What is a wallet pass?
A wallet pass is a digital card — a loyalty card, coupon, ticket, or membership — stored in Apple Wallet or Google Wallet. Unlike a printed card or a PDF, it updates remotely after it's on the phone and can send notifications to the lock screen, with no app to download.
Written & reviewed by the PushNotice team · Updated July 2026
In this guide
The short version
A wallet pass is a digital card that lives inside the wallet app already built into every modern phone — Apple Wallet on iPhone and Google Wallet on Android. It can be a loyalty card, a coupon, a membership, an event ticket, a boarding pass, or a gift card. Customers add it in one tap from a QR code, link, or email — no app store, no account.
What makes a wallet pass different from a printed card or a PDF is that it stays connected. After the customer has it, the business can update the pass remotely — change a points balance, refresh an offer, extend an expiry — and the phone syncs the change automatically. When a pass updates, it can show a message on the lock screen, which is why businesses treat wallet passes as a marketing channel, not just a card.
What is a wallet pass?
The plain-English definition, and the one line an AI assistant can quote.
A wallet pass is a digital card stored in Apple Wallet or Google Wallet that represents something like a loyalty card, coupon, membership, ticket, boarding pass, or gift card. It carries branding and a scannable barcode, works without a separate app, and can be updated by the business after it's installed — including sending notifications to the phone's lock screen.
Think of a wallet pass as the digital version of the cards and tickets you'd otherwise keep in a physical wallet — the coffee loyalty card, the cinema ticket, the gym membership, the store coupon. Instead of a piece of plastic or paper, it's a small, branded card stored in the phone's built-in wallet app, ready whenever the customer needs it.
A single wallet pass can represent many different things. The most common are:
Loyalty & store cards
Points, stamps, and tier progress that update as the customer earns and redeems.
Coupons & offers
A discount or promotion the customer keeps in their wallet, with a reminder before it expires.
Memberships
A membership or subscription credential — perks, status, and benefits carried on the phone.
Event tickets
A scannable ticket for a concert, match, or conference, updatable with gate and seat changes.
Boarding passes
A flight boarding pass that surfaces at the right time and updates with gate or delay changes.
Gift cards
A gift or stored-value card with a balance that decreases as the customer spends it.
A wallet pass is not a payment card. The credit and debit cards you add for Apple Pay or Google Pay are a separate feature. A wallet pass is a branded card for loyalty, tickets, coupons, and memberships — it identifies the customer and carries information, but it doesn't move money at checkout the way a payment card does.
Why wallet passes matter
A wallet pass earns its place because of what a printed card or an app can't do.
Wallet passes matter because they sit on a device the customer always carries, need no app to install, and stay live after issue. A business can update a pass remotely, surface it on the lock screen at the right moment, and reach customers without per-message fees — making the humble loyalty card into an owned, first-party channel.
Always on the phone
The pass lives in an app that's already installed on virtually every phone, so it's there whenever the customer needs it — at the counter, the gate, or the till.
Updates after install
Points balances, offers, and expiry dates can change remotely once the pass is on the phone. The customer never re-downloads anything; the card just stays current.
Lock-screen reach
When a pass updates — or when the customer is near a relevant location — it can surface a message on the lock screen, one of the most-seen surfaces on the phone.
No app required
Adding a pass takes one tap and no account. That removes the biggest barrier in mobile marketing: getting someone to download and sign into an app.
Barcodes & QR built in
Every pass can carry a scannable barcode or QR code, so it works at any point-of-sale or scanner without special hardware.
Rich branding
Logo, colors, and layout make the pass a branded surface the customer chose to keep — a small billboard in their wallet.
Reaching customers through the passes they carry is a channel of its own.
What is wallet marketing? →The anatomy of a wallet pass
A wallet pass has two halves: the front the customer sees, and the machinery behind it that keeps the card live. Here's every part, in plain English.
The front of a wallet pass shows a logo, a header field, a primary field, and secondary and auxiliary fields, all in the brand's colors, above a scannable barcode. Behind it sit a serial number, a barcode payload, relevance rules, a secure update URL, a digital signature, and the push mechanism that lets the pass update and notify after install.
The front — what the customer sees
- Logo & logo text. The brand mark and name at the top of the pass, so the customer instantly knows whose card it is.
- Header fields. The small values shown at the very top, visible even when passes are stacked — often a balance or key number.
- Primary field. The single most important piece of information, shown largest — a points total, a seat, a member tier.
- Secondary fields. Supporting details below the primary field, such as member-since date or status.
- Auxiliary fields. Smaller, lower-priority details — points to the next reward, a member ID, fine print.
- Background & brand colors. The pass's fill and text colors, set to match the brand so the card is recognizable at a glance.
- Hero / strip image. An optional banner image on the pass — a logo lockup, artwork, or promotion visual.
- Barcode & QR code. The scannable code at the bottom — QR, PDF417, Aztec, or Code 128 — that identifies the customer at a scanner.
- Footer. A short line beneath the barcode for instructions or terms, like "show at checkout."
