Square Go represents Block, Inc.'s strategic expansion into consumer-facing local commerce, positioning itself as a centralized platform for discovering and managing appointments across service-based businesses. The application aggregates over 250,000 businesses using Square's payment ecosystem, creating a network effect that benefits both consumers seeking reliable services and merchants looking for customer retention tools. The core functionality revolves around three pillars: discovery through geographic and categorical search across 2 million services, transaction management enabling one-tap reordering and rebooking without phone communication, and personalization through historical tracking and staff preferences. The system maintains detailed records of past transactions while using this data to surface relevant new businesses, creating a self-reinforcing cycle of convenience and discovery. User experience demonstrates thoughtful design with intuitive navigation between map-based search, appointment calendars, and business profiles. The interface prioritizes speed for repeat transactions while maintaining depth for exploration. Real-world usage patterns show particular strength in recurring service scenarios like haircuts, beauty appointments, and wellness services where users develop ongoing relationships with specific providers. User feedback consistently highlights convenience and reliability, with multiple reviews specifically praising the reminder system and elimination of 'phone tag.' User BuddyRo79 (August 19, 2025) noted the app's efficiency, while Beemorgx (August 24, 2025) emphasized its tracking capabilities. The reviews suggest particular strength in service industries where personal relationships matter, as evidenced by Holank's August 29, 2025 review detailing their barbershop discovery journey. The application excels in markets where Square has merchant penetration, though coverage varies geographically. While the platform provides exceptional convenience for regular service users, its utility diminishes in regions with limited Square adoption. The absence of integrated payment processing (despite Block's background in payments) represents a curious limitation, though the focus remains squarely on appointment and order management rather than financial transactions.