Push notifications
Compare Apple Wallet and Google Wallet push notifications: triggers, limits, and common use cases with The Wallet Crew.
Wallet notifications help you deliver timely information in a familiar channel. Apple Wallet and Google Wallet do not work the same way, so your trigger strategy matters. Apple Wallet notifications require a pass update. Google Wallet can notify from a message.
Push notifications in mobile wallets are a key tool for strengthening customer loyalty and delivering relevant real-time information. This article explores the specifics of notifications in Apple Wallet and Google Wallet, detailing their functionality, similarities, differences, and practical applications.
Real-world examples
A loyalty member receives a points update after a purchase.
A gift card balance is refreshed after an in-store redemption.
A ticket holder is alerted about a gate change or schedule update.
A customer gets a reminder when a coupon is about to expire.
A store visit triggers a “don’t forget your card” message near the entrance.
How Push Notifications Work
Apple Wallet
In Apple Wallet, push notifications are tightly integrated into the iOS system. They are triggered only when a pass is updated, such as a modification to a field, a QR code, or a location.
These notifications appear on the lock screen as banners or in the notification center, and their content is visible in the "Last Notification" field on the back of the pass. Apple also offers automatic triggering options based on criteria such as geolocation, a specific date, or an event.
Google Wallet
Google Wallet, on the other hand, offers a more flexible approach. Notifications can be sent without requiring a pass update. They appear as standard Android notifications and alert the user that a new message has been added to the pass.
This feature allows for more dynamic use, especially for reminders or promotional offers. Google Wallet also offers two options: display the message only in the pass details or generate a notification in addition to displaying it on the pass.
Updating Card Information and Triggering Alerts
The Wallet Crew allows dynamic management of passes (Apple Wallet and Google Wallet) through its unified API. This means that the information displayed on the passes can be updated at any time directly from your connected systems (CRM, ticketing, POS, etc.). For example:
Modify a field such as the remaining balance on a gift card.
Update an expiration date for a coupon or a ticket.
Add or change a promotional offer displayed on a pass.
When an update is made, it is synchronized in real-time with Apple and Google Wallet. A push notification is then automatically generated to inform the user of the change.
A pass update can refresh fields and trigger a notification, depending on platform rules.
Types of Notifications
Geolocation-Based Notifications
These notifications are triggered based on the user's geographic location. To do this, Apple Wallet uses GPS coordinates to identify when the user enters or exits a defined area, such as a store or event. Meanwhile, Google Wallet relies on Google Maps information associated with the Google account to determine proximity to a specific location.
Location-based notifications can surface when customers approach a store or venue.
Date- or Calendar-Based Notifications
These notifications are scheduled to be sent at a specific date or time.
Brands can define reminders or alerts based on the validity of a pass or an event.
Time-based reminders help customers act before an expiry or event.
Event-Triggered Notifications via The Wallet Crew
The Wallet Crew can automatically trigger a notification following a specific event captured by your connected systems (CRM, POS, ticketing, etc.). Through its API, The Wallet Crew connects to your systems to detect events such as a purchase, accumulation of loyalty points, or a cancellation.
Events from your CRM, POS, or ticketing system can trigger pass updates and messages.
Notifications via Beacon Tags
When the user is near a specific physical location, a notification is triggered. How is this possible? Thanks to beacon tags, which use Bluetooth technology to detect nearby devices. This functionality is available exclusively with Apple Wallet.
Beacon triggers are Apple-only and require Bluetooth proximity.
Manual Notifications in Apple Wallet and Google Wallet
With Apple Wallet, it is possible to customize both the title and content of the push notification. This customization allows the message to be adapted directly to the lock screen of the user.
In addition to the notification message, Apple Wallet also allows for updating the information visible on the back of the pass. For example, you can update details such as an offer or an event schedule.
For Google Wallet, you cannot customize the title or content directly visible in the notification. The notification only serves to indicate that an update has been made to the pass. Consequently, the user must open the pass to view the updated information.
Limits
Apple
Push notifications appear on the iPhone lock screen, in Notification Center, and on Apple Watch if enabled.
As of iOS 18 (2025), up to 3 lines are displayed. Character visibility depends on screen size, font settings, and character width. On average, 40–50 characters fit per line. We recommend keeping messages under 140 characters to avoid truncation. Notifications are also displayed on Apple Watch (watchOS), with a smaller screen. It typically shows only 1–2 lines, with about 60–80 characters visible before truncation.
Google
Google Wallet has some restrictions:
Some considerations when sending messages with notifications to users:
Users must have notifications enabled for their passes to receive push notifications.
Messages may contain URIs to your website or app. Hyperlinks must be related to the pass. It is a violation of the Acceptable Use Policy to send users to links not related to the pass.
