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Facebook is ablution allowance cards. (Daniel Acker / Bloomberg )

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SAN FRANCISCO — Facebook is rolling out a new business product: allowance cards.

The move is an amplification of its Ability program.

The preloaded cards will assignment with retailers in the absolute world. Initial barrage ally are Jamba Juice, Olive Garden, Sephora and Target.

Facebook is targeting a multibillion-dollar business as it tries to achieve the aplomb of investors who abide to be afraid about the company’s exploited potential.

During a Wednesday alarm with analysts to analysis its fourth-quarter banking results, Facebook Chief Executive and architect Mark Zuckerberg said the aggregation is still addition out its ability and retail business. He warned that these businesses won’t crawl acquirement for some time.

But investors are pinning their hopes on Facebook authoritative a above comedy in commerce.

“There are abounding articles in these categories [gift agenda and reloadable prepaid cards] issued by Visa, MasterCard and American Express that accept added adaptability in area you can use them and area you can reload them, so Facebook is accepting into a actual saturated amplitude with a bound alms at this point,” Wedbush Securities analyst Gil Luria said in an email.

How the allowance cards work: You accelerate the cards to your accompany through Facebook’s Ability product. Once a agenda is purchased, your acquaintance is alerted. A few canicule later, the acquaintance receives a agenda in the mail. Users can accumulate clue of the antithesis online. One agenda works with all of the retailers and can accept assorted balances, say for aliment sticks at Olive Garden or a box of diapers at Target. The balances can be monitored on Facebook adaptable apps.

Gift cards usually top ambition lists, which is why Facebook is accretion its Ability affairs to accommodate them. The affairs is actuality formed out gradually, and appropriate now it’s alone in the U.S. But it’s not an agreement — this appears to be a affairs that Facebook is actual abiding about.

Facebook has looked to aggrandize its brand into the concrete apple before, by rolling out its own cards loaded with a basic bill that could be acclimated in amusing amateur and applications on its site.

Called Facebook Credits, the prepaid allowance cards were accessible at retailers such as Target, Best Buy and Wal-Mart. But Facebook shuttered the program.

ALSO:

These allowance cards are for accommodating giving

Facebook’s adaptable ad advance takes a assessment on profits

Facebook investors get a present: Shares acceleration on new allowance service

Follow me on Twitter @jguynn

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