Old Oct 25, 2013, 11:21 am
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Read the wiki before posting a question.
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This is the Serve thread. Post questions or information concerning other topics in the appropriate threads elsewhere in this forum.

For additional information on using prepaid debit cards, see PIN available now for Visa/MC prepaid debit cards.

Mentions of Softcard (formerly ISIS) are purely incidental to setting up and using Serve/Softcard. Softcard does not hold money, and you cannot load to it.

You cannot make an ACH pull from Serve. The direct deposit account and routing numbers are for deposits only.


If your card doesn't say "debit" on the front, it isn't a debit card.

Loads at 7-11 and CVS are cash only. Debit cards are NOT allowed.

Loads at Walmart have been confirmed with debit cards. Self checkout does not work for loading Serve. Many Walmart stores are enforcing a rule against the use of prepaid debit cards when loading, even though the register and the MCE do not enforce. Do not make your prepaid debit cards visible. Show them a bank debit card if asked, then discreetly use your prepaid card when asked to swipe. Otherwise, you may be asked by management to never visit the MC (Walmart Money Center) again to load.

Debit loading at Family Dollar appears to be limited to $500 per day per store total (not per person or per account). Whoever gets there first gets the load for the day. Troubleshooting loading problems at FD

Normal Serve
  • Serve loading via VR/MP or WM/FD load: $2,500/day and $5,000 total per calendar month
  • Online Debit Card Load - $200/day and $1,000/month (NOT a gift card with a PIN that some people call a "Debit card")
  • Online Credit Card Load - $200/day and $1,000/month
  • Checking/Savings Account - $2,000/month
  • Checks - $2,000/day and $10,000/month
  • ATM Withdrawals - $750/day and $2,000/month

You can combine the three methods above and load a total of $7k/month to a single Serve account for miles/points earning purposes, but beware that you're also subject to a $10,000/month add money limit which also includes check deposits, ACH transfers, and Serve transfers.

Serve/Softcard Check if your phone/network is compatible
  • Serve loading via VR/MP or WM/FD load: $2,500/day and $5,000 total per calendar month
  • Online Debit Card Load - $500/day and $1,500/month (NOT a gift card with a PIN that some people call a "Debit card")
  • Online Credit Card Load - $500/day and $1,500/month
  • Checking/Savings Account - $2,000/month
  • Checks - $2,000/day and $10,000/month
  • ATM Withdrawals - $750/day and $2,000/month

You can combine the three methods above and load a total of $8k/month to a single Serve account for miles/points earning purposes, but beware that you're also subject to a $10,000/month add money limit which also includes check deposits, ACH transfers, and Serve transfers.

The SD card in the iPhone case used for Softcard is account specific. Once an account has been registered to a card, it cannot be used for another.

Temp Serve
You can only load a maximum of $500/day, $1000/month on a temporary card. Once you get your permanent card, then you can load more. The initial $500 when you purchase the temp card doesn't count against the $5,000/month load limit.

Online Credit Card Loads
Only one card can be linked at a time.

As of 10/09/14, coding of credit card loads changed. In general, Mastercard and American Express cards post as before; see below for information on point earning. Visa cards transact as a cash advance and, therefore, require available CA limit; although most cards post as a purchase.

The Chase Ink Bold is a charge card and has no cash advance ability.

Treated as purchase, earns cashback/points/miles:
  • Bank of America (FIA) (MasterCard, American Express)
  • Barclaycard (Mastercard, Visa)
  • Capital One (Mastercard, Visa)
  • Chase (MasterCard, Visa)
  • Citi (MasterCard, American Express)
  • Discover

Treated as purchase, but doesn't earn points/miles:
  • American Express (May count toward minimum spend)

Posts as a cash advance:
For online CC/DC loads, the name on the Serve account is supposed to match the name of the primary or joint cardholder. So using someone else's CC/DB card to load a Serve account is not allowed.

Several people have reported no problems with loading with an AU card in the Serve account holder's name. Increase your chances by making sure the AUs social security number is on file with the Credit Card. YMMV.

