While mobile apps are powerful tools for engaging customers, Apple and Google Wallet passes offer unique advantages that complement—and in some cases surpass—what a standalone app can achieve. Here’s why passes are a smart choice for many businesses:

Developing and maintaining a feature-rich mobile app is expensive and time-consuming. Apple and Google have already invested millions of dollars into their Wallet platforms, providing businesses with a ready-made solution that leverages advanced capabilities.

These Wallet apps are deeply integrated into the operating system, allowing them to access low-level functionalities (like lock screen integration and location-based triggers) that third-party apps cannot replicate. By using Wallet passes, you can save significant development costs while still delivering a seamless user experience.

Wallet apps come pre-installed on billions of devices worldwide:

This means your passes are instantly accessible to users without requiring them to download or install anything additional. In contrast, your app may struggle with low download rates or require ongoing efforts to encourage adoption.

Smartphone users prefer to manage certain types of content in their device’s native apps. Just as they use their default email app for messages or their built-in browser for web surfing, they prefer to store and manage wallet content (like loyalty cards, tickets, and coupons) in their Wallet app. This familiarity and convenience make passes more likely to be used and retained by customers compared to content buried within a standalone app.

Passes are designed to help users take actions in the physical world—whether it’s redeeming a discount, boarding a plane, gaining event access, or collecting loyalty points. Unlike apps, which require users to open them manually, Wallet passes are contextually relevant and appear automatically on the lock screen when needed. For example:

This seamless integration ensures that your offers and tools are always at the user’s fingertips, without requiring them to search through an app.

Passes are not static—they can be updated in real time to reflect changes like new rewards points, updated event details, or redeemed offers. Users don’t need to open your app to see these updates; they’re automatically synced to their Wallet. This ensures that your customers always have the most up-to-date information, even if they don’t have your app installed.

Your app and Wallet passes can work together to create a richer user experience. Instead of duplicating Wallet functionality, your app can focus on tasks that passes can’t handle, such as:

This complementary approach ensures that your app adds value without overlapping with the convenience of Wallet passes.

One of the most powerful features of Wallet passes is their ability to appear on the lock screen at the right time and place. By setting relevance information (such as a specific time or location), you can ensure that your passes are front and center when users need them. For example:

This passive yet highly effective feature eliminates the need for complex programming in your app and ensures that your passes are always accessible.

Not all your customers will have your app installed, but nearly all of them will have access to Apple or Google Wallet. Passes ensure that your offers and tools are available to everyone, regardless of whether they’ve downloaded your app. This broad accessibility can significantly increase engagement and customer satisfaction.

While your app is a valuable tool for customer engagement, Wallet passes offer unique advantages that make them an essential addition to your digital strategy. They are cost-effective, universally accessible, and designed for real-world utility, ensuring that your customers can interact with your brand seamlessly and effortlessly. By combining the strengths of your app with the convenience of Wallet passes, you can create a more comprehensive and user-friendly experience for your audience.