KINGSTON, Jamaica — Jamaican digital gifting and payments platform GiftMe is facing mounting criticism after a social media influencer who questioned the costs associated with using its application reportedly received a cease-and-desist letter from lawyers acting on behalf of the company.
The despute follows a TikTok video in which a woman identified in correspondence as Dr. Francis but know on TikTok as Mickha, encouraged Jamaicans to examine the fees attached to GiftMe before deciding whether the service offered genuine financial value.
“So I don’t mean to burst anybody’s shopping bubble, but I do believe that we need to talk about this GiftMe app situation,” she said.
“Not that I’m saying don’t do it, but I feel like as adults we need to make informed decisions.”
The influencer, who described herself as a businesswoman and frequent credit card user, questioned whether consumers were benefiting financially from the platform or simply following a growing trend.
“Are you really saving? Are you just paying for the convenience of being among the group of people who are like GiftMe?” she asked.
Mickha’s criticism focused principally on a 2.65 per cent processing charge associated with card-linked transactions, which she argued could erode the value of cashback rewards.
Using an example of J$100,000 in spending, she calculated that a consumer could incur J$2,650 in charges.
“Do the maths and see if it works for you,” she said, urging users to compare the fees with rewards available through their existing banking arrangements.
She also questioned whether promotional incentives were encouraging influencers to recommend the platform without sufficiently explaining its costs.
“I mean, the influencers will always influence and they will always promote something because it benefits them,” she said.
For her own circumstances, she concluded that the platform offered little financial advantage over existing credit card rewards and digital wallets.
“I would not download the GiftMe app. It absolutely makes no sense for me because I do get cash back, I get miles from my card,” she said.
The controversy subsequently escalated when screenshots circulated on social media showing what appeared to be a legal communication addressed to Dr. Francis.
“We act for and on behalf of the owners/operators of GiftMe,” the message shared by Francis read.
It continued: “Please see the Cease and Desist Letter above that is being served on you.”
The correspondence said a copy had been delivered by email and that a physical copy would be served personally.
“Kindly acknowledge receipt of same,” it added.
In acknowledging the letter Francis posted, “me dear, me ague stop help unuh pop here inuh, see wah like help cause.”
The full legal letter, including the specific statements being challenged and the legal grounds relied upon, was not available in the screenshots shared.
However, the reported legal warning has sparked criticism among social media users who argue that consumers should be free to discuss their experiences with commercial products.
“The lady spoke about GiftMe. She got a cease and desist letter,” one X user wrote.
Another questioned the basis for the reported action, asking: “So I’m wondering on what grounds the letter was written.”
On TikTok, the reaction was similarly pointed.
“How do you cease and desist from sharing your own experience?” one commenter asked.
Another wrote: “They want you to stop sharing the fees that they charge?”
Some commenters also challenged the suggestion that the influencer had spread misinformation, arguing that her remarks largely concerned fees and conditions that consumers could assess for themselves.
CEO defends GiftMe’s business model
GiftMe chief executive Rushio Billings subsequently released a video addressing the growing online debate about the company’s charges, cashback programme and use of social media creators.
“We have seen the conversations online about our fees, our creators, and our cashback, and we wanted to provide some clarity,” Billings said.
He explained that GiftMe had operated in Jamaica for more than five years, established relationships with over 300 merchants and attracted more than 600 corporate clients using the platform to reward employees.
Billings also defended the company’s influencer marketing strategy, saying its recent expansion had created paid opportunities for Jamaican content creators, some of whom were participating in their first commercial brand partnerships.
Addressing the disputed transaction charge, he acknowledged the 2.65 per cent figure but said the money was not retained by GiftMe.
“When you link your card to GiftMe, there is a 2.65% bank processing cost,” he said.
“We pass this through at cost with no markup. GiftMe does not earn from this.”
Billings acknowledged that the cashback available on individual purchases might not always exceed the processing cost.
“On some transactions, your cashback may not be more than the cost. That’s fair, but that’s not the whole picture,” he said.
He pointed to merchant-specific promotions, including a 10 per cent cashback offer at Starbucks, and a 3 per cent cashback benefit for premium members on eligible in-store purchases.
Combining those benefits, he said, could produce cashback of 13 per cent on qualifying transactions.
The chief executive also emphasised the platform’s broader features, including ordering meals ahead of collection and sending digital gifts to recipients who do not have the application.
“GiftMe was built right here in Jamaica because we believe world class technology can be built right here at home,” Billings said.
“We’re still building, still improving, and most importantly, we’re still listening.”
So What Is The Financial Value of GiftMe’s Offering:?
The company’s argument is that users should consider the combined value of merchant rewards, premium benefits and convenience features rather than assessing the processing charge in isolation.
The influencer’s position is that consumers should calculate the net benefit of each transaction, particularly when they already have access to credit card cashback, airline miles or other rewards.
Both arguments highlight an important distinction between advertised rewards and the actual financial return to consumers.
At a 2.65 per cent processing charge, a J$100,000 transaction would incur J$2,650 in fees.
If the same transaction qualified for 3 per cent cashback, the consumer would receive J$3,000 in rewards, leaving a nominal J$350 benefit, assuming the rewards were fully usable and no other costs applied.
If the cashback were only 1 per cent, however, the consumer would receive J$1,000 in rewards against the J$2,650 processing charge, resulting in a net cost of J$1,650.
The actual calculation would depend on the type of transaction, membership conditions, promotional eligibility and any restrictions on redeeming rewards.
It is precisely this calculation that the influencer urged consumers to undertake.
The company, meanwhile, maintains that the platform’s value extends beyond individual transactions to its wider network of merchants and digital services.
