Mobile Wallet Webhook Integration Guide

CRM Wallet Integration: Turn Customer Journeys Into Apple Wallet & Google Wallet Experiences with Webhooks

This guide will show you how to orchestrate pass creation, updates (e.g., tier/points), and push notification flows to customers who enter flows within your own marketing automation platform (or any platform that can fire off a webhook in a customer flow), such as:

• Klaviyo
• Braze
• Salesforce Marketing Cloud
• Bloomreach
• Dotdigital
• Insider One
• Emarsys
• (And more…)

to automatically:

✓ Create wallet passes
✓ Update mobile wallet pass data
✓ Send personalised push notifications
✓ Deliver targeted updates, offers and mobile content to the wallet (increasing engagement and sales volume) 

These are common webhook triggers that may apply to you:

Key terms: some things before we start:

What is Litecard? Litecard is a marketing platform that connects with your existing CRM and marketing platforms to deliver personalised Mobile Wallet experiences that improve customer engagement throughout the lifecycle.

Why use Litecard? Building Wallet passes natively requires technical development, ongoing maintenance, and separate management for Apple and Google ecosystems. Litecard provides the infrastructure, templates, CRM connections, and engagement tools required to launch and manage Wallet experiences at scale.

What is a webhook? A webhook is a way for one platform to send real-time information to another platform when something happens automatically. Instead of manually moving data between systems (or using custom applications/middleware), webhooks allow your CRM, CDP, or marketing platform to trigger actions in Litecard instantly.

Marketing Automation vs CDP/CRM: We refer to your marketing automation platform as the place where you have set up your email or SMS welcome flows; you may also know this as your CDM, CRM, ESP, CEP, and so on.

Why does this matter? Webhooks allow brands to create more personalised and timely customer experiences. For example, when a customer joins a loyalty program, reaches a new tier, earns a reward, or updates their profile, your systems can automatically update their Apple Wallet or Google Wallet pass.

This means customers always have the latest information on their phone, while marketers can deliver relevant engagement without relying on manual updates or additional app development.

How CRM webhook integration works with Litecard

Litecard acts as the activation layer between your customer data and the mobile wallet, turning CRM insights into personalised customer experiences.

Your CRM remains the source of truth.

Your marketing platform decides:

• Which customers qualify
• Which segment they belong to
• When the journey triggers

Litecard handles:

• Wallet pass creation
• Pass updates
• Personalised notifications

Webhook Integration vs API Integration: What’s the difference?

Both APIs and webhooks allow systems to exchange data, but they are designed for different use cases.

API integration: An API creates a direct connection between systems and is typically used for complex, highly customised data exchanges.

Example: CRM → Middleware → Litecard → Apple/Google Wallet

APIs are powerful, but usually require developer resources, technical implementation, and ongoing maintenance.

Webhook integration: A webhook allows your existing CRM or marketing platform to trigger Litecard actions directly from the customer journeys you already have.

Example: Customer joins loyalty program → CRM triggers webhook → Litecard creates wallet pass

This allows marketers to extend their existing segments, triggers, and campaigns into Apple Wallet and Google Wallet without building custom infrastructure.

Benefits:

✓ Faster implementation
✓ No custom middleware required
✓ Uses existing CRM journeys
✓ Marketing teams stay in control
✓ Easier campaign testing and optimisation

Many brands use webhooks as the first step to activate Wallet experiences quickly, then introduce APIs where deeper system integrations or automation requirements exist. You can also have a combination of both and deploy wallet projects in phases, e.g., wallet accessibility first, push notifications later.

Inside your marketing automation platform (CRM or CDP), you can do the following:

1. Create automated wallet passes from existing CRM flows

For example, you will have a flow when a customer signs up online or in-store. The moment that customer is created, you can add a webhook in your flow to trigger the creation of a wallet pass. This webhook will call Litecard’s user journey, which you could have configured within Litecard to create a pass with respect to that journey (e.g., including the look and feel, as well as push notification rules – such as geolocation and event-based messaging)

Other flows you might have that Litecard applies to and can be satisfied with webhook functionality:

• A new customer has subscribed and paid for a membership – issue them a digital card
• A customer has signed up for an event – issue them a digital ticket
• A customer has returned and purchased in-store – issue them an in-store digital voucher
• A customer has purchased a high-ticket item – issue a warranty card or reward

Once this webhook is called, you can store the response or enter an API key to push this data back into your CDP. Litecard will write the Apple Wallet Link, Google Wallet Link, QR code (for desktop users), and LitecardID (a UID for push notification segmentation). 

