How to Become a Verified Merchant on Pinterest

Ever spotted a blue checkmark next to a brand on Pinterest? That’s the mark of a Verified Merchant, Pinterest’s way of highlighting trusted, high-quality stores.

If you’re an e-commerce business, online retailer, or brand selling physical products on Pinterest, wanting more eyes and clicks on your products, you must know about the Pinterest Verified Merchant Program.

Ready to take your Pinterest presence higher? Let’s explore how to become a Verified Merchant and why it’s necessary for your brand this year.

What is the Pinterest Verified Merchant Program?

The Pinterest Verified Merchant Program (VMP) is Pinterest’s official initiative designed to spotlight trustworthy, high-quality e-commerce brands. When you join the VMP, you’re not just earning a badge; you’re sending a powerful signal to shoppers that your business is legitimate, reliable, and customer-focused.

Purpose and Vision Behind the Program

Pinterest created the Verified Merchant Program to help shoppers buy with confidence and to empower brands that prioritize transparency and quality. 

The vision is to create a trusted, shoppable ecosystem where authentic businesses can connect with highly engaged Pinterest users looking for their next great find.

Key Benefits of Becoming a Verified Merchant

• Blue Checkmark and Brand Credibility: The blue checkmark instantly sets your profile apart. It shows shoppers that Pinterest has approved your business, boosting your credibility and building instant trust.
• Enhanced Product Distribution (Shop Tab, Shopping Ads): As a Verified Merchant, your products are eligible to appear in Pinterest’s exclusive Shop tab and in shopping-related searches. You also get access to Shopping Ads, putting your products in front of more motivated buyers.
• Access to Advanced Analytics and Insights: You’ll unlock detailed analytics about your product performance, audience behavior, and shopping trends. These insights help you fine-tune your Pinterest strategy and maximize ROI.
• Exclusive Merchant Features (Dynamic Retargeting, Badges): Enjoy premium features such as dynamic retargeting to re-engage interested shoppers, plus access to exclusive merchant-only badges that make your Pins stand out.

How It Fits Into Your Pinterest Marketing Strategy

Adding the Verified Merchant Program to your Pinterest strategy gives you a serious edge. Not only does it increase your shop’s visibility, but it also reinforces trust at every touchpoint, from search results to product Pins. With exclusive tools and a credibility boost, you’re better positioned to drive traffic, increase conversions, and grow your brand on Pinterest.

Ready to put that blue checkmark next to your brand name? Before you get started, it’s important to know if your business ticks all the right boxes. Let’s explore the eligibility criteria so you can set yourself up for success with the Pinterest Verified Merchant Program.

Eligibility Criteria for the Verified Merchant Program

Before you start your application, it’s essential to make sure your business meets all the requirements for Pinterest’s Verified Merchant Program. Here’s what you’ll need to qualify:

1. Pinterest Business Account Essentials

You must have a Pinterest business account, not just a personal one. This unlocks features like analytics and allows you to run shopping ads and track performance.

2. Website Prerequisites

Pinterest requires a professional and secure website. Your site must have:

• A claimed domain (connected to your Pinterest account).
• HTTPS security (SSL certificate).
• Clear return and refund policies are listed.
• Accurate contact information (email, phone, or address).

These steps show Pinterest and your customers that your store is legitimate and trustworthy.

3. Accepted E-Commerce Platforms

While you can connect most major e-commerce platforms, Pinterest makes it especially seamless for stores on:

• Shopify
• WooCommerce
• BigCommerce
• And other leading platforms.

Manual catalog uploads are also supported, but integrated platforms speed up the process.

4. Product and Catalog Guidelines

Pinterest wants shoppers to find high-quality, safe products. To qualify:

• Your products must fit Pinterest’s approved product types (no prohibited items like weapons, adult products, or counterfeit goods).
• Your catalog data should be accurate, up to date, and fully detailed, including product titles, descriptions, pricing, and availability.

5. Brand Reputation and Compliance

Pinterest reviews your brand’s reputation as part of the approval process. Your store must:

• Have a positive history of customer service.
• Follow Pinterest’s Merchant Guidelines and community standards.
• Demonstrate ethical business practices.

