Marketing guidelines for payment apps
Let merchants know that your app supports Tap to Pay on iPhone. Use these guidelines and images to provide messaging within your app, on your App Store product page, and in your communication channels.
Visual assets
You may choose to feature visuals within your app, website, or other communication channels to illustrate Tap to Pay on iPhone. Whether you’re building in-app merchant education or promoting the feature in your app, please only use Apple-approved assets and follow these guidelines when illustrating Tap to Pay on iPhone.
iPhone screens
- Please only use the imagery based on your region.
- Ensure that you place the Tap to Pay on iPhone 'iPhone screen' assets in the latest iPhone hardware shells. Download the latest iPhone product bezels here.
- Position the iPhone so that the screen is fully visible and front-facing.
- Do not tilt or position the iPhone at an angle when promoting Tap to Pay on iPhone within your app.
- Do not adjust the width or aspect ratio of the artwork.
- Do not add visual effects such as shadows, glows, or reflections to the artwork provided.
Apple Pay
Contactless cards
PIN-entry
For markets that require PIN-entry, please use the provided PIN-assets for merchant education.
App
Display a modal sheet or pop-up banner with messaging in your app to let merchants know that they can accept in-person payments with Tap to Pay on iPhone for their business.
Recommended messaging
Headline
Tap to Pay on iPhone. Now available.
Copy
Accept contactless payments with only an iPhone.
Call to action (CTA)
Learn more
or
Enable now
App Store product page
Update your App Store product page description, screenshots, and previews to let merchants know that you’ve enabled in-person contactless payments within your app. Make sure your content reflects the authentic purchase process.
Recommended messaging
Headline
Accept contactless payments with only an iPhone. No extra terminals or hardware needed.
Copy
With Tap to Pay on iPhone in the [APP NAME] app, you can accept in-person, contactless payments, right on your iPhone — from physical debit and credit cards, to Apple Pay and other digital wallets — no extra terminals or hardware needed. It’s easy, secure, and private.
Maximize merchant engagement by sending your customers an email within the first week of supporting Tap to Pay on iPhone. Be sure to include a visual of the authentic Tap to Pay on iPhone UI screen.
Recommended messaging
Headline
Tap to Pay on iPhone. Now available in [APP NAME].
Copy
With Tap to Pay on iPhone in the [APP NAME] app, you can accept in-person contactless payments, right on your iPhone — from physical debit and credit cards, to Apple Pay and other digital wallets — no extra terminals or hardware needed. It’s easy, secure, and private.
Call to action (CTA)
Learn more
Social media
Announce the availability of Tap to Pay on iPhone in your app via social media. You can include a visual of the authentic Tap to Pay on iPhone UI screen.
Recommended messaging
Headline
Now you can accept contactless payments with only an iPhone and the [APP NAME] app.
Copy
We are excited to announce that our merchants can now enable Tap to Pay on iPhone via the [APP NAME] app and start accepting contactless payments with only an iPhone. Visit [landing page link] to learn more about this innovation.
Web
Announce the availability of Tap to Pay on iPhone in your app via your website. You can include a visual of the authentic Tap to Pay on iPhone UI screen.
Recommended messaging
Headline
Accept contactless payments with only an iPhone.
Copy
Tap to Pay on iPhone. Now available in the [APP NAME] app.
Call to action (CTA)
Learn more
or
Enable now
Communicating to merchants
Incentives
When your app offers a Tap to Pay on iPhone incentive, detect if the user’s device has enabled the capability already. If the merchant hasn’t enabled it, deliver the incentive message with a strong CTA, such as Enable Now.
Education materials
Tap to Pay on iPhone provides merchants with a new way to accept in-person contactless payments. Merchants will find it useful to read or follow training and guidelines on how to accept payments with Tap to Pay on iPhone and how to educate their customers on using contactless payments. Please note that merchant education is also a requirement for the Apple app review process.
Here are some of the ways you can educate merchants on Tap to Pay on iPhone:
- Include an in-app merchant education video - download video here
- In-app payment acceptance tutorials
- Online training guides
- In-person, online, or in-app training
- Help center guidelines
Please refer to these merchant education assets for additional training resources.
When developing in-app training for merchants, please use approved Apple-provided artwork, and follow the style and copy guidance provided in these guidelines.
PR
All PR announcements, including press releases and investor relations, require Apple’s prior review and approval before being published. Please connect with your PSP provider for the review and approval process.
Editorial guidelines
Messaging that describes Tap to Pay on iPhone should be leveraged in communications promoting the capability now available in your app.
Using the name “Tap to Pay on iPhone”
When using the name “Tap to Pay on iPhone” in headlines or copy, do not shorten to “Tap to Pay” or “Apple Tap to Pay.”
Always typeset “Tap to Pay on iPhone” as five words. The T and Ps should be uppercased, followed by lowercase letters. Never use the iPhone logo to represent the name “iPhone” in text.
