Overview
Auth0, owned by Okta, is a hosted identity platform covering consumer and business login: passwords, passwordless, social and enterprise connections, MFA, organizations, M2M tokens, fine-grained authorization and a Token Vault for AI agents calling APIs on a user's behalf. It offers more than 30 SDKs and quickstarts and lets you choose a tenant region, including Europe, the UK, Australia, Canada and Japan.
The free plan was widened and now covers 25,000 monthly active users, unlimited social connections, five organizations, one enterprise SSO connection, self-service SSO setup and SCIM. That makes it usable for a real side project or early product.
Paid plans are where Auth0 gets expensive. B2C Essentials starts at $35 a month for 500 MAU and reaches $700 at 10,000 MAU; B2B Essentials starts at $150 for 500 MAU. Prices are published only at fixed tiers, and you pay the next tier up if you fall between them. Features such as using your existing user database for logins and enhanced attack protection require Professional.
Auth0 suits teams that need breadth of enterprise features and compliance paperwork. Cost-sensitive consumer apps with large user counts often find flat-rate or open-source options cheaper.
Pricing and plans
Free tier · no card
Up to 25,000 MAU, unlimited social connections, passwordless, 5 organizations, 1 custom domain, 1 enterprise connection, self-service SSO and SCIM; community support only
At the limit Not stated The vendor does not say what happens at the limit, or we have not found it yet.
| Plan | Price | What you get |
|---|---|---|
| Free | Free | 25,000 MAU, 5 organizations, 1 enterprise connection, SCIM |
| B2C Essentials | $35/mo | 500 MAU; $70 at 1,000, $700 at 10,000, $3,500 at 50,000 MAU |
| B2C Professional | $240/mo | Up to 1,000 MAU; $1,600 at 10,000 MAU; enhanced attack protection, custom DB |
| B2B Essentials | $150/mo | 500 MAU; unlimited organizations, 3 enterprise SSO connections, RBAC |
| B2B Professional | $800/mo | Up to 1,000 MAU; enterprise MFA, custom token exchange, more connections |
| Enterprise | Custom | 99.99% SLA, enterprise rate limits, private deployment add-on |
What it does
- Universal Login and Actions
- Hosted login pages plus serverless Actions and Forms for customising sign-up, login and post-login flows.
- Organizations
- Model business customers with membership, per-organization RBAC and enterprise connections; 5 free, unlimited on B2B Essentials.
- Enterprise SSO and SCIM
- SAML, AD and LDAP connections with self-service setup for customer IT admins; one connection and SCIM included free.
- Auth0 for AI Agents
- Token Vault and CIBA async authorization to let agents call third-party APIs for a user; a paid add-on at 50% of the base price.
- Attack protection
- Bot detection, breached password detection and adaptive MFA; enhanced protection on Professional.
- Regional tenants
- Public cloud tenants can be created in the US, EU, UK, Canada, Australia or Japan.
Strengths and limitations
Strengths
- Free plan covers 25,000 MAU and includes an enterprise SSO connection and SCIM
- Very broad protocol, SDK and enterprise feature coverage
- Tenant regions include the EU and UK
- ISO 27001/27017/27018 and CSA STAR reports available through the Okta trust center
Limitations
- Paid pricing climbs steeply: B2C Essentials is $700/mo at 10,000 MAU
- B2B plans start at $150/mo for 500 MAU
- Prices only at fixed MAU tiers; between tiers you pay the next tier
- Custom database connections and enhanced attack protection require Professional
- No self-hosting except a private deployment add-on on Enterprise
Who it suits
Good for
- Projects that fit in the 25,000 MAU free plan
- B2B SaaS selling to enterprises that need SSO, SCIM and compliance reports
- Teams building AI agents that act on users' third-party accounts
Look elsewhere if
- Consumer apps with tens of thousands of paying-tier users on a tight budget
- Teams that want to self-host or avoid per-MAU pricing
Pricing history
-
Auth0 Free plan gains an enterprise connection, SCIM and self-service SSO
Announced 2026-02-12: the Free plan now includes one enterprise SSO connection, SCIM and self-service SSO, which previously required paid plans; paid B2B plans gain a la carte add-ons for extra connections, Enterprise MFA and M2M tokens. Source ↗
Alternatives to Auth0
| Tool | From | Free option | Stages |
|---|---|---|---|
| Supabase Managed Postgres backend platform | $25/mo | Free tier | |
| Authgear Open-source CIAM (cloud, VPC or one-time self-host licence) | $50/mo | Free tier | |
| Asgardeo Hosted CIAM (with open-source self-hosted option) | $20/mo | Free tier | |
| Ory Network Headless IAM (open source and SaaS) | $770/yr | Free tier | |
| Scalekit Auth for AI agents and MCP servers | $99/mo | Free tier | |
| Zitadel Open-source multi-tenant identity (cloud or self-hosted) | $100/mo | Free tier |
Questions
How many users does the Auth0 free plan allow?
Up to 25,000 monthly active users, with unlimited social connections and no credit card required.
Does the Auth0 free plan include SSO?
Yes. It includes one enterprise connection, self-service SSO and SCIM.
How much does Auth0 cost for 10,000 users?
B2C Essentials is $700 a month and B2C Professional $1,600 a month at 10,000 MAU; B2B Essentials is $2,100 a month.
Can Auth0 store data in the EU?
Yes. You choose a region such as Europe when creating a tenant, which sets where its data is hosted.
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