Featured actions are the tappable tiles iOS 27 added to the face of Apple Wallet passes: up to two per pass, each with a label and a destination, sitting directly on the pass rather than buried on its back. They work on every pass style, from loyalty passes to membership passes, so the feature is not gated to any one program type.
Each action has a declared type, such as viewing membership details or browsing offers and rewards, and an optional link that opens the destination when tapped. The link is a universal link, so it can land in the merchant's app for members who have it and on the web for everyone else. Actions are defined in the pass itself, in pass.json, which means a push update can change them like any other content: a pass can point at seasonal offers this month and membership benefits the next.
The design constraint is the feature. Two slots force a program to decide what a member most often wants in the moment they are already looking at their pass, and the honest answers are usually rewards they can use and the state of their membership. Treating the slots as ad space wastes the most valuable surface a program owns.
Featured actions arrived alongside the poster layout expansion in iOS 27, and the two work together: a full-bleed pass with two purposeful actions under it starts to resemble a small app screen. Devices running earlier iOS versions simply do not render the tiles, so actions are an enhancement to design for, never a dependency to build on.