Google Pay launched merchant cash back rewards through a partnership with U.K.-based startup, Fidel.

Why should we care?
Fidel’s API allows developers to build real-time product experiences on top of payment cards. Fidel provides a secure connection between Google Pay and the major global card networks, enabling Google Pay to generate tailored cash back rewards for its users. To participate in the program, users must opt in and link their chosen payment cards before selecting individual offers from merchants. Transactions can be carried out through the Google Pay app or the linked card itself, either online or in-store. Google Pay’s cash back rewards offering is the latest in a series of upgrades to the Google Pay app, including personal finance management tools, peer-to-peer payments, and the Google Plex bank account that will launch in 2021 in partnership with 11 banks. “Offers create a highly scalable opportunity for affiliated merchants to deepen consumer engagement with dynamic, personalized rewards,” Josh Woodward, Director, Google Pay, said in a statement.