Square Appointments review for insurance agents: pricing, features and integrations
Square Appointments is the booking tool in Square's business suite. Clients book from your Square booking site or a button on your website, and Square sends the reminders and lets them confirm or reschedule by text.
Every plan includes unlimited staff calendars for one price per location, and Square Free costs nothing. Square Plus adds Google Calendar sync, a waitlist and no-show protection.
- Best for
- Offices that already use Square and want every staff member bookable for one location price
- Price
- Free plan. Plus is $49 a location per month
- Free trial
- 30 days of Plus or Premium
- Team scheduling
- Unlimited staff calendars. Clients can pick anyone available
- Reminders
- Email and text on every plan
- CRM connections
- HubSpot contact sync. Salesforce and AgencyZoom through Zapier
- HIPAA BAA
- Yes, on any plan. The BAA covers Appointments, and you check that your setup fits it
- Apps
- Web, iPhone, iPad and Android
Our take
Square Appointments fits an office that wants every staff member bookable without paying per person. Square Plus is the plan most offices need, since Google Calendar sync starts there.
Routing and intake are basic. Clients pick a person or anyone available, and extra profile questions are optional.
Square's payment terms exclude insurance, so plan to use it for booking only. Google Calendar is the only calendar it syncs with.
Pros
- Unlimited staff calendars on every plan, including Free
- Clients can confirm, cancel or reschedule by replying to a text
- Booking buttons for your website, Instagram, Facebook and Google
- Busy Google events block time, and bookings show up in Google
- A BAA that covers Square Appointments
- Apps for iPhone, iPad and Android
Cons
- Square's payment terms exclude insurance payments
- Google Calendar is the only calendar it syncs with, and only on Plus and up
- Extra intake fields are optional, so clients can skip them
- No routing forms or round robin rules
- CRM connections run through a contact sync or Zapier
- No refunds on subscription fees already paid
Plans and pricing
| Plan | Per location a month | What it adds |
|---|---|---|
| Square FreeA simple booking page and reminders | $0 | A booking site, unlimited staff calendars, reminders and client profiles |
| Square PlusMost officesWhere most agents start | $49 | Google Calendar sync, appointments with more than one staff member, classes, contracts, a waitlist and no-show protection |
| Square PremiumBusy offices that want reports | $149 | Everything in Plus, with resource booking, team performance reports and more marketing texts |
| Square ProBusinesses processing over $250,000 a year | Quote only | Custom pricing, onboarding help and account management |
Prices are per active location, billed monthly, as of October 2026, from squareup.com/us/en/appointments/pricing. Square charges on the first of each month.
Square won't process insurance payments. Its payment terms exclude insurance and other financial services. Plan to book appointments without collecting premiums or fees through Square.
Good to know before you buy
- Each active location is billed, but staff calendars are unlimited.
- You can cancel or switch Plus and Premium at any time.
- Zoom and Google Meet links come from a partner app at $9 a month.
- Phone support is weekdays for your first 90 days on Free, weekdays on Plus and around the clock on Premium.
Marketing texts
Marketing texts are separate from appointment reminders and aren't available on Square Free.
| Plan | Included each month | After that |
|---|---|---|
| Square Plus | 500 | 3 cents a text |
| Square Premium | 2,500 | 1.5 cents a text |
Which plan has it
| Feature | Free | Plus | Premium |
|---|---|---|---|
| Staff calendars | Unlimited | Unlimited | Unlimited |
| Booking site and website button | |||
| Email and text reminders | |||
| Client profiles | |||
| Google Calendar sync | |||
| Appointments with more than one staff member | |||
| Classes | |||
| Contracts sent after booking | |||
| Waitlist | |||
| Cancellation and no-show protection | |||
| Resource booking | |||
| Team performance reports | |||
| Marketing texts a month | 500 | 2,500 | |
| Phone support | First 90 days | Weekdays | 24/7 |
Getting started
Open a Square account
Square Appointments runs inside a Square seller account. Plus and Premium come with a 30-day trial.
Add your services and staff
Set up each appointment type with its length, notice time and daily limits, and choose which staff can be booked for it.
Connect Google Calendar
On Plus and up, link each person's Google Calendar so busy events block time and bookings show up there.
Share your booking site
Send the link, add a Book Now button to your website or use the Facebook, Instagram and Google Business Profile buttons.
Pick a plan
Stay on Square Free for a simple booking page, or keep Plus or Premium after the trial.
Setup is self-serve, with a help center, community forum, chat and email. Businesses processing over $250,000 a year can ask about onboarding help and account management.
Booking and calendars
Booking pages and links
Clients book around the clock from your Square booking site, a Book Now button or widget on your website, a QR code or booking buttons on Instagram, Facebook and Google Business Profile. Appointments can be at your office, at the client's location, by video or by phone.
Intake questions
You can add up to five extra fields to the client profile, but clients can skip them. On Plus and up, Square can send a contract for the client to sign after they book.
