A wallet pass is the only marketing channel a small business gets where the customer opted in by doing something they wanted anyway. They added a card to collect stamps. That is the whole permission, and it is worth more than an email address because nobody has learned to ignore it yet.
Which is exactly why the interesting question is not how to send. It is who to send to, and how rarely. What the mechanism does is on the broadcasts page; this page is about the decisions.
Choose the audience before you write the message
Most people write the message and then wonder who should get it, which produces a message aimed at nobody. The audience is the decision that determines the wording, so make it first.
There are four. Everyone holding the card. The customers seen in the last 30 days. The customers not seen for over 30. Or a named list of individuals. Every one of them also excludes anybody who unsubscribed from messages and anybody whose card is no longer active, so the number you are shown is smaller than your customer count and is the number that will actually be reached.
That count appears before you send, and it is worth pausing on. It is not your total customers and it is not your unique scanners; it is the rows a message would land on. Watching it move as you switch audiences is the fastest way to understand your own base.
What to send to each audience, and when
| Audience | When it earns a message | What to say |
|---|---|---|
| Everyone | Something changed that affects all of them | Hours over a holiday, a new item, a closure. Information, not an offer. |
| Active, seen in 30 days | You need volume on a specific day | One offer with a deadline. These people already like you; give them a reason to come this week rather than next. |
| Inactive, over 30 days | Something is genuinely new | The thing that changed since they stopped coming. They already ignored the ordinary version of your business. |
| A named few | Anything personal | Progress, a reward waiting, an apology. This is a conversation, not a campaign. |
The order matters as much as the content. Named individuals cost nothing socially and almost nothing from your allowance, so they come first. Active is the workhorse. Everyone is for information rather than offers, because an offer sent to the whole base is a discount you gave to people who were coming anyway. Inactive is the one to hold in reserve: those people are one irritation away from removing the card, and it is the only audience where a wasted send has a permanent cost. That case is worked through on how to win back customers who stopped coming.
How often, honestly
The allowance is one a month on Free, three on Pro and ten on Enterprise. Top-up packs exist for a month that needs more: one broadcast for €2.99, three for €5.99, five for €9.99, ten for €15.99, bought once and spent whenever.
There is also a floor on how fast you can go. An immediate send is limited to one an hour, and a scheduled send is exempt from that clock, because a dated send is a decision rather than a runaway loop. In practice the hour matters only on the day something goes wrong and you are tempted to correct it twice.
Treat all of that as a ceiling and not a plan. Ten a month on Enterprise is not a schedule, it is headroom for a month with a festival in it. A useful test before any send: would a regular thank you for this, or merely tolerate it? Tolerated messages are how a channel dies, and the death is silent, because the customer removes the card rather than complaining.
The card is also doing work you are not spending anything on. Every scan updates the balance on the phone, and that update can raise a notification of its own without touching the allowance. Most of what a loyalty program needs to say is already being said that way. Save the written message for the thing the card cannot say by itself.
The ceiling nobody mentions, and it is Google's
This is the part that belongs on a page about frequency and almost never appears on one.
Google caps a wallet pass at three notifications per rolling 24 hours, and the cap is shared across messages you send and the field updates that notify. Past it, the API refuses. Apple has no equivalent limit, which means exact parity between the two platforms above three events in a day is not achievable by anyone. It is a platform rule rather than a product defect, and no vendor can engineer around it.
What a product can decide is what to spend the budget on when several things happen to one customer on one day. Fideliya sends a reward being earned first, then a referral bonus, then your broadcast, then a pass update, then a stamp. Read that order as a statement of priorities: the customer's own good news outranks your marketing, deliberately.
The practical consequence is worth planning around. If you send a broadcast during your busiest hour, some of your Android customers are being scanned at that moment, and their stamp and their reward are ahead of you in the queue. Sending to the whole base at the till's peak is the one timing choice that quietly costs you reach.
What you will never learn about a send
Whether anyone saw it.
Fideliya records that Apple's and Google's services accepted the message. That is all a successful send call proves, and the product uses the word accepted rather than delivered for exactly that reason. There is no read receipt in this channel: no delivery webhook, no open event, nothing that observes a human eye. So there is no open rate here and there will not be one.
Two things follow. First, treat any wallet-push open rate you are quoted by anybody as a number that cannot exist. Second, measure the thing you can see: whether scans from the people you addressed reappear in the days after. That is observable, it is the outcome you actually wanted, and it is on the seven numbers a loyalty program should report.
One further limit, which is a gap rather than a rule: nothing sends by itself. Fideliya will not notice that somebody has gone quiet and write to them. Every message is a person looking at a list and deciding, and a campaign plan that assumes otherwise is a plan built on something that does not exist. The campaigns that fit inside these constraints are catalogued on twenty loyalty campaign ideas.
Six rules that survive contact with a real shop
- Pick the audience, then write. The same sentence sent to everyone and to the inactive band should not be the same sentence.
- Read the reachable count before you send. It is smaller than you think, and knowing that changes what the message is worth.
- One reason per message. A short message holds one offer, one date or one fact. Two of those is a message that lands as neither.
- Never send the same thing twice. Nothing stops you, and the second one is what gets the card removed.
- Avoid your own peak hour. On Android you are queued behind the customer's own stamps and rewards.
- Judge it by visits, not by sends. The only evidence this channel produces is people walking in.
If your customers read in Arabic, one more thing is true and easy to miss: the message is built in the language of the card they hold, so the language decision made once at design time is the language of every notification afterwards. That is covered on running a loyalty program in Arabic.
Sources
Every product behaviour on this page was read from this repository's source on 6 September 2026 and is cited in the source note on this article to its file and to the symbol inside it: the recipient loader and the two branches that select an audience, the presence window that draws the 30-day line, the endpoint behind the reachable count, the monthly allowance per plan, the four top-up packs and their prices, the outcome module behind accepted rather than delivered, the test that pins the absence of an automatic inactivity send, and Google's three-per-pass daily ceiling with the priority order Fideliya applies when it is contended. This page carries no open rate, no response rate and no send-interval claim, because none of those is established by the code.
Fideliya is wallet-native loyalty program software for small businesses. Customers add a stamp or points card to Apple Wallet or Google Wallet in one tap, with no app to download and no account to create. Fideliya runs stamps, points, gift cards and referrals on one platform in English, French, Spanish and Arabic with full right-to-left support, and the free plan issues a real wallet pass for up to 20 customers. What the messaging surface does is described on the broadcasts page, and the plans are on the pricing page.