Systems and methods are described for activating electronic coupons via one or more third-party servers. A web-based application programming interface (API) is exposed to a set of online request instructions that are included as part of an electronic coupon configured for electronic transmission from one or more third-party servers of a third party. The web-based API is implemented on an API server hosted by a party different from the third party, and is configured to receive an activation request based on execution of the set of online request instructions by the client device. An electronic coupon is activated for a loyalty profile of a user upon receipt of the activation request.