You can create an Apple Wallet pass for free up to a point, because every pass has to be signed before an iPhone will accept it. Signing passes yourself needs a Pass Type ID and certificate from Apple, which come with a paid Apple Developer Program membership. The other route is a pass-making service that signs passes for you. Some have free plans or trials, which are handy for testing an idea. Think of it like a free puppy, though. Making the pass is the cheap part. Running a real program means design, sending passes to customers and updating them, and those parts usually cost something. Before you compare options, decide what your pass needs to do, such as show points, a ticket or an offer.