For many consumers who have received or purchased prepaid Visa gift cards over the past several years, the web address cMygift.giftcardmall.com (often printed on the back of the card or packaging) was once the go‑to portal for activating cards, checking balances, and managing card details. However, as of late 2024 and into 2025, that familiar site has gradually been phased out and its services consolidated under a new umbrella — Giftcards.com.
Originally, cMygift.giftcardmall.com (or sometimes simply mygift.giftcardmall.com) served as the official online balance and activation portal for Visa prepaid gift cards issued through GiftCardMall. Many Visa gift cards that were sold in retail and grocery stores listed that URL on the back of the card, instructing users to visit the site to register the card for online purchases, view the remaining balance, and manage features like PIN setup.
This platform became part of the broader GiftCardMall ecosystem, which also offered physical and digital gift cards for hundreds of retailers and services. Users could buy cards online, keep track of balances, and activate their cards right through dedicated subdomain pages built for prepaid Visa (“MyGift”) and Mastercard (“Mcgift”) cards.
Over time, the company behind GiftCardMall — Blackhawk Network — decided to streamline its services. Maintaining multiple websites with overlapping features and brand identities was confusing for consumers and costly to operate. To modernize and improve the user experience, Blackhawk began migrating services to Giftcards.com, a more centralized and feature‑rich platform that handles a wide variety of gift card purchases as well as prepaid card management all in one place.
This transition reflects a broader trend in gift card and prepaid card services, where companies consolidate duplicate or fragmented portals into unified brands. The goal is to reduce customer confusion, improve the security of online systems, and offer more consistent support and technology.
If you’ve received a Visa prepaid gift card in recent months, you might have noticed that the cMygift.giftcardmall.com URL you see on the back of your card no longer leads to a fully functional www.giftcardmail/mygift standalone site. Instead, that web address — as well as the older GiftCardMall.com homepage — now redirects users to Giftcards.com or a balance‑check tool hosted under that domain. This helps ensure that all cardholders can activate and manage their Visa cards in one modern portal.
For example, typing giftcardmall.com/mygift in your browser will typically redirect you to a balance check or activation page on Giftcards.com, where you can enter your card number, expiration date, and security code to view your balance or complete setup.
It’s important to note that your prepaid Visa gift card remains valid — the card itself and its stored funds have not been discontinued or invalidated because of the website change. What has changed is simply the location where those card management tools now live online.
Benefits of the Consolidation
By moving prepaid Visa card services to Giftcards.com, users now benefit from:
A modern, unified website where gift cards of all types — from retail brands to Visa and Mastercard prepaid cards — are managed in one place.
Improved security and technology, as Giftcards.com provides updated encryption and authentication measures.
Consistent customer support, with fewer fragmented portals to navigate.
Additionally, new gift card purchases — whether retailer‑specific cards or general‑use prepaid Visa cards — are now primarily sold through Giftcards.com, making the user experience smoother and more predictable.
Some users have reported occasional difficulties accessing the older subdomain pages directly, especially if they are entering URLs offline or based on older packaging. Forums and community discussions show varying experiences, with some gift card holders finding that the mygift.giftcardmall.com portal still works for balance checks while others are automatically redirected to Giftcards.com’s tools.
To avoid confusion and ensure safety:
Always use the official site printed on your card or the redirected Giftcards.com pages.
Type the URL yourself instead of clicking links from third‑party sites or emails, which may be phishing attempts.
Check for secure HTTPS connections in your browser before entering any card details.
The migration of cMygift.giftcardmall.com and related prepaid Visa balance/activation portals to Giftcards.com represents a strategic shift by Blackhawk Network to enhance usability, simplify web infrastructure, and provide a seamless experience for gift card holders. While the old URLs might still redirect or appear on older cards, the core functionality — activating, checking, and managing your Visa prepaid card — now lives on at Giftcards.com. So long as you stick with the official, secure sites, your card remains usable and fully supported under the new system.