Behind the pass — what makes it work
- Pass type & identifier. Each pass has a type (loyalty, coupon, ticket, and so on) and an identifier that ties it to the business that issued it.
- Serial number. A unique ID for that individual pass, so the business can tell one customer's card from another's.
- Barcode payload. The data encoded in the barcode — usually the serial or a token the point-of-sale reads to identify the customer.
- Locations & relevant dates. Coordinates and times that tell the phone when the pass is relevant, so it can surface on the lock screen near a store or before an event.
- Notification triggers. Change messages attached to fields, so that when a value updates, the phone shows the customer a notification.
- Update (web-service) URL. The address the wallet contacts to fetch a fresh version of the pass when it's told there's an update.
- Authentication token. A secret that authorizes the wallet to request updates for that pass — so only the issuer can change it.
- Digital signature. A cryptographic signature that proves the pass is authentic and hasn't been tampered with. Passes that fail the check won't install.
- Push notifications. The silent message the issuer's server sends to tell every device holding the pass to fetch the update.
- Expiration. An optional date after which the pass is considered expired or is visually greyed out.
- NFC (where supported). On supported passes and devices, near-field tap for access or value-added services — gated behind platform approval.
The wallet pass lifecycle
A wallet pass isn't a one-time file. It's a card that keeps working after it lands on the phone — this is the loop that makes it different.
The wallet pass lifecycle runs in six stages: the business issues the pass, the customer installs it in one tap, they use its barcode, the business updates a field remotely, the phone is notified and fetches the change, and the customer returns — starting the loop again. Because the pass stays connected, that loop can repeat indefinitely.
The critical stage — the one a printed card or a PDF can never reach — is Update. Once a pass is installed, the business can change what it shows and push that change to every phone holding it. That single capability is what turns a static card into a living one, and what makes the rest of this guide worth reading.
Apple Wallet vs Google Wallet
Two platforms, one idea. They differ under the hood, but for a business the capabilities line up closely.
Apple Wallet (built on PassKit) serves iPhone and Apple Watch; Google Wallet (built on the Google Wallet API) serves Android and Wear OS. Both store branded passes, add them in one tap, update them remotely, send lock-screen notifications, and support location relevance and barcodes. The main difference is the technology behind them — which a wallet platform handles for you.
The two systems were built independently, so their developer tooling differs — Apple uses signed .pkpass files and a pass web service; Google uses an API with pass classes and objects saved through a signed link. For the customer and the business, though, the experience is nearly identical: a branded card that adds in a tap and stays up to date. A platform like PushNotice issues one pass that serves both, so you don't have to choose.
Capability comparison
| Capability | Apple Wallet | Google Wallet |
|---|---|---|
| Primary devices | iPhone, Apple Watch | Android phones, Wear OS |
| Underlying technology | PassKit (.pkpass) | Google Wallet API |
| Add in one tap (no app) | Yes | Yes |
| Remote updates after install | Yes | Yes |
| Lock-screen notifications | Yes | Yes |
| Location relevance | Yes | Yes |
| Barcodes / QR codes | QR, PDF417, Aztec, Code 128 | QR, Code 128, and more |
| Pass styles / classes | Store card, coupon, ticket, boarding pass, generic | Loyalty, offer, gift card, ticket, boarding, generic |
| Developer interface | Signed pass package + web service | REST API + signed save link (JWT) |
| NFC (where supported) | With Apple entitlement | With Google approval |
| One program via PushNotice | Yes — one link | Yes — one link |
Both platforms evolve; exact pass styles and barcode formats are defined in the official Apple Wallet and Google Wallet documentation. For a marketing-focused walkthrough of each, see the Apple Wallet guide and the Google Wallet guide.
The five most common wallet pass types
Most passes fall into five buckets. Each uses the same underlying technology but is shaped for a different job.
The five most common wallet pass types are loyalty and store cards, membership cards, coupons and offers, event and travel tickets, and gift cards. They share the same core — a branded, scannable, updatable card — but differ in what they track: points, status, a discount, an entry credential, or a balance.
Loyalty & store cards
Points, stamps, or tier progress that grow with each purchase. The balance updates on the pass, and a "reward ready" message can appear on the lock screen when the customer earns one. Example: a coffee shop's buy-9-get-1 stamp card that fills as the customer visits.
Membership cards
A membership or subscription credential showing tier, benefits, and status, updatable as the customer's standing changes. Example: a gym membership pass that shows the renewal date and works as a check-in card at the door.
Coupons & offers
A discount kept in the wallet with an expiry the business can extend or refresh — plus a reminder before it lapses, so the offer doesn't get forgotten. Example: a retailer's "15% off your next order" welcome coupon.
Event & travel tickets
A scannable ticket or boarding pass that surfaces at the right time and updates with gate, seat, or delay changes. Example: a concert ticket that quietly updates the entrance gate the day of the show.
Gift cards
A stored-value card whose balance decreases as the customer spends it — trackable, reloadable, and impossible to leave at home. Example: a restaurant gift card showing a live remaining balance.
