My son used Gyft to buy electronic gift cards for friends and family, and also for himself. The ones he bought for himself work, but the ones that were given as gifts do not. The company sends the gift recipient an email with a 16 digit number which the merchant is supposed to enter manually like a credit card number, but when you actually try to use it it shows a zero balance. The Gyft.com website is totally oriented to selling cards, but gives no links for help with redeeming cards. I tried installing the Gyft app and was able to send a complaint.
Two days later I got a robot email informing me that the complaint had been received. After that, nothing. I am starting to think that this is a feature, not a bug. They have to issue good card numbers to the person who pays for it, in order to keep the money coming in, but they can safely assume that most people who get these virtual cards as gifts will not complain to the giver If the cards don't work.