Guide

Klaviyo and Apple Wallet: add wallet passes to your emails and flows

Klaviyo already knows who your customers are. WalletPassBuilder gives each of them an Apple Wallet and Google Wallet pass, such as a membership card, loyalty card or ticket, and connects the two: each person's Add to Wallet link lands on their Klaviyo profile, saves and loyalty stamps arrive as events that start flows, and a lock-screen message can go to just one segment.

Last updated October 23, 2026. Facts about Apple Wallet and Google Wallet were checked against Apple’s and Google’s own documentation, linked in the sources.

The short answer

1. In WalletPassBuilder, design a pass with variables such as {name}, so each person gets their own copy.
2. Connect Klaviyo under Settings, then Klaviyo, or from the invite link we send you.
3. Choose a Klaviyo list to give everyone on it a pass. Each person’s link is saved on their profile.
4. Paste the link’s tag into a Klaviyo email or text, and start flows from wallet events.

You need a WalletPassBuilder account (new accounts get free pass credits to start) and a Klaviyo account.

What the Klaviyo app does

1. Make a per-person pass

Profile links and list syncs need a pass where each person gets their own copy. Design it once with variables where each person’s details go: {name} on the front, {member_id} in the barcode, and a variable such as {email} that identifies them. Loyalty programs work too: each member already has their own pass.

A shared pass, with one link for everyone, still sends save and removal events, but there’s no one to match to a profile. See how to make QR code membership cards or loyalty cards for small businesses for a starting design.

2. Connect Klaviyo

1. In WalletPassBuilder, open Settings, then Klaviyo, and click Connect Klaviyo. Or open the invite link we sent you.
2. Sign in to Klaviyo if asked, choose the account and approve WalletPassBuilder’s access.
3. You come back to the Klaviyo settings page, which shows the connected account. Under What’s sent to Klaviyo, turn on Wallet and loyalty events, Pass links on profiles, or both.

3. Match passes to profiles

Under Passes, each per-person pass and loyalty program is listed. For each one, set Match people by to the variable that holds each person’s email or phone number. People are matched to Klaviyo profiles by email, or by phone when there’s no email, and profiles update within a few minutes.

Klaviyo needs phone numbers with a country code. If people sign up with a local number, as they often do on a loyalty sign-up, set Country code for phone numbers so the number is completed before it’s sent.

4. Put the Add to Wallet link in emails and texts

With Pass links on profiles on, each pass gets profile properties named after it: for a pass called Iron Peak Gym, Iron Peak Gym Wallet Pass holds the person’s link. Loyalty programs also get Progress and Rewards Earned properties, so an email can say how many stamps someone has.

The settings page shows a ready-made tag for each property, such as {{ person|lookup:'Iron Peak Gym Wallet Pass' }}. Click Copy and paste it into a Klaviyo email as the link of an Add to Wallet button, or into an SMS. Klaviyo uses lookup tags for property names with spaces, and each person sees their own link.

5. Start flows from wallet events

Events appear in Klaviyo under Analytics, then Metrics, with the WalletPassBuilder logo. Create a flow with a Metric trigger and pick one:

A metric-triggered flow runs every time the event happens, so add a flow filter if a message should only go once, for example “has not received this flow in the last 30 days”.

6. Issue passes to a Klaviyo list

1. Under Issue passes to a Klaviyo list, click Add a list.
2. Choose the Klaviyo list and a per-person pass. For each variable on the pass, choose the profile field it comes from, such as first name or email, or type the name of a custom property.
3. Tick Also issue passes to everyone already on the list to include current subscribers; otherwise only people who join from now on get one.
4. Click Start issuing passes.

Everyone on the list gets their own pass within a few minutes, and their link is added to their profile, ready for a welcome flow. Each new pass uses one pass credit. Someone whose profile is missing a chosen field is skipped and listed under Recent activity.

7. Message a Klaviyo segment

A lock-screen notification normally goes to everyone who saved a pass. With Klaviyo connected, you can send one to only the people in a segment, such as VIPs or members who haven’t visited in a month. Everyone else’s pass stays as it is.

1. Under Message a Klaviyo segment, choose the pass and the segment.
2. Add an optional title and the message, such as “Double stamps this weekend”.
3. Click Check who it reaches to see how many people match, then send.

Messages don’t use credits, and they appear in your notification history. Keep them rare and useful; the wallet pass notifications guide covers what works.

Flows worth building

Welcome a new member with their pass

Issue passes to your members list → welcome flow on joining the list → an email with an Add to Wallet button using the pass link tag.

Nudge people who haven’t saved it

Welcome email → wait three days → split on whether Added Pass to Wallet happened → a reminder to those who haven’t.

Win back removals

Removed Pass from Wallet → an email asking what went wrong, with the link to add it again.

Bring rewards back to the counter

Reward Earned → wait a week → if no Reward Redeemed, a reminder that a free coffee is waiting.

What it can’t do

• Design a pass. Make it in the builder first; Klaviyo issues it and sends the link.
• Send emails or texts itself. Klaviyo sends them, from your flows and campaigns.
• Match a shared pass to a person. Use a per-person pass or a loyalty program for profile links.

Frequently asked questions

Sources

Apple’s newer developer pages load dynamically, so where a number comes from Apple it is taken from its Wallet Developer Guide and support pages. If Apple’s or Google’s current documentation differs, follow theirs.

• Klaviyo Help Center: How to create a metric-triggered flow
• Klaviyo Help Center: Message personalization reference
• Klaviyo Help Center: Understanding custom profile properties
• Klaviyo Help Center: Understanding flow triggers and filters
• Apple: Wallet Developer Guide, Updating Passes