This is likely the in-house rebranding of Karma, a gift giving app they purchased back in May [1].

Also seems to be a play for monetization on the mobile platform. From the mashable article, linked:

At the time, Linden said that the majority of the gifts sent from the app were actually done via SMS. “The average response rate for an SMS gift is less than 60 seconds,” said Linden. “Email is four to five hours. On Facebook, it’s a day.”

[1]: http://mashable.com/2012/05/18/facebook-karma/