RuhmaKhawaja

Senior Developer Marketing Specialist

Ruhma Khawaja

Learn how Auth0 pricing plans scale with your app — from free auth for AI vibe coders to B2B Enterprise SSO for scaling startups and enterprise platforms.  

Whatever You Are Building, Auth0 Has a Plan 

alisha-tingle

Alisha Tingle is a Senior Customer Advocate at Auth0 with 10 years of client-facing experience in the tech industry. In her role, she focuses on accelerating self-service customer growth, expanding self-service reach to developers, and generating enterprise growth. Outside of work, Alisha is passionate about teaching pilates and spending time with her family.

Senior Customer Advocate, DLG

Alisha Tingle

Discover how Auth0 is improving B2B plan flexibility with new Enterprise Connection options and M2M token add-ons based on developer feedback.

At Auth0, we do not just collect feedback; we act on it. Over the last few months, you have shared specific challenges regarding plan flexibility and the "price cliffs" that can occur when scaling. Our Customer Advocate team has taken those insights directly to our product teams to ensure our self-service B2B plans evolve alongside your actual needs.

*Note: If you want to dive into the full technical details and pricing of our B2B plan changes, you can [read the main announcement here](https://auth0.com/blog/auth0-b2b-plans-upgraded)*

Here are three major updates driven by your requests that are launching this month:

## 1. Proof of Concepts: Enterprise Connection on the Free Plan

**The Request:** You told us that testing an Enterprise Connection for a demo or POC felt like a significant barrier when you were not yet in production. You needed a way to validate your integration before committing to a paid tier.

* **The Change:** We have updated the **Free Plan** to include **one Enterprise Connection.**  
* **The Impact:** You can now build, test, and prove the value of your integration to stakeholders without any upfront cost.

## 2. Scaling Incrementally: Add-On Enterprise Connections for B2B Essentials

**The Request:** You highlighted that jumping from B2B Essentials to B2B Professional just to add a fourth or fifth connection felt like too large a leap for a growing business.

* **The Change:** We are introducing **Add-on Enterprise Connections** for the B2B Essentials Plan.  
* **The Impact:** You can now scale at your own pace. If you land a new client requiring SAML or OIDC, you can simply add that specific connection to your existing plan.

## 3. Machine-to-Machine (M2M) Token Add-Ons

**The Request:** Many of you needed to expand your backend service communication but didn't necessarily need the full suite of "Professional" features. You asked for the ability to buy only what you use.

* **The Change:** We are enabling **M2M Token Add-ons** for the B2B Essentials Plan.
* **The Impact:** This add-on provides the technical flexibility to increase service-to-service capacity without the overhead of a full plan upgrade.

## Help Us Build the Future of Auth0

These changes aren't just "new features" — they are the direct result of your input. Whether you are a nonprofit scaling your impact or a startup launching your MVP, your feedback is the most effective tool we have for making Auth0 better.

We are committed to keeping this dialogue open. If you see a way we can improve our plans or features to better support your build, we want to hear it.

**Continue to share your thoughts with us at:** [customeradvocate@auth0.com](mailto:customeradvocate@auth0.com).



You Talked, We Listened: How Your Feedback Shaped Our New B2B Plans


gareth-davies

Gareth is the Chief Product Officer at Auth0, where he leads global product strategy and innovation across the Auth0 portfolio. With over 15 years of experience at the intersection of identity, enterprise data, and marketing technology, he is passionate about building secure, scalable platforms that deliver seamless experiences for developers and customers alike.

Chief Product Officer, Auth0

Gareth Davies

Ship B2B applications, now with advanced features like Self-Service SSO, SCIM, and more – for free. 


Auth0 B2B Plans Upgraded: Free Self-Service SSO, SCIM, and More!

carlos-aguilar

Carlos is a Customer Advocate at Auth0, where he helps guide users and developers to find the right solutions for their needs. He has an eight-year professional background in the SaaS and cybersecurity industries, with extensive experience in customer-facing roles such as account management and customer success management. In his free time, he enjoys hiking and actively seeks out opportunities for outdoor activities and sports.

