How to Create a Mobile Wallet Pass – A Step-by-Step Guide

Mobile wallet passes let you issue digital versions of everyday cards, like loyalty cards and event tickets, which customers can save directly to mobile wallets like Apple Wallet or Google Wallet.

Getting your own branded pass onto a customer’s device might seem technical or complicated, but the process is more straightforward than you think. This guide will walk you through each step, from designing the look of your pass to the different ways you can send it to your customers.

What Are Mobile Wallet Passes?

A mobile wallet pass is the digital counterpart to a physical card such as a loyalty card, coupon, or event ticket, that is stored natively on a smartphone or smartwatch in apps like Apple Wallet or Google Wallet.

These passes replace paper and plastic, offering a faster, more convenient, and contactless way for users to redeem promotions, verify memberships, and gain entry to events. For businesses, they simplify key customer interactions, like check-ins and reward updates, and keep their brand accessible without the need for a separate app.

If you want to know more about mobile wallets, start by learning what a mobile wallet is and how it works. You can also explore the benefits of mobile wallets, including their convenience, security, and ease of use. For a deeper comparison, see how the major players stack up in Apple Wallet vs Google Wallet.

How Do Mobile Wallet Passes Work

Mobile wallet passes work by securely linking a business’s system with a customer’s mobile wallet app, such as Apple Wallet or Google Wallet. When a customer taps a smart link or scans a QR code, the pass is added to their smartphone and stored locally. 

Once saved, the pass remains connected to the issuing platform, enabling real-time updates like loyalty points, event changes, or access credentials. Customers then scan a barcode or tap via NFC to redeem or verify the pass at point-of-sale terminals.

Two Paths to Creating a Wallet Pass: DIY vs. Platform

When it comes to creating mobile wallet passes, businesses have two primary paths, the Do-It-Yourself (DIY) approach using developer tools, and the platform approach using a specialized service like PassKit. The best choice depends on your technical resources, launch timeline, and need for control or scalability.

The DIY / Developer Path

This path offers full customization and direct access to wallet APIs but it comes with technical overhead. Businesses that go this route must register for paid developer accounts with both Apple and Google, manage digital signing certificates, and build their own infrastructure to issue and update passes.

Your development team will work directly with Apple’s PassKit framework and the Google Wallet API, defining passes in JSON, handling encryption, and configuring server endpoints to push real-time updates. Additionally, pass distribution must be handled through custom links or app integrations you manage.

This approach suits large enterprises like airlines, banks, or digital identity providers that need deeply tailored experiences or want to embed wallet passes into an existing app ecosystem. It offers maximum flexibility, but with a longer development cycle and higher ongoing maintenance.

Using a Platform

For most businesses, the platform route is faster, simpler, and just as effective. Wallet pass providers offer visual editors that let marketing or operations teams create wallet passes without writing a single line of code.

These platforms handle all the backend complexity, certificate management, hosting, pass versioning, push notifications, and multi-device compatibility. Passes are created once and automatically adapted for both Apple Wallet and Google Wallet, with built-in support for barcodes, dynamic fields, and real-time updates.

This route is ideal for businesses launching loyalty programs, digital coupons, event tickets, or membership cards particularly those who need to go live quickly or run campaigns across multiple channels. Because the infrastructure is already built, you can launch in hours, not weeks.

Now that you understand the two approaches, this guide will focus on the platform path. Here is the step-by-step process for creating your first pass.

How to Create a Mobile Wallet Pass

To create a mobile wallet pass, you can use platforms like PassKit, which offer drag-and-drop editors, dynamic field support, and cross-platform compatibility for Apple Wallet and Google Wallet. 

These tools let you design, distribute, and update passes such as loyalty cards, event tickets, and digital coupons via QR codes, email, or smart links. Developers can also build custom passes using Apple’s PassKit framework or Google Wallet API for deeper integration and control.

1. Choose a Wallet Pass Provider

Before you begin designing your pass, select a provider that fits your technical requirements and use case. While most platforms support both Apple and Google Wallet formats, what sets them apart is how they handle scalability, automation, and integration.

