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The Verified Merchant Program (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. You may also get exclusive access to features, like merchant details, so you can showcase the values and communities your brand represents. 

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

Verified merchant benefits
  • Eligibility for distribution of your products within our shopping experiences
  • A blue checkmark on your profile and Pins letting people on Pinterest know you’ve been vetted
  • Eligibility for exclusive features like merchant details and hosted checkout via Shopify
  • Price and availability information on all your product Pins
  • Check your eligibility 

    Before you get started with requirements, make sure your Pinterest account and website are eligible by confirming the following:

  • Your Pinterest account must be at least three months old.
  • Your business’s website must have been created at least 13 months ago. 
  • Your Pinterest profile must have a profile picture, and a completed “About” section.
  • Your products and website must meet our Merchant guidelines. We’ll review your website and products once you upload your catalog. If you do not meet these guidelines, you’ll be notified in the Verified Merchant Program application page where you can also appeal this decision.
  • If your Pinterest account and website do not meet this criteria, you will not be able to join the VMP.


    Once you’ve confirmed that your Pinterest account and website are eligible, follow the requirements below to join the VMP.

    1. Connect your catalog

    Get all of your products on Pinterest by connecting your catalog. 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. If your products are not ingested successfully, check the Catalogs section of Ads Manager to view and fix issues.

    Note: We’ll check the health of your feeds in markets where the VMP is available.

    If you do not want to connect your catalog yourself, you can use any of the following third-party catalog managers:

  • ChannelAdvisor
  • Square
  • Lengow
  • Feedonomics
  • GoDataFeed
  • Productsup
  • 2. Install the Pinterest tag

    Install the Pinterest tag to measure the impact Pinterest is having on your business. 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 VMP, please make sure:

  • Your tag fires whenever a PageVisit, AddToCart or Checkout event occurs
  • Your tag fires at least one PageVisit, AddToCart and Checkout event every seven days
  • Your Checkout events have parsable, positive $ values with valid currency code
  • Your product IDs sent in each of your tag events match product IDs in your catalog
  • 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 third-party tag managers:

  • Google Tag Manager
  • Shopify
  • WordPress via PixelYourSite
  • WooCommerce
  • WooCommerce via PixelYourSite
  • Weebly (Log in for instructions)
  • Premmerce
  • Magento via Apptrian
  • Ecwid
  • BigCommerce
  • Tealium
  • Squarespace
  • Note: Make sure you select a tag manager that lets you consistently meet the tag requirements listed above.

    Reasons for suspension from the program

    You must meet all of the above requirements to remain in the VMP. If you fail to do so at any point, you’ll be suspended from the VMP. We also monitor shopping experience quality while you’re in the program. If we detect excessive user reports on your product Pins and/or shop, you may be suspended as well. If you’ve been suspended, you’ll be alerted on your business hub as well as via email. Once you’ve been alerted, you’ll have 30 days to fix any outstanding issues. If you resolve the issues within these 30 days, you’ll be automatically re-enrolled in the program. If the issues are not fixed within these 30 days, you may be suspended. Changes to your eligibility can take up to 24 hours to be reflected on our system.

    Ready to become a verified merchant?

    If you’re a merchant in Australia, Austria, Brazil, Canada, France, Germany, Italy, Mexico, the Netherlands, Spain, Switzerland, the UK or the US, apply to join the Verified Merchant Program.

    If you’re not based in these countries, stay tuned! We'll announce when the Verified Merchant Program is available in additional countries.

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