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When we started rethinking Square’s pricing and packaging, we began with the most important voice in our ecosystem: the people who use our tools every day. Many business owners had told us that our pricing structure felt confusing. They were navigating 18 different pricing plans, each with multiple tiers, and making repeated pricing decisions without a clear understanding of their total cost of ownership.
We took that feedback seriously. We believed there was a better way to approach pricing, and that belief became the starting point for what would become Square’s new pricing and packaging structure. We set out to create simpler pricing plans that reflect how businesses actually grow and that unlock the full value of the Square ecosystem.
Why it was the right time to rethink our pricing approach
Apart from the crucial feedback from sellers, several things converged to make it the right moment for a shift in our pricing approach. First, we were in the middle of launching a single Square Point of Sale app. Bringing multiple products together into one unified experience naturally opened the door to think about how pricing might follow that same path.
Internally, we were also thinking differently about the ecosystem overall. Over the years, we have built a wide range of powerful tools across ecommerce, operations, staff management, customer engagement and more. We wanted to create a clearer path for sellers to discover those tools and benefit from them without navigating dozens of standalone product experiences.
We also know that as businesses mature, their needs evolve, and many entrepreneurs eventually reach a point where they rely on more of what Square offers. We wanted to support that growth in a way that felt intuitive and aligned with how business owners already use the platform.
Introducing our new pricing plan: one subscription, three tiers
The outcome of this pricing redesign is a single subscription with three tiers. Each tier unlocks the the Square ecosystem at a predictable per location price, which makes it easier for business owners to understand what they are paying for and what they receive in return.
We maintained our free tier because it has always been an important part of Square’s mission. New businesses can still start with Square at no monthly cost. Many entrepreneurs begin with small or micro operations, and the free tier keeps Square accessible in a way that supports early stage growth.
For growing teams, Square Plus at $49 per month per location provides access to staff management tools, marketing, loyalty, and a customizable website as well as industry specific POS features like custom floor plans, barcode label printing, and no-show fees. It is designed for the stage when daily operations become more structured and customer engagement becomes a bigger priority.
Then there is Square Premium at $149 per month per location, which offers the totality of Square, including advanced tools, premium support and the lowest processing rate of the three plans. It is built for operators who want the most complete offering Square provides.
We designed these plans to be compelling for the diverse base of businesses we support today and the new sellers we hope to welcome. The biggest shift is that business owners no longer need to make dozens of pricing decisions to unlock the tools they need. In the past, sellers had to navigate repeating free trials, multiple paywalls and fragmented upgrade flows. It was possible to access a single product but not the supporting tools that would help them get the most out of it. This made adoption uneven and unpredictable.
Now the structure is straightforward. Businesses know when they are in a trial, when an upgrade is needed, and which features belong to which tier. The experience is uniform in the Dashboard, on web and in the Point of Sale app.
Unlocking more value with the new tiers
Many business owners have shared they appreciate the simplicity of paying for a single product. We value that perspective and understand why it matters.
For those sellers, our message is simple. Try Square Plus during the 30 day free trial. Explore products you may not have considered before. Many businesses discover tools that make a meaningful difference in how they run and grow once they have the chance to experiment. These new plans were designed to provide additional value that only appears when products work together, and we encourage business owners to explore that value with an open mind.
Our data already shows that businesses within the new tiers are leveraging more of the Square ecosystem than those still on legacy plans, helping those businesses grow. They are discovering more tools and using them at much higher rates. That was the core value proposition behind this redesign, and it is rewarding to see it taking shape in real time.
For anyone comparing options across the industry, these plans also offer compelling value for money. We encourage prospective sellers to benchmark Square against alternatives. They will find that Square now provides a broader, more integrated offering than ever before.
A clearer path for long-term growth
Behind every improvement we make at Square is a belief that business owners should feel confident in the tools they depend on each day. Pricing plays a major role in building that confidence. It should create clarity, support growth and make it easier to access the value of the ecosystem, not harder.
That idea guided the work behind these new plans. We wanted business owners to choose a tier that grows with them and to know that the tools they rely on sit within one coherent, predictable experience.
This shift is also about unlocking more of what Square already offers. Many sellers still use Square primarily for payments, often without realizing how much more is available to them. For those businesses, the 30 day free trial of Square Plus is an opportunity to explore staff management, loyalty, marketing and other tools that can have an immediate impact. The new pricing structure makes this exploration simpler and more intuitive.
Ultimately, a clearer pricing approach also allows businesses to focus on what matters most: running and growing their operations without unnecessary complexity. That is the experience we set out to build, and we remain committed to strengthening these plans as we continue developing tools that support long-term success.
