Auth0 pricing in 2026, explained

Auth0 pricing in 2026 is based on monthly active users (MAU) and the plan you pick. The Free plan covers up to 25,000 MAU. Paid B2C plans start at $35 a month for Essentials and $240 a month for Professional, both at 500 MAU, and rise as your active users grow: at 10,000 MAU, Essentials is $700 a month and Professional is $1,600. B2B plans start higher, at $150 (Essentials) and $800 (Professional) a month. Enterprise is priced by sales.

The rest of this post walks through what each tier gets you, how the B2C and B2B tracks differ, why the bill grows the way it does, and how to estimate your own number before you commit. All Auth0 figures come from auth0.com/pricing as of October 2026. Check the page itself before you budget, because list prices change.

The Auth0 tiers at a glance

A few details in the fine print matter more than the headline numbers:

• Yearly billing is 11 times the monthly price. You get roughly one month free for paying up front.
• Between published tiers, you pay the next tier up. If your MAU lands between two price points, you’re billed at the higher one.
• Add-ons cost extra. Enterprise connections are $100 a month each. “Auth0 for AI Agents” adds 50% to your base plan price.

What MAU means and why it drives the bill

A monthly active user is a distinct user who authenticates at least once in a billing month. A user who signs in thirty times counts once. A user who signed up last year and never came back this month counts zero.

That definition has two consequences worth planning around:

1. Your bill tracks engagement, not signups. A large registered base with low monthly activity is cheaper than it looks. A small, highly active base costs what it costs.
2. Spikes count. A launch, a marketing campaign or a seasonal peak can push one month’s MAU well above your average, and that month is billed at the tier your peak lands in.

Long-lived sessions and refresh tokens don’t change whether a user is “active”. If they use your app during the month, they generally count.

B2C vs B2B: which track are you on?

Auth0 splits its paid plans into two tracks.

B2C is for apps where individual consumers sign up for themselves: a fitness app, a newsletter platform, a marketplace. The starting prices are lower, and the per-MAU cost is what grows as you scale.

B2B is for SaaS products sold to organizations, where you need features like per-customer organizations, enterprise identity provider connections and admin delegation. The starting prices are higher ($150 and $800 a month), and the enterprise connection add-on ($100 a month each) is common on this track because business customers often want to sign in with their own identity provider.

If you’re building a product for consumers or small teams who sign up individually, B2C is usually the right comparison point. If every deal involves a customer’s IT department, you’re on B2B.

The MAU growth curve

The most useful way to think about Auth0 pricing is as a curve, not a list. On the B2C track, using the two published points:

Going from 500 to 10,000 users multiplies the Essentials price by 20. In practice that means the decision isn’t “is $35 a month acceptable?” It’s “is the price at the MAU I expect in 18 months acceptable?”

The Free plan changes the early math. Up to 25,000 MAU costs nothing, so many teams start there and only move to a paid tier when they need something Free doesn’t include, such as longer log retention, more environments or features gated to higher plans. When that happens, you jump straight to the paid price at your current MAU, not the starting price.

How to estimate your Auth0 bill

A simple five-step estimate works for most teams:

1. Measure real MAU. Count distinct users who signed in during each of the last three months. If you’re pre-launch, estimate from expected weekly actives, not total signups.
2. Pick the track. B2C or B2B, based on who your customers are.
3. Pick the tier by feature, not price. List the features you can’t ship without (custom domain, environments, log retention, admin APIs) and find the lowest tier that has them.
4. Round up to the next published tier. Remember that MAU between tiers is billed at the higher tier.
5. Add add-ons and decide on billing period. Add enterprise connections or the AI agents add-on if you need them, then multiply by 11 for yearly billing or 12 for monthly.

Repeat the estimate at your 12-month and 24-month MAU projections. If the curve looks uncomfortable, that’s the moment to evaluate options, not after you’ve built on proprietary features. Our post on Auth0 alternatives covers what to look for.

Where the costs hide

The list price is the visible part. A few things affect the real total:

• Feature gating. Some capabilities only exist on Professional or Enterprise. If you need one, the jump between tiers is the real cost.
• Log retention. The Free plan keeps one day of logs. Debugging a sign-in issue a user reports on Monday can be hard with one day of history.
• Lock-in. The more you use proprietary rules, hooks or SDK-specific features, the more a future migration costs. Sticking to standard OpenID Connect keeps that cost low with any provider.

How Gatekeep’s pricing compares

Gatekeep’s paid plans use the same B2C tiers as Auth0, so the comparison is simple. Its Free plan is smaller:

On paid plans the difference isn’t the price. It’s the product. Gatekeep is passkey-only: no passwords to store, no SMS codes to pay for, no password-reset flows. Apps connect over standard OpenID Connect with PKCE, so any OIDC library works and there’s no proprietary SDK to unwind later. Custom domains are on paid plans, and since passkeys are bound to the domain they’re created on, it’s worth starting on your own domain from day one.

See how MAU is counted and the full pricing page for details.

Try Gatekeep

If you’re pricing out auth for a new app and want passkeys without passwords, Gatekeep is in early access. Request access and we’ll get you set up, or read the overview first.