This can also write into eCommerce sites like Shopify for you to surface these values in ‘my account’ pages. Note that each customer will have their own mobile wallet pass links. And in some cases, multiple mobile wallet passes per customer. So you will need to set up additional custom metafields too. 

This flow generates the wallet pass and writes it to the customer’s profile. This allows their pass to be sent an references in welcome email/user journeys.

2. Send Push Notifications in your CDP/CRM

Use purchase behaviour and customer activity to automatically trigger wallet offers, push notifications, and updates. You can use your own segments and flows inside your marketing automation platform to trigger these notifications.

Example:

Customer:

• Purchased recently
• Has not returned within 30 days
• Previously engaged with your brand
• Has birthday reward coming up

In all of these flows, where you might trigger an email, SMS, or web popup sequence, you can also add a webhook that allows you to send a push notification to that customer (once the webhook fires, the push notification will send immediately). You can also define dynamic values in the push notifications such as name, reward, etc. using a $ symbol in front of the metafield/attribute

e.g. Dear $name, you’ve unlocked your next reward, you have $reward ‘s available and it will expire on $reward_expiry

An example of a CRM flow which sends email, SMS and also Wallet Push using Lite card’s webhook.

3. Mobile wallet pass updates (e.g. tiers and rewards)

Automatically recognise your most valuable customers and create sophisticated surprise and delight experiences with mobile and at checkout.

Once a customer unlocks the next reward or tier, you can also update the pass information such as MEMBER TYPE (and increment people from BRONZE > SILVER > GOLD, etc.)

This is also applicable if you wish to expire the mobile wallet pass, disable it, or update the wallet content upon specified customer events.

Some applications where this might be useful:

• VIP upgrades
• Tier changes
• Reward unlocks
• Points milestones and changes
• Customer profile information changes
• Expiration of rewards and codes that might appear (such as a welcome code or offer)

You can also send a push notification with each of these updates, which can be relevant, such as: ‘Thanks for using your welcome reward, keep shopping to unlock your next one!’

4. What customer data can be used in Wallet experiences?

Litecard can use customer attributes from your existing marketing platforms to personalise Wallet experiences, including:

• Customer name
• Membership tier
• Points balance
• Rewards available
• Expiry dates
• Offers
• Customer identifiers
• Purchase behaviour

This can be set up in your ‘form fields’ when building or editing a mobile wallet pass within Litecard’s dashboard. These fields are dynamic values that can be updated and overridden using webhooks and can appear on the back or front of the mobile wallet pass..

Why marketers use Litecard webhooks

• Launch Wallet experiences faster
• Use existing CRM journeys and segmentation
• Avoid app development or custom infrastructure
• Keep campaign control within marketing teams
• Scale personalised engagement across customers

You will not need complex IT automations; marketing teams have flexible implementation options with Litecard. As long as your marketing platform can trigger webhooks, Litecard can drive sophisticated wallet behaviour to open up your CRM channel through your own marketing flows.

How to set this up inside Litecard

1. Create your mobile wallet pass template

Set your branding, scanning rules (e.g. what dynamic/static value to set your QR code, barcode or NFC value), tiers (if applicable), and ‘form fields’, which are dynamic fields that can be updated via API (push/pull subscriptions) or the webhooks described in this guide.

2. Go to the My Templates page and navigate to the ‘Integrate with other systems’ page

Here, scroll down to i) enable the integration and then ii) copy the webhook payloads over to create, update, or send a push notification in your marketing automation platform. Each section in the webhook field mapping will have an explainer of what it does.

If you scroll to the bottom, you can also see the push notification content that can be sent in the webhook.

API Keys and Listener endpoints can be found here for the webhook setup too.

Important notes:

We suggest that you set these flows up with your marketing automation sandbox, or a safe environment to test, so you can ensure that you’ve achieved the right customer experience and flows (on all devices, e.g. IOS vs Android) before pushing to production. Litecard also has a demo/sandbox environment which you can connect to your marketing automation staging environments.

Activate Your CRM Journeys With Wallet Engagement

Your customers already use Apple Wallet and Google Wallet every day. Ready to activate Wallet experiences from your CRM journeys?

Connect your marketing platform with Litecard and start creating personalised Apple Wallet and Google Wallet experiences without building an app.

If you need any further assistance, please get in touch anytime: hello@litecard.com