The program, called Plenti, will operate like drugstore-rewards programs and let customers earn points by making purchases at the participating companies, which also include Rite Aid Corp (RAD.N) and Hulu, the Journal said. For example, users will be able to pay for their purchases at Rite Aid using the points they earn on paying their AT&T bills. AmEx, which will operate the program and collect fees from partner companies, expects to launch it in May, the newspaper said.