Microsoft Store Slashes $99 Fee for Companies, Supercharges App Publishing Process
Dave W. Shanahan 3 minutes read
Microsoft has announced a major update to its developer onboarding process, allowing companies to register for the Microsoft Store completely free while introducing faster and more streamlined account setup tools.
In a new Windows Developer Blog post, Microsoft revealed it is eliminating the $99 registration fee for company accounts, while also adding Microsoft Entra ID support and a redesigned onboarding experience to help developers move from signup to app submission more quickly.
What’s Changing for Developers
The update focuses on three key improvements aimed at reducing friction:
Free company registration: Businesses can now create developer accounts at no cost, removing a key barrier to entry
Microsoft Entra ID integration: Developers can sign up using their work accounts, making it easier to link apps to an organization
Faster onboarding flow: A redesigned step-by-step process includes real-time validation, automated verification checks, and status updates
Microsoft says these changes build on earlier improvements for individual developers, which already helped increase successful registrations and submissions.
Why This Matters
The Microsoft Store reaches over 250 million monthly active users, making it a valuable distribution channel for both consumer and enterprise apps. By simplifying onboarding, Microsoft is clearly trying to attract more companies to publish apps across Windows devices.
Developers can submit a wide range of app types—including Win32, UWP, PWA, .NET MAUI, and Electron apps—without needing to significantly modify their existing codebases. Distribution is also tightly integrated into Windows through features like Search and enterprise tools such as Microsoft Intune.
Another big advantage is Microsoft’s flexible commerce model:
Non-gaming apps can use their own payment systems and keep 100% of revenue
Microsoft provides hosting, app signing, and automatic updates through MSIX packaging
Tips for Faster Approval
Microsoft also shared best practices to help companies speed up onboarding:
Use a D-U-N-S Number to quickly verify your business
Upload official documents if you don’t have a D-U-N-S Number (this may take longer)
Provide a business domain email to avoid extra verification steps
Monitor email updates closely to respond quickly to verification requests
These steps can significantly reduce delays and help developers get their apps published faster.
Bigger Picture
This move aligns with Microsoft’s broader push to improve its developer ecosystem, especially as Windows evolves with AI-powered experiences like Copilot+ PCs. By lowering costs and simplifying the process, Microsoft is positioning the Store as a more open and competitive platform for modern app distribution.
Developers and companies ready to get started can now create an account directly through the Microsoft Store developer portal and begin publishing with fewer hurdles than ever before.
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