A new mobile app, which is believed to be the first-of-its-kind in the world, that allows women to select a sperm donor online based on various attributes say race, nationality, eye color, religion, skin tone, education and hair color, has been launched by the London Sperm Bank.
"With support from a wide range of altruistic men, we are proud that we are now the largest provider of donor sperm in the United Kingdom".
The app allows its clients to hone their search by browsing through potential fathers, and creating a "wish list" alert that notifies them when a donor with their requested characteristics becomes available.
If the user is interested, all they have to do is click on the sperm donors profile to see their medical information and their personality.
For example, one donor is described as: 'Pleasant, charming and easy to get on with, this donor was a cheerful intellectual teeming with positivity'.
You can also find out what professions they're from, with a wide-ranging list including: 'Law, medicine, finance, engineering, hospitality, the performing arts and creative work'.
Getty Images For £950 the sperm is delivered to the clinic for the woman to undergo treatment
The app, which promotes itself as a way to "Plan your family on the go", is legal and meets the requirements of the Human Fertilisation and Embryology Authority (HFEA), the IVF regulator.
After picking a donor, women have to pay 950 pounds through the mobile app for a sample of the sperm, which will then be delivered to the clinic where they are treated.
About half of Britain's IVF clinics, including private and NHS institutions, have registered to use the service, according to The Sunday Times.
However, critics have blasted the app, saying it trivialises parenthood.
London Sperm Bank scientific director Kamal Ahuja said that the app provides privacy to women looking for a sperm donor. It's digital dads. Choose Daddy. "We think this is the first of its kind in the world". "This is the ultimate denigration of fatherhood".