Encryption of digital incentive tokens within images

A non-transitory machine-readable medium having stored thereon machine-readable instructions executable to cause a machine to perform operations comprising:

• receiving a request for generating a digital coupon associated with an incentive;
• creating a digital incentive token that includes information specific to the incentive;
• obtaining an image comprising a plurality of pixels;
• determining, from the plurality of pixels in the image, a subset of pixels to be altered based on at least one of a time when the image is obtained or a physical location associated with the image;
• altering the image by embedding the digital incentive token in the subset of pixels in the image;
• and
• transmitting the altered image to a user device of a user.

A system, comprising:

• a non-transitory memory;
• and
• one or more hardware processors coupled to the non-transitory memory and configured to read instructions from the non-transitory memory to cause the system to perform operations comprising:
• altering an image by embedding a digital incentive token in the image;
• determining a location associated with the altered image;
• transmitting the altered image to a user account of a user with a social media platform;
• after the transmitting, monitoring activities associated with the user account on the social media platform;
• receiving, from a user device of the user, a request for processing a payment transaction, wherein the request comprises the altered image;
• determining that a location of the user device corresponds to the location associated with the altered image;
• determining a number of other user accounts that the user has shared the altered image with using the social media platform based on the monitoring;
• in response to determining that the number of other user accounts that the user has shared the altered image with exceeds a threshold, extracting the digital incentive token embedded in the altered image;
• and
• applying an incentive specified by the digital incentive token to the payment transaction.