Gift cards haven’t changed much in decades, but consumer behavior has.

Today’s customers expect fast, mobile-first experiences. Plastic gift cards are easy to lose. eGift codes get buried in emails. And most digital redemption flows are clunky, impersonal, or quickly forgotten.

For brands, this leads to low redemption rates, missed opportunities for engagement, and limited visibility into how gift cards actually perform.

Mobile wallet gift cards offer a smarter alternative.

Instead of relying on email links or physical plastic, you can send a branded digital gift card that installs directly into Apple Wallet or Google Wallet. It stays visible on the lock screen, supports tap to pay, and enables real-time updates and wallet-based push notifications.

With Badge, you can launch mobile wallet gift cards at scale. Whether you’re sending post-purchase rewards, loyalty incentives, or service recovery credits, Badge helps you create, deliver, and track personalized gift cards that actually get used.

In this guide, you’ll learn:

• What a digital wallet gift card is and how it works

• The benefits of mobile wallet gift cards for brands

• How to issue them using a gift card API or no-code tools

• Real-world examples of campaigns that boost redemption and ROI

If you're looking to improve gift card performance, it's time to start with the mobile wallet.

What Are Mobile Wallet Gift Cards and How Do They Work?

Mobile wallet gift cards are digital gift cards that install directly into Apple Wallet or Google Wallet, just like a boarding pass or loyalty card. Once saved, they stay visible on the customer’s lock screen, update in real time, and deliver branded experiences that drive engagement.

This is a major upgrade from legacy formats.

Most brands still rely on plastic cards or emailed codes, even as customers shift to mobile-first, tap-to-pay behavior. That disconnect leads to lost cards, missed redemptions, and low visibility for brands.

The global gift card market is growing fast, from $320 billion in 2017 to more than $510 billion by 2025. But growth alone isn’t enough. Brands need smarter ways to deliver, track, and personalize gift cards at scale.

That’s where mobile wallet delivery makes a difference.

It brings together the ease of digital, the reach of mobile, and the power of real-time engagement, all in a format customers already use every day.

Why Mobile Wallet Gift Cards Drive Higher Redemption and ROI

Traditional gift cards are easy to forget. Plastic versions get lost or go unused, while eGift codes often end up buried in crowded inboxes. This results in low redemption rates, missed engagement opportunities, and limited visibility for brands.

Mobile wallet gift cards solve these problems.

They are built for modern, mobile-first behavior; always accessible, always branded, and able to engage users in real time.

Digital gifting is accelerating. In the U.S., 43% of gift card transactions are now digital. Mobile web performance for gift card delivery also rose by 9% year-over-year, showing a clear shift toward mobile-first formats. Consumers expect gift cards they can use from their phones, and merchants are adapting quickly.

1. Persistent Visibility Boosts Redemption

Mobile wallet gift cards stay front and center in Apple Wallet or Google Wallet. They:

• Appear on the lock screen based on time or location

• Remain easily accessible in the wallet app

• Float to the top when relevant to the user

This built-in visibility encourages higher activation and redemption compared to static codes or physical cards.

2. Push Notifications Drive Timely Action

With Badge, you can send wallet-based push notifications without needing an app. These alerts reach the lock screen directly and can be:

• Balance reminders for unused cards

• Location-aware nudges, like “Use your gift card at nearby stores”

• Flash promotions or time-sensitive offers

Push notifications increase engagement and outperform traditional channels like email or SMS.

3. Real-Time Data and Smart Automation

Mobile wallet gift cards unlock end-to-end visibility and control. You can:

• Track installs, views, and redemptions in real time

• Sync with your CRM or analytics stack

• Trigger automated campaigns based on user behavior

This level of insight allows for better targeting, faster feedback loops, and stronger ROI.

4. Built for Mobile-First Shoppers

Consumer behavior is mobile-first, and gift card strategy should follow. Wallet-based gift cards deliver:

• One-tap install with no app required

• Barcode or QR code redemption at checkout

• Seamless integration with loyalty, messaging, and payments

These features meet customer expectations and make redemption effortless.

Why Badge Is the Best Platform for Mobile Wallet Gift Card Programs

The best mobile wallet gift card experiences are easy to create, personalize, distribute, and manage. Badge is purpose-built for exactly that.

