Pass activation is the moment a user installs their pass into Apple Wallet or Google Wallet. It's also the moment they're opted into wallet marketing by default, making it the most important step in unlocking the Badge channel. No activation means no push notifications, no lock-screen updates, no wallet engagement.
Keep every activation touchpoint clear, simple, and benefit-driven.
For Existing Users
If you already have your users' email addresses, you have a significant advantage. Sending each user their unique Pass Download Link via email or SMS makes activation a seamless, one-click experience.
Important: Passes must already be created for each user before taking this approach. The Pass Download Link is returned in the response of the userPassUpsert endpoint and should be stored in your CRM as part of the integration process.
Think of activation as a sequence of touchpoints, not a single send. Start with email or SMS, then reinforce with follow-ups and other channels.
✨ Pro tip: Gamify the experience by creating a "challenge" that guides the customer through the process step by step.
Step 1: The Activation Email
Lead with immediate value. Make clear what the pass is for and highlight any incentive, whether that's built-in benefits or a specific promotion. Subject lines with strong offers have been shown to lift conversions by up to 30%.
Subject line examples:
"Unlock $20 instantly with your Membership Card"
"Save 15% today — add your Rewards Card"
Body copy example: "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 Wallet and Add to Google Wallet buttons above the fold, and repeat them at the bottom.
✨ Pro tip: Include a short GIF showing Apple Wallet users that they need to tap "Add" a second time to confirm the install. This small detail reduces drop-off significantly.
Step 2: The Follow-Up Email
Treat the follow-up as a nudge for an unfinished action. Reiterate the value, show a preview of the pass, and use light urgency to prompt completion.
Subject line examples:
"Your $20 reward is waiting — add your Card now"
"You haven't unlocked your perks yet — finish adding today"
Body copy example: "Don't miss out — your perks are ready. Simply add your Membership Card to Wallet."
Optional visual: Include a mockup or cropped screenshot of the pass. Showing users what they're getting builds anticipation and reinforces the value of completing the action.
SMS
SMS often outperforms email for pass activation because it meets users in a high-attention moment. There's no on-platform SMS feature currently, but Pass Download Links can be exported via CSV or pulled via API and imported into any SMS platform (Twilio, Attentive, etc.).
Send activation SMS tied to a fresh moment of value, such as right after sign-up, a purchase, or event registration.
Examples:
"Your 15% reward is ready — tap to add your Rewards Card to Apple or Google Wallet: [Pass Download Link]"
"VIP access unlocked — add your Event Ticket to Wallet now: [Pass Download Link]"
For New Users
If you have your own sign-up flow, you can use the Badge API to instantly surface 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 can also 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
Physical signage, such as posters, screens, or QR code displays, can be highly effective for driving activations in-store. Every piece of signage should pair a bold, benefit-led headline with a large, high-contrast QR code and one clear reason to scan.
Examples:
"Unlock $20 instantly — scan to add your Membership Card"
"VIP entry starts here — scan to add your Event Ticket"
Tips for effective QR codes: Make them large enough to scan from a natural distance, use high contrast (dark code on light background), and include Apple Wallet and Google Wallet icons nearby for context.
On-Site CTAs (eCommerce)
Make the pass download CTA visible across multiple moments in the digital customer journey:
After account creation: Prompt users to download their pass immediately upon signing up.
In the member section: Include a persistent CTA so existing customers can always access or re-download their pass.
In the benefits section: Position the pass as the easiest way to access exclusive perks, and consider making it part of a challenge or reward flow.
On the homepage: Dedicate a section near the bottom, where promotional banners typically live, to encourage pass downloads.
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Common Mistakes to Avoid
Sending a generic link instead of a user-specific one. Every user needs their own unique Pass Download Link. A generic URL won't create a personalized pass and will break the experience.
No follow-up email. Most users won't act on the first send. A single follow-up can meaningfully lift your activation rate.
CTA below the fold. If users have to scroll to find the Add to Wallet buttons, many won't. Lead with the CTA.
Skipping the Apple "Add" tip. Apple Wallet requires users to tap "Add" a second time after clicking your link. Without guidance, this extra step causes unnecessary drop-off.
Waiting to promote activation. The highest-intent moment is right after sign-up or purchase. The longer you wait, the harder activation becomes.
Quick Checklist
✅ Lead with a clear, specific benefit
✅ Use a user-specific Pass Download Link (not generic)
✅ Add to Wallet buttons above the fold, repeated at the bottom
✅ Include Apple Wallet "tap Add again" instruction or GIF
✅ Send at least one follow-up email
✅ For SMS, tie the message to a fresh moment of value
✅ For in-store, use a large high-contrast QR code with wallet icons
Key takeaway: Every channel should drive one action, guiding users from seeing your message to confidently adding their pass to Wallet. The activation moment is also the opt-in moment, so every pass that isn't added is a subscriber you don't have.