Yelp has added a brand new feature to their platform. They are now allowing businesses to sell gift certificates through their profiles.

The company said:

Businesses are now able to sell gift certificates direct to consumers through their Yelp business profile page. Gift certificates are not discounted like Deals are. They’re full-value cash equivalents. For example: I buy you a $100 gift certificate to the hottest restaurant in town (for your 40th birthday, poor thing), it costs me $100 (and is worth every cent), and is valid for $100 worth of drink and food (in that order) at said eatery. Easy, right?

The idea is to let people gift these certificates to their friends and family.