Whether you're issuing post-purchase rewards, launching a mobile gift cards campaign, converting physical cards, or sending digital recovery credits, Badge gives you the tools to build mobile gift card experiences that are fast, scalable, and designed for real engagement.

1. Frictionless Install with One-Tap Delivery

Every gift card is delivered through a secure, one-time install link. There is no login required, no app to download, and no technical setup for the customer.

• Compatible with Apple Wallet and Google Wallet

• Delivered via SMS, email, QR code, or embedded in post-purchase flows

• Installs instantly with a single tap

• Automatically optimized for iOS or Android

Customers install with ease, and your team can distribute across any channel.

2. Real-Time Balance Sync and Dynamic Updates

All Badge gift cards are dynamic and automatically stay up to date. You can adjust content, value, and messaging on the fly.

• Show live balance, loyalty status, or bonus offers

• Push updates using the dashboard or API

• Change design or fields based on customer behavior

• Set cards to expire or archive based on usage

This makes every card feel personalized and timely.

3. Push Notifications and Lock Screen Engagement

Badge enables wallet-based push notifications that reach users directly. You do not need a native app or additional permissions.

• Send reminders for unused balances or expiring offers

• Trigger messages based on location, time, or inactivity

• Promote upgrades, loyalty rewards, or limited-time perks

• Filter audiences using tier level, install date, or engagement status

You stay visible without spamming inboxes or relying on paid media.

4. Tap-to-Pay-Like Redemption Experience

Badge gift cards work seamlessly online and in store. Each card is scannable and adaptable based on use case.

• Scan barcodes or QR codes at POS

• Redeem online with card number and PIN

• Display countdowns, bonus values, or loyalty tiers

• Use geolocation to surface the card when customers are nearby

The result feels like Apple Pay, but for branded store credit and rewards.

5. Transition Physical Gift Cards to Digital

If you're still issuing plastic gift cards, Badge can help you move to mobile without disrupting your systems.

• Authenticate existing cards using forms, APIs, or barcode scans

• Convert them into mobile wallet passes

• Track who installs, redeems, or drops off

• Send follow-up notifications to boost usage after conversion

6. Flexible for Marketers and Developers

Badge is designed for both no-code teams and technical integrations. Whether you’re launching quickly or building into a full ecosystem, the platform adapts to your needs.

• Marketers: Create and send mobile gift cards through an intuitive dashboard and no-code mobile wallet platform. Customize design, messaging, and notifications without writing code

• Developers: Use Badge’s REST API to automate workflows, sync with your CRM or POS, and manage gift card logic across channels

No matter your tech stack or campaign goals, Badge helps you launch mobile wallet gift cards that scale with your business.

How to Launch Mobile Wallet Gift Cards with Badge

Whether you’re sending thousands of loyalty rewards or issuing a one-time credit to a VIP, Badge makes it easy to launch mobile wallet gift cards, without complex development or extra overhead.

You can use the no-code dashboard for fast manual setup, or the gift card API for full automation and integration. The system is secure, scalable, and designed for both marketers and developers.

Here’s how to launch mobile wallet gift cards in four simple steps:

Step 1: Create the Gift Card

Define the value, branding, and content. Whether it’s a $25 birthday reward or a personalized service credit, Badge creates a dynamic gift card pass that installs into Apple Wallet or Google Wallet.

• Use the no-code dashboard or automate with userPassUpsert

• Customize fields like balance, expiration, and reward type

• Apply user-based logic for personalized gift cards at scale

Step 2: Deliver a Secure Install Link

Badge generates a secure, one-time download link for each card. You can send it by SMS, email, QR code, push notification, or embed it into your post-purchase or support flows.

• One link installs one card to one wallet

• No logins, apps, or technical barriers

• Use your CRM, helpdesk, or ecommerce platform to send the link

Step 3: Engage with Push Notifications and Lock Screen Prompts

Once installed, the gift card becomes an engagement channel. You can send wallet-based push notifications and control visibility based on time, location, or behavior.

