Pay-by-selfie launched in Europe by MasterCard

Consumers in Europe will be able to pay for goods by taking a picture of themselves

The technology, called MasterCard Identity Check Mobile, has already been tested in the US and Canada but has now been rolled out in Austria, Belgium, the Czech Republic, Denmark, Finland, Germany, Hungary, the Netherlands, Norway, Spain, Sweden and the UK.

The system allows customers to authenticate online purchases using a photo of themselves or other biometric information such as fingerprints. This eliminates the need to remember and enter a password and could result in fewer transactions being abandoned or being declined.

“We are relentlessly focused on making the online payment experience near frictionless, without making any compromises on safety and security,” said Ajay Bhalla, president of Global Enterprise Risk & Security at Mastercard in a statement.

MasterCard will launch the technology globally next year.