Mobile loyalty and payments service L3 has launched in London. L3 was born out of Drinks4-U, a loyalty app specifically for the bar and pub industry, and is intended to target a variety of new verticals, including hotels, charities and betting.

L3 is being pitched as a way of monetising existing followers on social media, enabling merchants to post offers as a Facebook Static Tab, Twitter Card or tweet, or post on Google+.

“The new name signifies the three Ls: Like, Loyalty, Location,” said L3 CEO David Murray-Hundley. “One of our core propositions is taking all the Facebook Likes or Twitter Followers of a business such as a bar or hotel and turning them into something useful.

“With L3, brands can deliver messages at the right time via Passbook Push Technology. Your offer or deal is carried with your customers everywhere they take their smartphone. With Flip Card check in and real time communications, our solutions are powerful, targeted and relevant, empowering businesses to upsell and re-engage customers by using the back of the card.”