And beyond
The same system also powers access credentials, boarding passes, transit cards, and generic passes — anywhere a branded, updatable card beats a printed one. See how businesses put these to work with digital loyalty cards.
How a wallet pass gets onto a phone
Whatever route a customer takes, it ends the same way: a one-tap add, no app store, no account.
A wallet pass reaches a phone through any link-based method: a QR code, an email or SMS button, an "Add to Wallet" button on a website, a shareable link, an in-app action, or an NFC tap. The customer taps once, the pass previews, they add it, and it's in their wallet — the whole thing takes seconds.
- QR code. Scanned from a receipt, table tent, window sticker, or screen — the most common in-person method.
- Email. An "Add to Wallet" button in a confirmation or welcome email, ideal for online orders.
- SMS / text. A tap-to-add link in a text message, useful right after a sign-up or purchase.
- Website button. An "Add to Apple Wallet" or "Add to Google Wallet" button placed on any page or checkout.
- Shareable link. A plain URL — or a dynamic link that serves the right platform's pass automatically — that works anywhere.
- In-app. If a business already has an app, it can add an "Add to Wallet" action inside it.
- NFC tap. On supported passes and hardware, a near-field tap can add or present a pass.
How wallet passes work
You don't need to be a developer to use wallet passes, but understanding the mechanics explains why they behave the way they do.
A wallet pass is a signed file the phone trusts and stores locally. Its barcode identifies the customer at a scanner and works offline. When a business changes the pass, it sends a push; the phone fetches the updated version from a secure web service and refreshes the card — showing a lock-screen message if the changed field carries one.
Signatures & authenticity. Every pass is cryptographically signed by the issuer. The phone checks that signature before installing, so a pass can't be forged or altered — if the check fails, it simply won't add.
Identifiers & serial numbers. A pass carries a type identifier (which issuer and pass type) and a unique serial number (which individual customer). Together they let a business recognize exactly whose card was scanned.
Barcodes & redemption. The barcode encodes the serial or a token. At the counter, a scanner reads it, the business looks up the customer, and applies points, redeems a reward, or validates a ticket.
Cloud updates. The pass points to a secure web-service URL. When the issuer has a change, the wallet contacts that URL to download a fresh copy — the customer never re-installs anything.
Push updates. To trigger a refresh, the issuer sends a silent push to the devices holding the pass. The push doesn't carry the new data itself; it just tells the wallet to go and fetch it.
Offline support. Because the pass and its barcode live on the device, the customer can show and scan it with no signal. Only updates need a connection.
Who uses wallet passes, and how
Almost any business that wants repeat customers can use a wallet pass. The card changes shape by industry, but the value — an owned, updatable link to the customer — stays the same.
Restaurants, retailers, coffee shops, gyms, salons, clinics, dentists, event organizers, hotels, airlines, and ecommerce brands all use wallet passes — as loyalty cards, memberships, coupons, appointment reminders, or tickets. Any business with repeat visits or bookings can turn a wallet pass into a retention channel that reaches the customer's lock screen for free.
Clinics, dentists, hotels & more
Reminders, memberships, and loyalty across appointment- and booking-based businesses. All industries →
Common myths about wallet passes
Wallet passes are widely misunderstood — often confused with apps or payment cards. Here's what's actually true.
"Wallet passes are apps."
Reality: A pass is a card inside the wallet app that's already on the phone. There's nothing to build, publish, or download — it's a file the customer adds, not an app they install.
"They need App Store approval."
Reality: Passes don't go through app review. A business creates and distributes them directly, so there's no approval queue and no gatekeeper between you and your customer.
"You have to write code."
Reality: The formats are technical, but platforms like PushNotice let you design, issue, and update passes with no code — the same way you'd send an email campaign.
"They only work on iPhone."
Reality: Apple Wallet covers iPhone; Google Wallet covers Android. One program can serve both, so you reach your whole customer base, not half of it.
"A pass can't be changed once sent."
Reality: The opposite is the whole point. A pass updates remotely after install — new balances, offers, and expiry dates sync to the phone automatically.
"Wallet passes are just for tickets."
Reality: Tickets are one use. Loyalty cards, memberships, coupons, and gift cards are just as common — anywhere a branded, updatable card beats plastic or paper.
Benefits for businesses and customers
Wallet passes only work as a channel because they're genuinely better for both sides of the counter.
For businesses, wallet passes drive retention and repeat visits, run loyalty and memberships, deliver notifications with no per-message fee, build a first-party audience, and cut printing costs. For customers, they're convenient and secure, need no app, update automatically, redeem in one scan, and are always in their pocket.
For the business
- Customer retention — a standing reason and channel to bring people back.
- Repeat visits — loyalty and offers that reward returning, not just first visits.
- Loyalty & memberships — points, tiers, and status carried on the phone.
- Free notifications — reach the lock screen with no per-message cost.
- Brand visibility — a branded card sitting in the customer's wallet.
- First-party ownership — an audience you own, not one you rent.
- Lower printing costs — no plastic cards or paper tickets to produce.