• Send timely nudges like “You still have $10 to spend”

• Trigger reminders when users are near a retail location

• Notifications appear right on the lock screen

Step 4: Track Redemption and Performance in Real Time

As customers use their gift cards, Badge captures performance data across the full lifecycle. You can:

• Sync usage data with your CRM, POS, or analytics tools

• Monitor installs, views, redemptions, and notification response

• Filter performance by campaign, user segment, or distribution channel

Whether you prefer a no-code solution or deep API integration, Badge gives you full control over how you create, deliver, and optimize wallet-based gift cards. It’s the fastest way to move from static codes to mobile-first campaigns that actually convert.

Real-World Example: Pine Labs Activated 70,000 Merchants with Google Wallet Gift Cards

Results at a glance:

• Gift cards launched across 70,000+ merchant locations

• 74% of users enabled push notifications and location sharing

• Real-time balance sync reduced support volume

• Higher redemption rates and repeat engagement

When Pine Labs set out to upgrade gift card delivery across India, Southeast Asia, and the Middle East, they partnered with Badge and Google to launch a fully mobile gifting experience.

Their goal was clear: replace outdated delivery methods with a seamless, Google Wallet gift card solution that customers could use instantly.

The Opportunity

Even as demand for digital gifting increased, most gift card programs relied on email links, printed vouchers, or app-based redemption. These formats led to low visibility, limited tracking, and drop-off after initial delivery.

The launch of Google Wallet in India created a turning point. Pine Labs saw the chance to shift from fragmented formats to a unified, mobile-first flow.

The Solution

Using Badge’s gift card API and mobile wallet infrastructure, Pine Labs introduced a new gifting experience centered on Google Wallet gift cards that were:

• Easy to install using mobile number, card number, and PIN

• Branded, dynamic, and updated in real time

• Discoverable via native Google Wallet search

• Actionable, with wallet-based push notifications and location-aware prompts

The result was a frictionless gifting journey. Customers could receive and redeem gift cards in just a few taps. With real-time balance visibility and smarter in-wallet engagement, Pine Labs unlocked better redemption rates and long-term value across its merchant network.

Use Cases: How Brands Use Mobile Gift Cards to Increase Engagement

Mobile wallet gift cards aren’t just a more convenient format—they’re a powerful marketing channel for loyalty, re-engagement, and real-time conversion.

With Badge, brands can issue digital gift cards that are personalized, branded, and trackable. Each card installs directly into Apple Wallet or Google Wallet, stays visible on the customer’s phone, and becomes an active touchpoint across the lifecycle.

Here are six proven ways brands are using mobile wallet gift cards with Badge to increase retention and ROI:

1. Reward Loyalty with Personalized Value

Loyalty programs work best when rewards feel timely and relevant. Instead of static coupons, personalized gift cards offer real value and visibility.

With Badge: Create mobile gift cards based on tier, behavior, or lifecycle stage. Customize metadata, design, and balance in real time. Issue manually or automate using the Badge API or dashboard.

Example: A beauty brand sends a $20 mobile gift card to Gold-tier customers after their third order. The pass includes a custom message and design. A push notification reminds them to redeem it before the week ends.

2. Run High-Converting Campaigns and Product Launches

Mobile wallet gift cards can drive urgency during product drops, referrals, and seasonal offers.

With Badge: Generate gift cards in real time based on user actions like purchases or email clicks. Add expiration dates, campaign-specific values, and lock screen notifications. Trigger alerts when customers are near a store.

Example: A DTC apparel brand offers “Spend $100, Get $15 Back.” Qualifying users receive a mobile gift card that surfaces on their lock screen when they walk past the store.

3. Modernize the Ecommerce Gifting Experience

Most e-gift card flows still rely on email or PDF. Mobile wallet delivery makes gifting instant and frictionless.

With Badge: Send gift cards via SMS or email with a one-tap install link. No app, no login. Track install status and automatically resend if needed.

Example: A shopper buys a $50 gift card for a friend. The recipient installs it in seconds and receives push alerts for balance updates or bonus offers.

4. Resolve Customer Issues with Instant Recovery Credits

When things go wrong, fast resolution matters. Mobile wallet gift cards let your support team respond immediately.