Customer Advocate

Carlos Aguilar

Deciding between monthly or annual Auth0 pricing plans? Learn how to align your SaaS billing strategy with your development roadmap and traffic.

Auth0 B2B Billing: Should You Pick a Monthly or Annual Plan?

Learn about Auth0 billing changes: the three-month upgrade rule, proration for mid-cycle changes, and how to audit your usage limits.

Why Did My Auth0 Bill Change? A Guide to Proration, Discounts, and Upgrades

Ready to scale your app? Learn how to choose between Auth0's Self-Service and Enterprise plans, based on your team's need for speed, autonomy, and predictable pricing.

From Building to Scaling: How to Choose the Right Auth0 Plan

profile small square

Shreya is the Developer Advocate for Auth0 for Startups. She previously founded a non-profit called Bit Project, worked at a YC-backed Startup as a Developer Advocate, and currently hosts The Developer Diaries podcast. Through each experience, she has found her love for building resources and tools that help move the needle for developers. Outside of work, she enjoys traveling, watching K-Dramas, and drinking boba.

Developer Advocate, Startups

Shreya Gupta

Let’s walk through how to select an Auth0 pricing plan.


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Auth0 offers customizable [pricing](http://auth0.com/pricing) plans, which means you can select a plan based off of the features that you really care about. Let’s walk through how to select the right plan and how to upgrade your plan:

1. Head to [auth0.com/pricing](https://auth0.com/pricing)
2. Select your use case: B2B or B2C
3. For details, scroll down to “Compare Plans”

As a reminder, we've upgraded our Free plan which now offers Unlimited* Social and Okta Connections, 1 Custom Domain, and up to 25,000 MAUs. [Here are all of the changes to the Free plan](https://auth0.com/auth0-vs-auth0), as of Sep 24, 2024. Please note that the Free plan is limited to 1 tenant.

## Selecting a Use Case

Let’s dive into the use cases. If you’re not sure about whether your product falls into the B2B or B2C plans, think of your end-users:

* Apps built for individual consumers would be considered B2C (like your favorite social media app)
* Apps built for things like cross-team collaboration or HR management - where the users are part of a team or organization - would be considered B2B (like your team’s project management app)

Auth0’s B2B plans include features on top of the B2C plans, so if your application caters to both individual consumers and businesses, you would select B2B.

![Selecting a Use Case](https://images.ctfassets.net/23aumh6u8s0i/4g5QLbJs1gcx37ZcssngQK/6678518d7acba80d0aed59936e554c3a/01_plans.png)

## Evaluating Features

Under "Compare Plans", you can see a feature comparison table and click on the various drop-downs to view the comprehensive list of features. Review which features you are currently using or plan to use. You can hover over or click on the features to learn more about them.

## Checking Feature Usage

To check which features you’re currently using, you can refer to the [Quota Utilization](https://support.auth0.com/reports/quota) page on [Auth0 Support Center](http://support.auth0.com/reports/quota) and select a tenant.

![Checking Feature Usage 1](https://images.ctfassets.net/23aumh6u8s0i/32PNFKAe8dpNk8JC8rm2Eb/05407f4fe6902cfce2d2303ca64e6804/02_plans.png)

![Checking Feature Usage 2](https://images.ctfassets.net/23aumh6u8s0i/F1G7QGQ1bdQrxl7jVOlEW/6e9b3bd487db5599ee0fa07ae125edd6/03_plans.png)

## Upgrading to a Paid Plan

You can start with any plan and upgrade when your usage increases. To select a plan, head over to your Settings in the [Auth0 Dashboard](https://manage.auth0.com/dashboard) and open the Subscriptions tab. There you can add your payment details and select your plan of choice.

