What it takes to get listed on Binance and Coinbase — Token selection, explained

At its core, a token listing means that your cryptocurrency becomes available for trading on a centralized (CEX) or decentralized exchange (DEX). Think of it like a company going public on the stock market — before that, its shares were private, available only to insiders and early investors. Once a company is listed on the stock market, anyone can buy and sell its shares, increasing liquidity, visibility and investor confidence. The same applies to crypto tokens.

A listing on a major exchange like Binance or Coinbase opens the doors for your token to be traded by millions of users. It provides liquidity, meaning people can easily buy and sell your token without major price fluctuations. It also boosts credibility, as reputable exchanges conduct due diligence before listing a project. For early investors and project founders, an exchange listing can also significantly increase the token’s market value, making it a crucial step for growth.

But not all tokens get listed. Exchanges have strict criteria for accepting new assets, and they reject far more projects than they approve. Many of these criteria are also under wraps.

Today, with the help of five industry experts — MEXC chief operating officer Tracy Jin, Listing.help founder Kirill Zamkovoy, Symbiosis Finance founder Nick Avramov, ListingWise CEO Paul Dolgopolov, and Web3 adviser and podcast host Pauli Speaks — this article aims to get to the bottom of what it takes to get listed.

What exchanges are supposed to look for in a token

Let’s start with the information you’ll find through open sources. Every exchange has its own review process, but they generally assess tokens based on these key factors:

• Strong use case: Exchanges want tokens that serve a real purpose. If your project has no real-world utility beyond speculation, major exchanges are unlikely to list it.
• Credible team: The people behind the project matter. Exchanges prefer projects with well-known developers, industry advisers and a track record of success. Anonymous teams or those with a history of scams are red flags.
• Community engagement: A strong online presence, an engaged community on platforms like Telegram and X and real trading activity are crucial. If no one is using or talking about the token, exchanges have little incentive to list it.
• Security: Exchanges require proof that a token’s smart contract is secure. Projects need audits from reputable firms like CertiK, Hacken or OpenZeppelin to minimize security risks.
• Regulatory compliance: Compliance with Know Your Customer (KYC) and Anti-Money Laundering (AML) regulations and avoiding blacklisted jurisdictions are key. Exchanges assess whether a token could be classified as a security, which affects legal requirements.
• Liquidity: Tokens need enough liquidity to support trading without extreme price fluctuations. Some exchanges require projects to commit liquidity or work with market makers to ensure a stable market.

Of course, that is what Google will tell you.

What exchanges actually look for in a token

In the words of Listing.help’s Zamkovoy:

“The most sought-after Tier 1 exchanges — Binance, OKX and Bybit — look for projects that bring something new to the market, not just another copy of existing ideas. To stand a chance, a project must have at least a beta or MVP ready for demonstration, a strong and active community with at least 100,000 real supporters (not just airdrop hunters), and a public, experienced team with a solid track record, backed by reputable advisers, funds and investors.”

While Zamkovoy’s insights align with much of what we find online, there’s a deeper, often-overlooked layer to exchange listings.

Cointelegraph also spoke with Symbiosis Finance’s Avramov, who elaborated on this point:

“The essential thing about exchange listings is that the exchange needs a clear path to earning. Throughout the entire listing process, whether the token’s project succeeds or not, the exchange must generate revenue.

The most obvious way is through listing fees. Tier 2 exchanges typically charge a listing fee, require a marketing allocation for future campaigns, and demand liquidity provision from the project in both its token and Tether’s USDt (USDT).

When it comes to Binance, it leverages its position to ask for up to 7% of the total token supply. This can happen in two ways: either directly (‘Give us up to 7% of the total supply’) or through investment in the latest funding round at a heavily discounted rate. For example, if a token is priced at $1 for investors, Binance often demands a 60%–70% discount, meaning it buys in at just $0.30. This is typically done through Yzi Ventures (formerly Binance Labs) or another affiliated entity.

Other major exchanges have similarly high barriers. Bybit, for instance, may ask for anywhere between $700,000 and $1 million in total listing costs, one way or another.