Meeting these criteria is the first big step toward unlocking all the benefits of the Verified Merchant Program. Once you’re confident your business qualifies, you’re ready to move forward and start the application process.

Step-by-Step Guide: How to Apply for the Verified Merchant Program

Becoming a Pinterest Verified Merchant isn’t that complicated, but following the right steps will streamline your journey and maximize your chances of approval. Here’s exactly what you need to do:

Pre-Application Checklist

Before you start, double-check that you:

• Have a Pinterest business account.
• Own a secure, fully functional website.
• Sell products that align with Pinterest’s guidelines.
• Can provide a complete, accurate product catalog.

If you’ve got these basics covered, you’re ready to begin!

Step 1: Ensure Your Pinterest Profile is Business-Ready

Make sure your Pinterest account is set to business mode. This unlocks analytics, and shopping features, and prepares your profile for verification. Complete all profile fields, including your logo, business name, and an engaging bio.

Step 2: Claim and Verify Your Website

Claim your website in your Pinterest account settings. This step connects your domain to your profile, helping Pinterest and your customers verify your legitimacy. Make sure your site is secure (HTTPS) and contains visible contact details, return/refund policies, and up-to-date product info.

Step 3: Set Up a Product Catalog

Pinterest requires a product catalog feed, a digital list of your products, updated in real time.

• Using Shopify or WooCommerce?
  Pinterest integrates directly with both platforms. Simply install the Pinterest app or plugin, connect your store, and sync your product catalog automatically.
  
  
• Using another platform or a custom store?
  You can upload your product catalog manually via a .CSV, .TSV, or .XML data feed. Double-check that every item includes a clear title, price, description, link, and image.

Step 4: Install and Configure the Pinterest Tag

The Pinterest Tag is a small code snippet added to your website. It tracks customer actions, like page views and purchases, giving you powerful analytics and the ability to run Shopping Ads.

• For Shopify and WooCommerce, adding the Pinterest Tag is often as easy as toggling a setting or pasting your Tag ID.
• For other platforms, follow Pinterest’s step-by-step setup guide for manual installation.

Step 5: Submit Your Application Through the Pinterest Business Hub

Once everything’s connected and verified, head to your Pinterest Business Hub. You’ll see an option to apply for the Verified Merchant Program. Submit your application and confirm all business and product details are accurate and compliant.

Step 6: Monitor Your Application Status

After applying, Pinterest will review your profile, website, and catalog for compliance.

• You can monitor your application status directly in the Business Hub.
• Approval can take anywhere from a few days to a couple of weeks.

If Pinterest requests additional information or changes, respond promptly to avoid delays.

By following these steps, you’re well on your way to earning the blue checkmark and unlocking new sales opportunities on Pinterest. 

Now, let’s look at what happens after you apply and how to troubleshoot if you hit any bumps along the way.

Catalog Setup & Connection: Platform-Specific Instructions

A properly connected product catalog is at the heart of the Pinterest Verified Merchant Program. Here’s how to connect your catalog, no matter which platform you use.

How to Connect Your Product Catalog

Shopify

If you’re on Shopify, integrating your catalog is a breeze:

• Install the official Pinterest app from the Shopify App Store.
• Follow the prompts to link your Pinterest business account and grant permissions.
• The app automatically syncs your product catalog to Pinterest, keeping listings updated in real time.
• Double-check that your product titles, descriptions, prices, and images are accurate and follow Pinterest’s product guidelines.
  
  

WooCommerce

WooCommerce users can connect their store using the Pinterest for WooCommerce extension:

• Download and activate the Pinterest for WooCommerce plugin.
• Connect your Pinterest business account within your WordPress dashboard.
• The extension will sync your WooCommerce products to Pinterest as a catalog feed.
• Review your products in the Pinterest Business Hub to ensure everything displays correctly.

BigCommerce

BigCommerce also offers seamless Pinterest integration:

• Go to your BigCommerce admin dashboard and find the Pinterest Channel App.
• Connect your Pinterest account and configure your preferences.
• The app will automatically generate and update your Pinterest catalog with your latest products.
• Make sure your product listings are detailed and compliant with Pinterest's requirements.

