Mastercard now allows its users to take selfies for online payments. The selfies will be used for identification purposes. The new technology will eliminate the need for entering passwords or PINs. Mastercard believes the new feature will enhance security as well as simplify the process of online payments.

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Mastercard has initially rolled out the service in 12 countries across Europe. It tested the feature in various markets including the US, Canada, and the Netherlands. The company said that the new system was preferred by 92 percent of its test subjects. The scope of the service will likely be expanded in the coming year.

The feature employs Identity Check Mobile technology, which uses facial recognition and fingerprints for the purpose of authentication. 

The users are required to download the Mastercard app. They can take a selfie, which will be used for creating a digitized version of the user's face. The digital image will be stored on Mastercard's servers for reference purpose. As a precautionary measure, the app will ask the users to blink to ensure that it is not spoofed by a picture. The customers will receive a pop-up on their handset, prompting them to use photograph or scan for authorizing the payments.

Ajay Bhalla, president of enterprise risk and security at Mastercard, said that the company is looking to make Identity Check Mobile "a reality for online shopping in Europe and soon the world." Mastercard expects that the new feature will make online payments faster and more secure.