- Higher engagement — a live card gets seen far more than a filed-away one.
For the customer
- Convenience — every card and ticket in one place they always carry.
- No app — nothing to download, no account to create.
- Automatic updates — balances and details stay current on their own.
- Easy redemption — one scan at the counter, done.
- Always accessible — can't be lost, left at home, or forgotten in a drawer.
- Secure — signed and issuer-controlled, with no card number to leak.
- Fast — works offline and opens instantly when needed.
Wallet passes vs everything else
The fastest way to understand a wallet pass is to compare it with the things it replaces — apps, plastic, PDFs, and the coupons sent by email and text.
Against a mobile app, a wallet pass needs no download; against a plastic card or PDF, it updates and notifies; against a QR code, it's the card, not just the link to it; against email and SMS coupons, it lives in the wallet with no per-message fee. The common thread: a wallet pass is dynamic where the alternatives are static.
These tables describe general characteristics of each format — not any specific product.
Wallet pass vs mobile app
| Dimension | Wallet pass | Mobile app |
|---|---|---|
| Getting it | One tap, no account | Download + sign-in |
| iOS and Android | One program, both | Two builds to maintain |
| App-store review | None | Required |
| Updates | Remote & automatic | Store update needed |
| Build & upkeep cost | Low | High |
| Best for | Loyalty, coupons, tickets | Full product experiences |
Related: wallet passes vs loyalty apps →
Wallet pass vs plastic card
| Dimension | Wallet pass | Plastic card |
|---|---|---|
| Update after issue | Yes | No |
| Send notifications | Yes | No |
| Lost or forgotten | Rarely — it's on the phone | Often |
| Production cost | None | Per-card printing |
| Branding | Full & changeable | Fixed at print |
| Scannable | Yes | Yes |
Wallet pass vs PDF
| Dimension | Wallet pass | |
|---|---|---|
| Stored in the wallet | Yes | No — a file in the inbox |
| Updates after sending | Yes | No — static |
| Notifications | Yes | No |
| Surfaces at the right time | Yes | No |
| Scannable barcode | Native | A flat image |
| Feels native on the phone | Yes | No |
Wallet pass vs QR code
| Dimension | Wallet pass | QR code |
|---|---|---|
| What it is | A stored, updatable card | A code that points somewhere |
| Lives on the phone | Yes | No — it's shown or printed |
| Holds data & branding | Yes | Encodes a link or ID only |
| Changes after it's scanned | Yes | No |
| How they relate | A pass contains a QR code; a QR code is one way to add a pass | |
The key point: a QR code is a delivery mechanism, not a competitor to the wallet pass. Scanning a QR is one of the ways a customer adds a pass — and the installed pass then carries its own QR for redemption.
Wallet pass vs email coupon
| Dimension | Wallet pass | Email coupon |
|---|---|---|
| Where it lives | In the wallet | In a crowded inbox |
| Expiry reminder | On the lock screen | Another email |
| Update after send | Yes | No |
| Redemption | One scan | Code entry or screenshot |
| Deliverability | Not spam-filtered | Spam & promo tabs |
Related: wallet marketing vs email marketing →
Wallet pass vs SMS coupon
| Dimension | Wallet pass | SMS coupon |
|---|---|---|
| Per-message cost | None | Per-segment fee |
| Persists after the message | Stays in the wallet | Scrolls away |
| Rich branding | Yes | Text only |
| Update after send | Yes | No |
| Redemption | Native barcode | Copy a code or link |
Related: wallet marketing vs SMS marketing → · what SMS marketing really costs →
Static card vs dynamic wallet pass
| Dimension | Static card / PDF | Dynamic wallet pass |
|---|---|---|
| Data changes after issue | No | Yes |
| Notifications | No | Yes |
| Relevance by time & place | No | Yes |
| Ongoing re-engagement | One-and-done | A repeating loop |
Are wallet passes secure?
Wallet passes are built on the same trust model as the rest of the phone's wallet: signed, verified, and issuer-controlled.
Yes. Every wallet pass is cryptographically signed by the business that issues it, and the phone verifies that signature before installing — a tampered pass won't add. Updates travel over a secure, authenticated channel, so only the issuer can change a pass. A pass holds no payment-card data, and the customer can delete it at any time.
Digital signing
Each pass is signed with the issuer's certificate. The phone checks the signature on install, so passes can't be forged or altered.
Certificates
Apple uses a Pass Type ID certificate; Google signs the save link. Only a holder of those credentials can issue valid passes.
Secure distribution
Passes and their updates are served over HTTPS, and the update service requires an authentication token tied to the pass.
Authentication
Only the issuer — holding the keys and token — can push a change to a pass. A third party can't modify someone else's card.
Privacy
A pass carries only what the business chooses to include, and never a credit-card number. There's no payment data to leak.
Ownership & revocation
The business controls the pass and can void or expire it remotely; the customer controls whether to keep it, and can delete it anytime.
The developer's view (in brief)
You don't need this to use wallet passes — a platform handles it — but here's what's underneath, for the technically curious.
