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KYC is not only for financial institutions.
You guys are forgetting that not every company is registered in USA where the laws are different
KYC is a part of of European AML directives and every year or so a new directive with new obliged entities are added, in the first or second directive it was banks. but we are long passed that.
Also new territories are adapting the European AML directives every few months.
AWE probably introduces it now, because this month
the digital services act has passed,
making stricter KYC procedures obligatory for companies that act as an intermediate between sellers and buyers of services.
And as I understand even social networks
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