On Pinterest the blue checkmark comes through the Verified Merchant Program, so it's for businesses with a product catalogue rather than personal profiles. You need a business account at least three months old, a claimed website at least nine months old, a catalogue that's 75% ingested and regular conversion events, and then Pinterest verifies you automatically.
Pinterest doesn't hand out checkmarks to individual creators the way some apps do. Its blue checkmark belongs to the Verified Merchant Program, or VMP. Here's what it takes, from Pinterest's business help centre.
Approved merchant first, verified merchant second
Pinterest separates two levels. To be an approved merchant, you claim and verify your domain, add your catalogue, and Pinterest reviews your business against its merchant guidelines. To be a verified merchant, you need to be approved first and then meet the extra requirements below. Pinterest also notes the program may not be available in every area.
The requirements
| Area | What Pinterest requires |
|---|---|
| Business account | Created at least three months ago, with a profile picture and a completed About section |
| Website | Created at least nine months ago, claimed by your Pinterest account, and meeting merchant guidelines |
| Catalogue | 75% of products ingested successfully, and products meeting merchant guidelines |
| Conversion events | In the last 30 days: at least one page visit, add to cart and checkout event every 7 days; checkout events complete, with product IDs included |
The website age is the one that catches new brands out. Nine months is a hard floor, so a shop that launched this spring can't get verified until it's been live long enough, however good everything else is.
You don't apply; it happens automatically
Pinterest says that once you meet all of the requirements, you'll automatically be verified. If you don't meet them, you won't be. There's no form to argue your case. That makes it unusually predictable: tick every box and the checkmark arrives.
What you get
- A blue checkmark on your profile and your Pins, showing people you've been vetted.
- Eligibility for extra features such as merchant details, where you can show the values and communities your brand stands for.
How you can lose it
Pinterest suspends verified merchants who stop meeting the requirements at any point, or whose product Pins attract excessive user reports. If that happens, you're alerted in Business hub and by email and get 30 days to fix the issues. Fix them in time and you're enrolled again automatically; miss the window and you stay suspended. If you lose approved merchant status altogether, you're removed from the VMP as well.
Step by step
- Switch to a Pinterest business account if you haven't; Pinterest's terms require one for commercial use.
- Add a profile picture and complete your About section.
- Claim your website and verify the domain.
- Upload your catalogue and fix any products that fail to ingest until you're above 75%.
- Install the Pinterest tag so page visit, add to cart and checkout events are sent every week.
- Wait until your account is three months old and your site nine months old; verification follows automatically.
My verdict
If you're a brand with a catalogue, this is one of the most mechanical checkmarks in social media: meet the numbers and it's yours. If you're an individual creator, there isn't a Pinterest checkmark route for you, so don't chase one. Either way, keep your account tidy, and if you ever need to start over, here's how to delete a Pinterest account; and for the Instagram side of a brand presence, how to DM a brand on Instagram shows how other businesses reach out.
Frequently asked questions
Can a personal Pinterest account get verified?
Pinterest's blue checkmark comes through the Verified Merchant Program, which needs a business account, a claimed website and a product catalogue.
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How old does my website need to be for Pinterest verification?
At least nine months old, and claimed by your Pinterest account.
Do you need to apply for the Pinterest Verified Merchant Program?
No. Pinterest says that once you meet all the requirements, you're verified automatically.
What conversion events does Pinterest need for verification?
In the last 30 days, at least one page visit, one add to cart and one checkout event every 7 days, sent through your conversion source with product IDs included.
Can user reports lose me the Pinterest checkmark?
Yes. Pinterest says excessive user reports on your product Pins can lead to suspension from the Verified Merchant Program.
What happens if Pinterest suspends my verified merchant status?
You're alerted in Business hub and by email and have 30 days to fix the issues. Fix them in time and you're enrolled again automatically.
