The card was originally announced by Prime Minister Scott Morrison last year during the Invictus Games.

But in February this year, it was revealed during senate estimates the card had only managed to attract 39 businesses to it.

Speaking to media in Canberra on Sunday, Veterans Affairs Minister Darren Chester admitted it had taken some time.

The card was part of a package - dubbed the Veteran's Covenant - passed through parliament in October this year.

"It's been a bit more complex than perhaps people thought at the outset," Mr Chester said.

The package included a lapel pin allowing the public to recognise veterans and a memorial oath to defence force veterans.

Mr Chester said delays in passing the package before the May election allowed the government to work with larger businesses.

He said 30,000 veterans had already signed on but he expected that to grow into the several hundred thousands.

At the time of announcing it, Prime Minister Scott Morrison hoped to get veterans discounts for energy bills and groceries.

While Coles and Woolworths had signed on, no energy retailers had.

"The veteran card is allowing Australian businesses to demonstrate in a practical and tangible way, how they can simply say 'Thank you for your service' to veterans," Mr Chester said.

Labor leader Anthony Albanese said Australia's veterans needed support and this was a way for businesses to offer it, but he said it was important for the government to get it right.

"Our veterans deserve respect, we'll watch as this is rolled out," Mr Albanese said.

Australian Associated Press