Sam Altman’s Eye-Scanning Crypto Project World Launches in Six U.S. Cities, Partners with Visa

World, the controversial digital identity and cryptocurrency project co-founded by OpenAI CEO Sam Altman, has officially launched operations in the United States, expanding to six major cities and announcing a partnership with Visa for a crypto payment card.

The project, formerly known as Worldcoin, aims to verify human identity through biometric data using its proprietary retina-scanning device known as the Orb. In exchange, users receive Worldcoin (WLD) tokens, which can be used across the platform and soon for retail payments via Visa.

U.S. Rollout Targets Innovation Hubs

According to an April 30 announcement, World is debuting in what it calls key innovation centers: Atlanta, Austin, Los Angeles, Miami, Nashville, and San Francisco. This marks the project’s first large-scale presence in the U.S., after previously avoiding the American market due to regulatory uncertainty.

The rollout follows a shift in the crypto regulatory landscape under the pro-crypto Trump administration, which has taken a more favorable stance on blockchain-based innovations.

What Is World?

Originally launched in 2019 as Worldcoin, the project rebranded to World in 2024 and now boasts 26 million users globally, with 12 million having verified their identity through the Orb.

The Orb scans users’ faces and irises to create a unique digital identifier called “World ID”, intended to confirm “proof of personhood” in an era increasingly dominated by artificial intelligence and bots.

The World ID can be integrated with platforms such as Reddit, Telegram, Discord, Shopify, and Minecraft, offering a new layer of user authentication and bot prevention.

Visa Partnership: World Visa Card Announced

At a launch event in San Francisco, World unveiled a partnership with Visa to issue a “World Visa Card”, expected to roll out later this year. The card will allow verified users to spend WLD tokens and other cryptocurrencies at any merchant that accepts Visa, blending blockchain identity with mainstream payments.

Match Group to Pilot World ID in Dating Apps

In a notable move, Match Group, the parent company of Tinder, Hinge, Match.com, and Plenty of Fish, will pilot World ID integration across its platforms. The goal is to help users confirm that profiles represent real individuals, potentially reducing catfishing and bot activity in online dating.

Privacy Concerns and Regulatory Scrutiny

Despite its ambitions, World has faced regulatory backlash in several countries over data privacy concerns. Regulators in Spain and Portugal have previously suspended the project’s activities, citing unresolved issues around biometric data collection and consent.

The company insists that biometric data is processed securely and that users maintain control over their identities. However, privacy advocates remain skeptical of large-scale biometric identification systems, particularly those tied to financial incentives.

Token Performance

Following the U.S. launch announcement, WLD briefly surged by 15%, but those gains were short-lived. As of the time of writing, the token has dropped more than 5% in the past 24 hours, trading just above $1, according to CoinGecko.

WLD remains down over 90% from its all-time high of $11.74, reached in March 2024, reflecting broader volatility in the altcoin market.

Looking Ahead

With strategic partnerships, a U.S. rollout, and a growing user base, World is positioning itself at the intersection of blockchain, biometrics, and identity verification. However, it continues to walk a fine line between innovation and controversy, especially as its expansion raises new questions about digital sovereignty, privacy, and the future of identity in a decentralized internet.

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