Every notification goes to an audience. Get it right and the message is relevant; get it wrong and you've either missed people or annoyed some.
The two filters
Audiences are built from two things, and only these two.
Pass templates - restrict to passes from particular templates. Pick none and every template is included.
Group tags - restrict to passes carrying particular tags. Pick none and tags are ignored. With more than one tag selected you also choose how they combine:
- Any (the default) - a pass matching at least one tag is included.
- Must have every tag - a pass has to carry all of them.
The filters combine with AND: a pass has to satisfy every filter you've set. Leave everything unset and the audience is every pass on the account.
The match count
Above the filters is a live count of how many passes currently match. It updates as you change things.
Read it before you send, every time. It's the difference between "this goes to 40 VIPs" and "this goes to 12,000 people" - and those two look identical on the compose screen apart from that number.
An audience of zero is refused - PocketPass won't create a campaign with nobody to send to. If the count is zero, your filters are contradicting each other. The usual cause is a tag combined with a template that doesn't carry it, or Must have every tag with tags that never co-occur.
Tags are the dimension you control
Templates and statuses are given to you by the structure of your data. Tags are the only part you decide.
That means any audience you'll ever want to reach has to correspond to a tag someone thought to apply. This is why tagging as you issue matters so much - see Tags and bulk actions.
If you find yourself unable to express an audience, the answer is almost always a tag you haven't been applying. Add it going forward, and backfill with a bulk action if you can identify the passes.
Uninstalled passes are counted, not reached
There's deliberately no filter for pass status. A wallet push only ever arrives on a device that actually holds the pass, so a pass nobody has installed simply has nowhere to receive it - choosing to exclude those would change the count without changing who gets the message.
The practical effect is that your match count is the number of passes targeted, which can be higher than the number delivered. That gap is uninstalled and removed passes, and it's normal. See Delivery reports.
Archived passes are always excluded
Archived passes never appear in an audience, whatever your filters say. They've been deactivated in their holders' wallets, so messaging them about a pass that no longer works would be strange.
This catches people out occasionally: you archive a batch, then wonder why a campaign reached fewer than you expected. See Pass statuses and lifecycle.
Some worked audiences
"Everyone with a membership card" - template: Membership card.
"VIPs only" - tag: vip.
"London VIPs" - tags: vip and london, with Must have every tag.
"Anyone from either launch cohort" - tags: launch-week and 2026-intake, with Any.
"Everybody" - no filters at all. Use sparingly.
Where to go next
- Sending a notification.
- Tags and bulk actions - building the tags you'll target.
- Delivery reports.