Depending on your case and needs, you can make additional adjustments to certain plans:

- B2C Professional: number of M2M tokens

B2B Professional: number of M2M tokens and number of Enterprise ConnectionsDepending on your case and needs, you can make additional adjustments to certain plans:

- B2C Professional: number of M2M tokens
- B2B Professional: number of M2M tokens and number of Enterprise Connections


When you upgrade your account to a paid plan, you will be moved to the [Auth0 Teams](https://auth0.com/docs/get-started/auth0-teams) configuration, in which multiple tenants are nested under one subscription. If you see tenants are missing from your subscription, you can [link them by following these steps](https://auth0.com/docs/get-started/auth0-teams/tenant-management#link-tenants).

If you decide to upgrade to the Enterprise plan or want to chat with someone before making a decision, you can reach out to our Sales team.

![Connections](https://images.ctfassets.net/23aumh6u8s0i/3xDiH737J9MTCLRsRNWQx9/67015aae85d1a88c3739548c81efd6d9/04_plans.png)

Comparing Different Plans from Auth0

Abbie Carlson

As a Product Marketing Manager, I'm responsible for communicating the value of Identity for consumer apps as well as focusing on the developer experience. I'm forever curious about how Identity plays a role in our everyday lives as consumers and how a great Customer Identity solution can make or break a business through patron loyalty and retention. 

Outside of work can catch me watching Seattle sports, going to as many concerts as I can or listening to true crime podcasts.

Senior Product Marketing Manager

Introducing updated self-service plans and pricing that scale with your company

<div class="alert alert-info alert-icon">
  <i class="icon-budicon-487"></i>
  <strong>UPDATE:</strong><br> 
  This information was modified on December 11th, 2023. The new plans and feature offerings are now universally available for everyone.<br> 
</div>

We're excited to share with you our updated and revamped plan offerings for Auth0, which powers Okta Customer Identity Cloud.

Effective November 1st, 2023 we launched changes to our plan offerings and pricing structure. Changes listed below:

* **Our free plan now supports up to 7,500 MAUs vs the previous 7,000.**
    * More than 65,000 active tenants enjoy this plan today.
    * Our always-free plan continues to offer social login, DB connection for securely storing identity information, branded login, extensibility and security capabilities (brute force and suspicious IP throttling), and support for 5 regions (US, UK, EU, JP, AUS). 
    * We also recently added [passkeys support](https://auth0.com/blog/activate-passkeys-let-users-log-in-without-password/) to the free plan.
* Our pricing structure has been updated to more predictably scale as you grow:
    * B2C Essentials pricing now starts at $35/Mo for 500 Monthly Active Users (MAUs)
    * B2B Essentials pricing now starts at $150/Mo for 500 MAUs
    * You can now purchase 20,000 MAUs on B2C Essentials with your credit card.
* [Auth0 Teams](https://auth0.com/docs/get-started/tenant-settings/auth0-teams#access-the-teams-dashboard), a new feature that aggregates usage across all tenants for seamless oversight that includes updated tenant limits with the ability to consolidate tenants.
* The below capabilities that can be added to your plan through our “[Let’s Chat](https://auth0.com/contact-us?place=header&type=button&text=contact%20sales)” form. You will need to move to a new plan with a yearly spend of $10,000 or more to take advantage of these options but we plan to include these add-ons via our self service plans (with a lower minimum) in the first half of 2024:
    * New multi-factor authentication (MFA) add-ons, expanding access to MFA capabilities that were previously only available to enterprise customers.
    * Increased enterprise connection limits on the B2B Professional Plan.
    * We have increased our maximum MAU tier limit on our self-service plans.

> It’s important to note that we are not making changes to any existing plans as a result of this update. However, if you make changes to your subscription, the new plan and pricing structure will be applied.

## Pricing & Payment Updates

We last updated our Essentials and Professional plan pricing in May of 2021. With the above changes the following pricing updates became effective on November 1st, 2023. **Keep in mind, this only applies to new sign ups and any subscription changes.**

* B2C Essentials pricing will now start at $35/Mo for 500 MAU, up from $23/mo for 1,000 MAU. 
* B2B Essentials prices will now start at $150/Mo up from $130/Mo for 500 MAU
* B2C Professional prices will stay the same, starting at $240/Mo for 1,000 MAU
* B2B Professional will now only be available by invoice, via our sales team, rather than credit card. 