On Apple, a pass is a .pkpass bundle — a signed archive containing a pass.json, images, a manifest of file hashes, and a cryptographic signature. On Google, passes are defined as classes and objects through the Google Wallet API and added via a signed link. Both describe fields, barcodes, colors, and an update endpoint in structured data.
Apple PassKit. A pass is a ZIP archive with the .pkpass extension. Inside are pass.json (the pass's content and style), image assets (icon, logo, strip), a manifest.json listing each file's hash, and a signature produced with a Pass Type ID certificate. The pass declares a webServiceURL and an authentication token so the wallet can fetch updates.
Google Wallet API. Passes are modeled as a reusable class (the template) and per-user objects (each customer's card), created and updated through a REST API. Customers add a pass via an "Add to Google Wallet" link carrying a signed JWT. Updates are made by patching the object.
What's shared. Both describe the same essentials — fields, a barcode, colors, relevance, and a way to update remotely. A wallet platform generates and signs both formats from one design, which is why most businesses never touch the JSON.
Illustrative pass.json (shortened) — the shape, not a complete file:
// Apple Wallet pass (illustrative)
{
"formatVersion": 1,
"passTypeIdentifier": "pass.com.bloommarket.loyalty",
"serialNumber": "8F2A-1C90",
"organizationName": "Bloom Market",
"webServiceURL": "https://…/passes/",
"authenticationToken": "••••••••",
"storeCard": {
"primaryFields": [
{ "key":"points", "label":"POINTS", "value":1240 }
]
},
"barcodes": [
{ "format":"PKBarcodeFormatQR",
"message":"8F2A-1C90" }
]
}Full specifications live in the Apple Wallet developer documentation and the Google Wallet documentation.
Why businesses use wallet passes
Strip away the technology and a wallet pass is a retention tool — a direct, owned line to the customer that most channels can't match.
Businesses use wallet passes to keep customers coming back. A pass turns a one-time transaction into an ongoing relationship: it lives on the phone, updates on its own, and reaches the lock screen without ad spend or per-message fees. It's a first-party audience the business owns — the foundation of what's now called wallet marketing.
Email has the inbox. SMS has the phone number. Wallet marketing has the wallet — and the passes customers choose to carry. Because a pass is issued by the business and updated by the business, it's an audience you own outright, not one rented from a platform or an ad network. Every points update, offer refresh, or reminder is a touch that costs nothing to send and lands somewhere the customer actually looks.
That combination — owned, updatable, and lock-screen-visible — is why a humble loyalty card has become a channel in its own right. For the full picture of how businesses build and run that channel, start with the wallet marketing guide.
See how the card becomes a channel.
Read: What is wallet marketing? →The Living Card Model™
Most people picture a wallet pass as a file you send once. We think that's the wrong mental model. A wallet pass is a living card — it keeps working after it's on the phone, and its value compounds every time it goes around the loop. We call the mechanism at its center The Update Loop™: issue, install, use, update, notify, return — then around again. The pass you send today is the same pass driving a visit six months from now.
Issue
Design a branded pass and share it as a link or QR — the card enters the world.
Install
The customer taps Add. The pass registers, ready to receive updates.
Use
The barcode is scanned, or the pass surfaces on the lock screen at the right moment.
Update
You change a field remotely — points, an offer, an expiry. The card stays current.
Notify
A push reaches the phone and, where set, a message appears on the lock screen.
Return
The customer comes back — and the loop begins again, with no new install.
The Living Card Model™ and The Update Loop™ are PushNotice frameworks for thinking about wallet passes. See Figure 2 for the loop in diagram form.
Wallet pass best practices
Whether you build passes yourself or use a platform, these are the habits that separate a pass people keep from one they delete.
The best wallet passes serve both Apple and Google Wallet, lead with the one number that matters, use a high-contrast barcode, and give customers a clear reason to add and to keep them. They're updated for moments customers care about — not spammed — and tested on real devices before launch.
- Serve both platforms. Issue one program that covers Apple Wallet and Google Wallet, so you reach every customer.
- Lead with one number. Make the primary field the single thing that matters — a balance, a seat, a tier.
- Make the barcode scannable. High contrast, adequate size, and a format your scanner reads reliably.
- Brand it properly. Real logo and colors so the pass is recognizable at a glance in a stack of cards.
- Give a reason to add it. "Scan to earn your first reward" beats a bare "add our card."
- Match the add method to the moment. A QR at the counter, an "Add to Wallet" button online, a link by email or SMS.
- Write change messages that earn a look. Say what changed and why it matters, not just "updated."
- Update for moments that count. A reward unlocked, an offer about to expire, a gate change — not noise.
- Respect frequency. A pass that notifies too often gets deleted. Fewer, better touches win.
- Use expiry and relevance dates. So tickets and offers surface at the right time and don't linger stale.
- Use location relevance sparingly. Only where a nearby prompt is genuinely useful to the customer.
- Keep labels short. Scannable field labels beat long, clever ones.
- Test on real devices. Check the pass on an actual iPhone and Android before you ship.