That’s the hidden part of the listing process — it’s not just about a project’s fundamentals but also about how much they are willing (or able) to pay to secure a spot on the exchange.”

In a later interview, Cointelegraph asked podcast host Pauli whether she agreed.

“Nick is absolutely right. A lot of people assume that if you have a top-tier product with strong traction, good funding and regulatory clarity, you don’t need to play games. But that’s a misconception; most projects wait eight to nine months for a response from listing managers and still end up facing these steep terms.”

Indeed, without the right financial resources, even the most innovative token might struggle to land on major exchanges.

Did you know? An analysis of tokens listed in 2024 revealed that only 5.5% showed positive returns six months post-listing, highlighting the challenges projects may face even after securing a listing.

Aside from the money, how easy is it to get listed on a tier 1 exchange?

So, with the right project and the right amount of cash, it’s as simple as filling out the form for the golden ticket, right? 

Not quite. Pauli offered her insights on the value of industry connections.

“If we’re being completely real, getting listed on Coinbase or Binance in 2025 is basically like trying to get into an Ivy League school with an average GPA. It’s not just about the numbers and how well you can navigate compliance — it’s about who you know.

Wondering how some projects get listed with Binance after jumping through hoops for months, while others slide in like they had a VIP pass? That’s how.

The official process is straightforward: Fill out an application, prove your metrics, and negotiate a listing fee. But behind closed doors, relationships and influence matter a lot. Having the right connections inside the exchange or through major market makers (Wintermute, GSR, Jump Trading) can make things move much faster.

But remember, all metrics and criteria still need to be met, no matter how influential you are in the industry.”

And here it is — the key ingredients for getting listed on your own. All you need are:

• A unique project that fulfills exchange criteria
• A significant amount of capital for fees
• An impressive array of major partners, investors and connections.

With that settled, let’s move on to the textbook admin of getting listed.

Token listing process on Binance

The first step in getting listed on Binance is submitting an application, which must be completed by the project’s founder or CEO. Binance requires direct communication with decision-makers to ensure transparency and accountability throughout the evaluation process.

Binance offers two types of listing applications, depending on the project’s stage:

• Direct listing application: For projects that already have an existing token in circulation and want to expand their reach by listing on Binance.
• Launchpad/Launchpool application: For early-stage projects that haven’t yet conducted a token generation event. These projects undergo a more intensive review process and may be selected for Binance’s Launchpad (for new token sales) or Launchpool (for yield farming initiatives).

Once an application is submitted, Binance performs rigorous due diligence, which may take weeks or months. During this phase, the exchange assesses the project’s technical capabilities, legal standing and overall market potential.

Projects should maintain professionalism and respond promptly to Binance’s inquiries. The review process is highly competitive, and any lack of transparency, delays or vague responses could hurt a project’s chances of being listed.

Binance’s backdoor: Community co-governance mechanism

In addition to the standard listing process, Binance has introduced a community co-governance mechanism, allowing users to: 

• Vote to list: Binance periodically selects projects from the market and its Alpha Observation Zone, and users holding at least 0.01 BNB (BNB) can vote for their preferred projects. Tokens with the most votes and successful due diligence will be listed.
• Vote to delist: Users can vote to remove underperforming projects in the Monitoring Zone due to inactivity, lack of transparency or other concerns.

This mechanism doesn’t replace Binance’s standard listing procedure but adds a new layer of community involvement, offering an alternative path for projects that have already conducted their token generation event (TGE).

Here is a summary of the Alpha Observation Zone and the Monitoring Zone, each serving distinct purposes:

Token listing process on Coinbase

“Coinbase? Even worse. They’re so cautious now that unless your project is 100% regulatory-proof, you’re not even getting a callback.” — Pauli Speaks

While Binance often considers market performance and trading volume, Coinbase prioritizes regulatory compliance, security and legal integrity. Unlike Binance, Coinbase does not charge listing fees and maintains stricter post-listing monitoring.

But it, too, has an official application process that includes:

• Submitting your token: The listing process begins with Coinbase’s Asset Hub, a dedicated platform where project teams can submit their tokens for consideration. The first step is creating an account, which grants access to the application portal.
• Completing a comprehensive token application: Once registered, applicants must complete a comprehensive application, providing in-depth details about the token, including its purpose, underlying technology, team background and compliance measures. This step is crucial, as Coinbase requires full transparency before moving forward with the evaluation.
• Rigorous evaluation by Coinbase’s DALG: Once submitted, the application undergoes a rigorous assessment by Coinbase’s Digital Asset Listing Group (DALG). This team thoroughly examines the project from a legal, security and technical standpoint, ensuring it meets Coinbase’s stringent standards.
• Business evaluation (market demand, volume and community support): Beyond compliance checks, Coinbase also conducts a business evaluation, analyzing market demand, trading volume and community engagement. Even if a project is technically sound, a lack of real user interest or weak community support could be a red flag.

Did you know? Coinbase continuously monitors listed tokens to ensure compliance and relevance. If a project fails to meet regulatory standards or faces issues like security vulnerabilities or fraud, Coinbase can suspend trading or delist the asset. 

How to get listed on a DEX

Unlike centralized exchanges, decentralized exchanges (DEXs) don’t have a strict listing process. There’s no application, no lengthy review and no direct negotiation with an exchange team. But that doesn’t mean getting listed is as simple as flipping a switch. If you want real trading activity and liquidity, you need to do it right.

On a DEX like Uniswap (Ethereum-based) or PancakeSwap (BNB Chain-based), listings are permissionless — you just create a liquidity pool. To do this, you pair your token with an established asset (ETH, BNB, USDt, etc.) and deposit both into a smart contract. The more liquidity you provide, the smoother the trading experience.

But just listing your token doesn’t guarantee volume. 

• Traders need a reason to buy and sell. That’s where marketing comes in. You need an active community — Telegram, X, Discord — where people discuss your project and actually use the token. A strong following translates into more trading activity, which in turn attracts more traders.
• Security is another key factor. Even though DEXs don’t manually vet listings, serious traders avoid unaudited smart contracts. Getting a trusted audit from firms like CertiK or Hacken can give investors confidence that your token isn’t a scam or vulnerable to exploits.
• Finally, some DEXs, like SushiSwap and Balancer, offer additional incentives for projects that bring in significant volume and liquidity. These can include farming rewards, official support or deeper integration into their ecosystem. If your project gains traction, you can negotiate for additional exposure.

Getting listed on a DEX is easy. Getting people to actually trade your token is the hard part.

Another issue presents itself if eventual centralized exchange listings are on your project’s roadmap. A key point raised by Zamkovoy, who, it’s worth noting, runs one of the largest listing agencies worldwide with over 2,500 successful client listings, speaks directly to that:

“Anyone can list a token on a DEX, but these platforms often have very low trading volumes — while initially, you might see high volumes, over time, these can dwindle to around just $1,000–$2,000 per day.

When you apply to be listed on a centralized exchange, the first thing they will do is analyze your DEX volumes and might reject your project because the volume isn’t there.

Many projects, therefore, find themselves in the trap of spending large amounts of money trying to artificially maintain volume on DEXs just to look appealing to centralized exchanges, but this is an expensive and inefficient strategy.”

So, perhaps listing on a smaller centralized exchange, rather than going the DEX route, is a better idea.

How to get listed on a smaller cryptocurrency exchange

While securing a spot on Binance or Coinbase is the ultimate goal for many projects, listing on a smaller exchange — such as MEXC, Upbit or Poloniex — can be a more accessible stepping stone.

Smaller exchanges typically charge a flat listing fee, ranging from 30,000 to 300,000 USDt, depending on the project’s market potential and liquidity commitments.

Securing a listing usually requires more than just paying the fee. Projects must have:

• A working product or MVP
• A strong community
• Liquidity provisions
• Regulatory compliance
• Security audits.

While the process is less stringent than that of top-tier exchanges, it’s still far from the simplicity of listing on a DEX.

The application process itself is straightforward — submit an application through the exchange’s official portal, provide all required documentation, and, in many cases, negotiate marketing and liquidity agreements.

However, a lower barrier to entry doesn’t mean guaranteed approval. Even tier 2 exchanges are selective, and projects that fail to demonstrate adoption, compliance and financial backing may still be turned away.

Cointelegraph heard from MEXC’s Jin on what matters most for her exchange:

“Here’s the biggest thing for us at MEXC: Projects must bring their own active audience to our exchange. Traders and investors already on the exchange rarely buy tokens from projects without an engaged community.”

She also spoke about how exchange appetite for new listings has changed, making it even harder for projects to secure listings, even on smaller exchanges:

“Investor interest in startups has declined, with a growing demand for projects that demonstrate real-world success and sustainability. Market cycles and investor sentiment have also shifted, especially with the rise of memecoins driven by community engagement and public figures. 

In 2025, a reputable listing is the result of hard work — a startup must reach a certain level of development before it happens. The real challenge is about growing the project, refining its technology and product, and building a large, engaged community.”

In light of all this hard work, you might raise an important question: Is there a helping hand to be had somewhere in the dark?

What is a listing agency? 

Any road to getting listed on a major exchange might seem like a path paved with yellow bricks, starting in Munchkin County of the Land of Oz. But that also means there’s help to be had along the way.

Listing agencies are like the Scarecrow, Tin Man and Cowardly Lion wrapped up in a Telegram chat — they assist in meeting exchange listing criteria, ensuring compliance, building key partnerships and much more. 

In the words of ListingWise’s Dolgopolov:

“A listings agency acts as an adviser, not just a middleman. We help projects craft a strong listing strategy, meet tier 1 exchange requirements, and ensure a smooth, efficient process. It’s more about setting the project up for long-term success rather than just meeting the exchange requirements.

Companies like ours also save our clients time. Instead of navigating the complex listing process, founders can focus on what truly matters.

A good listing agency also secures better listing terms than those initially offered. Deep industry experience and direct exchange connections help in negotiating the best possible deal.”

Party to the conversation, Zamkovoy added:

“Companies don’t just choose listing agencies for help — it’s more about preventing costly mistakes along the way. Without experience with exchanges, many projects don’t realize the hurdles they’ll face. For example, some unknowingly create security tokens, unaware that most exchanges won’t list them. If they structure their business model around one by mistake, they get denied and must start over, wasting time and resources.

Another major issue is choosing the wrong partners. Some projects hire unreliable agencies for market-making, marketing or tokenomics. Many scam agencies exist, and poor tokenomics or bad token emission strategies can seriously damage a project’s credibility.

And then there’s the risk of working with the wrong exchanges. Not all exchanges are legitimate — some scam projects by charging listing fees without delivering. It’s crucial to work only with reputable exchanges that truly support token growth.”

The suite of services offered depends on the listing agency and the package purchased, but it generally includes:

• Exchange negotiation: Facilitating direct communication and agreements between crypto projects and exchanges to secure favorable listing terms.
• Regulatory compliance: Ensuring that the project meets legal and compliance requirements to avoid rejection due to regulatory concerns (e.g., security token classification).
• Liquidity management: Assisting with market-making strategies to provide liquidity, prevent price manipulation, and maintain healthy trading volume post-listing.
• Community and investor relations: Helping projects establish strong communities and investor confidence, which are crucial for exchange approval and long-term success.
• Marketing: Supporting promotional campaigns, influencer partnerships and PR efforts to boost visibility before and after the listing.
• Fundraising: Connecting projects with venture capital funds, institutional investors and strategic partners to enhance credibility and financial backing.

For startups without firsthand listing experience, agencies such as Listing.help and ListingWise can offer valuable guidance, industry connections and strategic planning to enhance the chances of success.