The price adjustment on B2C Essentials creates increased transparency and price predictability as your MAUs scale on our platform, reducing the risk of customers who grow from B2C Essentials into higher plans being shocked by a price change. While the scaling rate of B2C Essentials is increasing, we’re committed to enabling customers to stay on their chosen plan for longer by making it possible to remain on a self-service plan when surpassing the previous MAU limit of 10,000.

In addition to the above plans, check out the [Auth0 for Startups program](https://auth0.com/startups), our [Auth0 for Non-Profits](https://auth0.com/nonprofits) offers, as well as our always-free plan.

### Payment options

With the above changes, we are committed and will continue to support customers that want to pay us monthly through their credit cards on plan tiers that previously supported this functionality. We will now also allow customers with a yearly spend over $10,000 to contact our sales team to purchase an annual contract paid via invoice. 

Keep in mind, any new tenants created will be subject to the new pricing structure outlined above.

![Payment options](https://images.ctfassets.net/23aumh6u8s0i/7trs7tiGY0Ea5rQ2GmU0D3/952fb21eac9f2306c58d1a3e1bb4a14a/pricing-02.jpg)

`*` Can only be purchased by contacting our Sales team directly or via the ["Contact Sales"](https://auth0.com/contact-us?place=header&type=button&text=contact%20sales) form. Please note you will need to move to a new plan with a yearly spend of $10,000 or more to take advantage of these options but we plan to include these add-ons via our self service plans (with a lower minimum) in the first half of 2024.<br> 
`**` Previously, each tenant was a separate subscription, so only one tenant of any type was allowed per plan.

## Introducing Auth0 Teams:

We understand at times it’s difficult to manage resource access, keep track of and juggle multiple tenants. Auth0 Teams aggregates usage across all tenants for seamless oversight. The addition of this feature will enable the management of administrators and multiple tenants from a single, centralized location.

### Increased tenant limits

Tenant limits are being increased as part of this update.

These new limits will be displayed on both our [pricing page](https://auth0.com/pricing) and in your tenant’s [subscription settings](https://manage.auth0.com/#/tenant/billing/subscription). 

![Increased tenant limits](https://images.ctfassets.net/23aumh6u8s0i/6c62XnCJPnWmP72v55PIlY/f33f1ad5bf8c52375a25c92f74bd73db/pricing-01.jpg)

**With the launch of Auth0 Teams, you can now link existing tenants together under one account. It’s important to note that:**

* The owner of a team and/or the admin on the tenant are the only individuals that can group tenants.
* Tenants cannot be unlinked without the assistance of Auth0 Customer Support. If you linked a tenant and need to unlink it, please contact Support by submitting a ticket in the [Auth0 Support Center.](https://support.auth0.com/)

> Keep in mind, if you choose to stay on your current plan, you will be allowed a single tenant.

### How is this different than current Auth0 offerings?

As a part of this pricing change, customers will have the opportunity to link multiple tenants to the same subscription. Usage will be aggregated across tenants and will be billed at the subscription level. This allows customers with development and staging tenants to have access to the same features within said tenants, without having to purchase additional subscriptions. Along with these changes, we’re also introducing official tenant limits that align with the positioning of our various offerings. 

### Steps on how to migrate to Auth0 Teams

Information about this process can be [found here](https://auth0.com/docs/get-started/tenant-settings/auth0-teams). If you want to migrate to Auth0 Teams, you must upgrade your plan in your tenant’s[ subscription settings](https://manage.auth0.com/#/tenant/billing/subscription) to have Teams automatically enabled for you.

