Pass vs Pic-Time: What’s the Difference?

If comparing gallery platforms Pass and Pic-Time, you’ll immediately notice similarities. And it makes sense: Pass uses a white-labeled version of the Pic-Time platform.

Pass started using Pic-Time’s base technology late in 2017. Since then, the platforms have developed in different directions, most notably, when Pic-Time released Pic-Time 2.0 on a completely separate infrastructure in April 2026.

So what are the differences between Pass and Pic-Time today? Here’s how the two platforms compare.

This Article in a Nutshell

Pass and Pic-Time are separate companies using the same foundational gallery software. Pass uses a white-labeled version of Pic-Time but the platforms have diverged over time. Today, differences include gallery customization, AI tools, native video delivery, print fulfilment, software integrations and the Pic-Time 2.0 infrastructure.

Are Pass & Pic-Time the Same Thing?

Simply put, no. Pass and Pic-Time are independently operated companies.

Pass offers a white-labeled version of Pic-Time, identified by the “Powered by Pic-Time” notice in the Pass dashboard footer.

White-labeling is when one company develops a product or service that another company licenses and offers under its own brand. Starting late 2017, the underlying gallery software used by Pass was originally built by Pic-Time.

Certain updates and features were subsequently shared across the platforms, while others were developed independently for Pic-Time users. As a result, Pass and Pic-Time continue to share some interface and functionality similarities but are no longer equivalent products.

Who is Pass Gallery Best For?

Pass combines the core gallery, print shop and marketing functionality of the original platform with its own services and positioning.

One of its main points of difference is its emphasis on hands-on print sales support. Pass’ optional Platinum service (USD $125 p/m) provides a managed print store, with a concierge team assisting with product design, marketing campaigns, store setup and business strategy.

This may appeal to photographers who want to outsource more of their print-store management rather than handle it themselves.

Key Differences Between Pass & Pic-Time

Pass and Pic-Time continue to share some foundational photo gallery and shop features, while differing in a few key areas. The table below compares their current feature sets side-by-side.

Pass vs Pic-Time: Which is Right for You?

Pass and Pic-Time continue to have some core gallery, print sales and marketing functionalities in common.

Pass pairs these with an optional managed print-store service, while Pic-Time offers additional functionality across customization, AI, native video, print fulfilment and software integrations.

For existing Pass users that may be considering moving to Pic-Time, it will be that much easier to migrate over and work with a familiar interface and workflow – with comparable pricing plans. 

Whether switching makes sense ultimately depends on the tools you need.

Photographers who are happy with Pass and don’t need the additional functionality may have little reason to change. Those looking for features beyond what’s currently available in Pass may find Pic-Time a relatively familiar alternative.

Who Should Move From Pass to Pic-Time

Photographers Looking for a Customizable Gallery Experience

Pic-Time offers extensive styling and design controls, ideal for photographers who want to custom design their galleries and shop to match their brand.

Photographers Delivering Photo & Video

Pass can embed videos hosted by a third-party provider. Pic-Time can embed, and host video files natively and directly into the gallery alongside photos. Dedicated video storage is included in Pic-Time plans (expandable up to 5TB) along with video downloads and sales, video gallery covers, and video scene headers.

Photographers Wanting Advanced AI Tools

Both Pass and Pic-Time have good AI photo search. Pic-Time offers advanced options like face search, keyword search, selfie search and an AI-powered album designer, which can automatically curate images and generate an album layout based on client preferences.

Photographers Outside North America & the UK

Pic-Time has an international lab partner network of some 30+ integrated labs across six continents – helpful for photographers in markets such as Australia, Europe and India who want local or regional fulfillment. Pass offers fulfillment with seven labs: five in the US and one each in Canada and the UK.

High-Volume Event Photographers

Pic-Time’s combination of advanced AI face/keyword/selfie search, along with guest access tools and mobile-first browsing help make large galleries easy for guests to navigate and purchase from.

Photographers Who Want to Sell Albums & Prints

Pic-Time 2.0 has a redesigned shop experience with dynamic, in-context product previews, a rebuilt product editor, improved mobile purchasing and automatic album creation. This makes the switch from Pass to Pic-Time particularly relevant where facilitating and increasing print and album sales is a priority.

Photographers Who Want Clients to Interact Deeply with Their Galleries

Pic-Time 2.0 collections let clients name and curate multiple groups of photos/videos/GIFs then share, download, design products and place orders directly with their Collections. This generates additional interaction and a strong sense of ownership of their gallery experience. Dynamic product previews encourage clients to interact and experiment with different product possibilities. Pic-Time’s advanced AI search features have proven to double gallery engagement time.

Photographers Wanting a Multi-Functional Gallery System

Pic-Time combines galleries, print sales, marketing automations, video delivery, slideshows, album design, blogging + SEO, AI search and a wider range of lab and software integrations than is currently available in Pass.

FAQs – The Differences Between Pass & Pic-Time