Customer Segments in SQUARE - Definitions

Created by Rachel Turk, Modified on Sun, 26 Oct, 2025 at 6:14 PM by Rachel Turk

To be able to filter / Segment your campaigns, here are definitions for each group. You can also create your own Smart Segments:

All customers

This group represents all the customers saved in your directory.

Instant Profiles are customer profiles that are automatically created after 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 Instant Profile group in your Directory and can be filtered by using the creation source filter and selecting Instant Profile (via payment).

Subscribed customers

A subscribed customer is a customer that has provided consent to receive marketing emails from your business.

If you’ve collected customer email addresses through Square from sending digital receipts, invoices, appointments or loyalty, the customer can’t receive Square Marketing email campaigns unless:

You’ve separately collected and recorded the customer’s explicit consent.
You’ve manually imported an existing database of customers who have consented to receiving marketing emails from your business.
Your customer has used one of Square’s customer information collection tools.
Subscribers to Square Marketing are billed based on the number of customers that exist in their subscribed customers group. Learn about Square Marketing pricing.

Smart groups

These are 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 group criteria. Two smart groups are included by default in your directory: regulars and lapsed customers. Using filters, you can create customer 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.

https://squareup.com/help/us/en/article/6245-manage-customer-groups-and-filters