Look for features like template management, support for real-time updates, barcode configuration, and secure hosting. If you plan to trigger passes based on user activity or run ongoing campaigns, make sure the platform offers API access, webhooks, and CRM or POS integrations. For non-developers, a visual editor and pre-built pass types can accelerate setup.

2. Design the Pass Layout

With your provider selected, the next step is to define how the pass will look and what information it will contain. Most platforms offer either a visual editor or structured templates to help you build within the design constraints of Apple Wallet and Google Wallet.

Start by choosing a pass type that aligns with your use case like loyalty card, coupon, event ticket, access pass, or generic template. Each type has a predefined layout and supports different fields and behaviors. From there, you’ll add branding elements such as your logo, brand colors, and background image, followed by the core content: title, description, and any static or dynamic text fields.

If your pass needs to be scannable, you’ll configure a barcode or QR code with the correct format (e.g. Code128, QR, PDF417) based on the scanner or system you’re using.

3. Configure Data Fields

After designing the layout of your pass, the next step is to define the specific fields that will hold and display information. In PassKit, these fields are categorized into static, dynamic, and secure types, each serving a distinct purpose in how data is rendered and updated.

Each field must be configured with the correct data source and formatting to ensure it appears as expected across Apple and Google Wallet. Static fields are used for unchanging values like a brand name or customer service number, while dynamic fields display personalized or real-time data such as loyalty balances, expiration dates, or check-in times. 

4. Generate the Pass & Test

Once your layout and data fields are in place, you’re ready to generate the wallet pass. Most no-code platforms handle packaging automatically, preparing the pass for Apple Wallet and Google Wallet without requiring manual setup of file formats, certificates, or provisioning profiles.

Before sharing with customers, test the pass across devices to ensure everything works as expected:

• Check that branding, layout, and text appear correctly
• Verify that barcodes or QR codes scan without issues
• Confirm dynamic content (like event times or point balances) displays properly
• Test that the pass shows up in relevant scenarios (e.g., at check-in or point of sale)

Previewing and validating the pass ensures a smooth user experience and minimizes friction when it goes live.

5. Distribute the Pass

Once your pass has been tested, it’s ready to be delivered to customers. You can distribute it through a range of channels such as email, SMS, QR codes, or directly on your website. These options make it easy to embed the pass into existing customer touchpoints, whether it’s part of a confirmation message, a thank-you page, or a promotional campaign.

There’s no app to install or account to set up. When users tap the link or scan the code, the pass is instantly added to their mobile wallet. The simplicity of this process significantly improves conversion rates, making it ideal for driving participation in loyalty programs, events, and ongoing engagement efforts.

6. Manage and Update Passes

Mobile wallet passes become truly useful after they’re added. You can push real-time updates directly to users’ wallets, including new offers, updated loyalty balances, event details, or access permissions. These updates appear instantly and can trigger notifications based on time or location.

Passes can also expire automatically, refresh with new content, or be marked as used, ensuring users always see relevant and up-to-date information. By updating the content on the pass itself, rather than relying on external notifications, you keep it visible and useful without overwhelming the user.

This makes the wallet pass a reliable and low-friction way to maintain an active connection with your audience without the need for apps, logins, or email campaigns.

7. Track Engagement and Integrate with Your Stack

After launch, use built-in analytics from your wallet platform to track key metrics like saves, opens, scans, and location-triggered views. These signals show how users interact with the pass in real time and help identify drop-off points or underperforming elements.

Connect pass activity to your CRM or automation tools using webhooks, APIs, or integration libraries. Platforms like PassKit offer built-in support for systems like Salesforce, HubSpot, and Klaviyo, as well as no-code tools like Zapier and Make. You can trigger follow-ups when a pass is scanned, sync loyalty points after a redemption, or update customer records in real time without custom development.

To improve results, run A/B tests on pass design, copy, and structure. Push updates regularly, wallet passes support real-time changes without reinstallation. Keep the content fresh to drive engagement and ensure the pass remains useful, visible, and actionable on the user’s device.

Frequently Asked Questions