The biometric startup is expanding across major UK cities, aiming to create a secure digital identity system to combat rising AI-driven fraud.

World, a digital identity startup co-founded by OpenAI CEO Sam Altman, is launching in the UK this week. It will start in London on Thursday and expand soon to cities like Manchester, Birmingham, Cardiff, Belfast, and Glasgow.

The company’s goal is to create a secure and private digital identity system. Its main tool, called the Orb, scans people’s eyes and faces to create a unique code. This helps prove someone is a real person, not a fake created by AI.

As AI becomes more advanced, the risk of fraud also grows. World believes digital identity is an important way to protect people, businesses, and governments from these threats.

From Sci-Fi Concept to Scalable Digital Identity System

First launched in 2021 under the name “Worldcoin,” the project has transitioned from a futuristic concept into an operational network. Adrian Ludwig, chief architect at Tools for Humanity (a key partner in the project), says the shift toward real-world use has been accelerated by strong interest from enterprises and public institutions.

“What was once theoretical is now a daily concern,” Ludwig told CNBC. “We’re seeing a shift from science project to scalable digital identity infrastructure.”

Following successful pilots in the U.S. — where World has opened locations in cities like Austin, San Francisco, and Miami — the company is aiming to scale rapidly, growing from its current base of 13 million verified users to tens of millions more.

How It Works — and Why It Matters for Privacy

Once a person’s iris is scanned by the Orb, World generates a secure code that becomes their digital identity, also known as a World ID. Users are rewarded with WLD cryptocurrency and can use their World ID to log into platforms such as Discord, Reddit, and Minecraft — all while remaining anonymous.

Despite privacy concerns that have followed the project since its inception, World says it has built its infrastructure to be privacy-first. Biometric data is encrypted and stored locally on users’ devices. Original scans are deleted after processing, and all digital identity verification happens on-device rather than in the cloud.

Ludwig argues this architecture makes the system not only secure, but also scalable to billions of users. “We’ve designed the network to be decentralized and private,” he said, “so people can own and control their digital identity without relying on big tech companies.”

Meeting the Growing Demand for Trusted Digital Identity

Governments around the world are looking into digital identity systems to replace physical ID cards. India’s Aadhaar program shows what’s possible but has also raised concerns about data safety and fairness.

World wants to avoid these problems. The company is already talking with U.K. regulators, including the Information Commissioner’s Office, to make sure its system protects user privacy.

“There’s growing interest from governments that want to improve their identity systems and fight fraud,” said Ludwig. “We’ve had many talks with regulators and have been able to answer all their questions.”

As more of life moves online and AI makes identity fraud easier, World hopes to become a global leader in digital identity.