TL;DR
- Cash App launches “pools” feature for group-based payments.
- Users can set target amounts and invite friends or family.
- Non-users can contribute via Apple Pay or Google Pay, no app required.
- Move follows slower-than-expected usage and Q1 gross profit miss.
- Competes directly with Venmo and PayPal’s pooling features.
A Strategic Move Toward Social Payments
In a bid to diversify its payment ecosystem and recapture growth momentum, Cash App has rolled out a new feature named “pools”, enabling users to collect and share funds with groups. The capability is targeted at everyday group expenses like restaurant tabs, travel costs, rent splits, and collective gifts — all increasingly common use cases in the peer-to-peer economy.
The new feature launched Tuesday, July 29, 2025, to a limited number of users, with broader rollout expected over the coming months.
A Frictionless Entry Point for Non-Users
What distinguishes Cash App’s offering from its competitors is the inclusion of non-user contributions. Organizers can now invite others to chip in simply by texting a payment link. Those without Cash App can still contribute using Apple Pay or Google Pay, significantly lowering the barrier to participation.
This marks a calculated strategy to onboard new users indirectly, by pulling them into Cash App’s orbit through social financial interactions.
“The ability for non-users to contribute through Apple Pay and Google Pay is particularly significant,” said a company spokesperson. “It’s about inclusion and ease.”
Feature Mechanics: How Pools Work
Cash App users can create a pool by:
- Navigating to the Payments tab.
- Setting a target amount (e.g., $300 for a birthday dinner).
- Sharing the pool link via $Cashtag or direct text message.
Once the target is met or no longer needed, the organizer can close the pool and transfer the full amount to their Cash App balance.
Built-In Controls
- Pool organizers control closure and fund release.
- Contributors cannot withdraw or reallocate the funds.
- Transparency features allow tracking of individual contributions.
Chasing Growth After Missed Expectations
The pools feature arrives at a critical time for Cash App. In Q1 2025, the app’s gross profit fell short of projections, driven by a noticeable decline in active usage. This new feature may serve as both a retention mechanism and a viral growth lever.
According to Block Inc.’s Q1 earnings report, the parent company cited “underwhelming consumer engagement” as a contributing factor to its 3.7% revenue miss. Pools might help Cash App regain momentum by offering socially-driven, real-world utility.
Competitive Landscape: PayPal, Venmo, and Beyond
Cash App is not the first to venture into group payments. Venmo and PayPal have long offered money-pooling tools, enabling group financing for shared events and expenses. However, these require most users to have existing accounts.
By contrast, Cash App’s pools feature sidesteps platform exclusivity, leaning into frictionless external payments and cross-platform interoperability.
| Feature Comparison | Cash App | Venmo | PayPal |
| Invite non-users to pool | ✅ Yes | ❌ No | ❌ No |
| Apple/Google Pay support | ✅ Yes | ❌ No | ✅ Yes (limited) |
| Contribution tracking | ✅ Yes | ✅ Yes | ✅ Yes |
| Instant fund transfer | ✅ Yes | ✅ Yes | ✅ Yes |
| Target amount setting | ✅ Yes | ✅ Yes | ✅ Yes |
Payment Pooling Trends
| Metric | Value | Source |
| % of U.S. adults using P2P apps | 68% | Pew Research |
| Cash App monthly active users (2025 Q1) | 57 million | Block Inc. |
| Global group payment app market (2024) | $15.3 billion | Statista |
| Expected CAGR for digital wallets (2025+) | 12.5% | Allied Market Research |
User Experience and Monetization Implications
From a product standpoint, the new pools tool creates a light social layer, allowing Cash App to capture informal payment scenarios that might otherwise happen through cash or alternative apps.
Revenue Opportunity
While the feature is free to use, it could indirectly feed app monetization in several ways:
- Increased wallet balance usage, which can be used for stock or crypto investments.
- Interchange revenue when linked cards are used to fund pools.
- Upsell opportunities for Cash App Boosts and Pay-in-4 BNPL tools.
What’s Next?
With this new feature, Cash App isn’t just updating payments — it’s redefining social money movement for the next generation of users. As group payments become a staple of financial life, platforms that support ease, flexibility, and inclusivity will likely lead.
It remains to be seen how effectively this new offering converts casual contributors into full-time users — but with wide rollout planned in the coming months, the stakes are high.
