The social review platform will give business owners the option to offer gift certificates to users.
Yelp launched its latest feature on Wednesday, which will allow local businesses to sell gift certificates, priced from $25 up to $500, directly from their business profile pages.
"The Yelp business profile page is one where decisions are being made. Consumers ask, 'Am I going to spend money at this business or not?'" said Yelp spokesperson Stephanie Ichinose.
Earlier in the year, she said Yelp found that Yelp Deals, the company's 2-year-old discount feature, were priced too low to cover many services or products. And some consumers were reluctant to give a discounted product, like deals, as a gift.
The catch for small business owners?
While posting gift certificates is free, Ichinose said businesses must run Yelp Deals concurrently with gift certificates. The company's blog post on the launch said this requirement would be "helpful for turning your existing customers into some of your best promoters."
The concept of offering gift certificates on a review site isn't exactly new. On OpenTable, a restaurant review and reservations site, users can buy gift cards from participating businesses.