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Alice Ackerman works as a camgirl on a website called FreeGirlsLive under the name "Lola_Lola". Obsessed with her rank on the site, she hopes to become number one. Alice's mother believes she works in web development; her younger brother Jordan persuades Alice to tell their mother the truth. Alice has two loyal viewers, Barney and Arnold, with whom she regularly engages in direct messages. One night, while streaming, she commits suicide by slitting her throat at the request of an anonymous user (later revealed to be Arnold), only to then reawaken and reveal it was a stunt.
While chatting with Barney that night, she learns that he will be in her area soon and agrees to a date with him. While shopping for Jordan's birthday, Alice sees Arnold. She angrily confronts him later, assuming he has moved to her area to be closer to her, though he insists that he simply coincidentally got a job nearby.
One morning, Alice finds that she cannot access her FreeGirlsLive account, though the account is still active and streaming. She finds that the channel has been taken over by someone with her exact appearance and mannerisms. Alice contacts FreeGirlsLive's customer service, believing that they are replaying past shows, but they assure her that this is impossible. When Alice messages the channel, the "Lola" onscreen responds to her directly. Alice confides in her fellow camgirls, who agree that the situation is strange but deny responsibility for it.
All of Alice's attempts to either access her FreeGirlsLive account or create a new one fail. At Jordan's birthday party, a fight ensues between him and his friends after they happen across one of the fake Lola's streams and ridicule her, inadvertently revealing the truth to her mother. Humiliated, Alice panics and leaves.
That night, the fake Lola hosts a show in which she stages her own suicide by shooting herself in the mouth. Alice contacts the police, who are unhelpful and judgmental. When the fake Lola announces an upcoming joint show with fellow camgirl BabyGirl, Alice unsuccessfully attempts to get in contact with the latter.
When "Lola" goes live during Alice's date with Barney, he assaults Alice, accusing her of lying about her identity to scam him, but she escapes. She later uses information provided by Barney to determine that Baby's real name is Hannah Darin and that the real Hannah died in a car accident six months prior. She searches for other camgirls she assumes to be doppelgängers, noticing that they each have Arnold as their top friend.
Alice seeks Arnold out at his motel and begs for his help. He agrees, professing his love for her. She later falls asleep and awakens in the middle of the night to find Arnold in a private cam session with Lola. An enraged Alice demands answers; Arnold explains that he knows about the replicas, but is not behind them, nor does he know what causes them or how they work. Alice then talks to the fake Lola from Arnold's computer. The entity does not comment on the fact that they are identical, apparently unable to recognize what it is replicating. Alice angrily leaves, ignoring Arnold's pleas with her to stay.
Alice goes home and sets up her vanity mirror, camera, and television in a position that creates an illusion showing multiple images of herself. She joins a private cam session with the fake Lola (who once again does not recognize her) and suggests that they go live together, to which the fake Lola enthusiastically agrees. Viewers chalk up the two Lolas to special effects. Alice challenges Lola to a game in which they imitate each other. Whoever the viewers think does the best wins—if Alice wins, she gets to ask anything of Lola. Alice is declared the winner after breaking her own nose. She demands Lola's password, then deletes the account just as it reaches the number-one rank.
Some time later, Alice creates a new account, "EveBot", using a fake ID with the moniker "Emily Ramsay" and enlisting her mother's assistance with cosmetics. She cheerfully greets her viewers as her first stream as "Eve" begins.