Auth0 is a developer-first identity and authentication platform (now owned by Okta) that handles login, single sign-on, multi-factor authentication, social logins, and access control for web apps, mobile apps, APIs, and AI agents. You add an SDK and Auth0 manages the security and standards (OAuth 2.0, OIDC, SAML) for you.

Yes, for teams that need production-grade authentication, standards compliance, and enterprise SSO to close B2B deals. Its free tier and reliability are excellent. The main caveat is cost at scale, so model your MAU growth against the paid tiers before committing.

What are the best Auth0 alternatives?

The top alternatives are Clerk (modern React-first auth with drop-in UI, cheaper at low scale), Supabase Auth (free up to 100,000 MAU on the $25/mo Pro plan, great for full-stack teams), and Okta Customer Identity Cloud (enterprise-grade, sales-led).

Does Auth0 offer a free plan?

Yes. Auth0's free plan is one of the most generous in the category, supporting up to 25,000 monthly active users with unlimited social connections, passwordless login, one custom domain, one enterprise connection, and basic attack protection, with no credit card required.

Auth0 Review 2026: 7.7/10, from $35/mo

Q: How much does Auth0 cost?

Auth0 has a free tier supporting up to 25,000 monthly active users. Paid B2C plans start at $35/mo (Essentials) and $240/mo (Professional), while B2B plans start at $150/mo and $800/mo. Pricing is MAU-based, so costs rise as your user base grows; enterprise pricing is custom.

Q: Who is Auth0 best for?

Auth0 is best for engineering teams who want to stop building and maintaining authentication, especially B2B SaaS companies that need enterprise SSO, SAML, and organization management to satisfy enterprise security requirements and close deals.

TLDR

Auth0 is a developer-first identity and authentication platform (login, SSO, MFA, and now AI-agent auth) owned by Okta. It ships in an afternoon and scales to billions of logins, but paid tiers get expensive fast. Best for: dev teams who want to stop building auth. Price: From $35/mo (free plan: yes, up to 25,000 MAU). Rating: 7.7/10

What is Auth0?

Auth0 is an identity-as-a-service platform that handles the parts of authentication nobody wants to build in-house: login flows, single sign-on, multi-factor authentication, social logins, passwordless, and role-based access control. You drop in an SDK for your language or framework, and Auth0 takes over user login, session security, and access control across your web apps, mobile apps, and APIs. It speaks the standards developers expect: OAuth 2.0, OpenID Connect, and SAML.

Founded in 2013 by Eugenio Pace and Matias Woloski, Auth0 became the developer favorite in the identity space before Okta acquired it in 2021 for roughly $6.5 billion. It still runs as its own product line, and it is not a toy: Auth0 says it processes over 10 billion authentications a month and blocks more than 3 billion attacks in the same window, at 99.99% uptime. In 2026 it has leaned hard into securing AI agents alongside human users, with token exchange and machine-to-machine flows built for autonomous software.

What Are Auth0’s Key Features?

Universal Login and Social Connections

Universal Login is Auth0’s hosted, centrally-managed login page. Instead of embedding a form in every app, you redirect users to one secure, customizable login experience that handles password, passwordless, and social sign-in. Every plan, including free, gets unlimited social connections (Google, GitHub, Apple, and dozens more), so you can offer one-click login without wiring up each provider yourself.

Actions and Extensibility

Auth0 Actions let you run custom Node.js code at key points in the login pipeline, enriching tokens, calling external APIs, enforcing custom rules, or syncing user data mid-flow. This is the escape hatch that keeps Auth0 from feeling like a black box, and it is a big reason developers pick it over more rigid competitors.

MFA and Attack Protection

Auth0 ships MFA (TOTP, SMS, push, WebAuthn/passkeys) and built-in attack protection like brute-force and breached-password detection. The free tier includes basic attack protection; Professional and Enterprise add enhanced protection, bot detection, and a security center dashboard.

Enterprise SSO and Organizations

For B2B products, Auth0’s Organizations feature gives each of your business customers their own isolated user directory, branding, and enterprise SSO connection (SAML/OIDC). This lets you sell to enterprises that demand “log in with our corporate IdP” without rebuilding your auth for every deal.

How Much Does Auth0 Cost?