When adding a new card you will usually need to call Serve Account security (1-800-555-4318) for verification of the new card on the second load try. This verification usually requires uploading of a photo of your ID and the credit card. You may pre-emptively avoid the error by going to the above website, logging in, and uploading a scan of a photo ID and the card you are trying to add. You may call back to expedite approval.

Online Debit Card Loads
For online debit load, only use of bank-issued cards is allowed. The use of pre-paid debit cards (Netspend, Paypower, Univision, Paypal*, etc.) and VGC/MGC/AGCs is not allowed. While initial transactions may work, your account will eventually be flagged.

Switching to Serve or Serve/Softcard
Helpful instruction post, latest. Thanks raeneye.

Also see this thread: Switching from Serve to BlueBird - 31 day wait???

Switching to Serve/Softcard
  1. Call up Bluebird or Serve and close account. Make sure your account is at $0.00 before calling. Just close it, don't ask for a temp Serve or anything. CSR will say account is now closed and you have 30 days to change your mind should you decide to re-open it.
  2. Download the Softcard mobile app from Apple App Store or Google Play Store. If you're an iPhone user you have to buy the NFC CashWrap case from your carrier store.
  3. Launch Softcard Mobile App and create Softcard account. You'll be asked if you want to open a Serve account; Yes you do. Start the registration through Softcard mobile app for a Serve account, once you are finished you will be told you will receive an Email from Amex with your account approval. I waited a few hours and called Serve customer service like the wiki says and completed the registration.
  4. Once I got off the phone with Serve I received an email from Serve where I verified my account and email; at this point Amex Serve is open.
  5. Launch Softcard Mobile app again click add new
  6. Activate card with Softcard and select Amex Serve. Follow the instructions & you're good to add. Once this is complete a Serve Card will populate in Softcard. Must activate physical card to get full load limits. Check account status and it automatically credits to your serve account based on who you signed up with. (Verizon - $25, T-Mobile - $50, AT&T - $30 (For AT&T: Get $15 w/activation. Earn additional $15 w/account replenishment))

Switching from BB to Serve
  1. Login to BB account, bring account balance to Zero, (By Bill Pay, Send money, etc..)
  2. Call BB, tell them that you want to open a serve account and close your current BB account. after they check everything they will say something like: "Your account will be permanently closed after 31 days, you can reopen it within 31 day if you change your mind, and you can apply for your new Serve account now, just make sure use the exact same register info from BB."
  3. at this point BB is closed. next morning, goto CVS and get a temporary Serve card (only with cash), load $500, ($2.95 waived, Yeah!!)
  4. get back home, register temporary Serve online, First error: "phone number already registered, please try a different number" could be the my BB's ghost account still showing up on their system, could be my info is not match my BB's registration? i'm not really sure at this point. What I did is keep the same number but change from Cell phone to home phone. and registration went through
  5. after the register and login, second error: "We're still processing your application. Please check your email for an update"
  6. I have see people on the thread reported waiting for weeks for the same message, So, I pickup the phone and called them, ask them to speed up the process.
  7. CSR, told me that my account went to "account security protection department" transfer me to them.
  8. at account security protection department, they told me need to call back on my phone number which I registered to verify.
  9. after the call back of verification, CSR told me that my new Serve account is active now, email address verification will be send with in 5 minutes, permanent card will be received within 7-10 days.
  10. CSR also told me the I can load and spend on the temporary card, but not bill pay.

The number to call to approve your registration after closing Bluebird: Serve Account security 1-800-555-4318

Loading with debit card at Walmart register
Loads at register over $500 will sometimes trigger ID requirement. There is a limit of four swipes per transaction; this means your card plus three payments.

Training a WM cashier:
  • If the WM cashier doesn't know how to load the card, advise them to enter "70" then press "action code".
  • If you are using a temp card that doesn't have your name on it, you can swipe the card from your side of the terminal. The WM rep never has to touch any of your cards. The screen will say "enter account." That is your prompt to slide the card.
  • The terminal will ask the WM employee if you are loading in multiples of $2000. Advise them to enter "no."
  • Avoid saying gift card. Always refer to your card as a debit card.

Error Messages:
Received when I used a card I thought I had activated but hadn't.

Received when the card's monthly load limit had been reached.

Card was incorrectly read, or wrong PIN entered.

