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.
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: