Pass types and templates

Understand pass templates and choose the right Apple Wallet and Google Wallet pass type for each use case.

A template defines the structure and visual design of a wallet pass. It determines the layout, labels, images, and the specific data fields displayed on the pass.

In The Wallet Crew, every template is built on top of a pass type. The pass type establishes the base format and the technical constraints required by Apple Wallet and Google Wallet. The template then layers branding, styling, and data-mapping rules onto this foundation to produce the final pass design.

Overview

Pass types & templates (Apple Wallet / Google Wallet)

Digital wallet passes allow businesses to deliver loyalty cards, tickets, coupons, and more directly to users’ phones. Understanding pass types and templates is key to creating passes that are both functional and visually appealing.

A pass type sets the foundation: it defines the shape, layout, and technical constraints required by Apple or Google. On top of this, a template applies branding, design elements, and data-mapping rules, determining exactly what information appears and how it looks.

After reading this section, you’ll know:

• The difference between pass types and templates

• Why these structures exist and how they help ensure a consistent user experience

• How to use templates to design passes that are ready for Apple Wallet and Google Wallet

Why do Apple and Google Enforce Templates

Apple Wallet and Google Wallet don’t allow completely free-form designs for passes. Instead, they require passes to follow specific templates. This ensures that each pass fits the wallet’s native user interface, behaves consistently, and remains readable and functional across devices.

While this might seem restrictive at first, it’s actually a benefit:

• Consistency: Users instantly recognize and understand passes because they follow familiar layouts.

• Reliability: Passes work correctly on different devices and screen sizes.

• Simplicity: Designers can focus on branding and content, without worrying about breaking the wallet’s interface.

Each template (loyalty cards, event tickets etc) has its own Apple and Google architecture, that you can find here:

Wallet Developer Guide: Pass Design and Creationdeveloper.apple.com

Loyalty Template  |  Loyalty cards  |  Google for DevelopersGoogle for Developers

Key Concepts

Glossary: Pass Type, Template, Issued Pass, Source System

Before designing wallet passes, it’s essential to understand the main building blocks:

• Pass Type: The base format and technical constraints required by Apple Wallet or Google Wallet

• Template: A design layer applied on top of the pass type, controlling layout, branding, and data mapping.

• Issued Pass: The actual pass delivered to the user’s wallet, containing real data.

• Source System: The external system that provides the data for the issued pass (POS tools, Marketing automation tools, E-commerce tools etc..)

Structuring Information, Not Just Visuals

Designing a pass isn’t just about making it look good, design includes:

• Structure: How information is organized on the pass

• Data Mapping: Linking the template to the correct data from the source system

• Constraints: Following Apple/Google rules and device limitations

• Branding: Applying colors, logos, and style consistently

• Operations: Managing updates, versioning, and delivery

Effective design ensures a pass is both functional and recognizable to users.

Separation of Responsibilities: Template vs Source of Truth

A template defines how information is presented on a wallet pass, but it is not the source of truth for business data. Key elements like validity, balances, entitlements, and redemption rules remain in upstream systems, such as a CRM, loyalty engine, POS, ticketing platform, or e-commerce systems.

The Wallet Crew renders and updates the wallet pass using that source-of-truth data. This approach ensures that the pass stays consistent with operations while still delivering all the benefits of a wallet user experience, including offline access, device-native presentation, and real-time updates.

By keeping design and data responsibilities separate:

• Templates focus on layout, branding, and rules

• Source systems handle accuracy, updates, and business logic

This separation prevents errors like hardcoding data in templates or mismanaging updates, while maintaining a seamless experience for the end user.

Turning Needs into Passes

From Use Case to Pass: The 5-Step Journey

Creating a pass at The Wallet Crew follows a clear, repeatable flow:

1. Choose a Pass Type : Select the base format (Apple Wallet or Google Wallet) that fits the use case, such as loyalty, ticket, coupon, or gift card.

2. Create a Template : Design the pass layout, apply branding, and define which data fields will appear.

3. Connect Data Sources : Link the template to the source-of-truth systems that hold business data, such as a CRM, loyalty engine, POS, ticketing platform, or e-commerce backend.

4. Issue the Pass : Generate and deliver the pass to the user’s wallet with real data.

5. Update the Pass : Push updates as data changes, ensuring the pass reflects the latest business state while maintaining offline and device-native functionality.

This structured workflow ensures consistency, accuracy, and a seamless user experience.

Connected Systems

Pass updates come from connected systems that serve as the source of truth. Examples include:

• Cegid Y2 : for events such as points balance, receipts

• Salesforce Marketing Cloud (SFMC) : for loyalty campaigns and promotions

• Bloomreach : for e-commerce updates and notifications

Events in these systems, such as point balance, redemption, status change, or schedule updates; trigger updates to the wallet pass, keeping it synchronized with real-time business operations.

Choosing the Right Pass Type

Selecting the right pass type doesn’t have to be complicated. Use this mini-guide to match your business need with the appropriate wallet pass:

Quick Decision Grid:

• Do you want to track points or rewards? Loyalty Card

• Is it for a one-time event or admission? Event Ticket

• Are you issuing store credit or prepaid value? Gift Card

• Is it a limited-time promotion or discount? Offer

• Does your use case not fit the above? Generic Pass

Overview of Supported Pass Types

The Wallet Crew supports multiple pass types. The right choice depends on the operational workflow and which data must stay up to date.

Loyalty card

Use a loyalty card when the pass represents an ongoing customer relationship and must update over time.

Typical content includes a member identifier, tier/status, points or stamps, and support links. Redemption is commonly a barcode/QR scanned at POS, followed by a points or tier update.

More details: Loyalty Card Template Configuration.

Event ticket

Use an event ticket when the primary workflow is controlled access with fast entry scanning.

Typical content includes event name, venue, date/time, seat/section, gate, and a barcode/QR. Updates are useful for schedule changes, seat moves, or operational messages.

More details: Event ticket.

Gift card

Use a gift card when the pass represents stored value that must decrease or increase over time.

Typical content includes a card identifier, balance and currency, expiry date when applicable, and a redemption barcode/QR (or NFC when supported). Balance updates after redemption are the core requirement.

More details: Gift card.

Offer

Use an offer for time-bound coupons or promotions, usually redeemed once.

Typical content includes an offer title, expiry date, conditions, and a redemption code (barcode/QR or promo code). The offer can be updated to reflect redemption state.

More details: Offer.

Generic

Use a generic pass when no dedicated pass type matches the use case, but a scannable or presentable credential is still needed.

Common patterns include membership cards that are not loyalty programs, staff badges, warranty cards, service bookings, or pickup credentials.

More details: Generic.

Use cases

Retail Loyalty

A retailer wants customers to carry their loyalty card in Apple Wallet or Google Wallet. The pass must reflect points, membership status, and promotions, and update after each purchase.

Minimum Data Required

• Customer ID

• Customer name (optional)

• Loyalty tier or status (optional)

• Points balance or stamp count (optional but recommended)

• Barcode or QR code for POS scanning

Front of the Pass

• Brand logo and colors

• Customer name or membership identifier

• Points balance

• Barcode/QR code/NFC

Back of the Pass

• Terms and conditions

• Support links

• Store locations or contact details

Typical Updates

• Points increase after a purchase

• Tier upgrade or downgrade

• Loyalty campaign messages

• Expiration or renewal of offers

Event Ticket

Gift Card

Coupon

Generic

Apple Wallet vs Google Wallet: Design Constraints That Impact Templates

While Apple Wallet and Google Wallet support similar use cases, their design systems and technical constraints differ. These differences affect how templates are structured, what content fits on the pass, and how information is presented to the user.

Understanding these constraints helps ensure that a template works consistently across both ecosystems while still respecting each platform’s native behavior.

Layout Limits

Apple and Google Wallet both rely on native UI layouts, which means the template does not control every visual detail.

Key differences include:

• Field density: Apple Wallet tends to show fewer fields on the front of the pass, prioritizing readability. Google Wallet often allows more flexible stacking of information.

• Field placement: Apple Wallet uses predefined zones (header, primary, secondary, auxiliary fields), while Google Wallet layouts can adapt more dynamically.

• Expansion behavior: Some fields may appear only when the pass is expanded or when the user taps into details.

For template design, this means you should prioritize the most important information and avoid overloading the pass with secondary data.

Images: Formats, Ratios, Sizes, and Safe Areas

Images are a core part of wallet branding, but each platform applies different rules.

Important considerations include:

• Supported image types and dimensions

• Aspect ratios required by the pass type

• Safe areas where logos or key elements should remain visible

• Automatic cropping or scaling performed by the wallet UI

Designing images with extra padding and flexible compositions helps ensure the pass looks correct across devices and screen sizes.

Barcode and QR Codes: Constraints and Best Practices

Most wallet passes rely on barcodes or QR codes for scanning and redemption.

Both Apple Wallet and Google Wallet support multiple barcode formats, but practical considerations include:

• Scanner compatibility at POS or entry gates

• Adequate contrast and size for reliable scanning

• Placement within the pass layout

Template Governance

As wallet programs grow, it becomes easy to accumulate too many templates. Without clear governance, teams may create slightly different templates for every campaign, language, or market, leading to maintenance complexity and inconsistent user experiences.

A simple governance approach helps keep templates scalable, maintainable, and easy to operate.

How Many Templates Do You Really Need?

A good starting rule is:

Start with one template per program and per pass type.

For example:

• One loyalty template for the loyalty program

• One event ticket template per ticketing program

• One gift card template for stored-value cards

From there, variations such as different customers, balances, statuses, or campaigns should be handled through data updates, not new templates.

This approach keeps the system simple while still allowing flexibility through dynamic content.

When to Create a New Template

Creating a new template is justified when the pass needs fundamentally different behavior or structure.

Good reasons include:

• A different layout is required (event ticket vs loyalty card)

• Different operational constraints

• Different data structure or business rules

• A completely different branding environment

If the difference can be handled through data changes, messaging, or updates, a new template is usually unnecessary.

Common Mistakes

• Creating too many templates Teams sometimes create new templates for each campaign or minor variation. Instead, reuse templates and let dynamic data drive the differences.

• Separating templates by language Wallet platforms support localization. Instead of creating a template per language, use localized labels and content within the same template.

• Overloading the front of the pass Trying to display too much information reduces readability. Keep the front focused on essential information and move secondary content to the back.

• Embedding text in images Text inside images cannot be localized or easily updated. Prefer real fields and labels whenever possible.

FAQ

What is the difference between a pass type, a template, and a pass?

Pass type is the base model required by Apple Wallet and Google Wallet (loyalty, offer, gift card, event ticket, generic).

A template is a configured instance of that pass type in The Wallet Crew. It defines branding, fields, and mapping rules.

A pass is the individual object installed by a customer. It uses one template at a time and can be updated over its lifecycle.

Can a pass be updated after installation?

Yes. Updates are a core wallet capability. The Wallet Crew updates the same installed pass, so customers don’t need to re-add it.

Is one template enough for a whole program?

Often yes. One template per pass type is a common baseline. Multiple templates are useful when different layouts or content rules are required.

Does a template decide if a pass is valid?

No. Validity and business state remain in source systems. The template controls how that state is displayed in Apple Wallet and Google Wallet.

Can I use the Generic pass type for everything?

Technically, yes, but it’s not always the best choice.

Dedicated pass types such as Loyalty Card, Event Ticket, Gift Card, and Offer provide structures that match common operational workflows. They also align better with how Apple Wallet and Google Wallet expect certain passes to behave.

Use Generic when the use case doesn’t fit a predefined category but still requires a presentable or scannable credential.

What triggers a pass update?

A pass update usually happens when data in the source system changes.

Common triggers include:

• Loyalty points being added or redeemed

• Balance changes on a gift card

• Ticket information updates (seat, gate, schedule)

• Offer redemption or expiration

• Status changes (membership tier, validity)

When these events occur in the source-of-truth system (CRM, POS, marketing automation tool, ticketing platform, etc.), The Wallet Crew can update the pass to reflect the new state.

Can one template serve multiple brands?

It depends on how different the brands are.

A single template can serve multiple brands if:

• The layout remains the same

• Branding elements (logo, colors) can be dynamically configured

• The data structure is identical

If the visual design or required fields differ significantly, creating separate templates is usually cleaner.

Next Steps

Now that you understand pass types, templates, and how wallet passes work, the next step is to start designing and configuring your own passes.

The following guides will help you go deeper into specific topics:

Template configurationEngage and animate