Connection problems. The GC may be drained but the transaction should reverse itself, and funds will become available again. Try again later.

Using Serve
For online bill pay
  • You can pay the credit card that you used to buy VRs/GCs
  • Error 1302 means that you have 1 pending payment the same amount as the one you just submitted. For example, 1000 bill pay to sapphire preferred from Friday and then on Saturday you submit another bill pay for 1000 to sapphire preferred, you will get this error.
  • Tip: if using online bill pay to the same place multiple times, vary your amounts by $0.01 to make it easier to track since your confirmation number does not match the tracking number on your credit card statement

For bank transfers
Under Settings --> Funding & Transfers --> Bank & Cards --> U.S. Bank Account, you can add your bank info and transfer funds from your Serve card directly to your bank. The bank account must be verified, either by the standard "deposit 2 small sums into your account, such as $0.23 & $0.42" method, or doing an "instant verification" by actually logging into your bank account while still logged into Serve.

People with an apartment address can find helpful information quoted in post #8530
Print Wikipost

Serve - Another Paypal/Amazon Payments.

Old Mar 28, 2011, 6:18 pm
Formerly known as cagalindo
Original Poster
Join Date: Sep 2010
Location: MCO TPA
Programs: Citi AA/HH/TYP Amex SPG/HH & Chase SP/PC
Posts: 1,335
Serve - Another Paypal/Amazon Payments.


The big Q, will these count as cash advance? Also I read all fees are waived for the first 6 mos. of the service.

American Express Announces Serve(SM), the Next Generation Digital Payment PlatformServe Offers Person-to-Person, Online, Mobile, and Traditional Card Capabilities in a Single Account

NEW YORK, March 28, 2011 --

American Express today unveiled Serve(SM), a digital payment and commerce platform that gives consumers a new way to spend, send and receive money with services that go beyond the existing global payment networks.

With Serve, consumers can make purchases and person-to-person (P2P) payments online (serve.com), via mobile phones, and at millions of merchants who accept American Express cards. Serve unifies multiple payment options into a single account that can be funded from a bank account, debit, credit or charge card, or by receiving money from another Serve account.

Serve is an easy-to-use, digital alternative aimed at consumers who currently rely on cash, check and debit card. Serve accounts can be accessed via Serve Apple iOS and Android applications, at Serve.com and through Facebook. Through Serve, American Express aims to expand into new segments of the market that do not rely on traditional charge and credit cards to manage their day-to-day finances.

“Serve is a new type of payment platform that isn’t tied to a single card or mobile operating system. It’s a flexible, easy to use platform, which from day one brings tremendous assets to the alternative payments space and gives consumers an option to shop on-line and off-line at millions of merchants who accept American Express,” said Dan Schulman, Group President, Enterprise Growth, American Express.

“We intend to quickly evolve the Serve platform by adding new features and functionality as we learn from consumer and merchant experiences. To encourage a broad cross-section of people to experience the benefits and convenience of Serve, we are working with a range of partners to integrate Serve as a payment method and deliver customized offers, and we will waive most consumer fees for the next six months,” said Mr. Schulman.

How it works

Consumers set up an online account at Serve.com or through a smartphone app. Funds can be added from bank accounts, debit cards, credit and charge cards, or other Serve accounts. Customers can use those accounts to send and receive money to friends, pay bills and make purchases online. Serve bridges online and offline commerce – each customer will be issued a Serve reloadable prepaid card linked to their Serve account that can be used at any merchant or ATM that accepts American Express cards.

Unlike traditional debit card accounts, Serve offers users the ability to easily create, manage, and specify sub-accounts for their friends, family members or colleagues. Sub-accounts are linked to the master account and allow users to set spending profiles for everything from children’s allowances to dog walker fees.

The Serve platform evolved from technology obtained through the acquisition of Revolution Money in early 2010.

Serve is available immediately to anyone in the U.S. and is expected to launch into other international markets over the coming year. American Express will continue to evolve the features and functionality of Serve based on market feedback. To gain consumer and merchant insights about Serve and to help shape upcoming releases, a marketing pilot will also be conducted in Eugene, Oregon.