- Verify point-of-sale scanning. Make sure your till can read the barcode format you chose.
- Make adding effortless. Pre-fill everything; the add should need no typing or account.
- Give each customer a unique serial. So you can identify, reward, and segment individuals.
- Use the back of the pass. Hours, terms, support, and links belong there — it's free space.
- Update, don't reissue. Refresh the offer on the existing pass instead of sending a new one each time.
- Measure and iterate. Track adds, scans, and redemptions, then improve the copy and the offer.
- Plan the whole lifecycle. Think past the first send to how the pass keeps working for months.
- Show value before the ask. Make the benefit obvious before requesting the add.
- Keep one source of truth. Drive the pass from data that stays in sync automatically.
Wallet pass mistakes to avoid
Most wallet pass failures come from a handful of avoidable errors. Steer clear of these.
- Treating it as one-and-done. Sending a pass and never updating it wastes the whole point.
- Confusing it with a payment card. A wallet pass isn't Apple Pay or Google Pay — don't imply it moves money.
- Building an app instead. Reaching for a full app when a pass would have done the job faster and cheaper.
- Overloading the front. Cramming too many fields makes the pass hard to read at a glance.
- A weak barcode. Low contrast or too small, so scanners struggle and lines back up.
- Over-notifying. Pinging customers so often that they delete the pass in annoyance.
- Empty change messages. "Your pass was updated" with no reason to look trains people to ignore you.
- Ignoring one platform. Supporting only iPhone or only Android and reaching half your base.
- No expiry. Forgetting to set one, so stale offers hang around forever.
- Skipping device testing. Shipping a pass that renders badly on a real phone.
- Wrong barcode format. Choosing a format your point-of-sale can't actually read.
- A gated add flow. Requiring an account or a download kills the one-tap advantage.
- Shared serial numbers. Reusing one serial for everyone loses all per-customer tracking.
- An empty back. Leaving the back blank when it could answer common questions.
- Reissuing for every offer. Sending a new pass each time instead of updating the one they have.
- Creepy location pings. Location prompts so aggressive they feel like surveillance.
- Hard-coded data. No pipeline to keep the pass in sync, so it drifts out of date.
- No measurement. Launching with no way to see adds, scans, or redemptions.
- Vague labels. Long, jargon-filled field labels no one reads.
- Assuming app-store review. Believing a pass needs approval and delaying launch for nothing.
- No reason to add. Asking for the add without making the benefit clear.
- Forgetting redemption. A beautiful pass with a clumsy experience at the counter.
Which wallet pass type do you need?
Not sure which kind of pass fits your business? Follow the branches — most cases land in one of five types.
Many businesses run more than one type at once — a loyalty card and seasonal coupons, say. The types aren't exclusive; they're just shaped for different jobs.
Wallet pass FAQ
The questions people ask most about wallet passes — answered plainly.
What is a wallet pass?
A wallet pass is a digital card stored in Apple Wallet or Google Wallet that can represent a loyalty card, coupon, membership, ticket, boarding pass, or gift card. It carries branding and a scannable barcode, works without a separate app, and can be updated remotely by the business after it's installed.
Do wallet passes require an app?
No. A wallet pass lives in the wallet app that's already built into the phone — Apple Wallet on iPhone, Google Wallet on Android. There's nothing to download and no account to create; the customer adds the pass in one tap.
Can Android phones use wallet passes?
Yes. Android phones use Google Wallet to store passes. A business can issue one program that serves both Google Wallet on Android and Apple Wallet on iPhone, so the same loyalty card or coupon reaches every customer.
Can iPhones use wallet passes?
Yes. iPhone uses Apple Wallet, the built-in app for passes and tickets. Passes also sync to Apple Watch, so the customer can show them from their wrist.
Are wallet passes free for customers?
Yes. Apple Wallet and Google Wallet are free apps, and adding a pass costs the customer nothing. Businesses may pay a platform to create and manage passes, but there's no cost to the person carrying one.
Can wallet passes be updated after they're added?
Yes — this is the defining feature. Once a pass is on the phone, the business can change what it shows (a points balance, an offer, an expiry date) and the phone syncs the change automatically. The customer never re-installs anything.
Do wallet passes expire?
They can, if the business sets an expiry. A coupon or ticket can be given an expiration date, after which it's marked expired or greyed out. Loyalty and membership cards usually don't expire and stay in the wallet indefinitely.
Can wallet passes send notifications?
Yes. When a pass updates, or when the customer is near a location the business defined, the pass can show a message on the lock screen. This is what makes wallet passes a marketing channel and not just a static card.
Are wallet passes secure?
Yes. Every pass is cryptographically signed by the issuer, and the phone verifies that signature before installing — a tampered pass won't add. Updates travel over an authenticated channel, and a pass holds no payment-card data.
How do wallet passes use barcodes?
Each pass carries a barcode or QR code that encodes the customer's serial number or a token. At the counter, a scanner reads the code, the business identifies the customer, and it applies points, redeems a reward, or validates a ticket. Common formats include QR, PDF417, Aztec, and Code 128.
