GivePay Commerce has partnered with ATM World, a New York-based ATM operator to distribute digital gift cards and wireless air time through thousands of ATM World terminals in the New York City area.

According to a press release, the strategy behind this relationship brings kiosk-like functionality to legacy ATMs, enhancing the customer experience.

GivePay sends digital gift cards instantly through its ATM-based platform. The sender simply selects the desired card and pays through the ATM. Most gift cards can be stored in the ApplePay or GooglePay wallet on the recipient's smartphone.

In addition to gift cards, the GivePay solution also provides a wide selection of prepaid wireless top-up options. Real time payment via the ATM applies the payment directly to the customer's mobile phone account.

"We continue to evaluate our business model and search for ways to increase value for our ATMs, our merchants, and our partners," ATM World President Abe Ayesh said in the release.

"As a fintech company, we're investing in product offerings designed to assist our customers with 21st century payment technologies that will help our partners stay ahead of the competition," said GivePay President Roger Myers. "We are thankful to Abe and ATM World for their commitment to excellence and helping to introduce new and innovative solutions for the ATM industry."  

GivePay currently is in final testing with other ATM operators, with rollouts expected in selected markets beginning in October, the release said.