This document explains how to use push notifications and geo-location features on Digital Wallet passes. It covers when to use them, how they work, and how to get the best results across Apple Wallet and Google Wallet.

Overview

• Digital Wallet passes let you communicate directly with customers using timely and relevant messages.
• Notifications can be personalised and, on Apple Wallet, triggered by location.
• Apple Wallet and Google Wallet handle notifications differently, so messages should be designed with both platforms in mind.

Push notifications

What they are

• Short messages sent to a customer’s wallet pass, visible on the lock screen and in the Wallet app.
• Typically used for offers, reminders, announcements, or updates.
• Maximum length: 125 characters.

How to use them effectively

• Keep messages short, clear, and action-focused, with a clear next step for the customer.
• Send notifications at times when customers are most likely to engage.
• Use available customer data, such as loyalty level or previous activity, to make messages more relevant.

Geo-location notifications (Apple Wallet only)

What they are

• Notifications triggered when a customer enters a defined physical area.
• Best suited for nearby store visits, events, or location-specific offers.
• Trigger radius: 100 metres.

How to use them effectively

• Use geo-locations only where the message adds clear value at that specific place.
• Pair location triggers with time-sensitive or in-store experiences to increase impact.
• Avoid locations where people remain for long periods, such as offices, as repeated triggers reduce relevance.

Practical tips

• Preview and test notifications on multiple devices before sending.
• Make sure any links or actions included in the message work as expected.
• Use push and geo-location features sparingly to maintain customer trust and attention.

Article last reviewed 18 February 2026 12:38