## Additional Feature Offerings:

### Enterprise MFA Add-ons:

Multi-factor authentication ([MFA](https://auth0.com/docs/secure/multi-factor-authentication)) can block 99.9% of account hacking attacks. So, without being too obvious, implementing MFA within your Identity solution is pretty important. It’s imperative to prevent credential based attacks, and we want to make this easier for our customers to have access to this security feature. And so we’re introducing** Enterprise MFA Lite.**

Auth0 now allows you to use additional MFA capabilities that were previously only available to enterprise customers. Enterprise MFA Lite allows you to add any MFA factor to [Professional Plans](https://auth0.com/pricing) for an additional fee. This includes the support of [SMS](https://auth0.com/docs/secure/multi-factor-authentication/multi-factor-authentication-factors/configure-sms-voice-notifications-mfa) and push & voice notifications (SMS charges for MFA are charged separately by carriers supported by Auth0). Under Enterprise MFA Lite, subscriptions will be limited to one MFA factor on the subscription. However, this enhancement will give broader access to additional MFA protocols to support a wider range of use cases. 

### Enterprise Connection Limits:

**[Enterprise Connection](https://auth0.com/docs/authenticate/enterprise-connections)** limits are increasing from three connections to five connections on the B2B Professional Plan. This will allow for more of our SaaS customers to scale better. As a reminder, there is no limit on Okta Enterprise Connections for customers on all of our B2B plans. 

### Monthly Active Users (MAU) Tiers:

We are introducing [Essential](https://auth0.com/pricing) and [Professional](https://auth0.com/pricing) MAU tiers above the previous 7,000 and 10,000 MAU limits on B2B and B2C Plans, respectively. This change will allow you to better evaluate cost as you anticipate scaling on the Auth0 platform. 

Again, if you would like to take advantage of these options, please contact our team by completing this [form](https://auth0.com/contact-us?place=header&type=button&text=contact%20sales). Please note you will need to move to a new plan with a yearly spend of $10,000 or more to take advantage of these options but we plan to include these add-ons via our self service plans (with a lower minimum) in the first half of 2024.

If you have further questions, please reach out to the [Auth0 Community](https://community.auth0.com/) (free plans) or submit a ticket in the[ Auth0 Support Center](https://support.auth0.com/) (paid plans).

## FAQs

* **Will the free plan still be available after November 1st, 2023?**
    * Yes, the free plan will continue to be available.
* **What’s the benefit of grouping tenants?**
    * All of your tenants can be managed in one place.
    * Entitlements, usage, etc. will be viewed together.
    * Increased security.
* **What is an Auth0 Team?**
    * Provides a single point of visibility and control over your Auth0 resources by providing centralized governance, compliance, and secure collaboration at scale. More information about Auth0 Teams can be found [here](https://auth0.com/docs/get-started/tenant-settings/auth0-teams#access-the-teams-dashboard). 
* **What if my tenants are already grouped?**
    * Nothing changes unless you make changes to your subscription.
    * If you make changes to your current plan, you will need to regroup your tenants since the plan structure differs.
* **What if I have multiple plans?**
    * Tenants will need to be grouped via [Auth0 Teams](https://auth0.com/docs/get-started/tenant-settings/auth0-teams#access-the-teams-dashboard).
* **What if my company is a development agency (dev shop)?**
    * Contact [Support](https://support.auth0.com/) to request an exemption. 
* **Can I stay on my current plan?**
    * Yes, assuming you are using one tenant and are within your usage limits you can stay on your current plan.
    * We will provide you with at least 90-days notice if we decide to move existing customers that are within their usage limits to the new plan structure.
* **Where can I find the new Terms of Service?**
    * Our updated Terms of Service can be found [here.](https://www.okta.com/auth0-pss-self-service/)
* **I’m on an enterprise plan and I have a self service tenant(s) as well. Do I have to move those to my enterprise plan?**
    * Yes, and it will be more beneficial for you to manage all tenants under a single account that has enterprise capabilities.
* **Can I pay by invoice now rather than credit card?**
    * Yes, for plans above $10,000/year you can sign a contract and pay by invoice rather than by credit card. To take advantage of this, please [contact us](https://auth0.com/contact-us).
* **What happens if I have more than 7 admins?**
    * New plans released on November 1st will only get up to 7 admins.
* **Can I get more than 10K MAUs on a self service plan?**
    * Yes, we now include MAU tiers beyond 10K MAU
* **Which MFA factors can be used with the Enterprise MFA add-on on professional plans?**

* **✅ Included**
    * SMS Notifications
    * Push Notifications
    * Voice Notifications
* **❌ Not Included**
    * WebAuthn with security keys
    * WebAuthn with device biometrics
    * Email Notifications

Pricing Changes for Auth0

diegopoza

System Engineer, geek, foodie, technology lover, speaker.

