Bling Nation, a US mobile payments service, announced about the “pause” of its activity to fix its business model that has failed to be attractive for merchants.

While it became very popular at the dawn of its business Bling Nation lost its way when it introduced FanConnect, a social media-heavy loyalty programme that was compulsory for Bling's bank and merchant partners.

Brad Rose, VP, IT security at State Bank in La Junta, told American Banker that it stopped issuing Bling stickers after merchants, faced with accepting FanConnect or ditching the service entirely, chose the latter.

Accepting that its model is failing, Bling has decided to cease operations while it tries to fix things, general manager Matthew Murphy told American Banker.