The paper collects the results of diagonal compression tests to compare the in-plane behavior of unreinforced masonry (URM) and of masonry strengthen with a GFRP reinforced mortar coating. Experimental tests concern square wallettes of different masonry types and thickness; different mortars are considered for the coating. Significant increasing both in resistance and ductility emerges in reinforced masonry (RM). The principal tensile strengths are derived from experimental results and an analytical formulation is proposed for the RM resistance prediction. The formulation evidences that the contribution of the reinforced mortar coating is influenced by the characteristics of both the masonry and the reinforcement.