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Wallet Pass

Wallet Passes are digital loyalty cards customers save to Apple or Google Wallet. Retailers can send push-style notifications without an app or SMS compliance concerns, providing a simple, low-friction way to engage customers.

Updated over 3 weeks ago

Prerequisites

Before getting started, ensure you have:

Required Permissions

Campaigns/Wallet Pass are available to users with the following permissions:

  • Marketing

  • Marketing Analyst

  • Operator

  • Owner

Other Requirements

What Is a Wallet Pass?

Wallet Passes are digital pass cards stored in a customer’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

  1. Navigate to Marketing > Campaigns

  2. Click Add (+)

  3. 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

    • Paste macros to personalize the message

    • Messages will not send if required macro data is missing

Option: Link Pass to Landing Page

If selected:

  1. Toggle Link pass to landing page

  2. Select or create a landing page

  3. Fill out Call to action text

    • Appears on the back of the Wallet Pass

    • Directs users to the AIQ landing page when tapped

Option: Link Pass to a Custom URL

If selected:

  1. Enter Call to action text

  2. 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 user’s phone when tapped.

Step 3: Review & Launch

  1. Continue to Review

  2. Save as Draft or send (approval rules apply)

🟢 Unlike SMS, Wallet Pass notifications are not subject to regulated language requirements.

What Customers 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)
    ​

Google

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 Customers 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:
​

FAQ

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 users

Together, they create a resilient multi-channel communication strategy.

Can customers have multiple Wallet Passes?

Yes. Customers 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. Wallet Passes must be tied to a specific customer profile and device type. Generic website buttons can’t determine the correct wallet type or customer identity.

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.

Need Help?

If you need assistance, reach out to AIQ Support anytime via the chat widget within your AIQ Dashboard.

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