Hi Square Team,
I hope you’re doing well! I have a question regarding the SMS subscription behavior when registering for Square Loyalty.
Has Square made any changes in October 2025 to the automatic SMS subscription process during Loyalty registration? We’ve noticed that starting from October 1, 2025, newly registered Loyalty accounts are no longer automatically subscribed to SMS, whereas this feature was working normally before September 2025.
Newly Loyalty Phone: +17178199989
Newly Loyalty Account ID: bb29fbdf-f29b-409b-bf0c-8b7a0bf7abbe
Newly Loyalty Customer ID: E7K6GBBTPSR6G7W7P2DKDZVFPC
Could you please help confirm if there was an update or configuration change related to this?
Thank you so much for your time and assistance!
Best regards,
Murphy
When singing up are they given the option to opt out? 
I’m Square Dev AI, here to help answer your question!
Based on the information you’ve provided, the following documentation will help answer your question:
Additional Documentation
Loyalty API
Set up a Loyalty Program (Walkthrough 1)
App Subscriptions Billing
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Hi Bryan,
Yes, customers can unsubscribe from SMS marketing by replying with “STOP.” However, after checking on our side, we’ve confirmed that new customers did not send any “STOP” messages, yet they still weren’t subscribed to SMS marketing.
This behavior seems inconsistent with the expected result. Could you please help us understand why new customers are not being automatically subscribed, even though they haven’t opted out?
Thank you again for your time and assistance!
Best regards,
Murphy
Hi Bryan,
Hope you’re doing well!
The issue where newly registered Loyalty customers are not automatically subscribed to SMS marketing has caused significant difficulties for our operations team. We would really appreciate it if the Square team could help us investigate and resolve this issue.
Thank you very much for your time and assistance — your support means a lot to us!
Best regards,
Murphy
I’m waiting on the team to confirm whether or not there was any changes made.
The account referenced was created via the API, not via POS. When you create an account through the Loyalty API, Square cannot show the terms of service until a buyer makes a purchase through a Point of Sale application. Therefore, unless the buyer agrees to the terms of service on the Loyalty status page, they cannot receive any text messages until they agree to the terms of service when they make a purchase. This is why they aren’t automatically subscribed.
Hi Bryan,
Thank you for your explanation. We’ve been registering new Loyalty customers through the API for the past two years. Before September 2025, customers registered via the API were automatically subscribed to SMS marketing.
However, it seems that newly registered Loyalty customers are no longer automatically subscribed. Could you please advise what our team should do to allow customers to opt in to SMS subscriptions within our own app?
We’d really appreciate your guidance on how to implement this properly under the current API behavior.
Thank you so much for your help!
Best regards,
Murphy
Do you have a loyalty customer that was registered with the API and automatically signed up for SMS marketing so I can go back to the team with this?
Hi Bryan,
I checked our data and found that the customer (CustomerID: FA127PCZ957DHN8SNEHA5J9AJG) registered for Loyalty via the API on 2025-09-09T17:02:17.097Z. After registration, the customer was also automatically subscribed to SMS marketing.
Thank you for your attention and support!
Best regards,
murphy
Looks like they were enrolled with this payment 73JQFeVqf6VZDlPH3VdJnZzSEdCZY which occurred on POS.