Can one customer have multiple wallet passes?
Yes. A customer can hold as many passes as they like — a coffee loyalty card, a gym membership, a concert ticket, and a store coupon all at once — each from a different business, all in the same wallet.
Is a wallet pass the same as Apple Pay or Google Pay?
No. Apple Pay and Google Pay handle payment cards to pay at checkout. A wallet pass is a separate feature — a branded card for loyalty, tickets, coupons, or memberships. It identifies the customer and carries information but doesn't move money.
What's the difference between Apple Wallet and Google Wallet passes?
The customer experience is nearly identical; the technology differs. Apple uses signed .pkpass files and a pass web service (PassKit); Google uses the Google Wallet API with pass classes and objects. A wallet platform generates both from one design, so a business doesn't have to choose.
How does a customer add a wallet pass?
They tap an "Add to Wallet" button or scan a QR code, the pass previews on their phone, and they tap Add. It takes seconds, with no app store, account, or password involved.
Do I need to code to create wallet passes?
No. The underlying formats are technical, but platforms like PushNotice let you design, issue, and update passes with no code — much like sending an email campaign. Developers can also build directly against the Apple and Google APIs if they prefer.
What is a .pkpass file?
A .pkpass file is Apple's wallet pass format: a signed archive containing a pass.json (the pass's content and style), image assets, a manifest of file hashes, and a cryptographic signature. When a phone opens it, Apple Wallet verifies the signature and installs the pass.
Can a wallet pass work offline?
Yes. The pass and its barcode are stored on the device, so the customer can display and scan it with no signal. Only updates require a connection — everything else works offline.
How do wallet pass notifications reach the lock screen?
When a business updates a pass, its server sends a silent push to every device holding it. The phone fetches the new pass, and if the changed field carries a change message, the customer sees a notification on the lock screen.
What types of wallet passes are there?
The five most common are loyalty and store cards, memberships, coupons and offers, event and travel tickets, and gift cards. The same system also supports boarding passes, transit cards, access credentials, and generic passes.
Can a business change a coupon after sending the pass?
Yes. Because a pass updates remotely, a business can extend an expiry, change the discount, or refresh the offer on the existing pass — no need to issue a new one or ask the customer to do anything.
Do wallet passes work on Apple Watch?
Yes. Passes in Apple Wallet sync to a paired Apple Watch, so a customer can show a loyalty card or ticket from their wrist without taking out their phone.
How much does it cost a business to send wallet passes?
There's no per-message fee the way SMS charges per text. Businesses typically pay a platform to create and manage passes, but updating a pass and notifying the lock screen doesn't carry a per-send cost. Pricing depends on the provider.
Can wallet passes show my logo and brand colors?
Yes. A pass carries your logo, background and text colors, and optional imagery, so it's fully branded and instantly recognizable in the customer's wallet.
What is a serial number on a wallet pass?
The serial number is a unique identifier for one individual pass. It lets a business tell one customer's card from another's — essential for tracking points, redemptions, and segmentation.
Can a wallet pass be shared or transferred?
Some passes, like event tickets, can be shared or transferred depending on how the issuer configures them. Loyalty and membership cards are usually tied to one customer, since they track that person's balance and status.
Do wallet passes use location?
They can. A pass can include locations so it surfaces on the lock screen when the customer is nearby — for example, a coffee card appearing as they approach the shop. Location relevance is optional and best used sparingly.
Can I use wallet passes for event tickets?
Yes. Event tickets are a core use. A wallet ticket is scannable at the gate, surfaces at the right time, and can update with gate, seat, or timing changes right up to the event.
What happens if I delete a wallet pass?
Deleting a pass removes it from the phone and stops its updates and notifications. The customer can add it again later from the original link or QR if it's still valid.
Can wallet passes replace a loyalty app?
For many businesses, yes. A wallet pass delivers the core of a loyalty program — points, rewards, and notifications — without asking customers to download and sign into an app. See wallet passes vs loyalty apps for the trade-offs.
How do customers redeem a wallet pass?
The customer opens the pass and shows its barcode; a staff member or scanner reads it, and the business applies the reward, discount, or entry. For online use, the pass can carry a code or link instead.
Are wallet passes private?
A pass carries only the information the business chooses to put in it, and never a payment-card number. The customer decides whether to keep the pass and can delete it at any time, which stops all further updates.
Can a wallet pass hold a gift card balance?
Yes. A gift-card pass shows a stored-value balance that decreases as the customer spends it. Because the pass updates remotely, the balance stays current after every purchase.
Do wallet passes need App Store approval?
No. Passes don't go through app review. A business creates and distributes them directly, so there's no approval queue between issuing a pass and a customer adding it.
What is PassKit?
PassKit is Apple's technology for wallet passes. It defines the pass package format (.pkpass), a web-service API for updating passes, and the way apps and Apple Wallet interact with a user's passes.
What is the Google Wallet API?
The Google Wallet API is Google's interface for creating and managing passes on Android. Businesses define pass classes and objects, and customers add a pass through a signed "Add to Google Wallet" link.