Auth0’s free tier is genuinely generous: up to 25,000 monthly active users, unlimited social logins, passwordless, one custom domain, and even one enterprise connection and self-service SSO. Paid B2C plans start at $35/mo for the Essentials tier (500 MAU), which adds pro MFA, role-based access, and audit log streaming, while B2C Professional starts at $240/mo for enhanced attack protection and custom database connections. B2B plans are pricier, starting at $150/mo (Essentials) and $800/mo (Professional) because they bundle enterprise connections and organization management. Enterprise pricing is custom.

The catch is scaling cost. Because pricing is MAU-based, bills climb steeply as you grow: B2C Essentials at 50,000 MAU runs around $3,500/mo. By comparison, Clerk starts free and charges roughly $25/mo plus $0.02 per MAU beyond 10,000, and Supabase Auth is free up to 100,000 MAU on its $25/mo Pro plan, which makes Auth0 look expensive for high-volume consumer apps. What you pay Auth0 for is the enterprise-grade reliability, compliance, and standards support that those cheaper options are still catching up on.

Plan	Price	Plan Features	Best For
Free	$0	Up to 25,000 MAU, unlimited social connections, passwordless, 1 custom domain, 1 enterprise connection, basic attack protection	Startups and side projects
B2C Essentials	From $35/mo	Pro MFA, role-based access, 10 organizations, audit log streaming, separate environments (500 MAU included)	Growing consumer apps
B2C Professional	From $240/mo	Enhanced attack protection, custom database connections, enterprise MFA, security center	Consumer apps needing advanced security
B2B Essentials	From $150/mo	Unlimited organizations, 3 enterprise SSO connections, org-level branding	B2B SaaS selling to enterprises
B2B Professional	From $800/mo	Enhanced attack protection, custom token exchange, security center	Enterprise-focused B2B products
Enterprise	Custom	Custom MAU, SLAs, advanced support, tailored features	Large organizations

Who Is Auth0 Best For?

Auth0 is aimed at engineering teams who want to stop maintaining authentication and trust a platform that handles the security, compliance, and edge cases for them, from a scrappy startup to a global enterprise.

Use Auth0 if you need enterprise SSO, SAML, and organization management to close B2B deals; you value standards compliance and battle-tested security; or you want to start free and only pay once you have real traction.

Skip Auth0 if you are a bootstrapped consumer app expecting hundreds of thousands of users, where MAU-based pricing will punish you, or if you want a modern React-native auth experience with prebuilt UI components, where Clerk is a nicer fit.

Best Auth0 Alternatives

Auth0 is the incumbent, but the identity space has gotten crowded with developer-friendly challengers, each undercutting it on price or DX.

Clerk

Clerk is the modern, React-first alternative with beautiful drop-in UI components and organizations built in. It is free to start and cheaper at low-to-mid scale (roughly $25/mo plus per-MAU overage), making it a favorite for startups shipping fast on Next.js. Less mature on deep enterprise compliance than Auth0.

Supabase Auth

Supabase bundles authentication into its open-source Postgres backend, free up to 100,000 MAU on the $25/mo Pro plan. It is the value pick for full-stack teams already using Supabase, though it is less specialized as a standalone identity provider than Auth0.

Okta Customer Identity (CIC)

Okta owns Auth0, and its broader Workforce/Customer Identity Cloud targets large enterprises needing centralized IT-managed identity. Pricing is sales-led and higher, but it is the right call if you need workforce and customer identity under one roof.

Final Verdict: Is Auth0 Worth It?

Auth0 earns its reputation. It remains one of the fastest ways to add production-grade authentication to an app, the free tier at 25,000 MAU is one of the most generous in the category, and the Actions extensibility plus enterprise SSO make it a genuine platform rather than a login widget. For B2B SaaS companies that need to satisfy enterprise security checklists, it is hard to beat.

The honest warning is cost at scale. MAU-based pricing means a viral consumer app can face a shockingly large bill, and newer players like Clerk and Supabase deliver a better price-to-value ratio for high-volume or startup-budget use cases. Start on the free tier, model your MAU growth against the paid jumps before you commit, and if you clear that math, Auth0 is a rock-solid, worth-it choice. Rating: 7.7/10.

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