What Location Pushes are
A location push surfaces a message on a customer's phone when they get close to one of your stores. Unlike a normal push campaign, which you send once, a location push stays live and triggers on its own whenever a pass holder is nearby. It is a good way to remind local customers of their rewards as they pass by.
There are two parts to it, both on the Location Pushes page:
Locations - your saved store locations. You add these once and reuse them.
Geofence-Triggered Push Notifications - the messages that fire when a customer is near the locations you attach.
Step 1: Add your locations
In the Mage Loyalty app, go to Wallet Pass → Location Pushes and find the Locations section. You can add stores one at a time or import a list.
Add a location manually
Click Add location.
Give it a name, and optionally an address, city, and state.
Enter the latitude and longitude. These are required, because the coordinates are what actually trigger the notification.
Click Save.
Finding your coordinates
Right-click your store in Google Maps and click the latitude and longitude at the top of the menu to copy them. The address fields in Mage are for your own reference only. They are not used to work out the location, so the coordinates need to be correct.
Import locations from CSV
If you have several stores, click Import CSV. Your file can use these columns: label, address, city, state, latitude, longitude. Latitude and longitude are required on every row; the rest are optional. You can import up to 500 locations at once. Mage previews the file and flags any rows it cannot read before you confirm.
Step 2: Create a location push
In the Geofence-Triggered Push Notifications section, click Create location push.
Enter a campaign name for your own reference.
Write the push message (up to 128 characters).
Under Locations, tick the stores that should trigger this message. You can attach up to 10.
Choose the devices and audience (all pass holders, a VIP tier, or a Shopify segment).
Choose when it goes live: activate immediately, schedule a start time, or save as a draft. You can also set an optional end time.
Click Save.
While a push is active, its message travels with the pass. Deactivate it at any time from the list and the message is removed from your customers' passes.
How Apple and Google differ
This is the most important part to understand, because the two platforms behave differently.
| Apple Wallet | Google Wallet |
Message shown | Your message, shown on the lock screen beneath your store name. | Google's own "you have a pass nearby" text. Your wording is not shown. |
Trigger distance | Around 100 metres, controlled by iOS. | Around 150 metres, set by Google. |
Customer requirement | Pass added to Apple Wallet. | Must have granted Google Wallet precise, always-on location access. |
On Android, Google writes the notification text itself and you cannot change it, so your push message only ever appears on Apple devices. Write your message for Apple, and treat Android as a "pass nearby" nudge. Google also decides the exact distance and timing, and only notifies customers who have given Google Wallet always-on location permission.
The push message is limited to 128 characters because that is the most Apple will show for a location message. The counter under the field keeps you inside it.
Good to know
A pass can hold up to 10 locations. This is a limit set by Apple and Google. If you run several location pushes at once and they add up to more than 10 locations on the same pass, the most recently activated push takes the available slots. Mage warns you when your active pushes go over the limit.
New pass holders are included automatically for "all pass holders" and VIP tier audiences. For a Shopify segment, membership is captured when the push goes live, so passes added afterwards are not included in that push.
There is a short delay. Phones check location in the background, so a notification can take a minute or two to appear after a customer arrives.
Still need help? Reach out to the Mage Loyalty team through our live chat support.