World, the biometric identity management platform co-founded by Sam Altman, has announced its expansion into the U.S. market, deploying its Orb iris-scanning devices in major cities to combat the rising tide of AI-driven scams.

The company's rebranding from Worldcoin to World signifies a strategic shift beyond cryptocurrency, focusing on secure identity verification. By partnering with Match Group and Razer, World aims to establish a robust presence in the U.S., addressing the urgent need for reliable human authentication in an era increasingly plagued by sophisticated digital fraud.

World, originally known as Worldcoin, was founded in 2019 by Sam Altman, Max Novendstern, and Alex Blania under the company Tools for Humanity. The project initially focused on creating a global cryptocurrency distributed through biometric verification. In October 2024, the company rebranded to "World" to reflect its broader mission beyond cryptocurrency, emphasizing secure identity verification in an increasingly AI-driven world.

Central to World's identity verification process is the Orb, a basketball-sized device designed to scan individuals' irises to generate unique, anonymous IDs. The latest version of the Orb, unveiled during the rebranding, is powered by Nvidia hardware, offering enhanced performance and efficiency. These devices are intended to be deployed in various public spaces, including standalone World Spaces and partner locations like Razer's retail stores.

To facilitate its U.S. expansion, World has formed strategic partnerships with companies such as Match Group and Razer. Match Group, known for its portfolio of online dating services, aims to integrate World's biometric verification to enhance user authenticity and safety. Razer, a global gaming hardware manufacturer, plans to host Orb scanners in its retail stores, providing accessible locations for users to verify their identities.

As of May 2025, World has scanned and verified 12 million individuals worldwide. The company's ambitious goal is to onboard one billion verified users, positioning biometric identity verification as a standard practice globally. This expansion is particularly timely, given the increasing prevalence of AI-driven scams and the need for robust identity verification methods.

World's biometric data collection has raised privacy concerns and attracted regulatory scrutiny in various countries. In 2023, data protection authorities in France and the United Kingdom initiated investigations into the company's practices. Additionally, Kenya suspended World's operations due to security and privacy concerns, although the company has since resumed activities in the country. World emphasizes that its biometric data is anonymized and stored securely to address these concerns.

The deployment of biometric identity verification systems like World's Orb scanners has significant societal implications. On one hand, they offer a solution to the growing problem of digital identity fraud, particularly as AI technologies enable more sophisticated scams. On the other hand, the collection and storage of sensitive biometric data raise privacy and ethical questions. The balance between enhancing security and protecting individual privacy will be a critical aspect of World's expansion and adoption.

World's U.S. expansion marks a significant step in the evolution of biometric identity verification. The success of this initiative will depend on public acceptance, regulatory compliance, and the effectiveness of partnerships in addressing digital fraud challenges.