How to Add a Loyalty Card to Google Wallet (For Customers and Businesses)

A customer adds a loyalty card to Google Wallet by opening the Google Wallet app, tapping the plus icon, choosing Loyalty card and picking the merchant, or by tapping an "Add to Google Wallet" button on the merchant's website, email or signup page. A business makes that possible by creating a loyalty card in Google's system and giving customers a link or QR code that saves it. This guide covers both sides: first what the customer does, then what you do to offer the card.

For customers: three ways to add a loyalty card

1. From the Google Wallet app

Google's help page gives these steps (Google Wallet Help: Loyalty cards and gift cards):

1. Open Google Wallet and tap the plus icon.
2. Tap Loyalty card.
3. Find and tap the merchant or programme, or search for it.
4. Follow the prompts to scan your existing card, sign up for a new account or find an existing account.

If the merchant does not appear in search, Google says the merchant is not supported in that list. That does not mean the business cannot offer a card. It means they have not been added to Google's built-in list, and they can still offer an "Add to Google Wallet" link themselves.

2. From a link or button on the business's site

Many businesses give customers a signup page or an email with an Add to Google Wallet button. Tapping it on an Android phone opens a Save to Google Wallet screen. This is the route a small business is most likely to use, and the one we cover from the business side below.

3. From Gmail

Google says cards can also be added from an email in Gmail. If the customer deletes that email, the card is removed from Google Wallet, but it can be added again while the email is still in the trash (Google's help page gives 30 days). Businesses should not rely on this route. A hosted link or QR code is more dependable.

For businesses: how a loyalty card is created

Google organises loyalty cards into two layers (Google: Passes classes and objects):

• A loyalty class is the programme. It holds the look and feel (logo, colours, programme name) and can switch on features such as Smart Tap. If you run Standard and Premium tiers, you might create two classes.
• A loyalty object is one customer's card. It points to its class with a classId and holds that customer's details, such as their name, points and barcode.

Changes to a class flow to every object that references it, so you can update the design once for all customers. You must also register as an issuer before you can create classes or objects. Registration happens in the Google Pay & Wallet Console.

The do-it-yourself route

1. Register as an issuer in the Google Pay & Wallet Console and enable the Wallet API.
2. Create a loyalty class with the REST API (LoyaltyClass reference).
3. Create a loyalty object for each customer (LoyaltyObject reference).
4. Build a Save to Google Wallet link. Google's flow signs a JSON Web Token that names the class and object and gives the customer a link to open (Google: JWT save links).
5. Test, then go live. Google's prerequisites page sets out the testing and production-access requirements, which you must meet before customers can save your cards.

This is flexible, but you manage service-account credentials, token signing, class approval and updates. Our Laravel Google Wallet tutorial shows the code for a PHP project.

The platform route

A wallet pass platform does steps 1 to 5 for you. On Shakewell Wallet, Shakewell creates and updates the Google Wallet class and each customer's object through its own Google Wallet integration, so you do not manage service accounts or issuer classes (see Google Wallet setup). Your steps are:

1. Create a card in the builder: choose the card type, upload your logo and pick colours.
2. Choose what customers fill in when they join, such as name and email.
3. Publish the card, then copy the signup link or download the QR code.
4. Put the QR code on the counter, receipts or posters.

When an Android customer opens the signup link and completes the form, the next page offers Save to Google Wallet. An iPhone customer who uses the same link is offered Apple Wallet instead, because one template produces both passes (iPhone and Android). Samsung Wallet is not supported yet.

Make the card useful once it is saved

A saved card that never changes is easy to forget. Give customers a reason to open it:

• Show progress. Stamps collected or a points balance on the front of the card is what people check.
• Update it. Change a customer's balance or send a message to saved passes. See how pass updates and push notifications work.
• Keep the barcode scannable. Test it with the scanner your staff will use at the till.

Test on a real Android phone

Before you promote the card:

1. Open your signup link on an Android phone and complete the form.
2. Confirm the card saves and looks right in Google Wallet, including the logo.
3. Scan the barcode with the same reader or app your staff will use.
4. Give a stamp or add points and check the card changes.
5. Delete the card, then add it again, to see what a returning customer sees.

Frequently asked questions

Does a customer need a Google account to use Google Wallet? Google Wallet is tied to the Google account on the Android phone, so the customer will already have one to use the app. You do not need to ask for it.

Can I add a loyalty card for a business that is not in Google's list? A customer cannot find it by searching the app, but the business can still offer an Add to Google Wallet link or QR code that saves the card directly.

Is there a limit on how many loyalty cards a customer can add? Google's help page sets limits for gift cards but states none for loyalty cards.

Do I need to build an app? No. Google Wallet is an app on Android phones, and the card is saved from a link. See wallet pass vs mobile app.

Will the same card work on iPhone? An iPhone uses Apple Wallet, which has a different pass format. A platform can issue both from one design. See how to create an Apple Wallet pass.