Sr Manager, Developer Advocacy

Diego Poza

Because paying “per user” doesn't factor in activity levels, you could be drastically overpaying



Depending on your industry, the traditional identity and access management (IAM) provider's pricing structure could be costing you millions of dollars every year.

It comes down to how they define a “user.” Most IAMs charge on a direct per-user rate: $2 a user per month, $4 per user per month, and up from there.

What they don't do is distinguish between registered user and **active user**, someone who actually uses your product once a month(or more).

The VC Fred Wilson has observed that for virtually all web and mobile companies, only 30% of those who register/download the product are active on a [monthly basis](http://avc.com/2011/07/301010/).

For companies in some specialized industries, that percentage can dip even lower. In fields like insurance or healthcare, most “users” active once or twice a year, if that.

Despite this, the majority of IAMs still charge them every single month for _every single user_ they have on the books:

![Charges](https://images.ctfassets.net/23aumh6u8s0i/2gat7Vqlu8f4IO19MNOkW1/2b58b3ee103d1b471485cb3c06a4d998/charges)

![Another pricing](https://images.ctfassets.net/23aumh6u8s0i/6M9oumKecPGjdWwrE9oUDo/7e3f0bdc3178ff903c1c53f10576e007/another-charges)

![Centrify App Services](https://images.ctfassets.net/23aumh6u8s0i/5TKis1bZyerxCzl6hJbYGC/3b6b0f5f6d9591a06b383ff77e3032ea/centrifyappservices)

This pricing system can cost businesses millions of dollars a year because while they may have a total of 5 million users signed up with their service, only a given 100,000 use the service with any regularity.

Or, because while hundreds of thousands may need to have accounts in order to protect sensitive information (like healthcare information or financial records), few need to sign in on a monthly basis. Or, some do, but they're mostly other healthcare providers using enterprise connections, not consumers.

For many types of businesses, paying “per user” as if all of these kinds of usage were the same simply doesn't make sense.

### What Gyms and IAMs Have In Common

For many types of businesses, the “per user” identity management pricing model is the worst of the classic seat-based pricing model combined with the psychology of the gym membership.

The business model of many gyms today relies on people [not showing up.](http://www.npr.org/sections/money/2014/12/30/373996649/why-we-sign-up-for-gym-memberships-but-don-t-go-to-the-gym) People sign up for yearly gym memberships, ambitiously. Then, they neglect to actually go. The fact that a majority of gym members do not regularly visit the gym drives prices down for everyone, and so the slackers subsidize everyone else.

While not exactly the same type of business, Americans only visit their doctors [4 times a year](https://www.forbes.com/sites/niallmccarthy/2014/09/04/americans-visit-their-doctor-4-times-a-year-people-in-japan-visit-13-times-a-year-infographic/#56a1f24ee347). Even if you assume that people will interact with their healthcare provider's online dashboard upon each occasion of them visiting, that's still only 4 logins per year. If you're paying your IAM a flat fee per “user” every month, but only a handful of those users use your product every year, you're paying for a lot of services you don't really need.

Avoiding the topic of consumption when talking about pricing is a [common problem](https://hbr.org/2002/09/pricing-and-the-psychology-of-consumption). Companies try to get you to pay upfront for services, knowing you probably won't use them to the fullest extent possible.

![Payments](https://images.ctfassets.net/23aumh6u8s0i/1F5bb4wuN0iU8mKSZUs4J9/3b97b96d4f0c857573fa1d8a59048cd6/payments)

(Source: [HBR](https://hbr.org/2002/09/pricing-and-the-psychology-of-consumption)) _When you pay annually for a service, your usage drops off steadily throughout the year as the financial impact of payment becomes a distant memory._

However, businesses that mask how much you've spent on a service (vs. how much value you've gotten out of it) often wind up “trading off long-term customer retention for short-term increases in sales.”

