Overview
Square processes your payments — but most businesses never leverage that moment to ask for a review. Within 2 hours of a completed payment, customers are happy (they just bought something they wanted) and their experience is fresh. This automation sends a review request via SMS or email right at that optimal moment, consistently, for every transaction.
Before you start
- Square account with customer contact info collection enabled
- Google Business Profile (free)
- Twilio account for SMS (optional but recommended)
Step-by-step guide (4 steps)
Enable Square's built-in review requests
In Square Dashboard, go to Marketing > Reviews. Enable 'Automatically request reviews from recent customers.' Square can send review requests via the Square receipt email automatically — no third-party tool needed for the basics.
Customize the review request message
Edit the default review request text. Add your business name, a personal thank-you, and a direct link to your Google Business profile review page. Keep it under 2 sentences.
Set up SMS review requests via Zapier + Twilio
For SMS (higher open rates than email): Trigger off Square 'New Payment', add Twilio as action app, send a text message from your business number with your Google review link.
Use a short link (bit.ly or your own domain) for the review URL — long URLs look spammy in SMS.
Route 4+ vs. 1-3 star feedback
Use Square Feedback (built-in) to capture private 1-4 star feedback before it becomes a public Google review. This gives you a chance to resolve issues privately.
What you'll get
Consistent review generation for every transaction
Google profile improves local SEO rankings
Private feedback catches unhappy customers before they post publicly
Competitors with fewer reviews lose to you in local search
Common mistakes to avoid
Not collecting customer contact info at checkout (Square has to have their email/phone)
Sending review requests to wholesale or B2B customers
Forgetting to update your review link when you change Google Business profiles
Frequently asked questions
Do I need coding experience to set up this Square automation?
No coding is required. This guide walks you through everything using Square's built-in features and Zapier's visual interface. If you can follow a recipe, you can follow this guide.
How long does this automation take to set up?
Most users complete this setup in 30–60 minutes on their first try. Once set up, it runs completely automatically with zero ongoing effort.
What happens if the automation fails?
Zapier and Make both have error notifications and task history, so you'll know immediately if something goes wrong. We cover troubleshooting steps in the guide above.
Can I customize this automation for my specific business?
Absolutely. The guide includes notes on common customizations. Most automations have multiple variation points — timing, conditions, notification recipients, and more.