histories for respective ones of the subset of the plurality of different exemptions.