Manual Feed Upload

If you’re not using one of these platforms, you can upload your catalog manually:

• Prepare a data feed in .CSV, .TSV, or .XML format, with fields such as product ID, title, description, price, availability, product URL, and image URL.
• In the Pinterest Business Hub, navigate to the “Catalogs” section and upload your data feed.
• Schedule regular updates to keep your product info fresh and accurate.

Troubleshooting Common Catalog Connection Errors

Running into issues? Here are some common catalog connection problems and how to fix them:

• Feed Format Errors: Double-check your file format and required fields. Use Pinterest’s catalog template as a reference.
• Missing or Incorrect Data: Every product must have a valid title, description, price, link, and image. Missing info will cause upload errors.
• Image Issues: Use high-quality, properly sized images (minimum 600x600 pixels). Avoid placeholders or low-resolution files.
• Sync Failures: Make sure your data feed URL is accessible and regularly updated. For Shopify and WooCommerce, ensure the app or plugin is active and permissions are granted.

Ensuring Your Feed Meets Pinterest’s Product Data Standards

Pinterest is picky about product data because it wants to give users the best shopping experience. To meet their standards:

• Include clear, keyword-rich product titles and descriptions.
• Use consistent pricing and availability info.
• Avoid restricted products and follow Pinterest’s Merchant Guidelines.
• Regularly review your feed in the Pinterest Business Hub for errors or warnings, and fix any flagged issues promptly.

Connecting your product catalog the right way not only ensures a smooth verification process but also helps your Pins reach the right shoppers at the right time. 

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Now, let’s see what happens after you submit your application and how to handle the review process.

What Happens After You Apply?

So you’ve submitted your application to join the Pinterest Verified Merchant Program. What comes next? Here’s a look at the typical timeline, how to track your application status, and what each possible outcome means for your business.

Typical Verification Timeline

Once your application is in, Pinterest’s review process typically takes anywhere from a few days up to two weeks. The timeline can vary depending on the completeness of your setup and the volume of applications Pinterest is processing.

Speed up your approval by making sure your website, catalog, and policies meet all eligibility requirements before you apply.

How to Check Your Application Status

You can monitor your application directly from your Pinterest Business Hub:

• Log in to your Pinterest business account.
• Go to the “Verified Merchant Program” section within the Business Hub.
• Here, you’ll see your current status: Pending, Approved, or Action Needed.

If Pinterest needs more information or notices an issue with your catalog or website, you’ll receive an alert here and often an email with further instructions.

Understanding Possible Outcomes

After Pinterest reviews your application, you’ll receive one of the following results:

• Approval: Congratulations! Your business will receive the blue checkmark, and your products will enjoy increased visibility in the Shop tab and Shopping Ads. You’ll also unlock advanced analytics and exclusive merchant features.
  
  
• Pending: If your status shows as pending, Pinterest may be conducting additional checks. Make sure all your catalog data, policies, and website content remain up-to-date. If further action is required, Pinterest will notify you with specific instructions.
  
  
• Rejection: If your application is declined, don’t worry, it’s not the end of the road. Common reasons for rejection include missing policy pages, incomplete catalog data, or issues with your product feed. Pinterest will typically provide guidance on what to fix before you reapply.

Getting through this review stage is your final hurdle before enjoying all the benefits of being a Pinterest Verified Merchant. 

Next, let’s explore what to do if you’re rejected and how you can quickly turn things around for a successful second try.

Dealing With Application Rejections

Didn’t get approved for the Pinterest Verified Merchant Program on your first try? Don’t sweat it! Many businesses need to tweak a few things before they’re ready for that blue checkmark. The key is knowing why applications are rejected and how to fix issues for a successful re-application.

Common Reasons for Rejection

Pinterest usually provides a reason if your application is denied. The most frequent issues include:

• Policy Problems: Missing or unclear return/refund policies, shipping details, or contact information on your website.
• Feed Issues: Incomplete or inaccurate product catalog data, such as missing product titles, descriptions, prices, or images.
• Trust Factors: Lack of a secure (HTTPS) website, questionable business practices, or a poor online reputation.
• Prohibited Products: Listing items that violate Pinterest’s guidelines, such as restricted or counterfeit goods.

