Adaptive Links

Adaptive Links bridge the gap between email, SMS, and digital wallet passes via an intelligent linking system capable of building and distributing platform-appropriate digital wallet passes on demand.


Instead of creating separate links for your iOS and Android users, generate a single link that will automatically detect the device OS and install the appropriate pass. You can also specify a landing page if the request is coming from a desktop or unknown device type.

Instant Pass Personalization

When clicked, Adaptive Links deliver instant pass personalization via any distribution channel by leveraging CRM data.

For instance, personalization parameters can include unique values such as first name, points, and/or a barcode value merged onto the pass upon pass install. This means you can create personalized passes by simply adding text to the link – no API call required. For marketers, this means no heavy development required so long as you have mapped the fields in your pass template.

This CRM/data/personalization merge can be used with an existing channel, such as email, app, social, SMS, and/or any other channel. It’s as easy as adding ?name=Danny&points=150 to the end of the Adaptive Link.

Location Detection

During pass install, Adaptive Links can also detect location. Upload a list of locations into your Wallet project, and Urban Airship will auto-select the ten nearest locations and associate them to iOS passes (iOS limits the pass to 10 locations) without any additional work.

Usage Examples

Adaptive Links have two key components:

  1. A base URL to send to the user over virtually any channel:

  2. Values added to the base URL.

Each of the example links below is an exact representation of a link that would install a pass appropriate for your device. The last link represents a pass containing personalized content such as offercode= and barcode= and allows for segmentation via tags= to enable future updates.


You can even use an Adaptive Link for a single platform. If a user on the unsupported platform attempts to install your pass, you can set the link to drive the user to a landing page of your choosing.

When creating the Adaptive Link, use ID null for the second template, and make sure to include a value for landingPageUrl.

This applies to Adaptive Links created via the API only.

Offer Code

Let's add an offer code of AUGUST:


Maybe we want to display only a barcode on that pass with no other personalized information:

Time and Location

Perhaps we know that the user is in the Pacific time zone and we would like to send sale notifications during a specific time window and state:

Member ID

Or we could set things up so that you can reach out to users individually with something like a Member ID of "A1234567":

All Of the Above

What if we have access to all of this information in our mail merge system, and we want the whole pizza, anchovies and all?:

Setup and Modification

To use Adaptive Links, you must:

  1. Create templates in the dashboard.
  2. Create the Adaptive Link:

Adaptive Links created via the dashboard can be edited or deleted via the dashboard or API. Adaptive Links created via the API can be edited or deleted via the API but only deleted in the dashboard.

To modify or delete Adaptive Links via the API, see:

By default, adaptive links expire after 6 months if they are unused. After you or a member of your audience uses an adaptive link to generate a pass, the link persists forever.

If you generate passes for an entire audience from a single adaptive link, then generating a test pass will cause the link to persist forever. If you distribute personalized adaptive links to your whole audience, then it's likely that some adaptive links will expire after six months, as not all users will click or tap their personalized link.

Passes generated from an adaptive link expire based on pass type or values set at the template or pass level.

Google Class Fields

Google Pay Class Fields cannot be personalized with unique values. Any field preceded by class constitutes a class field. For a full list of class fields, please visit the Google Pay documentation.

Pass Distribution

Passes can be distributed in multiple ways. See: Pass Distribution Methods.