Square Translates Its Apps to Spanish to Attract Latino Merchants

Square is making all of its payment apps in available in Spanish in an effort to attract Latino merchants in the U.S.

Square's Register app, which is designed to enable tablets to work as cash registers, will be available in Spanish, as will its online dashboard, mobile payment services and Square Market e-commerce site. In addition, all new releases going forward will be available in Spanish, Square says.

The number of Latino-owned businesses in the U.S. expanded at an annual rate of 6.6% between 2007 and 2013, compared to the 4.1% growth rate for all businesses, according to Geoscape, a business research company.  There were 3.16 million Latino-owned U.S. businesses in 2013, with total sales of $468 billion, according to Geoscape.

Square in late March and April will tour cities including Miami, Houston, Los Angeles, and San Francisco to promote its Spanish-language services, which are available nationwide. Users can use Square's app in Spanish by setting their phones to Spanish before opening the app. Square employs Spanish-speaking staff to field queries.

Square is not planning to offer Spanish language tools outside the U.S., though it does offer bilingual services in other countries, such in Canada where its apps can be used in French and English. Square would not provide an executive for an interview.

The addition of Spanish language tools is part of a larger overhaul of Square's technology.  Square redesigned its Register app in November to streamline navigation and add processes such as restaurant ordering and tip collection.

Square, which has its roots in helping micro merchants use their smartphones to accept card payments, has made extending its merchant roster a top priority.

Other mobile point of sale providers, such as Groupon, Roam and Leaf, are also continually updating their software to appeal to more merchants.