How to Address and Fix Issues

Start by reviewing the feedback from Pinterest in your Business Hub or email. Then:

• Update your website to include clear, easily accessible policy pages (refund, return, shipping).
• Double-check your product catalog. Make sure every item has a detailed title, description, price, product link, and high-quality image.
• Remove any products that violate Pinterest’s policies.
• Ensure your website is fully secure (HTTPS), with up-to-date contact information.

How to Appeal or Reapply

Once you’ve made the necessary improvements:

1. Appeal if Eligible: Sometimes, Pinterest allows you to appeal directly through the Business Hub or via a provided link. Follow the instructions carefully and provide any requested documentation.
2. Reapply: If appeals aren’t available, simply fix the issues and resubmit your application after the required waiting period (typically a few days or weeks). Double-check that all requirements are now met to avoid repeated rejection.

Persistence pays off. Most businesses get approved after addressing these common hurdles. A little extra polish and the right tool can make all the difference on your next application attempt!

Program Availability: Eligible Countries

Before you apply, it’s essential to confirm whether the Pinterest Verified Merchant Program (VMP) is available in your country. Pinterest continues to expand VMP globally, but as of now, the program is limited to select regions.

List of Countries Where VMP is Currently Available

Pinterest’s Verified Merchant Program is available to businesses based in the following countries (subject to change as Pinterest expands):

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Always check Pinterest’s official VMP help page for the latest list of eligible countries, as new regions are frequently added.

Special Notes for International Sellers

If your store is located outside these supported countries, you won’t be able to apply for the Verified Merchant Program just yet. However, you can still use Pinterest to reach a global audience:

• Optimize Your Pins: Even without VMP status, ensure your product Pins are well-designed, SEO-friendly, and regularly updated.
• Build Your Brand Presence: Grow your followers, engage with the Pinterest community, and prepare your store for when VMP becomes available in your region.
• Stay Informed: Pinterest often announces new country launches for VMP—keep an eye on updates so you can be among the first to apply when the program expands.

Expanding internationally? Consider partnering with fulfillment centers or platforms in VMP-supported countries to access the program’s benefits sooner. In the meantime, continue building a strong, trustworthy brand presence on Pinterest, so you’re ready to hit the ground running when your country is added to the list.

Tips to Maximize Success as a Verified Merchant

Earning that coveted Verified Merchant badge is just the beginning. To truly stand out and drive results on Pinterest, you’ll want to take full advantage of every tool at your disposal. Here’s how you can maximize your impact as a Verified Merchant:

1. Optimize Your Product Pins for Visibility and Engagement

Success starts with eye-catching, informative Pins. Make sure each product's Pin:

• Features clear, high-quality images that showcase your products in the best light.
• Includes keyword-rich, compelling titles and descriptions that tell the story behind your product and answer shoppers’ questions.
• Highlights key benefits, price, and availability so users can make quick, confident decisions.

Remember, the more engaging and relevant your Pins, the higher the chances they’ll be saved, clicked, and shared across Pinterest.

2. Use Rich Pins, SEO, and High-Quality Images

Take advantage of Rich Pins, which automatically pull real-time information like pricing and stock status directly from your website. This makes your Pins more useful and trustworthy for shoppers.

• Use popular, relevant keywords naturally in your titles and descriptions to boost discoverability.
• Always upload crisp, professional images that meet Pinterest’s recommended dimensions (ideally vertical, with a 2:3 aspect ratio).
• Avoid cluttered visuals. Clean, branded, and high-resolution images win every time.

3. Utilize Analytics and Shopping Features

As a Verified Merchant, you get access to advanced Pinterest Analytics. Use these insights to:

• Track which products are performing best.
• Identify trends in your audience’s behavior and preferences.
• Adjust your Pinning strategy, double down on what works, and experiment with new formats or content.