Typesetting Apple trademarks
Apple trademarks must be typeset exactly as they appear on the Apple Trademark List. For example, “Face ID” is typeset as two words with an uppercase F followed by lowercase letters and uppercase “ID”. Typeset “iPhone” with a lowercase i and an uppercase P followed by lowercase letters. The name “iPhone” should start with a lowercase i even when it is the first word in a sentence, paragraph, or title.
Typeset Apple trademarks in a manner consistent with your company’s identity. Match the font used in the rest of your communication. Do not imitate Apple typography.
Suggested messaging
You can use the following recommended messaging to promote Tap to Pay on iPhone in communications. Always follow the guidelines described on this page for using the name “Tap to Pay on iPhone.”
Copy
Value proposition
Headlines
Accept contactless payments with only an iPhone.
Accept in-person payments with only an iPhone.
iPhone now lets you accept contactless payments.
Use iPhone to accept contactless payments.
Tap to Pay on iPhone. No terminal needed.
Advertising copy
With Tap to Pay on iPhone and [partner name solution/app], you can accept all types of in-person, contactless payments right on your iPhone—no extra [terminals/readers] or hardware needed.
Short copy
With Tap to Pay on iPhone and [partner name solution/app], you can accept all types of in-person, contactless payments right on your iPhone—from physical debit and credit cards to Apple Pay and other digital wallets—no extra [terminals/readers] or hardware needed. It’s easy, secure, and private.
How to use (contactless card)
Headlines
It’s easy to use.
It takes just a few simple steps.
Accepting payments is easy.
Advertising copy
- Open the [partner name] app on your iPhone, and [define next step, such as entering the purchase amount or selecting a specific option within the app].
- Present your iPhone to the customer.
- Your customer holds their card horizontally at the top of your iPhone, over the contactless symbol.
- When you see the Done checkmark, the card read is complete and the transaction is being processed.
How to use (Apple Pay and other digital wallets)
Headlines
It’s easy to use.
It takes just a few simple steps.
Accepting payments is easy.
Advertising copy
- Open the [partner name] app on your iPhone, and [define next step, such as entering the purchase amount or selecting a specific option within the app].
- Present your iPhone to the customer.
- Your customer holds their device at the top of your iPhone, over the contactless symbol.
- When you see the Done checkmark, the card read is complete and the transaction is being processed.
Easy (merchants)
Headlines
Getting started is easy.
Accepting payments is easy.
Get started in a few steps.
Advertising copy
To use Tap to Pay on iPhone, simply download the [partner name] app, sign up, and start accepting in-person, contactless payments anytime, anywhere—right on your iPhone.
Short copy
To use Tap to Pay on iPhone, simply download the [partner name] app, sign up, and start accepting in-person, contactless payments anytime, anywhere—right on your iPhone. No extra terminals or hardware needed.
Easy (app developers)
Headlines
Enabling your app with Tap to Pay on iPhone is easy.
Easily enable Tap to Pay on iPhone in your app.
Advertising copy
Using Tap to Pay on iPhone with [partner product] removes the complexities of developing and maintaining a custom payment product. It provides a fully certified solution that you can easily enable on your app.
Privacy and security
Headlines
Privacy and security built in.
Secure and private transactions.
Accept payments, now with the security of iPhone.
Advertising copy
Tap to Pay on iPhone uses the built-in security and privacy features of iPhone to help keep your [business/ customer] data private and secure. When a payment is processed, Apple doesn’t store card numbers or PIN information on the device or on Apple servers, so you can rest assured knowing your business stays yours.
Security (no recording or tracking allowed)
Headlines
Nothing stored or recorded.
Secure payments. And nothing stored.
Advertising copy
When using Tap to Pay on iPhone, all photo, video, screenshot, and screen-recording features are paused on the merchant’s iPhone—so customers have peace of mind knowing their card number or PIN information won’t be recorded. Apps in the background are also momentarily blocked to prevent the tracking of digits while a customer enters their PIN information on the merchant’s iPhone.
Trademark attribution
Do not add a trademark symbol to the Tap to Pay on iPhone UI assets provided by Apple. In apps, include Apple trademark attributions wherever legal information is displayed.
In marketing communications, distributed only in the United States, the appropriate symbol (™, ℠, or ®) must follow each Apple trademark the first time it is mentioned in marketing copy, for example:
Apple®
Apple Home™
Apple TV®
Apple Watch®
HomeKit®
HomePod®
HomePod mini®
iPad®
iPhone®
Siri®
Refer to the Apple Trademark List for the correct trademark symbol.
CTA copy and legal disclaimer
CTA
Learn more
Enable now
Try it today
Legal disclaimer
Tap to Pay on iPhone requires a supported payment app and the latest version of iOS. Update to the latest version by going to Settings > General > Software Update. Tap Download and Install. Some contactless cards may not be accepted by your payment app. Transaction limits may apply. The Contactless Symbol is a trademark owned by and used with permission of EMVCo, LLC. Tap to Pay on iPhone is not available in all markets. For Tap to Pay on iPhone countries and regions, see https://developer.apple.com/tap-to-pay/regions/.