Tesla app code hints at new gamified loyalty program for owners

Tesla appears to be preparing a new opt‑in loyalty program inside its mobile app, built around points, tiers, and a reward catalog for owners. The feature is not live yet, but recent code references hint at a more structured system than the company’s current referral and credit offerings.

Developers watching recent app builds have found new strings and references that point to a “tiered” and “gamified” loyalty feature. Earlier app versions in 2025 already contained references to “Tesla Challenges,” along with endpoints such as “CHALLENGES_GET_INFO” and “CHALLENGES_START.” Those early hints sat next to trophy icons and badges, including artwork tied to one million Powerwall units.

New loyalty program code endpoints:

"OWNERSHIP_LOYALTY_ASSETS" : {
    "AUTH" : true,
    "TYPE" : "GET",
    "URI" : "bff/v2/mobile-app/loyalty/assets"
  },
  "OWNERSHIP_LOYALTY_CLAIM_REWARD" : {
    "AUTH" : true,
    "TYPE" : "POST",
    "URI" : "bff/v2/mobile-app/loyalty/claim-reward"
  },
  "OWNERSHIP_LOYALTY_ENROLL" : {
    "AUTH" : true,
    "TYPE" : "POST",
    "URI" : "bff/v2/mobile-app/loyalty/enroll"
  },
  "OWNERSHIP_LOYALTY_HISTORY" : {
    "AUTH" : true,
    "TYPE" : "GET",
    "URI" : "bff/v2/mobile-app/loyalty/history"
  },
  "OWNERSHIP_LOYALTY_USER_ENROLLMENT_STATUS" : {
    "AUTH" : true,
    "TYPE" : "GET",
    "URI" : "bff/v2/mobile-app/loyalty/enrollment"
  },
  "OWNERSHIP_LOYALTY_USER_PROGRESS" : {
    "AUTH" : true,
    "TYPE" : "GET",
    "URI" : "bff/v2/mobile-app/loyalty/progress"
  },
  "OWNERSHIP_LOYALTY_USER_REWARDS" : {
    "AUTH" : true,
    "TYPE" : "GET",
    "URI" : "bff/v2/mobile-app/loyalty/rewards"
  },

Now the latest code goes further. It points to an opt‑in loyalty framework where owners can earn rewards through specific milestones, including Supercharging activity, use of Full Self‑Driving (FSD) features, and successful referrals. In addition, references to a dedicated in‑app catalog indicate Tesla plans to let users see and redeem their points inside the same app they already use to manage their vehicles.

How the loyalty experience may work

Tesla has not announced this program publicly, so details could still change. Still, the code and context from Tesla’s existing incentives help paint a likely picture. Owners would first agree to join the program inside the app, then earn points automatically as they charge, drive with FSD enabled, or bring in new customers by sharing referral links.

Over time, activity would move an owner through different tiers. Higher tiers would probably come with better rewards or special offers, a pattern that is common in airline and retail loyalty systems. For example, frequent Supercharger users or heavy FSD drivers might unlock larger credits or access to more valuable items.

The in‑app catalog looks set to act as a central redemption hub. Based on Tesla’s current credit system, those points could be used on Supercharging credits, software upgrades such as FSD subscriptions, Tesla Shop merchandise, service balances, or discounts on future vehicles.

Built on Tesla’s existing rewards ecosystem

This new loyalty layer would sit on top of programs Tesla already runs. The Refer and Earn program currently gives credits when an owner refers a buyer, with values that can reach several hundred dollars and can be used for Supercharging, upgrades, store purchases, and service payments.

Tesla has also experimented with more playful engagement. In late 2025, the company highlighted heavy Supercharger users through the Charging Passport feature and selected nine “power users” across categories for free lifetime Supercharging. That initiative, along with the earlier “Challenges” code, points to a company testing ways to tie usage milestones to recognition and rewards.

For Tesla, a structured loyalty program could serve several goals at once. It may encourage drivers to rely on the Supercharger network, support FSD adoption at a time when software revenue is a key focus, and keep the referral engine active in competitive EV markets.

Owners, in turn, stand to gain more transparency over rewards. Instead of scattered credits and one‑off promotions, they may get a single view of where they stand, what they have earned, and what they can redeem in the app. And for new buyers weighing brands, a visible loyalty structure can be one more factor when deciding which EV to pick.

Tesla has not given a launch date or official comment on the new program so far. Still, the depth of the latest app references suggests the company is moving closer to a public rollout, possibly through an upcoming app update.