Methods and apparatus, including computer program products, for social networking services integrated with gift card services. In general, a profile of a member of a social networking service may be presented with one or more merchant credit services for prepaid merchant account credit, data characterizing a request to provide a credit service from the merchant credit services and a mobile phone number associated with an intended recipient of the first credit service may be received, and a message may be caused to be sent to the mobile phone number, where the message characterizes provision of the first credit service to the intended recipient. Interest in the credit service may be tracked and associated with a loyalty indicator associated with the member.