FaceApp has gone viral. Why? Because it lets a person transform their face in hilarious ways.
But privacy advocates warn that users could be giving up much more information than they think, according to ABC News.
It's the number one free iPhone app in Australia and more than 20 other countries at the moment, according to Applyzer.com. More than 700,000 people are reportedly downloading it every day.
Its creators, based in Russia, say the app uses a form of artificial intelligence (AI) — known as a neural network — to scan faces and make them younger, older, a different gender, or more attractive.
FaceApp's founder Yaroslav Goncharov said recently the app used "neural networks to modify a face on any photo while keeping it photorealistic".
But like many apps that take pictures on smartphones, it has run into racism and privacy controversies.
The problem with the app — and probably like many others on the phone — is it's not clear what happens to all the data it gets.
The company's privacy policy leaves a fair amount of wriggle room, according to technology commentator Stilgherrian.
There have also been accusations the app was biasing lighter skin tones, leading to allegations that it was racist.
Its "hotness" filter (now renamed "spark"), was said to be whitening the skin of people of colour to make them more attractive.
In a statement to TechCrunch, Mr Goncharov apologised and said it was "working on a complete fix that should arrive soon".
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