looks a bit like facial recognition

The approval process to obtain a GoDaddy payments account involves an online camera photographing your face from multiple angles. Other payment processors do not use this. This looks like it could be used for facial recognition if the data is passed on.

If you are getting a payment processing account for a registered company you may find it intrusive to have to give personal data over.

They should stick to just getting the documentation for a registered company and not require personal photographic data.