How is a wallet pass different from a PDF ticket?
A PDF is a static file that sits in an inbox and never changes. A wallet pass lives in the wallet, updates after it's sent, can notify the lock screen, and surfaces at the right time — none of which a PDF can do.
Can I send the same program to Apple and Android users?
Yes. A wallet platform issues both an Apple Wallet pass and a Google Wallet pass from one design and one link, automatically serving each customer the right format for their phone.
What is wallet marketing, and how does it relate to wallet passes?
Wallet marketing is the practice of using wallet passes as a marketing channel — reaching customers on their lock screens through the passes they carry. The wallet pass is the delivery mechanism; wallet marketing is what you do with it. Read What is wallet marketing? for the full picture.
Wallet pass glossary
The vocabulary of wallet passes, defined in one line each.
- Wallet pass
- A branded digital card — loyalty, coupon, membership, ticket, boarding pass, or gift card — stored in Apple Wallet or Google Wallet and updatable by the business after install.
- Apple Wallet
- The pass-storage app built into iPhone (and synced to Apple Watch) where customers keep loyalty cards, tickets, and passes.
- Google Wallet
- The pass-storage app on Android, covering the Android side of a business's customers.
- PassKit
- Apple's technology for wallet passes: the pass package format, the update web service, and the way apps interact with a user's passes.
- Google Wallet API
- Google's interface for creating and managing passes on Android, using pass classes and objects.
- .pkpass file
- Apple's wallet pass format — a signed archive containing the pass content, images, a file manifest, and a cryptographic signature.
- Barcode
- The scannable code on a pass (QR, PDF417, Aztec, or Code 128) that a scanner reads to identify the customer.
- QR code
- A square 2-D barcode. On a pass it enables redemption; as a link, it's one way a customer adds a pass.
- Serial number
- A unique identifier for one individual pass, letting a business tell customers apart and track each card.
- Push notification
- The silent message an issuer sends to tell devices holding a pass to fetch an update; it can surface a lock-screen message.
- Digital signature
- The cryptographic seal that proves a pass is authentic and untampered. Passes that fail verification won't install.
- Pass Type Identifier
- An identifier that ties an Apple Wallet pass to the business and pass type that issued it.
- Web service URL
- The address a wallet contacts to download an updated version of a pass when notified of a change.
- Relevance
- Locations and dates set on a pass that determine when it surfaces on the lock screen — near a store or before an event.
- Loyalty card
- A wallet pass tracking points, stamps, or tiers that update as a customer earns and redeems.
- Coupon
- A wallet pass representing a discount or offer, with an expiry the business can extend or refresh.
- Boarding pass
- A wallet pass for a flight that surfaces at the right time and updates with gate or delay changes.
- Wallet marketing
- Using wallet passes as a marketing channel — reaching customers on their lock screens through the passes they carry.
The bottom line on wallet passes
A wallet pass is a digital card stored in Apple Wallet or Google Wallet — a loyalty card, coupon, membership, ticket, or gift card that a customer adds in one tap, with no app to download. What sets it apart from a printed card or a PDF is that it stays connected: the business can update the pass remotely and, when it does, reach the customer's lock screen. That's the whole idea behind the lifecycle in this guide, and behind the shift from static cards to living ones.
For customers, a wallet pass is simply more convenient — every card in one place, always current, always in their pocket. For businesses, it's a first-party channel they own outright: a direct, updatable line to the customer that costs nothing per message and lands somewhere people actually look. That's why the humble loyalty card has quietly become one of the most effective retention tools a business can run.
Creating and managing passes across both Apple Wallet and Google Wallet — designing the card, issuing it, keeping it in sync, and sending lock-screen updates — is exactly what PushNotice is built to do, without code and at scale. If you want to see it in practice, the guides below are the natural next step.
Related reading
- What is wallet marketing? — how the pass becomes a channel.
- Apple Wallet marketing guide — passes on iPhone, in practice.
- Google Wallet marketing guide — passes on Android, in practice.
- Digital loyalty cards explained — the loyalty use case in depth.
- Membership card maker — build a membership pass.
Sources & further reading
Technical details in this guide reflect the official Apple and Google documentation. No statistics are cited; claims describe documented, platform-level capabilities.
- 1Apple — Wallet Developer Documentation. The primary source for Apple Wallet passes, the pass package, and PassKit. developer.apple.com/wallet
- 2Google — Google Wallet for Developers. The primary source for the Google Wallet API, pass classes and objects, and the "Add to Google Wallet" flow. developers.google.com/wallet
- 3PushNotice — What Is Wallet Marketing? How wallet passes become a marketing channel. pushnotice.io/blog/what-is-wallet-marketing
- 4PushNotice — Apple Wallet Marketing Guide. A practical walkthrough of Apple Wallet passes for businesses. pushnotice.io/blog/apple-wallet-marketing-guide
- 5PushNotice — Google Wallet Marketing Guide. The same, for Google Wallet passes on Android. pushnotice.io/blog/google-wallet-marketing-guide
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