A new kids-only, facial recognition-driven social network is launching amid the mounting concerns surrounding online bullying.

WhatsWhat.me intends to teach kids ages seven to 13 about online behavior, internet safety and related life skills.

In doing so, the COPPA-compliant ‘no-bullying allowed’ community requires parental permission to join and lets members create profiles, interact with friends, join groups, play games, earn points and win prizes.

WhatsWhat.me‘s patent-pending biometric facial recognition technology requires the use of a webcam during registration to create a MeKey, which checks and matches the child’s facial features at every login to ensure his or her identity. Other site features include on-site moderation and age-appropriate networking rules that only allow kids to interact with other members who are one grade above or below their own grade level, unless approved by a parent.