Don’t forget to explore exclusive shopping features, like dynamic retargeting, to re-engage shoppers who’ve shown interest in your products.

4. Stay Compliant with Pinterest Policies

Pinterest rewards merchants who maintain trust and transparency. Keep your store in good standing by:

• Regularly reviewing and updating your return, shipping, and privacy policies.
• Ensuring all product listings comply with Pinterest’s merchant and community guidelines.
• Promptly addressing any feedback or issues that Pinterest flags in your Business Hub.

By following these tips, you’ll not only maintain your Verified Merchant status but also maximize your reach, engagement, and sales potential on Pinterest. Stay proactive, keep optimizing, and watch your business grow!

Latest Update on Verified Merchant Program in 2025

As of April, 2025, Pinterest has temporarily paused new applications for the Verified Merchant Program as it reviews the initiative. If you're an existing Verified Merchant, you may retain your badge and associated features for now. However, new merchants cannot apply at this time.

Supercharge Your Success with PinMaker

Want to make your journey as a Verified Merchant even smoother and stand out in a sea of Pins? PinMaker is your all-in-one toolkit for creating Pins that get noticed, clicked, and shared.

Why use PinMaker as a Verified Merchant?

• Effortless Title & Description Generation: Craft SEO-friendly, attention-grabbing product titles and descriptions in seconds. PinMaker uses AI to ensure every Pin is optimized for Pinterest’s search and trending topics, so you show up where it matters most.
• Ready-to-Use, Eye-Catching Visuals: PinMaker helps you create scroll-stopping visuals that perfectly match your brand, making it easy to keep your feed fresh, professional, and visually appealing.
• Data-Driven Optimization: Not sure which keywords or formats work best? PinMaker analyzes what’s trending on Pinterest, helping you fine-tune your content for maximum engagement and reach.
• Time-Saving Workflow: Instead of spending hours brainstorming and designing, PinMaker’s automated tools let you focus on what really matters, growing your business and delighting your customers.

Whether you’re just starting out or looking to take your Pinterest shop to the next level, PinMaker gives you the edge you need to shine as a Verified Merchant.

Ready to unlock higher visibility, more engagement, and real results? Let PinMaker be your partner in Pinterest success.

FAQs

Q1. Is there a fee to join the Verified Merchant Program?
A: No, Pinterest does not charge a fee to apply or participate in the Verified Merchant Program. However, you do need a Pinterest business account and a fully functional e-commerce website to qualify.

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Q2. How long does it take to become a Verified Merchant on Pinterest?
A: The review process typically takes between a few days and two weeks. Processing times can vary based on the completeness of your application and the current volume of requests.

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Q3. What happens if my application is rejected?
A: If your application is rejected, Pinterest will usually provide a reason. You can fix the issues (such as updating your policies or catalog) and reapply after addressing the feedback. In some cases, you may be able to appeal the decision.

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Q4. Can I apply if my store is outside the supported regions?
A: Currently, only stores based in eligible countries can apply. If your country isn’t listed yet, you can still use Pinterest for marketing and prepare your business for when the program becomes available in your region.

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Q5. What types of products are allowed in the Verified Merchant Program?
A: Pinterest approves most physical goods, but prohibits items like weapons, adult products, and counterfeit goods. Your products and catalog must comply with Pinterest’s merchant guidelines for approval.

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Q6. How does being a Verified Merchant help my business?
A: Verified Merchants enjoy increased visibility, higher credibility with shoppers, eligibility for shopping features like the Shop tab and Shopping Ads, and access to detailed analytics to optimize your Pinterest strategy.

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Q7. Can I use PinMaker to help with my Verified Merchant application?
A: Absolutely! PinMaker can help you craft SEO-friendly product titles, descriptions, and stunning visuals, making your application stand out and setting your business up for success on Pinterest.

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‍Q8. What should I do if I encounter issues connecting my product catalog?
A: Double-check your data feed for completeness, make sure all product information meets Pinterest’s requirements, and use supported platforms like Shopify or WooCommerce for a smoother integration. If you still face issues, refer to Pinterest’s troubleshooting guides or reach out to their support team.