Get Started With Your Customer Directory

This article will provide a brief overview of the Customer Directory, giving you the basic information you need to get started on advanced features.

How It Works

Square’s Customer Directory is a contact management tool where you can store customer information, view how they interact with your business, and engage with them – all in one place.

Customers are added to your directory when sales are made in person, from your Online Store, Square Invoices, or booking services with you via Square Appointments. You’re also able to manually add or import customers to your directory in bulk.

If a customer pays with cash, check, or another form of tender that isn’t a credit card, you can still associate their payment with a new or existing customer profile.

Customer Profiles

Square helps your directory grow by creating Instant Profiles from card sales that contain a customer’s basic information. You can then add information customers choose to share with you, for example, their email address or phone number, to enhance these profiles on your own.

Instant Profiles

Instant Profiles are customer profiles that are automatically created following a transaction. If a customer’s name is collected from their payment card and a matching profile doesn’t already exist within your directory, Square will create an Instant Profile. Future purchases made with that card will update the customer’s profile with new transaction details and other activity with your business.

Instant Profiles appear in the Added by Square group in your Directory.


You can create customer profiles individually and in bulk using a CSV import to your online Square Dashboard.

Customer profiles include the following sections:

  • Actions:
    • Send Message: Allows you to send the customer an email using Direct Messaging. Note: Direct Messages are not to be used for marketing purposes.
    • Edit Customer: Allows you to add and update information for the selected profile.
    • Actions Menu: Click the 3-dotted icon to Add Note, Add Card, Merge with another Customer, Upload File and Delete Customer.
  • Personal Information: Save and view a customer’s name and other information the customer chooses to provide, including contact information, along with their address, birthday, and any information from custom fields.
  • Cards on File: Securely store a customer’s payment card information for future payments.
  • Notes: Add timestamped notes and set reminders for yourself.
  • Activity: View the customer’s activity at your business, including purchases, Feedback sent about your business, Square Loyalty rewards earned, and Square Marketing campaigns received.

Customer Groups at a Glance

Term Definition
All Customers This group represents all of the customers saved in your directory.
Reachable Customers Reachable Customers are the people in your directory that you can contact by email. This list combines customers you may have imported or added that have email addresses, profiles created via Square Invoices, Square Appointments, Email Collection Tools, and customers Square has added based on their engagement with your business.

Square automatically adds profiles to your Reachable Customers group when a customer:

- Visits your business at least once in the last 12 months,
- Pays with a credit or debit card; or
- Elects to receive a digital receipt via email.

You will only be able to see customers’ email addresses when the customer enters it into Square Point of Sale within your business location. In some instances, a customer may be Reachable because their email address was collected at a different business. In these instances, you will not be able to see the email addresses for those customers, but you can send them an email using Direct Messaging from your Directory or through a Square Marketing campaign depending on the circumstances. Learn more about our Privacy and Security Policy.

Subscribers to Square Marketing are billed based on the number of customers that exist in their Reachable Customers group. Learn more about Square Marketing pricing.
Added by Square Square automatically creates records for any customer that makes a purchase at your business with a credit or debit card. These customer records will, at minimum, include the first name and last initial shown on their payment card, and that customer’s payment history.

You won’t be able to see your customers’ email addresses for these types of profiles, but you can send them an email through a Square Marketing campaign. Learn more about our Privacy and Security Policy.
Added by You Profiles created by you in the Square app or in your online Dashboard.
Collected Emails Profiles created via Email Collection Tools. These customers’ email addresses will be visible, exportable, and considered reachable via Square Marketing.
Smart Groups Categories used to automatically group your customers based on their visit frequency or engagement with your business. Smart Groups are dynamic, and the list of customers within them may change over time as customers meet the criteria for the group.

Two smart groups are included by default in your Customer Directory: Regulars and Lapsed customers. Using filters, you can create customized Smart Groups that meet the criteria of your choosing.
Regulars Group A Smart Group that includes your most loyal, frequent customers. By default, this group is set to collect customers who’ve visited your business three times in the last six months. You can edit the settings of this group by clicking Actions > Edit Group in your directory.
Lapsed Group A Smart Group that includes customers who were Regulars, but haven’t visited in the last six weeks. You can edit the settings of this group by clicking Actions > Edit Group in your directory.

Now that you have an understanding of how profiles work, learn how to manage customer profiles in your directory.

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