who is paying the 25 WLD
The WLD is a cryptocurrency, anyone can create one, no funding needed, and it takes $0 to create as many WLD units as you want. The founders of the whole ORB thing have created it. Obviously, that crypto currency will start being worth $0, but... with the right marketing... you can convince other people to pay more than $0 in exchange for your newly created WLD.
how they have funded that
All they needed is the initial $0 (I have that, everyone has that), and some funding for the marketing... from people who expect to convince others to pay for WLD. A nice looking plan, talking to people with money, convincing them to risk some on it as early investors in "something that will become huge".
Right now, their marketing has convinced some people to pay about $2 for each WLD. As they keep marketing it more, the moon is the limit, whatever someone somewhere in the world is willing to pay for one WLD, that's what it's going to be worth, even if it's $1M per WLD. If nobody wants to pay a dime... well, back to $0 it goes. Obviously, anyone holding WLD coin, is experting for the former to happen, not the latter... but it wouldn't be the first time when a cryptocurrency has gone to $0 either. YMMV (wildly).
how they plan to generate a return on the investment
what is the business model
Two-fold:
Standard market mechanics: buy low, sell high. The first people to buy the most WLD at $0.10 each, will be the ones getting the most return if they manage to sell them at $100K each.
Charging for the authentication service. Not the people getting scanned (although that would be a nice bonus, "pay monthly so others can authenticate you"), but the companies wanting to authenticate people. That begins with banks, which are bound by law to authenticate users, and goes all the way to insurance companies, advertisers, or Lemmy instances (think 2FA) and pretty much everyone with a service out there who needs to authenticate users.
More important though, are the risks:
You only get 25 WLD once, for life. Better think well what you do with them, in case you need to use some in the future for whatever reason, and have to buy some at whatever price they will be then (if it gets adoption, WLD could become really worthy/expensive).
If you agree for them to save your biometric data (🚩🚩🚩), then any data leak, or them at some point deciding to sell it themselves, can have really bad consequences. The whole talk about "not being linked to your real ID", goes out the window the moment you use their ID service for anything linked to your real ID.