Passes can be distributed directly (e.g. as an email attachment) in the pkpass format, or via a link to our servers. We recommend the latter as it streamlines the whole process.
All of our passes can be accessed using a combination of their unique ID and our website. Download links will always look like this: https://get.yourpass.eu/7009b83b-b02e-41fa-bb01-8b08a66c3f7d
We don't provide pass distribution to end users so it is entirely up to you and your use case.
In cases like personalised loyalty or insurance cards you could choose to distribute URL links via email or on your website after the customer completes a registration/purchase.
If your use case was a discount coupon with no personalised data, you could distribute it as a QR code posted online, printed in magazines, etc.