Apply to join the Verified Merchant Programme

The Verified Merchant Programme (or VMP) helps people on Pinterest discover and buy from vetted brands. As a verified merchant, your Pins may appear organically to people who are searching for products and shopping on Pinterest. To become a verified merchant, you need to have an active catalogue, a functioning tag and meet our Merchant Guidelines.

You can check the status of your application at any time on the Verified Merchant Programme application page.

Verified merchant benefits

  • Eligibility for distribution of your products within our shopping experiences
  • A blue tick on your profile and Pins letting people on Pinterest know you’ve been vetted
  • Price and availability information on all of your product Pins
  • A Shop tab on your profile making it easier for people on Pinterest to see what you sell


Here’s what you need to do to become verified:

1. Meet our Merchant Guidelines

When you upload your catalogue to Pinterest, we’ll review your website and products to make sure you’re meeting our Merchant Guidelines. If you do not meet these guidelines, you will be notified on the Verified Merchant Programme application page. This means that your product Pins from your catalogue will not be published on Pinterest and you will not be able to promote those products. You can appeal this decision from the Verified Merchant Programme application page.

2. Connect your catalogue

Get all of your products on Pinterest by connecting your catalogue. Once connected, your product Pins will have the most up-to-date price and product information. At least 50% of your products have to be ingested successfully to be VMP eligible. If your products have not been ingested successfully, check the Catalogues section of Ads Manager to view and fix issues.

Note: while the VMP is open only to merchants in the US, we’ll check the health of your US feed. If you’ve added multiple feeds to promote your products across different markets, the health of these feeds will not be checked for compliance. 

If you do not want to connect your catalogue yourself, you can use any of the following catalogue managers:

3. Install the Pinterest Tag

Measure the impact Pinterest is having on your business by installing the Pinterest Tag. If your tag is not set up successfully, check the Tag health page of Ads Manager to see what’s wrong and how to fix it. It may take up to seven days to verify the health of a tag that was previously unhealthy.

Your tag needs to be set up so that it tracks key conversion events and returns high-quality data on shopping-related events. To be included in the Verified Merchant Programme, please make sure:

  1. Your tag fires whenever a PageVisit, AddToBasket or Checkout event occurs
  2. Your tag fires at least one PageVisit, AddToBasket and Checkout event every seven days
  3. Your checkout events have parsable, positive $ values with valid currency code
  4. Your product IDs sent in each of your tag events match product IDs in your catalogue

We recommend using enhanced match and installing the JavaScript tag instead of the IMG tag. This way you can see more conversions by tracking website actions when there's no Pinterest cookie present.

If you do not want to install the Pinterest Tag yourself, you can use any of the following tag managers:

Note: Make sure you select a tag manager that lets you consistently meet the tag requirements listed above.

Reasons for suspension from the programme

There are two main reasons for VMP suspension: issues with catalogue uploads and malfunctioning tags. If your catalogue was not uploaded correctly or your tag is not functioning correctly, you’ll be alerted on the Verified Merchant Programme application page and in your business hub as well as via email. Once alerted, you’ll have 30 days to fix your catalogue or tag. If your catalogue or tag are not fixed in 30 days, you may be suspended from the programme. If you resolve the issue after being suspended, you will automatically be re-enrolled in the programme.

Ready to become a verified merchant?

If you’re a merchant in the US, apply to join the Verified Merchant Programme.

If you’re not based in the US, stay tuned! You’ll be able to apply soon.