Prepaid card provider TransCard LLC is launching a prepaid consumer taxi card with Taxi on Demand, a Chattanooga, Tenn.-based company that developed the concept for the card. Consumers may buy the nonreloadable card from the Taxi on Demand Web site or by calling the company's call center. Cards are sold in $35, $50, $100 and $200 denominations, and cardholders may use them only for taxi-related services such as paying fares and tips, Patrick Konvalinka, TransCard director of corporate sales, tells CardLine sister publication ATM&Debit News. TransCard will decline transactions when cardholders attempt to use the card to make another type of purchase. TransCard also charges 50 cents if there are not enough funds in the card account to cover the cost of a cab ride. "If you try to charge $50 and there is only $35 left on the card, we charge a fee," Konvalinka says. Additional fees include a 35-cent charge to call the call center to find nearby cabs that accept Taxi on Demand. Card-activation fees vary depending on the denomination purchased, Konvalinka adds. TransCard, which also is based in Chattanooga, offers prepaid cards supported by the Discover, MasterCard and Star network brands, the company says. TransCard says it also offers transaction-processing services. Taxi on Demand is marketing the card to college students to promote safety, Konvalinka says. "Often times, a college-age student might have a few too many [drinks] at the local watering hole and they might need a safe ride home, and this card can provide that," he says.