Prerequisites
Before getting started, ensure you have:
Required Permissions
Campaigns/Wallet Pass are available to staff members with the following permissions:
Marketing
Marketing Analyst
Operator
Owner
Other Requirements
Wallet Pass is available on all marketing plans
Wallet Pass is enabled in Settings > Wallet Pass
What Is a Wallet Pass?
Wallet Passes are digital pass cards stored in a shopper’s native wallet app (Apple or Google).
Key benefits:
Works without a mobile app
Push-style notifications (similar to native push)
No SMS compliance or regulated language concerns
Free to send, like push notifications
How to Create a Wallet Pass Campaign
Step 1: Create a New Campaign
Navigate to Marketing > Campaigns
Click Add (+)
On the Channels screen, select Wallet Pass
Refer to Campaign Builder documentation for details on Campaign Info and Recipients.
Step 2: Configure Content
In the Content step, choose one of the following options:
None
Link pass to landing page
Link pass to a custom URL
For all options, complete the following fields:
Message
Recommended maximum: 150 characters (varies by device preview)
Emoji
Select emojis to include in the message
Personalization Macros
Paste macros to personalize the message
Messages will not send if required macro data is missing, so make sure you have macro Fallbacks established on those you wish to use regularly
For full details on Personalization Macros, please review further at Personalization Macros in the Campaign Builder
Option: Link Pass to Landing Page
If selected:
Toggle Link pass to landing page
Select or create a landing page
Fill out Call to action text
Appears on the back of the Wallet Pass
Directs shoppers to the AIQ landing page when tapped
Option: Link Pass to a Custom URL
If selected:
Enter Call to action text
Enter Call to action URL
Notes:
Macros can only be used in the Call to action URL field
If macro data is missing for a contact, the message will not send
Avoid using too many macros in a single campaign
Discount & Survey Macros
Discount macros
Automatically converted to shortened URLs
Survey macros
Automatically converted to shortened URLs
Both open directly on the shopper’s phone when tapped.
Step 3: Review & Launch
Continue to Review
Save as Draft or send (approval rules apply)
Tracking Wallet Pass Downloads
To measure the success of your Wallet Pass campaigns, track downloads using the "Any Wallet Pass installed status" trait. This allows you to monitor how many shoppers have installed the pass and adjust your campaigns accordingly.
🟢 Unlike SMS, Wallet Pass notifications are not subject to regulated language requirements.
What Shoppers See on the Wallet Pass
Apple
Front of Pass
Branding (Logo, Cover Photo)
Loyalty Points
Favorite Brand
Favorite Product
Back of Pass
Member Name
Contact ID
Message
Link (CTA)
Front of Pass
Branding (Icon, Cover Photo)
Member Name
Loyalty Points
Favorite Brand
Favorite Product
Back of Pass
Cover Photo
Message
Link (CTA)
Points
Member Name
Favorite Category, Brand, Product
How Shoppers Install Wallet Pass
We recommend promoting Wallet Pass before sending Wallet Pass campaigns.
Installation Options
Mobile App
Install button on Home screen (dismissible)
Always available in Account Details
Web Wallet
Same experience as Mobile App
Campaigns
Use macros or content blocks in email/text to prompt install
Example copy:
Track your rewards and stay up-to-date with store announcements by saving your membership card.⚠️ Wallet Pass installs are most effective when promoted via Email, Text, and Mobile Push.
AIQ Ecommerce
Wallet Pass download button on Account page
Signup Forms
Optional Wallet Pass CTA on Thank You popup (per form)
The buttons will look like the following and will be dynamic for Google / Apple based on device type:
Wallet Pass FAQs
Do I need the Mobile App to use Wallet Pass?
No. Wallet Pass works independently and does not require the app.
Is there a cost to send Wallet Pass notifications?
No. Wallet Pass notifications are free to send.
Can I use Wallet Pass in Waterfall campaigns?
Yes.
What is a CTA?
CTA means Call-to-Action. For Wallet Pass, this refers to the clickable link on the back of the digital pass.
How often are points updated?
Approximately every 15 minutes.
What’s the difference between Wallet Pass and Mobile App?
Wallet Pass
No app required
Native wallet storage
Push-style notifications
Lightweight, high reach
Mobile App
Richer content and deeper engagement
Longer messages, images, links
Best for highly engaged shoppers
Together, they create a resilient multi-channel communication strategy.
Can shoppers have multiple Wallet Passes?
Yes. Shoppers can have one Apple Wallet pass and one Google Wallet pass. Date-based traits will use the most recent pass activity.
What’s the difference between Web Wallet and Wallet Pass?
Web Wallet
Browser-based version of the mobile app
Requires login
Shows loyalty status and rewards
Wallet Pass
Native wallet-based
No login required
Supports push notifications
Installed via app, web, ecommerce, or campaigns
Can I add a Wallet Pass download button to my website?
Not directly. Generic website buttons cannot be tied to a specific shopper profile or device type, so they cannot determine the correct wallet (Apple or Google). If you are building an AIQ landing page sent via campaign, however, you can add a Wallet Pass install button — see "Can I add a Wallet Pass install button to an AIQ landing page?" below.
Can I add a Wallet Pass install button to an AIQ landing page?
Yes. AIQ landing pages sent via campaign are tied to the specific shopper who received them, so the Wallet Pass block can resolve their profile and device type automatically.
To add the install button to a landing page:
In the Campaign Builder, create or edit a landing page in the Content step.
Open the Visual Designer.
In the left panel, go to Content > Blocks.
Drag the Wallet Pass block into the body of your landing page.
The button displays dynamically — Apple Wallet or Google Wallet — based on the shopper's device when they open the page.
How do I create a Wallet Pass audience?
Use Wallet Pass installed status traits. A traditional opt-in status is not available.
When do Wallet Pass images update?
After the next Wallet Pass notification or points balance refresh.
Why would a wallet pass campaign not be delivered if a shopper is opted in?
A wallet pass push can still fail to deliver even when a shopper looks "opted in." The most common reasons:
"Opted in" for a wallet pass means the shopper actually installed the pass (Apple device registration or Google pass) — not just SMS/email opt-in. If they removed or deleted the pass from their device, or never installed it, there's nothing to push to.
Apple passes need an active (non-archived) device registration with a valid push token. A deleted pass, revoked token, or archived registration means no delivery.
Google passes only count if the shopper's most recent event is "install." If they uninstalled, it is treated as not active.
Campaign-level filters stop the send even with a pass installed: blacklists, daily/lifetime/budget caps, messaging halted, campaign not active or not its scheduled time, recurrence/"already received" rules, trigger conditions not met, or waterfall/time-prediction checks failing.
Technical failures: missing or invalid push certificate, Apple APNS errors, or Google API errors.
Apple quirk: even a successful (silent) push only shows the lock-screen message after the device calls back to fetch the updated pass. If the device is offline or has background refresh off, the shopper won't see it.
Need Help?
If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.