Amex Adds Second Serve Facebook App

Published February 29, 2012, 2:13 p.m. EST

Updated February 29, 2012, 1:13 p.m. EST

1 Min Read

American Express Co. announced Feb. 28 a new Facebook application that allows the social network's users to send and receive funds.

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The app is meant to increase the appeal of Amex's digital wallet, Serve, which it is marketing to a broader audience than would normally apply for Amex credit cards.

An earlier Facebook app, called "Pay Me Fool" allowed Serve users to request funds from friends but did not allow users to move any money. The earlier app was part of a pilot in Eugene, Ore., involving college students and local farmer's markets (see story).

Amex also has a "Link, Like, Love" app, launched last year, that offers deals to Facebook users based on their interests (see story).

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