You can add a pass from an app, email, text, or website when you make a purchase or receive a coupon or gift.

Apps that work with Passbook will prompt you to add the pass to Passbook, or you’ll tap a link or Passbook- enabled attachment. You can also scan codes from merchants’ ads or receipts to add them to Passbook.

Note: The merchant must create and offer the Passbook-enabled pass, barcode, or app. More: Using Passbook