White-Label Wallet Passes for Agencies: How to Resell Pass Programmes to Clients

Digital agencies are increasingly being asked to solve problems that reach beyond websites and paid media. Clients running loyalty programmes, membership organisations and event-based businesses want digital solutions that engage customers between purchases — and they want their agency to deliver them. Wallet passes are a natural fit: high-value, recurring, and something most agencies are not yet offering. That gap is an opportunity.

This guide covers how white-label wallet pass delivery works in practice, what to look for in a platform partner and how to price the service.

The client demand is already there

Clients who run loyalty programmes already know plastic cards are a problem. Print costs, card loss, zero push notification capability, no real-time balance updates — these frustrations are well understood. When an agency proposes a digital wallet solution, the conversation does not need to start with education. The client already wants the outcome; the agency is providing the execution and the ongoing management.

The same is true for membership organisations, event promoters and hospitality businesses. Wallet passes — Apple Wallet and Google Wallet — are the right delivery mechanism for credentials and tickets. Most clients will not build the technical infrastructure themselves. They are looking to a digital partner to handle it.

The mobile wallet market is valued at $57.85B as of 2024, with 2B+ active wallet users globally. Wallet pass push notifications achieve a 69% open rate against roughly 20% for email. These are figures your clients will respond to in a pitch.

What white-label means in practice

A white-label wallet pass platform lets you operate the service under your own brand rather than exposing the underlying vendor to your client. In practice, this means several things.

Custom domain for the management portal. Your client logs into passes.youragency.com, not passes.somevendor.com. The portal carries your agency's branding — logo, colours, typography — with no vendor watermarks or identity visible. From the client's perspective, this is your product.

Agency branding on all communications. Distribution emails sent to the client's customers are sent from the client's domain, with their branding. The pass itself carries the client's brand entirely. The platform's identity is invisible throughout.

No platform watermarks on passes. The passes issued to the client's customers do not say “Powered by [vendor]” anywhere. The certificate used to sign Apple Wallet passes belongs to your client's Apple Developer account or a shared pass type you manage on their behalf.

Agency billing model. You purchase access at a reseller or agency tier and bill your client at whatever margin makes sense for the service. The client does not see the underlying platform pricing.

What to look for in a white-label platform

Not all pass platforms offer genuine white-label capability. Here is what to evaluate.

Multi-workspace support. You will be managing passes for multiple clients simultaneously. Each client should have an isolated workspace — their own templates, passes, analytics and team members. You need to be able to move between client workspaces from a single agency login. Platforms that require a separate account per client create operational overhead and account management headaches.

API access. Clients who already have a CRM, ecommerce platform or POS system will want pass creation and updates triggered from their existing tools. A platform with a well-documented REST API lets you build those integrations as part of the retainer scope, creating technical lock-in that raises switching costs.

Native CRM integrations. Many clients will be running HubSpot or Salesforce. A platform with native HubSpot integration means pass creation, updates and distribution can be triggered directly from CRM workflows — no Zapier intermediary, no custom webhook work. This is a differentiator when pitching to marketing-led clients.

Zapier support. For clients without technical resource, a Zapier integration opens up pass automation to any tool in their stack — Google Sheets, Typeform, Shopify, ActiveCampaign. You can build sophisticated pass automation workflows for non-technical clients without writing a line of code.

Apple and Google Wallet from one integration. Clients should not need two separate systems for iOS and Android. A platform that handles both from a single API and a single template design simplifies delivery and reduces maintenance.

How to price the service

There are three broad pricing models that work for agency-delivered wallet pass programmes.

Per-workspace retainer. Charge a monthly fee per client workspace that covers programme management, template updates, analytics reporting and technical support. This model is clean and predictable for both parties. A typical range for an active programme with regular updates and reporting is £500–£2,000 per month depending on scope.

Per-pass volume tier. If your client's usage is primarily driven by the number of passes issued — a large event organiser or high-volume retailer — a volume- based pricing model can work. Charge a setup fee, then a per-thousand-passes rate above a base volume. This aligns your revenue with the client's growth.

Bundled into a digital marketing retainer. For clients already paying a monthly retainer for SEO, paid media or email marketing, wallet pass management can be added as a service line. This deepens the retainer relationship and adds a channel that most competitors cannot easily replicate. It also creates additional reporting metrics — push notification open rates, pass redemption rates — that add value to your monthly reporting.

How Issuepass supports agency use cases

Issuepass is built for exactly this model. Multi-workspace support means you can manage every client from a single dashboard without switching accounts. Each workspace is fully isolated — the client sees only their own passes and data. The API is fully documented and supports all the integrations your clients' stacks will require.

We support HubSpot natively, with pass creation and updates triggerable directly from HubSpot workflows. Zapier support covers the broader long tail of client CRMs and automation tools. Pass templates work across Apple Wallet and Google Wallet from a single design in the dashboard.

Ready to add wallet pass programmes to your agency's service offering? Start free and build your first client workspace today.