This article was originally published on Jo4 Blog .

I was about to upgrade our Auth0 plan to get a cleaner domain. Then I looked at the pricing page.

And closed the tab.

The Setup

Auth0 gives you a randomly generated tenant URL when you sign up:

dev-exjsxdx8c6qt3uhf.us.auth0.com

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Not exactly brand-inspiring. I wanted something cleaner like jo4.us.auth0.com .

To get a custom tenant name, you need to create a new tenant. To create a new tenant on the free plan:

❌ You have reached the limit for Tenants in your current plan. Upgrade your plan to create more tenants.

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Fine, I thought. What does the paid plan cost?

The Math That Doesn't Math

Free Plan:

25,000 MAU included

1 tenant

Basic features

$0/month

Essentials Plan (Paid):

500 MAU included

Multiple tenants

MFA, RBAC

$35/month (B2C)

Wait. The paid plan includes fewer users than the free plan?

Yes.…