How much does Auth0 cost per MAU in 2026?

Auth0 is not billed per-MAU in continuous terms. Pricing is structured in discrete MAU tiers at flat monthly prices. B2C Essentials: $35 (500 MAUs), $70 (1,000), $175 (2,500), $350 (5,000), $700 (10,000), $1,400 (20,000), $3,500 (50,000 — self-serve ceiling). B2C Professional: $240 (500 MAUs), $240 (1,000), $545 (2,500), $1,000 (5,000), $1,600 (10,000), $3,200 (20,000). B2B Essentials: $150 (500), $300 (1,000), $700 (2,500), $1,300 (5,000), $2,100 (10,000), $3,800 (20,000). B2B Professional: $800 (500), $800 (1,000), $1,200 (2,500), $1,500 (5,000), $2,400 (10,000), Custom (20,000+). Yearly billing is 11x monthly — equivalent to 1 month free (Auth0 pricing, August 2026; Markaicode).

What is the Auth0 Free plan in 2026?

Auth0 Free is identical for B2C and B2B and includes up to 25,000 MAUs at $0/month with no credit card required. Features include 1 custom domain, passwordless authentication, unlimited social connections, 5 Organizations (B2B), community support, 1 Enterprise Connection, Self-Service SSO, and SCIM. Production restrictions apply (Auth0 official, August 2026). For early-stage B2C apps testing login flows, Free covers up to 25K MAU indefinitely.

What is the Auth0 for Startups program?

Auth0 for Startups gives eligible early-stage companies one year of the B2B Professional plan for free. You get up to 100,000 monthly active users and enterprise features like SSO, MFA, and AI-ready capabilities. The program is built for dev teams that want to ship secure, scalable auth from day one without the heavy upfront cost, while remaining ready for enterprise buyers. Eligibility requires venture backing or accelerator affiliation typically. This is a cost-effective way to lock in B2B Professional ($800/month equivalent value) for 12 months at no charge (Auth0, August 2026).

What is the real cost of Auth0 for an enterprise deployment?

For an enterprise deployment (5,000+ MAUs with multiple enterprise connections, MFA, and AI integration), Auth0 runs $2,000-$5,000/month base for B2B Professional plus $1,000-$3,000/month in add-ons (Enterprise SSO connections, MFA, AI Agents). Year 1 enterprise deployment typically runs $36,000-$96,000+. Larger deployments (50,000+ MAUs) require Enterprise custom pricing. The most underestimated cost driver is Enterprise SSO connections — each connection is $100/month, so a 10-connection deployment adds $1,000/month alone. Always model the add-on cost before signing (Markaicode, August 2026).

Does Auth0 have a free tier?

Yes. Auth0 Free is $0/month forever (not a time-limited trial) with up to 25,000 MAUs for both B2C and B2B applications. Features include 1 custom domain (credit card required for verification), passwordless authentication, unlimited social connections, 5 Organizations for B2B, community support, 1 Enterprise Connection, Self-Service SSO, and SCIM. Custom domains require credit card verification even on the Free plan. The free plan is ideal for side projects, early-stage apps, and CIAM evaluation before committing to a paid plan (Auth0, August 2026).

Auth0 Pricing 2026: Cost Per Monthly Active User

Q: What are Auth0 Enterprise SSO connections and how are they priced?

Enterprise SSO Connections allow customers to authenticate against corporate identity providers (SAML, OIDC, Microsoft Entra, Okta). B2C Essentials and Professional do not include Enterprise SSO. B2B Essentials includes 3 Enterprise Connections. B2B Professional includes 5. Additional Enterprise SSO Connections cost $100/month each on B2B Essentials and Professional, up to 30 total connections. Enterprise MFA costs $100/month on B2B Essentials; included on B2B Professional. Auth0 for AI Agents adds +50% to base plan cost (rounded up) for Token Vault / CIBA on Essentials+ (Auth0 pricing, August 2026).

Q: What is the Auth0 for AI Agents add-on?

