Zero-knowledge proofs are effective cryptographic primitives which may provide additional properties and guarantees to security systems and communication protocols. However, they are still being underused in modern world. Unfortunately, even with today’s strong cryptography solutions and increased user security awareness information leaks still happen. As the data on the Web becomes more valuable, attackers develop more sophisticated attacks often involving more than just technical assets, but also other techniques like social engineering. The talk presents possible ways of using zero-knowledge proofs to improve authentication and phishing prevention on the Web taking novel implementation of well known technique (socialist millionaires’ protocol) as an example.