Pass Activation—when someone installs a pass and automatically opts into wallet marketing—is crucial. This is typically done in the following ways:
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)
For New Users
Getting people to sign up before immediately getting their Pass Download Link
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.
For Existing Users
You have a big advantage when you already have the emails of the users you want to activate a pass. This typically means you already have an audience that have subscribed to your marketing communications. Sending an email with their unique Pass Download Link makes pass activation a simple, one-click process.
Keep in mind that passes must already be created for each user in order to take this approach.
The following steps hold true whether you're choosing to use Badge's Send Pass Download Link feature or the email platform of your choice. 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]”
Call to action: Send the link at the right time, and use branded short links so it looks trustworthy.
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.
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.
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.