Auth0 for AI Agents is an add-on that adds +50% to your base Auth0 plan cost (rounded up) for Token Vault and CIBA (Client-Initiated Backchannel Authentication) features on Essentials and above. Token Vault secures API tokens issued to AI agents; CIBA enables decoupled authentication flows for AI-driven actions. For a B2C Professional at $800/month, AI Agents adds $400/month ($1,200 total). The add-on is the main pricing trap for AI-integrated CIAM deployments (Markaicode, August 2026).

Quick Answer

Auth0 pricing in 2026 starts at $0/month on Free for up to 25,000 MAUs and scales through four B2C and B2B tiers with flat monthly rates per MAU band. B2C Essentials from $35/month @ 500 MAU; B2C Professional from $240/month; B2B Essentials from $150/month; B2B Professional from $800/month. Enterprise is custom. Yearly billing = 11× monthly (1 month free). Auth0 for AI Agents adds +50% to base plan cost (Auth0 official pricing, August 2026).

Last verified: Sep 16, 2026.

At a glance

Free: $0/month (up to 25,000 MAUs, B2C=B2B)
B2C Essentials: $35-$3,500/month (500-50,000 MAUs)
B2C Professional: $240-$3,200/month (500-20,000 MAUs)
B2B Essentials: $150-$3,800/month (500-20,000 MAUs)
B2B Professional: $800-$2,400/month (500-10,000 MAUs; 20K+ custom)
Enterprise: Custom
AI Agents add-on: +50% to base plan
Enterprise SSO Connections: $100/month each on B2B

How Auth0's MAU-tier pricing works

Auth0 is not billed per-MAU in continuous terms. Pricing is structured in discrete MAU tiers at flat monthly prices. If your usage falls between tiers, you are billed at the next tier up. There is no per-MAU rate — the widely cited $0.07/MAU figure is third-party back-math from the 1,000-MAU tier, not an official rate (Auth0 pricing; Markaicode, August 2026).

The tiering means a sudden growth spike can jump you 2-3 tiers at once. Moving from 20,000 to 30,000 MAUs on B2C Essentials jumps you from $1,400 to $2,100/month overnight. The pricing is intentionally non-linear to push high-volume customers to Enterprise custom contracts (TVI, January 2026).

B2C pricing by MAU tier (monthly)

MAUs	Essentials	Professional
500	$35	$240
1,000	$70	$240
2,500	$175	$545
5,000	$350	$1,000
7,500	$525	$1,200
10,000	$700	$1,600
20,000	$1,400	$3,200
30,000	$2,100	Contact sales
40,000	$2,800	Not available
50,000	$3,500	Not available

B2B pricing by MAU tier (monthly)

MAUs	Essentials	Professional
500	$150	$800
1,000	$300	$800
2,500	$700	$1,200
5,000	$1,300	$1,500
7,500	$1,725	$1,800
10,000	$2,100	$2,400
20,000	$3,800	Contact sales
30,000+	Contact sales	Contact sales

Why B2B is more expensive

B2B plans are roughly 3-4x B2C because they include enterprise SAML/OIDC connections and organization management. At 500 MAUs, B2B Essentials is $150 versus $35 for B2C. At 10,000 MAUs, B2B Essentials is $2,100 versus $700 for B2C. B2B plans add Organizations (multi-tenant containers for enterprise customers), enterprise SSO connections, organization-level branding, unlimited Organizations, Home Realm Discovery, and SAML SSO (Auth0 pricing, August 2026).

B2B Essentials caps the number of enterprise connections at 3; Professional includes 5. Additional Enterprise SSO Connections cost $100/month each on B2B Essentials and Professional, up to 30 total. Enterprise MFA costs $100/month on B2B Essentials; included on B2B Professional (Auth0 pricing; TVI).

The AI Agents add-on

Auth0 for AI Agents is the main pricing trap for AI-integrated CIAM deployments. It adds +50% to your base Auth0 plan cost (rounded up) for Token Vault and CIBA features on Essentials+ tiers. Token Vault secures API tokens issued to AI agents; CIBA enables decoupled authentication flows for AI-driven actions (Auth0 pricing, August 2026).

