Overview
Call-to-Actions let you add clickable links to your Passport.
When pass holders receive your push notifications and open their pass, they can tap a link that takes them straight to your website, product page, social media profile, or any destination that drives your business goals.
What are Call-to-Actions (CTA)?
There are two types of links in Call-to-Actions:
Primary Call-to-Action - The main link that appears prominently on the front of your pass
Additional Links - Up to 3 extra links that appear on the back of your pass
This article focuses on setting up the primary Call-to-Action.
How to Add a Link to Your Pass
Step 1: From your Passes homepage, locate the pass you want to edit and click on it
Step 2: Click the "Edit" button
Step 3: Navigate to the "Call-to-Actions" tab
Step 4: In the "Call-to-Action" section, click "Select an App" dropdown
Step 5: Choose your destination type from the dropdown options
Step 6: Fill in the required URL fields based on your selection
Step 7: Check the preview panel on the right side to see how your link will appear
Link Type Options and Requirements
Choose the link type that matches your campaign goal:
Website for e-commerce sites, Shopify stores, or any web page
Mobile App if you've built your own app and want to drive downloads or engagement
Social media platforms when you want users to open the specific social app directly
Link Type | What it's for | Supported URLs |
Website | Any web page or website | Any valid website URL |
Mobile App | Promoting app downloads or directing users to your existing app | Apple App Store URL + Google Play Store URL (both required) |
TikTok | Directing users to your TikTok content | Post URLs only (profile URLs not supported) |
Directing users to your Instagram profile | Profile URLs only (post URLs not supported) | |
X (Twitter) | Directing users to your X content or profile | Post URLs or profile URLs |
YouTube | Directing users to your YouTube content or channel | Video URLs or channel URLs |
Spotify | Directing users to your Spotify content | Track URLs, album URLs, or profile URLs |
What Your Pass Holders Will See
Apple Wallet
The Call-to-Action appears as an app icon on the front of the pass:
Website links show the Chrome browser icon
App-specific links show the corresponding app icon (TikTok logo for TikTok links, Instagram logo for Instagram links, etc.)
Google Wallet
The Call-to-Action appears as a button below the pass content with descriptive text.
What Happens When Apps Aren't Installed
Apple Devices
If a pass holder doesn't have the required app installed, they'll be prompted to download it from the App Store.
Android Devices
If a pass holder doesn't have the required app installed, the link will open in their default web browser instead.
Additional Links
You can also add up to 8 additional links divided into 3 sections that appear on the back of your pass using the "Additional Links" section. Unlike the primary Call-to-Action, these additional links will open in the phone device's default browser regardless of the URL type.