You may send a maximum of 3 messages that trigger a push notification in a 24-hour period. Google may throttle delivery if it deems you are spamming users.
The push notification users see on their lock screen is controlled by Google Wallet.
We also observe that notifications may appear only up to 24 hours after a pass is installed.
More information is available here: Considerations when sending messages - Google documentation
Key Differences
Notification Triggering
Apple Wallet imposes significant restrictions on notifications. These can only be triggered by a pass update, limiting their flexibility for dynamic campaigns. Notifications directly contain the message content but do not support clickable links within the notification itself.
In contrast, Google Wallet offers greater freedom. Notifications can include text, clickable links, and other interactive elements. They are also independent of pass updates, enabling more use cases, particularly for marketing. However, this flexibility comes with a price: only three notifications per day per pass are allowed.
Push Notification Content
For Apple Wallet, when a push notification is sent, the message content can be displayed directly in the notification itself. The user does not need to open the pass to view the information.
On the other hand, Google Wallet push notifications do not allow the message content to be displayed directly in the notification. Instead, they typically serve to alert the user that a new message or update has been added to the pass. The user must then open the pass to view the details.
Apple can display message text on the lock screen. Google often prompts users to open the pass.
Value-Added Opportunities
For Google Wallet, "Value-Added Opportunities" allow enriching passes with interactive content. These elements include:
A personalized title to capture attention.
A concise description to provide more context.
A visual image to make the pass more attractive.
A clickable link, allowing the user to be redirected to a product page, special offer, or event.
Thus, the pass becomes an interactive touchpoint that can engage customers beyond basic updates.
Do we find this functionality in Apple Wallet? The answer is no. The information remains static or contextual (e.g., automatic field updates) without additional interaction such as a link redirecting the user to external content.
Google Wallet can add richer message blocks inside the pass.
Tracking and ROI in Apple Wallet and Google Wallet
Apple Wallet and Google Wallet are designed to protect user privacy, meaning they do not directly provide detailed statistics on the use of passes.
However, it is possible to work around this limitation by adding tracking mechanisms and indirect metrics to measure ROI, such as links inserted into passes (e.g., in text fields or via the "Value-Added Opportunities" of Google Wallet), which can be equipped with UTM parameters or shortened links.
The Wallet Crew: Simplify Mobile Wallet Management with a Unified API
Management via a Unified API
The Wallet Crew centralizes the management of the two main mobile wallet platforms, Apple Wallet and Google Wallet, via a single API. This has several advantages for brands and developers:
Simplified Integration: A single API reduces technical complexity and the time required to integrate the features of both platforms.
Flexibility: Brands can easily launch passes (loyalty cards, tickets, coupons, etc.) tailored to both platforms without worrying about technical specifics.
One API lets you update both platforms with consistent business logic.
Communication Hub for Mobile Wallets
The Wallet Crew is more than just a pass management tool. It acts as a communication hub, enabling brands to interact with their customers directly through their mobile wallets. The solution synchronizes in real-time with your point-of-sale, ticketing, and CRM systems for smooth and effortless management.
From The Wallet Crew platform, you can:
Manage the sending of notifications in accordance with the specifics of each platform.
Personalize passes with dynamic data, such as customized promotions, tailored messages, or interactive fields.
Collect and analyze user interactions with their passes (additions, deletions, etc.).
Conclusion
Push notifications in Apple Wallet and Google Wallet provide powerful tools to engage users and deliver relevant information. While their functionalities differ, they share common characteristics centered on personalization and context.
Apple Wallet is ideal for discreet and contextual updates, while Google Wallet offers greater flexibility for interactive campaigns. By combining both platforms, brands can maximize their reach and deliver a seamless user experience.
FAQ
Can I customize the notification text on Google Wallet?
Not in the same way as Apple Wallet. Google Wallet notifications typically alert the user that a message was added. The user then opens the pass to read the message content.
Why did a customer not receive a wallet notification?
Start with device settings. The customer may have disabled notifications globally or for that specific pass. Focus modes can also silence alerts.
Then validate the trigger. Apple Wallet requires a pass update. Google Wallet delivery depends on how you sent the message and Google Wallet’s own rules.
What are the Google Wallet sending limits?
Google Wallet limits messages that trigger a push notification to 3 per 24-hour period per pass. Google may throttle delivery if it detects spammy behavior.
Should I treat wallet notifications as marketing?
It depends on the message purpose. Service messages (balance, points, event info) are typically transactional. Promotions and traffic-driving messages are marketing.
If you operate in the EU, align with your consent model and legal basis. For details, read Consents & GDPR compliance.
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