Getting a DBA in San Francisco: The Real Process and Costs

I just registered a DBA (Doing Business As) in San Francisco. The official instructions were confusing, so here's what actually happened.

TL;DR: Total cost $236. Two stops at City Hall, then email a newspaper. Done in one day (plus 4 weeks of publication).

What to Bring

Cash (Tax Collector only accepts cash in person)
Valid photo ID
Pre-filled FBN Statement form

Step 1: Tax Collector (Room 140)

Go here first. You can't file your FBN without registering your business. City Hall is in the Civic Center area—if you're coming from the Mission District, take BART to Civic Center station.

Warning

Cash only in person. Credit card is online only - then you'd have to wait for processing.

The obligation type is "Business Registration," payable to the Treasurer and Tax Collector of San Francisco.

Tax Year	Amount
2026	$45
2027	$59
Total	$104

Not sure why the amounts differ - maybe prorating.

The official fees for sole proprietors:

Gross Receipts	Annual Fee
$0 - $100k	$45 ($41 + $4 state fee)
$100k - $250k	$75 ($71 + $4 state fee)

After paying, you immediately get:

Business Account Number (BAN) - you'll need this for your FBN
Temporary Verification of Registration (TVR) - required for your FBN filing, serves as proof until official certificate arrives

Step 2: County Clerk (Room 168)

Walk over to Room 168. This is where you file your Fictitious Business Name (FBN).

Item	Details
Fee	$67 ($55 first name + $13 each additional)
Payment	Credit card accepted
Required	Valid photo ID

Tip

Pre-fill the FBN Statement form before going. The SF.gov instructions weren't clear to me - I asked the clerks and they were helpful.

After filing, you get a stamped copy of your FBN. This is your DBA.

Step 3: Publish in a Newspaper

California requires you to publish your FBN once a week for four consecutive weeks.

Caution

You have 45 days from filing to start publication. Miss it and you'll refile + pay $67 again.

Newspaper Options

San Francisco has 4 court-approved newspapers. I emailed all four for quotes:

Newspaper	Cost	Files Proof?	Contact
Small Business Exchange	$40	No (+$10 DIY)	nvo@sbeinc.com
Bay Area Reporter	$65	Yes	barlegals@gmail.com
Daily Journal (DBAStore)	$67	Yes	sfdj_legal@dailyjournal.com
San Francisco Examiner	$88	Yes	sfexaminer@cnsblegal.com

Note

Why not Small Business Exchange? It's $15 cheaper, but you file the proof yourself - either mail it (1-2 week wait) or another trip to City Hall. If your time is worth more than $15/hour, pay for convenience.

I went with Bay Area Reporter. They replied within hours. Accepts check, credit card, or PayPal. Deadline: 10am Tuesday for Thursday publication.

Tip

The newspaper will ask for a photo or scan of your stamped FBN statement. Have it ready to email.

Step 4: Proof of Publication

After your fourth publication, you have 45 days to file the Proof of Publication. Fee is $10.

If your newspaper files for you (Bay Area Reporter, DBAStore, SF Examiner):

You're done. They file it and email you a copy.

If you file yourself (Small Business Exchange):

Method	Process	Time
By mail	$10 check to "SF County Clerk" + self-addressed envelope	1-2 weeks
In person	Room 168, pay $10	Same day

Total Costs

Item	Cost
Tax Collector - Business Registration (2 years)	$104
County Clerk - FBN filing	$67
Bay Area Reporter - publication + proof filing	$65
Total	$236

Timeline

Day 1        → City Hall (Tax Collector + County Clerk)
Days 2-45    → Email newspaper, submit FBN for publication
Weeks 2-5    → Publication runs (4 consecutive weeks)
Week 6+      → Proof of publication filed (within 45 days of 4th publication)

Your FBN expires in 5 years.

The Sequence

Tax Collector first → get your BAN
County Clerk second → file your FBN
Newspaper third → publish for 4 weeks
Proof of publication last → or let the newspaper handle it

Tip

Bring cash for the Tax Collector. Everything else takes cards.

Sources: