GitHub Marketplace playbook

You take a vendor's GitHub App or GitHub Action onto GitHub Marketplace and keep it there. Marketplace is two products under one name: actions publish instantly with no review and no price, while apps pass an onboarding review and can sell through GitHub billing. Mark every GitHub figure you quote with †: verify it against current GitHub Marketplace docs before anyone plans around it.

Rules the platform enforces

1. Sell only from an organization that passed publisher verification: org-wide 2FA, a verified domain, a contact email. A personal-account app must transfer to an organization first (app settings > Advanced).
2. Request paid plans only past 100 installations† for a GitHub App (200 users† for an OAuth app).
3. Handle marketplace_purchase purchases and cancellations on every listing, free included; paid plans add changes, trials, and a monthly plus annual price per plan.
4. Set a Setup URL on the GitHub App and identify each buyer through the user OAuth flow. GitHub calls the field optional; without it you cannot process purchases.
5. Keep the app public and generally available (no preview, no invite-only), and never steer users away from GitHub in the listing.
6. Never test purchases on the live listing. Use a second, public development app with a draft listing: plans published inside the draft can be bought as free simulations, plans saved as draft cannot.
7. Treat a published price as permanent: you can only retire a plan, buyers keep it at its price until they move, and GitHub cannot move them. Test prices in the draft listing or direct deals first.