The app is filed under "Road ID" in the iOS app store. I've used it for a couple of rides now. It does live tracking and its setup is the simplest I've tried so far, both for the athlete and the third party. It has an optional feature to alert your contact if you stop moving for 5+ minutes, as in perhaps you're injured. It also makes it easy to setup a lock screen image showing your key ID and contact information in case of emergency; the same information you'd put on your physical Road ID can go on your iPhone's lock screen. So far it's completely free of charge. An Android version is supposedly in the works.

I like this because I'm already tracking my ride for performance purposes with a Garmin bike computer; I don't require cycling performance tracking from the iPhone. This app does what I want for live tracking. I've owned a physical Road ID for 6+ years and appreciate that they're taking advantage of smart phones to add this new capability.