Glossary /
Maya loyalty
Written by PEKO Team.Last updated: 05/23/2026.
Maya loyalty is a Philippine retention pattern that uses the customer's Maya (formerly PayMaya) handle as the loyalty ID and settles cashback or credit back to the Maya wallet — typically used alongside GCash to cover the full Philippine wallet footprint.
Published: 05/23/2026
Maya (formerly PayMaya) is the second pillar of the Philippine mobile-wallet duopoly alongside GCash. For operators, supporting both via QR Ph captures the near-total wallet population in a single sticker — and a properly built retention layer unifies the customer record across whichever wallet the customer happens to pay with on any given visit.
The retention mechanic is identical in shape to GCash loyalty: payment routes through Maya, the retention layer reads the payer reference, and cashback settles back to the same Maya account on the next visit. WhatsApp and Viber are the dominant outbound channels for the surrounding messaging — Viber retains a meaningful long tail in metro Manila and Cebu in particular.
Data Privacy Act compliance applies identically: consent capture, audit trail, opt-out per send.
FAQ
Should I support both GCash and Maya?
Yes — they cover overlapping but not identical customer bases, and the marginal cost of adding the second wallet inside a unified loyalty layer is near zero.
Does Maya cashback settle as fast as GCash?
Both typically settle within seconds of the qualifying transaction. The user experience is comparable from the customer's side.
Is Maya regulated by BSP?
Yes — Maya operates under a BSP-issued license as a digital bank. The wallet itself is BSP-regulated; the loyalty layer on top falls under the Data Privacy Act, not BSP.
Sources
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