For a B2C Professional at $1,600/month (10,000 MAUs), AI Agents adds $800/month ($2,400 total). For a B2B Professional at $2,400/month (10,000 MAUs), AI Agents adds $1,200/month ($3,600 total). For AI-first applications, this is the budget reality for 2026.

Worked scenarios from real deployments

Scenario 1: Free path — Side project under 25,000 MAUs. $0/month. Auth0 covers unlimited social connections, 5 Organizations, 1 Enterprise Connection. Most early-stage apps stay on Free for 12-24 months.

Scenario 2: Growing B2C — 5,000 MAUs. B2C Essentials: $350/month base. Adding AI Agents: $175/month additional. Year 1 all-in: $6,300/year.

Scenario 3: High B2C Pro — 10,000 MAUs. B2C Professional: $1,600/month base. AI Agents: $800/month. 5 Enterprise SSO connections (added on Professional): $0 (included). Year 1 all-in: $28,800/year. Above 50,000 MAUs on B2C Essentials, pricing becomes Enterprise custom — a hard cliff (Markaicode, August 2026).

How to negotiate the best Auth0 deal

Three leverage points for better Auth0 pricing in 2026. First, compete against Clerk, WorkOS, AWS Cognito, or Firebase Auth. Clerk's pricing model (MRU-based, $25/month Pro with 50K MRU included) is meaningfully cheaper for B2B SaaS apps that don't need Auth0's enterprise SSO depth. Have at least one alternative vendor quote ready. Second, time the negotiation. Auth0's fiscal calendar follows Okta's (acquired 2021). Quarter-ends at April 30, July 31, October 31, January 31. Discount discipline loosens 4-8 percentage points in the final two weeks of each quarter (Markaicode, August 2026).

Third, negotiate the add-ons separately. Enterprise SSO connections, MFA, AI Agents, M2M tokens are all separate line items that compound at scale. Negotiate hard caps on add-on growth rates in the master agreement, not just the headline per-MAU rate. Multi-year (2-3 year) terms unlock 10-20% off list plus price-lock for years 2-3. Always insist on price-lock for multi-year deals (Auth0 pricing, August 2026).

What enterprise buyers should do next

Three actions for organizations evaluating Auth0 in 2026.

Model the add-on stack separately. AI Agents +50%, Enterprise SSO $100/month/connection, MFA $100/month, M2M tokens tier table. Build the full add-on stack into the budget before procurement.
Get a Clerk or WorkOS quote. For B2B SaaS apps without enterprise SSO needs, Clerk at $25/month Pro is 10x cheaper than Auth0 B2B Essentials. For B2B with light enterprise SSO, WorkOS is free for users and charges $125/SSO connection.
Negotiate price caps for multi-year deals. Auth0's tier-step pricing means a sudden growth spike can jump you 2-3 tiers at once. Multi-year contracts should include hard caps on auto-renewal increases and committed rate cards for known MAU ranges.

What to watch next

Three near-term datapoints. First, Auth0's Q3 2026 fiscal results — any announcement of pricing model changes or AI feature bundling will shift the market. Second, the competitive landscape — Clerk, WorkOS, and Stytch are all investing aggressively in pricing transparency, putting downward pressure on Auth0's opaque add-on model. Third, AI Agent authentication standards — emerging standards for AI agent identity may force Auth0 to restructure the AI Agents add-on pricing (Auth0 pricing; Markaicode; TVI, August 2026).

#auth0 pricing 2026 #auth0 cost per mau #auth0 b2b essentials #auth0 b2c professional #auth0 enterprise

Written by

Fazlur RahmanAI, Entrepreneurship, EdTech

Fazlur Rahman is the founder of Tutorsbot, building AI-powered tools for learning and career growth. He writes about applying AI in real products and the practi… Read more

Fazlur Rahman is the founder of Tutorsbot, building AI-powered tools for learning and career growth. He writes about applying AI in real products and the practical side of building an ed-tech startup.