Pass Activation is crucial. Pass activation occurs when a user installs a pass and, by default, is automatically opted into wallet marketing. This typically happens through one of the following methods:
For Existing Users
Sending each user their Pass Download Link via email or SMS.
Making each user's Pass Download Link accessible in their account page (if you have a web or app experience)
Note: You’ll need to use the pass download link stored in your CRM for client communications. This step should be included as part of the integration process.
For New Users
Prompt users to sign up first, then immediately provide their Pass Download Link for a seamless onboarding experience. This can be done as part of the "welcome email" as this should be a compliment to the member experience.
We recommend thinking about activation as a sequence of user touch-points, starting with email or SMS (if this is an option for you), then reinforcing with follow-ups and other channels.
✨ Pro tip✨ Gamify this experience and create a "challenge" that guides the customer through this process.
For Existing Users
You have a significant advantage when you already possess the email addresses of the users you want to activate a pass. This usually means your audience is already subscribed to your marketing communications, allowing for direct engagement. By sending an email containing each user’s unique Pass Download Link, you can make pass activation a seamless, one-click experience.
Keep in mind that passes must already be created for each user in order to take this approach.
The following steps apply whether you’re using Badge’s “Send Pass Download Link” feature or your preferred email platform.
The latter is preferred when brand customization is a high priority. If you use your own email platform, you can import Pass Download Links from Badge via CSV or programmatically via API (the Pass Download Link is returned in the response of the userPassUpsert endpoint).
Step 1: The Activation Email
When drafting subject lines and body copy, always come back to the immediate value: make clear what the card is for, highlight any incentive (e.g. built-in benefits or a specific promo). Subject lines with strong offers have been shown to lift conversions by up to 30%.
Examples:
Subject: “Unlock $20 instantly with your Membership Card”
Subject: “Save 15% today — add your Rewards Card”
Body: “Your Membership Card is ready to add to Wallet. With one tap, you’ll unlock faster check-in, instant rewards, and exclusive offers.”
Call to action: Place Add to Apple and Google Wallet buttons above the fold (repeat at the bottom if needed).
✨ Pro tip✨ Consider including a GIF or a visual to let Apple Wallet users know to tap Add again (as shown below) after clicking the Add to wallet buttons
Step 2: The Follow-Up Email
Treat the follow-up as a reminder of an unfinished action. Reiterate the value, give a sneak peek of the pass, and use urgency to nudge completion.
Examples:
Subject: “Your $20 reward is waiting — add your Card now”
Subject: “You haven’t unlocked your perks yet — finish adding today”
Body: “Don’t miss out — your perks are ready, simply add your Membership Card to Wallet.”
Call to action: Resurface the Add to Apple and Google Wallet buttons.
Optional Visual:
Add a secondary module with a preview of the pass (mockup or cropped screenshot). This reinforces what the user will unlock and builds anticipation.
SMS Links
SMS can often be even more effective than email in activating passes. Currently, there is no on-platform Pass Download Link SMS feature, but Pass Download Links can be imported to the SMS platform of your choice using CSV import or API (just like for email platforms).
SMS activation messages should be short, action-driven, and tied to a fresh moment of value (signup, purchase, registration).
Examples:
“Your 15% reward is ready — tap to add your Rewards Card to your Apple or Google Wallet→ [Pass Download Link]”
“VIP access unlocked — add your Event Ticket to your Apple or Google Wallet now → [Pass Download Link]”
For New Users
If you have your own sign-up flow, you can use the Badge API to instantly display Add to Apple Wallet and Add to Google Wallet buttons—each linked to the user’s newly created Pass Download Link—right after a successful sign-up.
You also have the option to use the on-platform Sign-Up Page feature, which can be enabled in the Settings tab of any Pass Template in the Badge Workspace.
In-Store Signage
When you have physical locations, signage (e.g., posters, signage screens, QR code displays, etc.) can be used to effectively drive activations. All signage should pair a bold headline with a visible QR code (that uses your sign-up link) and one clear value-driven reason to scan.
Examples:
Headline: “Unlock $20 instantly — scan to add your Membership Card”
Headline: “VIP entry starts here — scan to add your Event Ticket”
Body: “Exclusive perks and updates, always in your Wallet.”
Call to action: Use a large, high-contrast QR code, and add Apple Wallet and Google Wallet icons for clarity.
On-Site Call to Action
For eCommerce experiences, make the Pass Download CTA visible and accessible across multiple touchpoints in the customer journey:
After account creation: Prompt users to download their pass immediately upon signing up.
In the member section: Include a persistent CTA for existing customers to access or re-download their pass.
In the benefits section: If your program offers exclusive perks, highlight the pass as the easiest way to access those benefits. BONUS, promote this as a challenge or reward!
On the homepage: Dedicate a section near the bottom of the page—where promotional banners or offers are typically displayed—to encourage pass downloads.
Quick Checklist
✅ Lead with value
✅ Keep it short (1–2 sentences)
✅ Add to Wallet buttons as hero CTA
✅ Simple Apple instructions (extra Add)
✅ Reinforce with follow-up emails, posters, or SMS
Key takeaway: Every channel should drive one thing—guiding users from seeing your message to confidently adding your pass to Wallet.