Sooner or later, in other words, we realize that we've been paying $50 a month for a gym membership we never use, we do the mental math, and we cancel.

### The Low-Active-User Enterprise

There are many industries out there affected by the kind of inefficient pricing model described above, with insurance and healthcare as two of the most prominent.

Americans file auto collision insurance claims about [once every 17.9 years](http://www.foxbusiness.com/features/2011/06/17/heres-how-many-car-accidents-youll-have.html). They file homeowners insurance claims every [9 to 10 years](http://finance.zacks.com/average-homeowner-file-insurance-claims-8387.html). During the 4 visits Americans make to the doctor annually, they don't log in to their [healthcare provider's online dashboard](https://auth0.com/blog/how-identity-can-empower-healthcare/)—they just hand their identifying information over. And yet in these industries, healthcare and insurance, having continuous, [HIPAA—certified](https://auth0.com/learn/why-hipaa-compliance-is-vital-your-business/), secure identity management is a must.

Let's say you're an insurance company and only about 5% of your overall users actually sign into your online portal each month.

We give away Auth0 support for up to 7,000 active users for [free](https://auth0.com/pricing). However, you could support 140,000 _registered _users on that plan if only 5% of your users log in every month.

When you're ready for multifactor authentication, compliance-ready reporting and enterprise connections, you can upgrade to a fuller plan and _still _pay per active user, just $1,025/mo with 7,000 active users and 100 enterprise customers.

![Auth0 Pricing](https://images.ctfassets.net/23aumh6u8s0i/4v7lWiuk5bHsPTFJatFJc8/e6ec5783cdf3a43e9a5d4556fc863f16/pricing)

If you have 140,000 overall users, but only 5% log in every month, you're still going to pay $4 per _every _user every month. That's $560,000 every month.

That's a price point that just doesn't make sense if you're a business with a low overall active user count. When usage of a product varies so greatly across different industries, per seat pricing models should take that into account.

It's not just insurance and healthcare that face these kinds of problems. Government agencies experience them too, as we can see from a FEMA Request for Information drafted while the agency was in search of a new IAM solution:


**Note:** It is a desire of the Agency to obtain a pricing approach that supports the **variable nature of the size of the FEMA user community**. During periods after large disasters and other events, the Agency user-base may substantially increase in size for a period of time. The vendors should provide creative pricing structures, where possible **such that FEMA does not have to pay / pay less for accounts that are infrequently used**, but still active (e.g., FEMA’s Disaster Reserve Workforce needs quick access when they are activated, but may not be active for long periods of time).

(Source: [FCW](https://fcw.com/articles/2009/01/27/fema-seeks-it.aspx))

FEMA doesn't want their IAM to charge them for hundreds of thousands of users when the total number in the Agency's userbase will be far lower the majority of the time. Nor do insurance providers, healthcare companies, or any business with these kinds of variable levels of activity. When they do, they're effectively subsidizing the price paid by B2C and B2B products with much higher activity-to-user ratios.

### Transparency In Pricing

[Value-based pricing](https://en.wikipedia.org/wiki/Value-based_pricing), as opposed to competitor or cost-based pricing, aims to track the price of a product or service to the perceived value that it delivers to its customers.

We believe transparency and [pay-for-what-you-use pricing](https://auth0.com/pricing) help us get our pricing in line with our value.

If you need [secure login](https://auth0.com/lock), [enterprise connections](https://auth0.com/docs/identityproviders#enterprise), and [multifactor authentication](https://auth0.com/multifactor-authentication), but the level of activity among your user base is unevenly distributed or highly variable, we believe you should pay a different amount than a product where 50% of all users are active on a monthly basis.

Not just because it can be a cost savings for you, but because it means that you're paying for the services you're receiving, and no more, not subsidizing all of the social apps and networks of the world. 


"pricing"