A “Pass Type ID” Certificate, which you can create in the iOS “Certificates, Identifiers, & Profiles” page for your developer account. If you include a bar code that encodes your pass’s URL, you can pass it to people by having them scan the code in Passbook.app. To include a bar code, the JSON only needs to include a message to be encoded (the URL in this case), the message’s text encoding, and the type of code.