What Is Loyalty and Referral in GoHighLevel? Points, Rewards and Wallet Passes Explained

Short answer: GoHighLevel now has a built-in Loyalty and Referral program (Official, private beta, shown at LevelUp Day on October 27, 2026). Customers join through a signup page, earn points for creating an account, referring friends, buying selected products and their birthday, and redeem points for a dollar discount or a free product. Each member gets an Apple Wallet or Google Wallet pass with a QR code that your staff can scan in store. It lives under Marketing, then Loyalty, but only selected beta accounts have it today, and HighLevel has not announced pricing yet.

What Loyalty and Referral does

Until now, HighLevel users who wanted a points program had to use a separate loyalty app and connect it with Zapier or webhooks. HighLevel's new feature puts the program inside the sub-account, next to your contacts, funnels and payments. According to HighLevel's help article (Official), a program can be:

• Online, where customers earn points at checkout on a funnel or website you choose.
• Physical (in store), where staff record visits and redemptions by scanning the customer's QR code.
• Both, so one customer has one balance whether they buy online or walk in.

The LevelUp Day 2026 roundup (Official) lists it under "Loyalty and Referral: Private beta release" with program dashboards, a QR scanner for visits and redemptions, and access controls.

Earning rules and rewards

You can start from a template or build a program from scratch. HighLevel's help article lists three starting templates:

• Grow my customer list: 100 points for creating an account and for each referral, with $1 off per 100 points.
• Bring customers back: points for purchases at a rate you set, with $1 off per 100 points.
• Delight my regulars: birthday points that customers redeem for free products you choose.

Each earning rule can be switched on and configured on its own: creating an account, referring a friend, purchasing selected products, and celebrating a birthday. Purchase rules have extra settings for subscription eligibility, point expiry, daily order limits and a maximum points cap. That cap matters. Without it, one large order can hand out more rewards than you meant to give.

For referrals you set the points the referrer earns, the welcome points the new customer gets, and a maximum number of referrals per person. For redemption you choose between discount rewards (how many points equal $1, plus a maximum discount on one order) and free product rewards (a product and the points it costs).

Signup page, wallet pass and in-store scanning

Customers join through a signup page you customize: heading, body text, content cards, design, which form fields show and which are required, and the button text. After that you set up the wallet pass for Apple Wallet and Google Wallet with a display name, your logo and an optional banner. The pass holds the membership and the customer's QR code.

In the store, a staff member opens the program and clicks Scan customer QR to launch a web scanner. It records visits and redeems rewards. HighLevel says a mobile scanner is rolling out separately and may not appear for every user yet. If a customer disputes a balance, authorized users can use Adjust points, and an activity log and statistics tab show what happened.

The dashboard tracks enrolled customers, rewards earned, rewards redeemed and the redemption rate, compared with the previous period when there is enough data.

How to set it up if you are in the beta

1. Check that the feature is on for the sub-account: an agency admin can control it under Agency View, Sub-Accounts, Features and Limits.
2. In the sub-account, go to Marketing, then Loyalty, and create a program from a template or from scratch.
3. Pick online, in store or both. For online, choose the funnel or website where checkout should earn points.
4. Turn on the earning rules you want and set caps, expiry and referral limits.
5. Set your rewards: points per $1 with a maximum discount, or free products.
6. Customize the signup page and the wallet pass, then preview and publish.
7. Give staff the right permissions under Settings, Users, Roles and permissions, Loyalty: "View and manage loyalty and referral" and "Manage scanner app" can be granted separately.
8. If you use the Client Portal, turn on the Loyalty toggle under Memberships, Client Portal, Settings, App Permissions.

If you do not see Loyalty in your menu, you are not in the private beta yet. HighLevel's walkthrough page says the feature "will appear soon" for accounts that do not have it, but it does not give a date or a way to request access.

Who it is for, and what is not announced yet

This fits businesses with repeat customers: salons, med spas, gyms, cafes, car washes, pet groomers, retail shops and home service companies that want referrals. Agencies can offer it as part of a retention package once it reaches their clients' accounts.

Things HighLevel has not announced yet, so plan around them:

• Pricing: not announced. The help article and the LevelUp roundup do not say whether it is included in every plan or billed separately.
• Workflow triggers and notifications: the walkthrough list mentions email and push notifications, but the help article does not document workflow triggers or actions for points and rewards yet.
• General release date: not announced.

Until it reaches your account, you can still run a simple win-back plan with what HighLevel has today: tag past customers, send a limited offer and track redemptions with a coupon code. Our database reactivation campaign is built for exactly that, and the Client App Builder guide covers the branded portal that the loyalty toggle plugs into.

What to do now

• Decide what a reward is worth to you before you open the builder. Start with the $1 per 100 points template math and adjust.
• Collect birthdays on your intake forms now, so the birthday rule has data when you switch it on.
• Make sure products are set up in Payments, because purchase rules and free-product rewards use them.
• Follow every LevelUp release on our LevelUp 2026 live hub.

Want help planning a loyalty and referral setup that fits your business? Book a free discovery call.

Yaakov (Koby) Oranski, Founder and CEO of Yotomations

Certified GoHighLevel Admin and Partner. Koby designs CRM migrations, two-way integrations, billing systems and AI agents for service businesses, and writes from the engagements described on this site.

Published 2026-10-29