To share a wallet pass with customers, send them a link or an “Add to Apple Wallet” or “Add to Google Wallet” button that opens the pass on their phone. You can put the link on your website, in emails and text messages, or in social posts. Apple and Google handle passes differently, so a good link checks which phone is opening it and hands over the right pass. Anywhere people can’t click, such as posters, packaging or a TV ad, use a QR code that opens the same link. Tell people what the pass gives them before you ask them to add it, because “add our pass” isn’t much of a reason on its own. Test the link on iPhone and Android before it goes out.