Methods, systems, and computer program products for over the air provisioning of soft cards on devices with wireless communications capabilities are disclosed. According to one method, a soft card provisioning application is instantiated on a device with wireless communications capabilities. A card number for a soft card desired to be provisioned on the device is obtained from a user of the device. The card number is communicated to a provisioning configuration server over an air interface. Card-issuer-specific challenges corresponding to the card number and a provisioning issuer server network address are obtained from the provisioning configuration server. The challenges are presented to the user, and the user's responses to the challenges are received. A connection is made to the provisioning issuer server corresponding to the network address. The challenge responses are communicated to the provisioning issuer server. Soft card personalization data for activating the soft card is received from the provisioning issuer server. The soft card is provisioned for use on the device based on the personalization data.