Enhance user engagement with your mobile wallet passes by enabling location-based lock screen messages.
Location-based lock screen messages appear on a user's lock screen when they enter a defined area near a location you've set. Using geofencing technology built into Apple and Google Wallet, these notifications are triggered automatically, no app required.
When a user adds your pass to their wallet, location permissions are enabled by default. No additional setup is needed on the user's end.
Example: At HOKA run events, participants can receive location-based lock screen messages through their mobile wallet passes. When attendees arrive near the event venue, a HOKA-branded notification automatically appears on their lock screen—welcoming them, sharing event updates, or providing further details—creating a seamless and engaging on-site experience.
Benefits of Location-Based Messaging
Drive in-the-moment action: Reach users when they're close enough to act, whether that's walking into your store, redeeming an offer, or checking in to an event.
Increase foot traffic and conversions: Contextual reminders at the right place and time outperform generic push campaigns.
Competitive intercept: Trigger messages near competitor locations with a compelling reason to choose you instead.
Personalized at scale: Deliver messages tailored to a user's location, with optional per-user customization via the Badge API.
How It Works
Each pass can have up to 10 configured locations. When a user enters the geofence radius around a location, a short message appears on their lock screen.
Geofence radius by pass type:
Pass Type | Radius |
Loyalty, Gift Card, Membership, Offer | 100 meters |
Even | 1,000 meters |
Configuration Options
Admin level: Up to 10 geo-location messages can be configured per pass template in the Pass Editor. These apply to all users of that pass.
Per-user via Badge API: Developers can override locations on a per-user basis by setting a specific User Location via userPassUpsert. This allows each pass to have its own unique set of up to 10 location triggers, enabling personalized, behavior-based messaging at the individual level.
Some useful patterns here:
Nearest location on signup: When a user adds a pass, capture their zip or city and set their
primaryLocationaccordingly. Badge auto-assigns their 10 closest stores as active geo-triggers from day one.Post-purchase or behavioral triggers: Update a user's primary location after a transaction to ensure geo messaging reflects where they actually shop.
Event-specific targeting: Set geo-locations on both the perimeter and interior of an event space to create layered messaging, welcoming attendees as they arrive and surfacing key offers or updates as they move deeper into the venue.
Template-level locations remain the default for all users unless overridden at the individual level.
The 10-Location Cap and How Badge Handles It
Apple and Google Wallet cap each pass at 10 configured geo-locations. For brands with dozens or hundreds of locations, this creates a real challenge.
Badge solves this automatically. By setting a primaryLocation on the user object, Badge evaluates your full location list and auto-populates the 10 nearest stores for that user.
When you update a user's primaryLocation, their active geo-triggers refresh automatically, so messaging stays relevant to their current area.
A national retailer with 500 locations can deliver geo-triggered lock screen messages at every store with no manual management. The right locations are always active, for every user.
Writing Effective Messages
Good lock screen messages are short, specific, and give the user a reason to act.
Lead with the value: "10% off today, in-store only" beats "Welcome to our store!"
Use action verbs: Visit, Redeem, Check in, Claim
Keep it under 50 characters where possible, lock screens truncate long messages
Match the context: event passes should feel different from a coupon reminder
Example (Offer Pass): "You're nearby, flash this for 15% off today."
Example (Event Pass): "Welcome! Doors open at 6pm, tap for your ticket."
Competitive Intercept
One of the most powerful applications of location-based messaging is reaching users near a competitor. Configure a geo-location trigger at or near a competitor's address and serve a message designed to redirect that foot traffic.
A few approaches that work well:
An offer with urgency: "Nearby? Get 20% off today, our store is 2 minutes away."
A loyalty reminder: "You've got 500 points waiting, use them today."
A direct comparison hook: "Shop us first, free returns, no hassle."
This is most effective when paired with a strong incentive. The message should give the user a clear, immediate reason to change course.
For help configuring location-based messaging for your pass template, reach out to your Badge team or visit our API documentation.