Location-Based Notifications on iPhone: Reach People Walking By

The idea in one sentence

When a customer has your loyalty card saved in Apple Wallet and they are near your business, their iPhone may show the card on the lock screen. That is a proximity alert: a small, timely reminder that your shop is right there and their card is ready.

It sounds simple, and it is. But it helps to understand exactly what it does and what it does not, so you can use it well.

How it works

Apple Wallet passes can include the location of your business. The iPhone uses that information on the device itself. When it notices the customer is close by, it can display your card on the lock screen with a short line of text. The customer taps it and the card opens, ready to scan.

A few important details:

• The phone decides. iOS chooses when to show the card, based on the location and its own rules. It is a helpful suggestion, not a guaranteed delivery.
• You do not see where customers are. The location check happens on the customer's phone. You do not receive anyone's location.
• It needs no action from you. Once set up, it works in the background. There is nothing to send.
• It is an iPhone feature. Android customers with Google Wallet will not see it, though everything else on the card works the same.

If you want a deeper look at how cards behave in Apple Wallet, our Apple Wallet guide covers the full picture.

How it differs from push messages

It is easy to confuse the two, but they play different roles:

• Push messages are something you write and send to all cardholders, such as "New fall menu starts today." They go out during your business hours.
• Proximity alerts are triggered by location. The customer sees your card when they are near you, whether or not you sent anything.

Think of push messages as your announcements and proximity alerts as a friendly wave when someone walks by. Used together, they cover both the "what is new" and the "you are close" moments. For tips on the first, see our push notification best practices.

Which businesses benefit most

Proximity alerts are most useful when customers pass by often, and when the decision to stop in is quick. For example:

• Coffee shops on a commuter route or near offices.
• Bakeries on a busy street.
• Lunch spots near workplaces or campuses.
• Convenience-style shops where people pick up small items.

For businesses people visit by appointment, like a dentist, the alert matters less. It is still a nice touch, but the big wins come from spontaneous visits.

Get your location details right

The alert depends on the location stored with your card, so it is worth a quick check:

• Confirm your address. Make sure the location in your settings matches your actual entrance, not a mailing address or a corporate office.
• Test it yourself. Save your own card on an iPhone, walk past your shop over a few days and see how it behaves.
• Update it when you move. If you relocate, change the address so the alert follows you.

A correct location is the only setup the feature really needs.

Help customers get the most out of it

For the card to appear near your shop, customers need to have it saved in Apple Wallet and allow location services as they normally would. Most iPhone owners already do. You do not need to explain the technical details. A simple mention at sign-up is plenty, for example: "If you have an iPhone, the card will pop up when you are nearby."

Respect the customer

Location features can make people nervous, so be clear and honest:

• You never see a customer's location. The phone simply matches its position with your shop's address.
• Customers can remove the card or adjust their phone settings anytime.
• The alert is a small suggestion on the lock screen, not a sound or a sales pitch.

If a customer asks, those three points answer most concerns.

Pair it with a reason to stop in

A proximity alert reminds people you are close. It works even better when there is something to come in for. A few ideas:

• A reward goal close enough that each visit feels like progress.
• A seasonal product you have announced with a push message.
• A quick grab-and-go option for people in a hurry.

The alert opens the door. Your product and your reward bring them inside.

Measure the effect simply

You will not get a report that says "this visit came from a proximity alert," and that is fine. Look at the bigger picture instead: are your iPhone cardholders visiting regularly? Are people who pass by on weekdays becoming regulars? Over a few months, your visit history gives you a good sense of whether your card is staying top of mind.

Getting started

If your loyalty card is already in Apple Wallet, the proximity alert works with your business address and needs no extra effort day to day. To see how ClubWallet sets it up, visit the proximity alerts page.

Keep reading

Frequently asked questions

Can I see where my customers are?

No. The iPhone checks its position against your business location on the device itself. You never receive a customer’s location.

Will every customer see the alert every time they pass by?

Not necessarily. iOS decides when to show the card based on its own rules, so treat it as a helpful reminder rather than a guaranteed message.

Do proximity alerts work on Android phones?

No. This feature is part of Apple Wallet on iPhone. Android customers still get points, rewards and push messages through Google Wallet.

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