Wallet passes are digital cards your customers can save directly to their Apple Wallet or Google Wallet. Use the Brevo pass editor to design, personalize, and publish passes for loyalty cards, event tickets, coupons, and more.

Good to know

• Wallet passes work on both iOS (Apple Wallet) and Android (Google Wallet) devices. One pass design covers both platforms.
• Before creating a pass, you need to add your Apple and Google certificates to Brevo.
  ➡️ To learn more, check our dedicated articles: Create, add, or extend an Apple certificate for Brevo Wallet and Create and add a Google certificate for Brevo Wallet.

✅ Best practices

Keep these guidelines in mind before you start designing your pass.

• Keep it concise. Wallet passes have limited display space. Prioritize the most important information and avoid overcrowding fields.
• Use your brand identity. Upload your logo and use your brand colors for the pass background. A consistent look builds trust and recognition.
• Choose the right barcode type. Use a QR code for most use cases — it is easier to scan and holds more data. Use a barcode (Code 128) if your point-of-sale system requires it.
• Use dynamic fields for personalization. Include dynamic fields, such as a customer's name, points balance, or tier, to generate a personalized version for each contact.
• Test on both platforms before publishing. Apple Wallet and Google Wallet render passes differently. Always preview your pass on both before sharing it with customers.
• Plan for updates. Unlike printed materials, wallet passes can be updated in real time. Design your pass with future updates in mind — for example, a points field that will change as customers earn rewards.

Step 1: Create a wallet pass

Follow the steps below to create your pass in the Brevo pass editor.

1. Go to Campaigns > Wallet.
2. Click Create pass.
   
3. Enter a name for the pass. This name will be visible to your Google Wallet customers at the back of their pass.
4. Click Create pass. You will be redirected to the wallet pass editor where you can design your pass.
   

Step 2: Design your wallet pass

Once you have named your pass, you are redirected to the wallet pass editor. From there, you can design each section of your pass for both Apple Wallet and Google Wallet. 

Use the editor to configure your pass: 

• Set your brand colors and logo, 
  Fill in the fields that appear on the front and back of the pass, 
• Add a barcode or QR code, 
• Translate the pass in different languages, and 
• Use personalization variables to personalize the content for each contact, such as their name, points balance, or membership tier.

➡️ To learn more about how to design your wallet pass, check our dedicated article Design your Apple and Google wallet pass.

Step 3: Test your wallet pass

Brevo does not include a built-in pass simulator. To check how your pass looks on a real device, share the installation link with yourself or a colleague and install it manually.

1. Go to Campaigns > Wallet.
2. Find the pass you want to share, click the three-dot icon and select Share pass.
   
3. Enter the name or email address in the Contact field and select the contact to whom you want to share your pass for testing.
4. Click Share pass to copy the pass installation link.
   
5. Send the link to yourself or a colleague and open it on a mobile device to install the pass.
6. Check how the pass displays on iOS and Android. If anything needs adjusting, return to the editor, make your changes, and repeat the test.

Step 4: Share your wallet pass

Once your pass is ready, you can share its installation link so your customers can add it to their digital wallet. Brevo gives you several ways to distribute this link depending on your use case:

To share your wallet pass via email, add its installation link to a text, image, or button in your email design:

1. Create or open an email campaign or template and create your design with the Drag & Drop email editor.
2. Insert a text, an image, or a button in your email design.

3. Open the tab corresponding to the content block you want to add your installation link to: 

   Button Image Text

   1. Click your button content block to open its settings in the left panel.
   2. In the Link category, from the Type drop-down, select Brevo links > Wallet Pass. 
   3. From the Wallet pass drop-down, select the pass for which you want to share the installation link.
   4. (Optional) Add a tooltip that will appear when your contact hovers over the link. 

   1. Click your image content block to open its settings in the left panel.
   2. In the Link category, from the Type drop-down, select Brevo links > Wallet Pass. 
   3. From the Wallet pass drop-down, select the pass for which you want to share the installation link.
   4. (Optional) Add a tooltip that will appear when your contact hovers over the link. 

   1. Enter your text and select the part to which you want to add your installation link to. 
   2. In the top toolbar, click the Add link 🔗 icon.
   3. From the Type drop-down, select Brevo links > Wallet Pass.
   4. From the Wallet pass drop-down, select the pass for which you want to share the installation link.
   5. (Optional) Add a tooltip that will appear when your contact hovers over the link. 
   6. Click Insert. 
4. Once the installation link is added, complete your email design, test it, and send it to your customers through an automation or a campaign.

Step 5: Measure the performance of your wallet pass campaign

Once your email is sent, you can track how many contacts clicked the installation link and how many actually installed the pass.

Track clicks on the installation link

Click tracking is enabled automatically for all links in your Brevo email campaigns, including the wallet pass installation link. After sending your email, you can see how many contacts clicked the link from the Click tab > Click heatmap in your campaign report.

➡️ To learn more about how to read and export your email campaign report, check our dedicated article Analyze and export your email campaign report.

Track pass installations

Pass installations are not tracked directly in Brevo. To see how many contacts have installed your pass, check the statistics available in your Apple Wallet and Google Wallet developer accounts:

• 🍎 Apple Wallet: installations and usage metrics are available in Wallet Passes documentation and via the App Store Connect analytics dashboard if your passes are linked to an app.
• 𝗚 Google Wallet: pass save and usage statistics are available in the Google Pay and Wallet Console under your issuer account.

Step 6: Send notifications or update your pass

After customers install your pass, you can keep them engaged by sending push notifications directly to their lock screen or by moving them to a different pass as their status changes. Brevo offers three ways to do this:

🤖 Automations

Use automations to trigger actions automatically based on contact events:

• Send a wallet notification when a contact reaches a new loyalty tier, earns enough points to unlock a reward, or when a time-limited offer is about to expire.
• Move a contact to another pass when their situation evolves. For example, upgrade them from a standard membership pass to a premium one once they meet the required conditions.

➡️ To learn more about how to send wallet notification based on contact events, check our dedicated article Set up an automation to notify wallet contacts and/or move them to another pass.

📣 Campaigns

Use wallet campaigns to send marketing notifications to all contacts who have installed your pass. For example, to announce a promotion, a seasonal offer, or a new product launch.

➡️ To learn more about how to send a wallet campaign, check our dedicated article Create a wallet campaign.

📍 Geofencing

Use geofencing to send an automatic notification when a customer approaches one of your physical locations. This is useful for driving in-store traffic with a timely, location-based message.

➡️ To learn more about how to send a geofencing notification, check our dedicated article Send geofencing notifications to wallet pass holders.

⏭️ What's next?

• Create, add, or extend an Apple certificate for Brevo Wallet
• Create and add a Google certificate for Brevo Wallet
• Create a wallet campaign
• Set up an automation to notify wallet contacts and/or move them to another pass
• Send geofencing notifications to wallet pass holders

🤔 Have a question?

If you have a question, feel free to contact our support team by creating a ticket from your account. If you don't have an account yet, you can contact us here.

If you’re looking for help with a project using Brevo, we can match you with the right certified Brevo Agency partner.