While payments are the foundation of the Serve platform, American Express is also announcing a number of partners who will use the platform to deliver relevant offers that drive spend and build loyalty. Three of the first partners are Ticketmaster, Concur and Flipswap.

“A cornerstone of the long-term vision for Serve is developing partnerships with commerce, gaming, entertainment, and social networking organizations,” said Mr. Schulman. Partnerships, with players such as Ticketmaster, Concur and Flipswap will introduce Serve to new customers and help build scale. These companies have loyal communities of customers, and we are thrilled to partner with them as we grow and expand Serve's reach.”

Ticketmaster will offer Serve as a platform for customers to make and collect payments toward ticket purchases from other customers. Concur will utilize Serve as an expense management and reimbursement method for transactions processed via Concur’s small business expense reporting service, Concur Breeze. Flipswap will utilize Serve to issue refunds more quickly to consumers who sell or trade in their old mobile and cell phones for reuse or recycling.

Details around these and a number of additional partnerships will be announced over the coming months.

Giving Back Widget

Serve is also partnering with five major charities – Autism Speaks, Best Friends Animal Society, Malaria No More, Save The Children and Stand Up For Kids – to enable each organization to raise funds via a donations widget. Widgets can be downloaded on Serve.com and at facebook.com/paywithserve, and shared on other Web sites, including Facebook, to encourage donations. Serve will match all contributions via the widget up to $100,000 for each charity.

In the coming months, Serve will offer selling widgets that give customers the ability to sell items through their own social networks.

Highly Competitive Fees Waived for Launch
Serve consumer fees will be highly competitive. There are only two fees for consumers and we are waiving the fee to put money into the Serve account for the next six (6) months.

The two fees are:

Putting money into a Serve account: 2.9% + 30c/per load, discounted to 0% for cash, debit and ACH.
ATM cash withdrawal (after first one each month free): $2.00

Unlike some other products in the market, Serve has no fees to open an account, no monthly fees, no fees for P2P transactions, no fees to set up sub-accounts (up to four accounts) and no fees to use the widgets.

Merchants who accept American Express cards will pay a prepaid discount rate for transactions made both in stores and online with a Serve prepaid card.

Investor Conference Call – Live Audio Webcast

A conference call with members of the investment community will be held today March 28, 2011, at 11:00 am EDT. The call will be hosted by Dan Schulman, Group President, Enterprise Growth, American Express.

Live audio of the conference call will be accessible to the general public at http://ir.americanexpress.com. A replay of the conference call will also be available at the same Web site address.

About Serve

Serve, by American Express, is a next generation payment platform designed to deliver emerging payments and services to address the changing ways consumers interact and exchange money -- with one another -- as well as merchants. Learn more at serve.com and connect with us on facebook.com/paywithserve and twitter.com/serve.

About American Express

American Express is a global services company, providing customers with access to products, insights and experiences that enrich lives and build business success. Learn more at americanexpress.com and connect with us on facebook.com/americanexpress, twitter.com/americanexpress and youtube.com/americanexpress.

Cautionary Note Regarding Forward-looking Statements

This press release includes forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995, which are subject to risks and uncertainties. The forward-looking statements contain words such as “believe,” “expect,” “anticipate,” “optimistic,” “intend,” “plan,” “aim,” “will,” “may,” “should,” “could,” “would,” “likely,” and similar expressions. Readers are cautioned not to place undue reliance on these forward-looking statements, which speak only as of the date on which they are made. The company undertakes no obligation to update or revise any forward-looking statements. Factors that could cause actual results to differ materially from these forward-looking statements, include, but are not limited to, the following:

the willingness of consumers to use the Serve product, and in particular consumers that do not traditionally rely on charge and credit cards to manage their day-to-day finances, which will depend in part on their willingness to try the Serve product instead of competing payment products and their satisfaction with the operability, fee structure and other features of the Serve product;

the ability of the Company to add new features and functionality and ease of use to the Serve platform on an accelerated basis that reflect the needs and desires of consumers, merchants and other participants in the payments space, which will depend in part on the Company's ability to retrieve and effectively assess information from users and other parties on a real-time basis and then make the right judgments in how to build-out the existing Serve platform;

the success of the Company in developing relationships with partners, both in and outside the U.S., who will effectively integrate Serve as a payment method for their customers, which will be critical in facilitating the Company's ability to expand the scope and number of Serve users; and

technology trends that will impact the environment within which Serve operates and influence how the Serve product will have to evolve to remain compatible and competitive.
A further description of these uncertainties and other risks can be found in the Company’s Annual Report on Form 10-K for the year ended December 31, 2010, under Item 1A. Risk Factors and Cautionary Note Regarding Forward Looking Statements, and the Company’s other reports filed with the SEC.

