MasterCard is appealing to America’s obsession with selfies in an effort to reduce credit card identity theft.

The credit card company is launching a new program that will allow consumers to approve online purchases with a facial scan. At the checkout page, you’ll be asked to take a picture of yourself using your phone instead of entering a password.

Currently, customers can stop hackers from using their credit card on the Web by setting up a “SecureCode,” which requires a password when shopping online. The password system was used in 3 billion transactions last year.

This fall MasterCard will launch a small pilot program involving 500 customers using fingerprints and facial scans. If the test is a success, the company plans on rolling it out publicly afterward. The company is also looking ahead to one day apply voice recognition technology.

To use the new selfie system, customers need to download the MasterCard phone app. Once you pay for something, a pop-up will appear asking for your authorization with either a fingerprint or facial recognition. Using facial recognition, customers stare at the phone, blink once — and bam! All done. The blink is a security measure so thieves can’t just hold up a photo of you. A fingerprint only requires a touch.

Passwords are easily forgotten, stolen or cracked, so the new system is a way to prove your identity using biometrics. Critics of the new system are uncomfortable that the photo or fingerprint a customer puts into his or her phone will transmit to the company’s computer servers. Cybersecurity experts worry the transfer of such information across devices is too big of a privacy risk.    

MasterCard wasn’t the first company to develop a facial recognition app — Chinese shopping brand Alibaba demonstrated one in March, but had to postpone the technology’s launch because of security risks found by China’s central bank and police ministry.