What's being reported
In a thread titled "The end of the Custom Cash" on r/CreditCards, user Karanel claims the Citi Custom Cash will be gone "by the end of the week," citing an unnamed source they could not share publicly. The same poster previously, and accurately, predicted the discontinuation of the Citi Rewards+ before it was publicly announced — a track record that has the community treating the claim more seriously than a typical anonymous rumor would warrant.
A follow-up thread, "Confirmation of Citi Custom Cash discontinued," and a reportedly leaked internal screenshot on imgur have added fuel, though neither rises to the level of an official Citi communication.
Per OP, the change as understood is closure to new applications, not a forced product change for existing cardholders. What happens to existing Custom Cash accounts is unknown.
Circumstantial signals the community is pointing to
- The Custom Cash is missing from at least one of Citi's own cash-back tabs (citicards.citi.com cash-back tab) where it was previously listed. It still appears in the full all-cards view and the savings and cash-back page.
- Multiple users report the card is now sorted after the secured card when browsing Citi's card list.
- Citi has been trimming its rewards portfolio — Rewards+ was killed (and existing accounts were force-PC'd to the Strata), ShopYourWay was closed to applications, and the Kroger co-brand was recently shuttered.
None of these signals are confirmation. Cards are reshuffled in marketing pages all the time. But the pattern of Citi consolidating its rewards lineup is real and makes the rumor structurally plausible.
The product-change rush
The reaction in the community has been an immediate product-change rush into the Custom Cash, on the theory that an existing CCC account is far more valuable than one you can no longer get into:
- Cardholders are calling Citi to PC Double Cash → Custom Cash, sometimes adding a second or third CCC.
- Users with the Strata (many of which were themselves PCs from the discontinued Rewards+) are PC'ing into Custom Cash to escape the Strata's worse cash-back redemption ratio.
- Several r/CreditCards users report YOLO applications going through in the last 24–48 hours.
- One user reported PC'ing their Double Cash to a third CCC the day before the rumor broke; another finished PC'ing into a fourth.
If the rumor pans out and inbound product changes are closed alongside new applications, the window to lock in a Custom Cash account closes with it.
What we'd want to see before treating this as confirmed
- An official Citi statement, cardholder email, or press release.
- The application page going down or being marked "not currently accepting applications."
- Reporting from Doctor of Credit, Frequent Miler, or another credit card news outlet that independently verifies. (OP has been encouraged in the thread to forward their screenshot to Doctor of Credit.)
- A representative confirmation from Citi customer service, ideally more than one.