With Badge: Trigger gift card delivery directly from Zendesk, Salesforce, or your support tool. Include branded messaging and redemption deadlines to drive action.

Example: After a delayed delivery, a customer receives a $15 gift card with a thank-you note. A push notification reminds them to redeem it within 7 days.

5. Distribute Internal Rewards and Partner Gifting

Recognizing employees or partners? Wallet-based gift cards simplify the process at scale.

With Badge: Create bulk cards for any audience. Customize by team, region, or campaign. Track installations and redemptions through the dashboard or API.

Example: A tech company rewards top sales reps with $50 mobile gift cards. Each card includes the company logo and a QR code for in-store use. HR tracks redemption data in real time.

6. Power Influencer and Creator Campaigns

Gift cards are a flexible incentive for creators and their audiences—with built-in tracking and attribution.

With Badge: Generate unique gift cards for creators, complete with expiration rules, UTM tracking, and branded designs. Monitor installs and redemptions to measure ROI.

Example: A beverage brand gives 10 influencers 25 mobile gift cards each to share with followers. Badge tracks which fans redeem the cards and which creators drive the most installs.

Advanced Strategy: Combine Loyalty Perks with Gift Card Value

Most brands manage gift cards and loyalty programs separately. Customers receive a gift card through one channel, check points in another, and access rewards elsewhere. This fragmented setup creates confusion, reduces engagement, and limits redemption.

Badge brings everything into one mobile wallet pass.

You can combine gift card value, loyalty tier, and membership perks into a single branded pass saved to Apple Wallet or Google Wallet. It updates in real time, lives on the customer’s phone, and acts as an ongoing engagement tool.

Each pass:

• Syncs balance, tier status, and new perks automatically

• Stays accessible for in-store and online use

• Sends push alerts based on location, behavior, or milestones

• Requires no app downloads or logins

This unified approach improves visibility for your team and simplifies the experience for your customers.

How It Works with Badge

Badge makes it easy to create dynamic wallet passes that combine gifting and loyalty.

• Show both gift card balance and loyalty tier on one pass

• Use templates for different tiers, campaigns, or customer segments

• Trigger real-time push notifications for rewards and expiration reminders

• Connect with your CRM or POS using API or no-code workflows

• Generate secure claiming links for both new and existing users

You can build and launch these experiences directly in the Badge mobile gift card dashboard or integrate them into your existing systems.

Launch Mobile Gift Cards That Actually Convert, Powered by Badge

Traditional gift cards are often forgotten, left unredeemed, or lost in inboxes. Mobile wallet gift cards offer a better solution. They are built for how people shop today; mobile, tap to pay, and always accessible on the lock screen.

With Badge, you can launch mobile gift cards that are:

• Branded and personalized for each customer

• Easy to install in Apple Wallet or Google Wallet, with no app required

• Trackable from delivery through redemption, with real-time performance data

• Engaging, with push notifications, geolocation triggers, and dynamic updates

• Simple to manage using either the API or the no-code dashboard

Whether you are converting plastic cards, launching a loyalty campaign, or building a multi-channel promotion, Badge gives you the tools to scale mobile gifting with ease.

The result is a gift card that actually gets used, not overlooked.

👉 Talk to us to launch your wallet-based gift card program with Badge.

Badge Frequently Asked Questions (FAQs)

What is a digital wallet gift card?

A digital wallet gift card is a mobile-first version of a gift card that can be saved to Apple Wallet or Google Wallet. Unlike plastic cards or emailed codes, it lives on the customer's phone, updates in real time, and supports tap-to-pay–style redemption using barcodes or QR codes. It also enables push notifications, providing a more visible and engaging experience.

How do I launch mobile wallet gift cards?

You can launch mobile wallet gift cards using Badge’s no-code dashboard or mobile wallet API. Create branded passes, send secure install links by SMS, email, or QR code, and engage users with real-time push alerts. Badge supports both manual workflows and full automation at scale.

Are mobile gift cards better than physical cards?

Yes. Mobile gift cards are easier to distribute, personalize, and track. They are less likely to be lost or forgotten, and they allow brands to send wallet-based push notifications, update content in real time, and track redemption and usage. All of which physical cards cannot do.

