Grab, a leading superapp in Southeast Asia, has announced the rebranding of its user rewards and loyalty program, GrabRewards, to GrabCoins across seven countries, including Thailand. The refresh aims to deliver a simpler, more convenient, and more rewarding experience for users. A key highlight is a new feature that allows users to redeem GrabCoins as instant discounts directly on the checkout page when placing an order or booking a ride.

Panomkorn Jirasatienpong, Head of Marketing at Grab Thailand, commented: “Loyalty programmes or Customer Relationship Management (CRM) initiatives have become essential marketing strategies in today’s competitive business landscape, especially for service sectors like digital platforms where users have a wide range of options. In such an environment, simply building strong brand recall and offering relevant services may no longer be enough. Many brands are turning to loyalty programs to foster long-term engagement, leading to stronger platform stickiness and repeat usage.”

“At Grab, we’ve also placed high importance on building long-term engagement with our users and strengthening our user base through three key initiatives: GrabRewards, a points-based system that offers discounts and partner perks; GrabUnlimited, a monthly subscription package starting from just THB 19; and, introduced this year, GrabVIP, a premium benefits programme designed for heavy users who spend more than THB 30,000 per quarter on our platform.”

Launched in 2016, GrabRewards has continuously evolved to enhance user experience, focusing on delivering value through discounts and partner benefits. To elevate the experience further, GrabRewards has now been rebranded to GrabCoins—a loyalty currency that deepens user engagement within Grab’s ecosystem by offering more ways to earn and redeem, enabling users to enjoy savings in their everyday Grab usage. GrabCoins is now available in Singapore, Malaysia, the Philippines, Vietnam, Cambodia, Myanmar, and Thailand.

Key Highlights of GrabCoins

• Simpler: GrabCoins offers an easy-to-understand earning and redemption rate. GrabUnlimited subscribers automatically earn GrabCoins across all services, with 1 GrabCoin awarded for every THB 10 spent. Users can redeem GrabCoins for Grab service discounts at a rate of 20 GrabCoins per THB 1 (previously 22 GrabRewards Points per THB 1), or redeem partner rewards across F&B, entertainment, retail, hospitality, wellness, ticketing, insurance, and charitable donations through the GrabCoins Catalogue. Earned GrabCoins remain valid for six months. 
• More Convenient: A new feature enables users to convert GrabCoins into instant discounts directly at checkout. This applies to GrabFood and GrabMart, with ride-hailing to be added early next year—offering a faster and more seamless redemption experience compared to the previous system. 
• More Value: Grab is introducing a special promotion, “GrabCoins Power Up,” where users can earn bonus GrabCoins at higher-than-normal rates when using selected services. For example, advance car bookings earn 1,800 GrabCoins, airport rides earn 1,500 GrabCoins, and group food orders earn 1,200 GrabCoins. Eligible services and reward conditions will be refreshed periodically to maintain excitement and ongoing value for users. 

To officially launch GrabCoins, Grab Thailand is rolling out a two-month campaign, “More Use, More Value with GrabCoins,” offering enhanced earning and redemption benefits from 1 December 2025 to 31 January 2026. Users will earn 500 GrabCoins for each completed transaction across core services—transportation, GrabFood, GrabMart, and GrabExpress—alongside exclusive drink redemptions from partner brands such as Oh Juice!, KOI Thé, ChaTraMue, Café Amazon, and Jian Cha, adding extra enjoyment to the festive year-end season.

For more information about GrabCoins, visit: https://www.grab.com/th/grabcoins