For Square POS users, the two main loyalty options are Square Loyalty (Square's native add-on, $45/month) and LoyaltyPass (a POS-independent platform, $99/month). Square Loyalty is simpler to set up within Square but lacks wallet passes and stamp cards. LoyaltyPass runs alongside Square with no integration, issues branded wallet passes to Apple Wallet and Google Wallet, and costs less.
Square Loyalty vs LoyaltyPass: full comparison
| Feature | Square Loyalty | LoyaltyPass |
|---|---|---|
| Starting price | $45/month add-on | $99/month |
| Works with Square POS | Native integration | Yes, alongside Square (no integration) |
| Apple Wallet / Google Wallet passes | No | Yes |
| Stamp card programs | No (points only) | Yes |
| Points programs | Yes | Yes |
| Push notifications | SMS only (extra cost) | Yes, included |
| Geofencing | No | Yes, included |
| Works if you leave Square | No (data lost) | Yes (data stays in LoyaltyPass) |
| Hardware required | Square terminal | Free merchant app on any smartphone |
How Square Loyalty works
Square Loyalty adds a loyalty layer directly to your Square checkout flow. When a customer pays, the terminal prompts them for their phone number. The system looks up their account by phone and awards points automatically. No card to carry, no app to download.
Advantages of Square Loyalty:
- Zero friction at checkout if you are already on Square
- Automatic points award with no extra step from staff
- Customer data lives in your Square account alongside sales data
Limitations of Square Loyalty:
- No wallet passes: customers carry nothing. There is no visual card to show, no balance to check between visits.
- Points only: no stamp card option.
- Push notifications require an additional SMS marketing subscription from Square.
- If you switch from Square POS, you lose your loyalty program and customer history.
- $45/month is more expensive than LoyaltyPass.
How LoyaltyPass works alongside Square
LoyaltyPass runs completely separately from your Square terminal. The workflow is two steps:
- Customer pays via Square as normal.
- Customer shows their wallet pass; staff scan it with the free LoyaltyPass merchant app on any smartphone. Stamps or points are awarded in under 3 seconds.
The scan happens after the payment completes, so it does not affect your checkout speed. The customer leaves with a branded card in their Apple Wallet or Google Wallet showing their current balance.
Advantages of LoyaltyPass for Square users:
- Wallet passes: customers see a branded card in their existing Wallet app, always visible and up to date.
- Stamp cards and points programs: choose whichever model fits your business.
- Push notifications included at no extra cost, directly to customers' lock screens.
- $99/month versus Square Loyalty at $45/month.
- Loyalty data is yours: switching payment processors does not affect your loyalty program.
Which should you choose?
Choose Square Loyalty if:
- You are fully committed to Square long-term and will not switch POS.
- Checkout integration and automatic phone-number lookup are your top priorities.
- Your customers actively use Square's consumer-facing products.
Choose LoyaltyPass if:
- You want wallet passes (the most important feature for customer engagement and retention).
- You want a stamp card program.
- You want push notifications without a separate SMS subscription.
- You want the flexibility to switch POS without losing your loyalty program.
- You want a lower monthly price.
For most independent Square users, LoyaltyPass delivers more value. The wallet pass alone drives higher enrollment and redemption rates than phone-number-only programs.
Ready to run a loyalty program that works with your Square setup? Join the LoyaltyPass waitlist, starting at $99/month. No changes to your Square terminal required.
Related reading: Loyalty Program That Works With Any POS explains the broader POS-independence argument. Loyalty Program Pricing Comparison: 10 Platforms in 2026 for full pricing context across all platforms. Wallet Pass Push Notification Open Rates explains why the push notification channel matters more than checkout-integrated loyalty.
