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Southwest needs to put a CLEAR TAB when the customer is trying to use funds to pay for a flight. You clearly have credit/debit and PayPal, but NO clear tab for all other forms of payment, and that my friend is DECEIVING to say the least. I'm very disappointed.
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The option for alternative payments such as travel funds or vouchers is listed along side the other payment options. It may not be a tab, but it is indeed easily accessible and formatted in a way that keep those options out of the way for customers who don't need to use them.
If you would like to share your feedback directly with SW, I encourage you to reach out via one of these methods.
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If you want to use vouchers or gift cards also remember that it only works on the full web site and not on mobile
hope this helps!
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I don't think Southwest is attempting to deceive anyone, but I agree that the link is easy to overlook. I'd suggest you contact Southwest directly so that your concern can be recorded, perhaps they'll consider making it more obvious.
Note: If you just recently booked a flight (within the last 24 hours) and did not add your travel funds, you can cancel for a full refund and rebook, using the travel funds this time.