From the above article:
"The current configuration doesn’t require any identification for BTC purchases, the service asks for nothing more than a phone number and email address. 'At this stage, we do not require ID information,' said a Blueshift representative on Reddit, 'but we are working with the industry to create AML/KYC standards which we hope will be endorsed by the Australian Governments intention to foster FinTech innovation.'"
Although email and phone number can be identifying pieces of information, they do not seem to require an identity verification process
https://veratad.com/solutions/identity-verification/ as part of their purchase procedure. Streamlined verification procedures to satisfy anti-money laundering and know your customer standards are essential to creating consumer friendly services.
