With square, you are not setting up your own merchant account you just go and signup on squareup.com and get the reader on your phone.

Payfirma you still have to talk to someone and get an account signed up, pay monthly fees, setup fees.

They're a clone in the sense that they provide a device to let you take payments with your iPhone / iPad.

They're so far off from Square in terms of customer experience, though: their signup process involves a 10+ page online application and they require that you obtain a merchant account to take payments are amongst the opportunities for growth at Payfirma.