Manage your Google Wallet passes with The Wallet Crew

Google Wallet is the digital wallet app preinstalled on Android phones and Wear OS watches. It stores loyalty cards, coupons, gift cards, tickets and membership cards, and keeps them updated in real time from the brand's systems.

The Wallet Crew is a Google Wallet Merchant Connect Premier Partner 2025. Google lists The Wallet Crew in its partner case studies for the wallet tickets of the Philharmonie de Paris and Radio France. More than 50 brands use the platform in 40 countries, across 5,000+ stores and venues.

Google Wallet features managed by The Wallet Crew

• Pass types: loyalty card, coupon (offer), gift card, event ticket, generic pass (membership card, badge, booking).
• Google Smart Tap (NFC): the customer holds their Android phone near the terminal, the pass is read over NFC and the customer is identified at checkout, without opening an app or scanning a code. Works with Smart Tap certified terminals and readers (Adyen, Zebra and Springcard among others). Retailers and their POS vendors do not have to manage Smart Tap keys: The Wallet Crew handles it.
• Gmail auto-link: a pass sent by email is offered directly in Google Wallet, with no extra click.
• Nearby notifications: the pass surfaces when the customer approaches one of your locations (up to 10 locations per pass). Read more about Nearby notifications.
• Value Added Offers: offers attached to the loyalty card and displayed inside the pass. Deployed for example at L'Occitane Australia.
• Smart linking: a coupon or offer attaches to the loyalty card already in the wallet.
• Real-time updates: points, tier, gift card balance, ticket time and seat, driven from your CRM, POS or ticketing system through our connectors or the API.
• Distribution: secure SmartLinks (HMAC signature, configurable expiry), multi-pass landing page (up to 10 passes), QR code, SMS, email, web and mobile SDK.
• Security and control: rotating barcodes, remote revocation, multi-device and multi-holder management, passes signed through the Google Wallet API.

Apple Wallet and Google Wallet from one platform

A single pass template is published to Apple Wallet and Google Wallet. The Wallet Crew handles the differences between the two ecosystems (certificates, formats, notifications, NFC through Apple VAS and Google Smart Tap) so your teams maintain one configuration only.

Frequently asked questions about Google Wallet

Do customers need an app to use a Google Wallet card?
No. Google Wallet is preinstalled on Android. Customers add the pass from an email, an SMS, a QR code or your website in one tap.

How does Google Smart Tap work?
Smart Tap is Google Wallet's NFC protocol. The pass transmits an identifier to a compatible terminal when the customer holds their phone near it, which identifies the customer or validates a ticket without scanning. The Wallet Crew issues compatible passes and provides the terminal parameters.

Can you send notifications to a Google Wallet pass?
Yes: messages on the pass, date-based reminders and Nearby notifications around your locations. Display rules are set by Google and differ from Apple Wallet.

Are passes updated automatically?
Yes. As soon as a value changes in your system (points, balance, tier, ticket), the pass is updated through the Google Wallet API.

Which systems can feed Google Wallet passes?
More than 30 connectors (Cegid Retail, Shopify, SecuTix, Salesforce Marketing Cloud, Klaviyo, Adyen and more) and the The Wallet Crew API with webhooks.