With their new Identity Check mobile app, credit card company Mastercard now offers an authentication option outside of pin numbers and thumbprint activation. As an alternative to the aforementioned options, a selfie (aka facial recognition technology) will complete online and app-based purchases. Users are required to blink when prompted, so a photo of a photo won’t work here. The service launched in 12 European countries last week, after trial were run in the US, Canada and the Netherlands. It’s worth mentioning that 92% of people in the trials said they preferred selfies to passwords or fingerprints.