Mobile company Urban Airship has announced that Urban Airship Reach will support enhanced rewards experiences with Apple Pay, bringing together loyalty rewards merchant support for Apple Pay to offer consumers the ability to earn and redeem rewards — and pay with a single tap. 

Urban Airship said in a press release that the integration will enable businesses to automatically update loyalty points or serve up a prefilled rewards enrollment form at the point of sale when customers use Apple Pay at the checkout, on the web or in apps. 

Urban Airship will demonstrate the product in collaboration with USA Technologies next week at Mobile World Congress in Spain. In the coming months, USAT will introduce the new enrollment capabilities and loyalty rewards to selected unattended retail locations from among the 300,000 participating self-serve machines connected to its cashless payment platform, ePort Connect.

"Apple Pay is unlocking massive marketing value for brands as loyalty cards top the list of things consumers want in their wallets, and provides a dramatically easier and speedier checkout experience that extends reach well beyond the register," Brett Caine, CEO and president of Urban Airship, said in a statement. "The opportunity for growth could be as monumental as the web, or apps, or email coming into existence, and Urban Airship is on the frontlines of helping businesses of all sizes fully realize the promise of dynamic mobile wallet marketing with Apple Pay."