Last edited by caGALINDO; Mar 28, 2011 at 6:24 pm
caGALINDO is offline  
Old Mar 28, 2011, 6:27 pm
Join Date: Nov 2009
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Interesting .... Let the games begin.
xp0 is offline  
Old Mar 28, 2011, 8:09 pm
Join Date: Apr 2010
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Up to $2500 per month (better than AP), but there's a $100 per day via credit cards (not in the Terms and Conditions, but true.)
grlmopz is offline  
Old Mar 28, 2011, 8:24 pm
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That is kind of a let down...
xp0 is offline  
Old Mar 28, 2011, 8:30 pm
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Originally Posted by grlmopz
Up to $2500 per month (better than AP), but there's a $100 per day via credit cards (not in the Terms and Conditions, but true.)
Originally Posted by xp0
That is kind of a let down...
$2500/month for 6 months is still $15K.

Reminds me a little of c2it, anyone else remember that one?
swag is offline  
Old Mar 28, 2011, 8:37 pm
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I remember c2it and a couple other payment services like that (western union had one). Made well over
a million miles on those before they shut that down
filelover is offline  
Old Mar 28, 2011, 9:08 pm
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This is also on Fatwallet so probably won`t be long before it`s abused.
jim5518 is offline  
Old Mar 28, 2011, 11:06 pm
Join Date: May 2006
Posts: 1,433
So who's going to be the brave one who will try loading your account and sending money to other people on various cards to see what posts as a cash advance and what as a purchase?

I'll start:
CO Onepass plus mastercard -- Loaded $10 and it did not take away (yet) from the cash advance limit but deducted $10 from the credit limit. Did not send the money to anyone yet.

Who knows though as it's still "pending".

On another note, this sure beats buying debit cards (American express "pass" program) or any other "allowance" system.

Last edited by johndoe123; Mar 28, 2011 at 11:12 pm
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Old Mar 29, 2011, 4:43 am
Join Date: Feb 2009
Posts: 3,746
Originally Posted by jim5518
This is also on Fatwallet so probably won`t be long before it`s abused.
How many people have their money frozen in their Xipwire accounts on fatwallet? The risks of doing some of these programs.
Astrophsx is offline  
Old Mar 29, 2011, 5:21 am
Join Date: Nov 2009
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This is at least from Amex though.... Who was backing Xipwire? The likelihood of this succeeding, or at least not going away in a week, is a lot greater ... But you are right, I would always proceed with caution utilizing things like this...
xp0 is offline  
Old Mar 29, 2011, 7:52 am
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Only in the US of A. As always.
GD101 is offline  
Old Mar 29, 2011, 7:52 am
Join Date: Sep 2009
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Originally Posted by jim5518
This is also on Fatwallet so probably won`t be long before it`s abused.
At least with FWF you can talk some sense in the noobs heads. Here it is a different story but since there is no referral I guess we wont have to worry about certain noobs!!!
QL_714 is offline  
Old Mar 29, 2011, 8:22 am
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2.9%+ is too rich for my blood, even with the 5.6% I am making from buying the gift cards!!
JudyJFLA is offline  
Old Mar 29, 2011, 9:49 am
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Originally Posted by JudyJFLA
2.9%+ is too rich for my blood, even with the 5.6% I am making from buying the gift cards!!
Which CB service are you using to get 5.6% back on gift cards? And what merchant are you using to buy the GC via that CB service? Thanks.
4Health is offline  
Old Mar 29, 2011, 10:00 am
Join Date: Jan 2010
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Just sent $21 via AMEX to a friend and the transaction was cancelled within minutes.
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