Calendar sync
- Works with
- Google Calendar, on Plus and up
- Calendars checked
- Busy Google events block time. Events you mark as free don't
- Where bookings go
- The Google Calendar you link
- Changes you make
- Edit an event in the calendar it came from. Events added straight to the synced Appointments calendar can be lost
- How far
- One month back through two years ahead, synced within about three minutes
Mobile app
The Square Appointments app runs on iPhone, iPad and Android, in English, Spanish, French, Japanese and Catalan.
Team routing
Every plan includes unlimited staff calendars. You choose which staff can take each service at each location and when they work, so clients only see people who can help them.
Client picks the staff member
Clients choose the person they want from the staff who offer that service.
Any Available
Clients see open times across your staff, and Square assigns the booking to someone who is free.
Reminders and texts
Reminders and no-shows
Square sends appointment confirmations and reminders by email, or email and text if the client chooses. Clients can confirm, cancel or reschedule by replying to a text, which updates the calendar. On Plus and up you can set cancellation cutoffs and a waitlist that tells clients when a time opens.
Text message rules
- Client consent
- Clients choose email or email and text. Square makes you responsible for getting proper consent
- Sending number
- A toll-free number
- Opt-outs
- STOP opts out, START opts back in and HELP gets help
- What texts can't include
- Health information, government ID numbers or nonpublic personal financial details
- Marketing texts
- Separate from reminders. See marketing texts
Integrations
| Connects to | Type | How | What it does |
|---|---|---|---|
| Google Calendar | Calendar | Built in | Blocks busy times and adds bookings. Needs Plus or higher |
| HubSpot | CRM | HubSpot app | Keeps Square clients and HubSpot contacts in step |
| Salesforce | CRM | Zapier | Creates a record from a new appointment |
| AgencyZoom | Agency CRM | Zapier | Creates a lead, note or task from a new appointment |
| Zoom and Google Meet | Video | Partner app | Adds a meeting link in a separate Google Calendar invite, for $9 a month |
| Bookings API and webhooks | Developer | API | Checks open times, books and cancels. Sends new and changed bookings to other systems |
Zapier connections need a Zapier account, which is billed separately. Writing bookings through the API needs a paid plan.
Security and HIPAA
HIPAA and health data
Square's BAA covers Square Appointments where Square acts as your business associate. No special plan is needed, but you decide whether your setup suits health data. Health details still can't go in Square's texts and messages.
Security
- Encrypted in transit and at rest
- PCI DSS Level 1 for card payments
- ISO 27001 certified
- Staff permissions you control
- Security testing and logging
Contract terms
- Billing
- Monthly per active location, charged on the first of the month
- Renewal
- Continues each month until you cancel
- Price changes
- Square can change fees with reasonable notice
- Canceling
- Cancel in your Square account settings. Access lasts through the current billing period
- Refunds
- None for fees already due or paid
- Your data
- Appointment history and client lists download as CSV. Export before closing the account, since that can't be undone
- Disputes
- Individual arbitration
From Square's General Terms, last updated September 14, 2026, applying to all sellers from October 10, 2026.
What users say
What reviewers say most often, as of September 2026.
What users like
- Straightforward setup and customer booking
- Reminders and scheduling convenience
- Payment and booking convenience
What users dislike
- Limited branding and customization
- Price or value concerns
- Web issues and changing navigation
- Uneven support experiences
Square Appointments alternatives
- Acuity SchedulingFrom $16 a month per account. No free planSyncs with Outlook and iCloud, with a BAA on Premium
- SetmoreFree for up to four users. Pro from $5 a user per monthFree for four people, with HubSpot and AgencyBloc connections
- SimplyBook.meFree plan. Paid from $11.90 a month per accountIntake forms with required questions and Outlook sync
- Zoho BookingsFree for one user. Paid from $6 a user per monthRound robin, weighted and priority distribution plus routing forms
See every option in appointment scheduling software.
Frequently asked questions
How much does Square Appointments cost?
Square Free costs nothing. Square Plus is $49 and Square Premium is $149 a location per month, with unlimited staff on every plan.
Does Square sign a BAA for Square Appointments?
Yes. Square's BAA covers Appointments where Square acts as your business associate, but health details still can't go in its texts and messages.
Can an insurance agency take payments through Square Appointments?
No. Square's payment terms exclude insurance and other financial services, so collect premiums and fees another way.
Does Square Appointments do round robin?
Partly. With Any Available, clients see open times across your staff and Square assigns someone who is free.
Does Square Appointments work with HubSpot or AgencyZoom?
HubSpot's own app keeps Square clients and HubSpot contacts in step. AgencyZoom connects through Zapier, where a new appointment can create a lead, note or task.
Can Square Appointments send text reminders?
Yes, on every plan, to clients who choose texts. They come from a toll-free number, and clients can reply to confirm, cancel or reschedule.
How we researched this review. We based this review on the pricing, terms and product pages published by Square Appointments, reviewed in October 2026, together with our team's experience working with insurance agents and agency owners since 2008.
Corrections
Vendors change their pricing all the time and they don't email us when they do. So if you see a price on here that's gone up, a plan Square Appointments quit selling or a contract term that reads different now, let us know and send the link to the page where Square Appointments has it. Somebody here pulls up that page and checks it before we change anything on ours.