I registered a DBA (Doing Business As) in San Francisco for $236. The official instructions explain each office, but not the handoff between them. Here is the route that worked for me.
| Stop | What happens | What I paid | What unlocks the next step |
|---|---|---|---|
| Tax Collector, Room 140 | Register the business | $104 | BAN and temporary verification |
| County Clerk, Room 168 | File the fictitious business name | $67 | Stamped FBN statement |
| Newspaper, by email | Publish for four weeks and file proof | $65 | Completed publication record |
| Total | Two City Hall rooms, then email | $236 | DBA completed |
What to Bring
- Cash (Tax Collector only accepts cash in person)
- Valid photo ID
- Pre-filled FBN Statement form
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.
Obligation type: “Business Registration,” payable to the Treasurer and Tax Collector.
| Tax Year | Amount |
|---|---|
| 2026 | $45 |
| 2027 | $59 |
| Total | $104 |
My receipt did not explain why the two tax years differed. I suspect the second amount was prorated, but I did not verify that.
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
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 |
Pre-fill the FBN Statement form before going. The SF.gov instructions weren’t clear to me, but the clerks were helpful.
After filing, you get a stamped copy of your FBN. This is your DBA.
Publish in a Newspaper
California requires you to publish your FBN once a week for four consecutive weeks.
Do not miss this window You have 45 days from filing to start publication. Miss it and you will need to refile and pay the $67 filing fee 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 |
Small Business Exchange is $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.
Field tip Have a photo or scan of your stamped FBN statement ready to email. The newspaper will ask for it before they can start publication.
File the 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 · Morning Register the business Tax Collector · Room 140 Pay $104 and leave with your BAN and temporary verification.
- Day 1 · Next stop File the business name County Clerk · Room 168 Pay $67 and leave City Hall with the stamped FBN statement.
- Within 45 days Start publication Email the newspaper The notice runs once a week for four consecutive weeks.
- After week 4 Close the loop File proof of publication My newspaper handled this. If yours does not, file it within 45 days.
Elapsed timeOne City Hall visit + four publication weeks
Your FBN expires in 5 years.
Important Mark the 5-year renewal date in your calendar. San Francisco does not send renewal reminders, and an expired FBN means you lose the business name.
Sources:
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About the author
KahWee Teng
I’m a staff software engineer focused on frontend systems and developer experience. I write from migrations, measured tradeoffs, and tools tested in real work.