How do I install an eGift card into Apple Wallet or Google Wallet?

Customers can add an eGift card to Apple Wallet or Google Wallet by tapping a secure download link. With Badge, these links are delivered via SMS, email, QR code, or directly from a website or app. Installation takes one tap and works across iOS and Android with no app or login required.

Apple Wallet gift card vs Google Wallet gift card: what’s the difference?

Both formats offer mobile storage, push notifications, and real-time updates. Apple Wallet is native to iOS and supports lock screen triggers and deep integration with iPhones. Google Wallet, available on Android, also allows users to discover and install gift cards directly through Wallet search. Badge supports both using a unified setup.

How do I issue a gift card using a mobile wallet API?

With Badge’s mobile wallet API, you can issue digital gift cards programmatically. Create passes, assign values, sync balance updates, and trigger push notifications, all from your existing CRM, ecommerce platform, or backend system.

What are the benefits of mobile wallet gift cards for brands?

Mobile wallet gift cards offer brands:

• Higher redemption rates

• Lock screen visibility

• Real-time balance and usage tracking

• Automated push notifications

• Seamless delivery through links or QR codes

• Lower operational costs compared to physical cards

They turn gift cards into a full engagement channel, not just a one-time reward.

Can you use a gift card with Apple Pay?

Gift cards cannot be used directly as Apple Pay payment methods. However, when stored in Apple Wallet using Badge, they can be scanned at checkout using a barcode or QR code, delivering a tap-to-pay–like experience without needing an additional app.

How do I convert a physical gift card to a digital pass?

Use Badge’s conversion workflow to authenticate a physical gift card using a card number, PIN, or barcode. Once verified, a secure install link is generated, allowing the customer to save a digital version of the card to Apple Wallet or Google Wallet. You can then engage them with push notifications and track redemption.

How do I add a gift card to Apple Wallet or Google Wallet?

Simply send a secure download link. With Badge, users tap the link and instantly add the gift card to their mobile wallet. No account login, app installation, or manual entry is required.

Can I track gift card usage after it’s installed?

Yes. Badge lets you track installs, redemptions, balance changes, and push notification performance in real time. You can sync this data to your CRM, POS, or analytics tools to monitor success across campaigns.

What’s the best mobile gift card solution for ecommerce brands?

Badge is the best solution for ecommerce brands looking to personalize, automate, and track mobile wallet gift cards. It offers both API and no-code options, supports Apple and Google Wallet, and enables real-time engagement and performance tracking.

Can I send personalized digital gift cards at scale?

Absolutely. With Badge, you can create and send personalized digital gift cards using pre-set templates or API logic. You can customize values, expiration, visuals, and messaging for each recipient, without building a custom app.

How can I automate eGift card campaigns?

Badge allows you to automate eGift card campaigns using no-code tools or API integrations. Set rules based on actions like purchases, referrals, or support tickets. Automate delivery, expiration reminders, and push notifications to drive consistent engagement.

How do I upgrade gift cards with real-time notifications?

Use Badge’s push notification engine to send alerts based on behavior, balance, or timing. You can remind customers about expiring balances, promote limited-time offers, or notify them of new rewards—all directly on the lock screen.

What’s the difference between wallet passes and email gift certificates?

Wallet passes are stored in Apple Wallet or Google Wallet and update in real time. They can trigger push notifications and appear on the lock screen when relevant. Email gift certificates are static, often get lost in the inbox, and offer no ongoing engagement.

How do mobile gift cards support loyalty and engagement?

Mobile gift cards can be tied to loyalty tiers, purchase behavior, and rewards programs. With Badge, you can update gift cards dynamically, issue perks based on engagement, and keep your brand visible after the initial delivery.

How can I create dynamic gift cards with balance tracking?

With Badge, dynamic gift cards update automatically as balances change, perks unlock, or offers expire. You can set these rules using the dashboard or automate them through the API—making each card a living part of your customer’s wallet.

What’s a good mobile gift card strategy for better retention?

A strong retention strategy includes sending personalized gift cards, using push reminders, and tying gift cards to loyalty programs. With Badge, you can automate these touchpoints and keep your brand top of mind throughout the customer lifecycle.