Payments processor Square is brushing up on its Spanish. The San Francisco-based company launched an initiative today to reach out to Spanish-speaking merchants.

The centerpiece of the campaign is a Spanish-language subdirectory on the company website that essentially reproduces the rest of the site in a new language.

The effort was accompanied by three tweets today bearing the hashtag #SomosSquare (“We are Square.”)

Vende aquí, vende allá, vende donde sea: http://t.co/W96gOtZQyg #SomosSquare pic.twitter.com/txze8eBByt

— Square (@Square) March 24, 2014

In addition, eight videos in Spanish were launched on Square’s YouTube channel. Three of the videos present seller stories, and the other five are animated and instructional in the style of many Square videos. One of the five is below, “Cómo Regístrarse en Square,” or “How to register with Square.”

The seller videos highlight two Los Angeles-based businesses — a bakery and limousine service — using Square. The move makes a great deal of sense, particularly in Square’s home market of California, where about 14% of residents — 4.3 million people — speak only Spanish. In the Los Angeles area, that number is even higher.

Sqaure’s move has certainly gotten the attention of Evertec, whose EverPay reader earned it the title of the “Square of Latin America.” Evertec is part of Popular, Inc., based in San Juan, Puerto Rico.

Square processed more than $15 billion in 2013 and announced in November 2103 it expected to process $30 billion in 2014.