MetaMask, the Web3 wallet developed by Consensys, said it plans to launch a major on-chain rewards program within weeks — a move that could mark one of the largest blockchain-based loyalty pushes to date.
The wallet, which surpassed 30 million monthly active users globally at its 2022 peak and remains the most widely used self-custody interface for Ethereum and EVM-compatible chains, has increasingly been pitching itself as an ecosystem hub rather than a simple browser extension.
The company announced the initiative Saturday on X, calling it “one of the largest on-chain rewards programs ever built” and promising more than $30 million worth of Linea token rewards in its debut “season.” Linea, an Ethereum Layer-2 network also incubated by Consensys, launched in September with a 9.4‑billion‑token airdrop.
Linea uses zero‑knowledge (ZK) rollup technology to process transactions off‑chain before settling them on Ethereum, cutting gas fees by up to 90% and enabling faster transaction throughput. Since launch, Linea has attracted over 2 million unique wallet addresses and more than $350 million in total value bridged from Ethereum, according to DeFiLlama data.
According to MetaMask, the upcoming program will include referral bonuses, mUSD stablecoin incentives, exclusive partner perks, and access to future token opportunities. The company said long‑time users “will not be ignored,” adding that MetaMask Rewards will be “meaningfully connected” to the future MetaMask token, known as MASK.
Consensys has been quietly working on tokenizing MetaMask’s governance and infrastructure since 2021, when internal documents referenced a “MetaMask DAO” as part of a long‑term plan to decentralize wallet operations. MASK could follow models similar to Uniswap’s UNI or Arbitrum’s ARB, where early adopters received governance tokens linked to usage metrics.
The program, MetaMask added, “is not a farming play” but rather a structured way to reward ongoing wallet activity and engagement. It remains unclear whether the company will restrict participation by jurisdiction or apply anti‑Sybil safeguards to deter exploitative multi‑account farming. MetaMask did not immediately respond to requests for comment.
Consensys, which is regulated under US law, previously limited access to certain staking and swapping features for users in sanctioned regions such as Iran and Venezuela, raising the possibility of geographic exclusions in this new rewards rollout.
The upcoming MASK token has been publicly discussed by Consensys founder and Ethereum co‑creator Joseph Lubin, who told The Block’s “Crypto Beat” podcast in September that the token will be “significantly related to the decentralization of certain aspects of the MetaMask platform.”
Lubin has long advocated for turning MetaMask into a semi‑autonomous, user‑governed platform, aligning it with Ethereum’s ethos of distributed ownership. In May, Consensys confirmed that it was in discussions with US regulators over the classification of digital assets, including staking and wallet‑linked services, signaling that MASK’s launch could also carry regulatory implications.
The wallet’s native mUSD stablecoin, launched around the same time, was issued by Bridge, a firm owned by Stripe. MUSD currently has a circulating supply of about $87.7 million, according to its website. It operates on both Ethereum and Linea but does not generate yield.
Bridge’s integration with Stripe’s payment rails allows users in supported regions to directly fund MetaMask wallets with fiat, marking one of the first mainstream fintech‑to‑Web3 bridges. The mUSD token was meant to act as a low‑volatility medium for on‑chain payments and future loyalty rewards.
The weekend announcement drew mixed reactions across crypto circles. Some users welcomed the idea of structured rewards for loyal MetaMask users, while others criticized the timing and communication. “This will go over well and no one will be disgusted and insult you,” wrote crypto streamer Gainzy in a sarcastic post on X. Others pointed out that the announcement comes amid heightened competition from rivals such as Phantom, Trust Wallet, and Coinbase Wallet — all of which have launched referral or yield‑based incentive schemes since mid‑2024.
The rollout will add a new layer to MetaMask’s growing ecosystem — one that ties together its wallet, Layer‑2 infrastructure, and stablecoin in a unified incentive system that could set the tone for how mainstream Web3 wallets reward user participation on‑chain. If executed successfully, MetaMask’s model could redefine the economics of wallet usage by turning everyday transactions into rewardable actions, potentially influencing billions in annual DeFi and NFT transaction volume currently routed through its interface.