| CPC G06Q 20/123 (2013.01) [G06Q 20/24 (2013.01); G06Q 20/3276 (2013.01); G06Q 30/0207 (2013.01); G06Q 30/0234 (2013.01); G06Q 50/01 (2013.01); H04L 51/52 (2022.05)] | 20 Claims |

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15. A system comprising:
at least one processor; and
a memory storing instructions that, when executed by the at least one processor, configure the system to perform operations comprising:
receiving, from a device associated with a user, an offer code that is associated, in a database, with an offer from a merchant, the offer code being obtained via an optical code that comprises markings encoding the offer code and that further comprises a custom graphic providing a finder pattern or an alignment pattern, wherein the custom graphic is associated with a messaging system used by the device;
identifying the offer based on the offer code;
storing an association between the offer and the user;
after receiving the offer code, receiving, from the device, a purchase code;
determining that the purchase code is associated with the offer from the merchant;
detecting completion of a redemption of the offer by the user, the redemption of the offer by the user having been completed based on the association between the offer and the purchase code;
in response to the detecting the completion of the redemption of the offer by the user, accessing feature-enabling data stored in the database, the feature-enabling data being associated with the offer code and usable to identify an additional image filter of the messaging system, the additional image filter to be enabled on the device using the messaging system when the offer is redeemed; and
causing the device to include the additional image filter in a list of available image filters based on the feature-enabling data, the additional image filter enabling the device to add a visual indicator associated with the merchant to a media content item comprising image data captured on the device.
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