Be cautious of scams: Navigating the risks in crypto listing agencies and exchanges

While doing your own research (DYOR) in the listings space is essential, it’s important to be aware of the risks involved. Your eagerness to secure a tier 1 exchange listing can make you susceptible to exploitation by unscrupulous actors.​

Unregulated or fraudulent listing agencies may promise guaranteed listings for substantial fees but lack the necessary connections or expertise, leading to financial loss and no listing. Engaging with such entities can expose you to scams and fraud, as these platforms often operate without oversight and consumer protection. ​

Phishing scams are another concern. Scammers may impersonate reputable agencies or exchange representatives to steal sensitive information or funds. These schemes often involve unsolicited communications that appear legitimate but are designed to deceive. 

To mitigate these risks, verify the credentials of any agency or service you consider. Look for a proven track record, authentic testimonials and direct relationships with exchanges. Avoid agencies that make unrealistic promises or lack transparency. Always approach unsolicited offers with skepticism, and consult multiple sources before making decisions.

Cointelegraph interviewees had the chance to weigh in on this topic, starting with Pauli:

“The crypto space is full of sharks. Beware of ‘agencies’ promising tier 1 listings for $100,000 — that’s a scam. Real listing agencies work directly with exchanges, have proven track records, and won’t vanish after taking your money.

So, how do you choose the right one? Check their track record. A legit firm will provide verifiable case studies, even under NDA. No proof? Walk away.

Good agencies do more than secure a listing — they save you time, negotiate better terms, and connect you with reputable market makers. The wrong MM can destroy your project by dumping your token the moment it goes live.”

Zamkovoy verified these concerns:

“Unfortunately, this is the reality. With eight years of experience and three market cycles behind us, we’ve heard countless horror stories from clients. New listing agencies often pop up offering cheap terms, only to disappear with customer funds.

And here’s the thing: We’re not just a leader in the industry — we’re price competitive, too. So, if you see a smaller, newer agency offering dramatically lower fees than us, it’s worth taking a second look — it may not be what it seems.”

But it’s not just listing agencies that pose risks — the exchanges themselves can be just as problematic. Avramov shared an alarming incident that Symbiosis Finance faced with OKX:

“Exchanges often require a security deposit — typically $100,000 to $200,000 — to guarantee price levels, especially for secondary listings. But in 99% of cases, that deposit is never returned, with exchanges citing vague or arbitrary reasons.

Then there’s the risk of sudden delisting. Once your token is in the hands of an exchange, they can remove it at any time, often with little to no warning or justification. This isn’t rare — it happens frequently and without proper communication from the listing team.

Take Symbiosis as an example. When OKX unexpectedly delisted SIS with no justification or communication, the token’s price plummeted by 50% upon announcement. This is the harsh reality of dealing with exchanges — projects must be prepared for these risks.”

What now? Strategic approach to token listings

After reading this article, as a once bright-eyed memecoin creator, you might be feeling a little disheartened.

After all, this hasn’t been a run-of-the-mill AI article telling you to simply work hard on your project and fill in a few listing application forms.

But there is light at the end of the tunnel. Here’s the best approach to take when listing tokens:

• Be realistic about where your project stands: If your token is still in its early stages, consider listing on smaller centralized exchanges before aiming for tier 1. Building real trading volume and liquidity on a mid-tier exchange will strengthen your case when applying to larger platforms.
• Understand that listing isn’t the finish line (it’s just the beginning): A token that gets listed but has no trading volume, no liquidity and no active community will struggle. Exchanges want tokens that generate revenue through trading fees, and without sustained interest, your project could be quietly delisted.
• Avoid the pitfalls of the industry: The space is filled with scam listing agencies promising tier 1 listings for unrealistically low fees. Some exchanges demand high security deposits with no guarantees, leaving projects at risk of losing substantial funds. And then there’s the issue of market makers — choosing the wrong one can result in your token being dumped immediately, tanking its price.
• Consider working with a reputable listing agency: The right agency won’t just help secure a listing — they’ll ensure favorable terms, advise on compliance, and help with liquidity strategies. The wrong agency, on the other hand, can drain your budget and leave you with nothing.

To leave you with a fitting (and perhaps cliché) reminder, this article will end with a quote from Theodore Roosevelt:

“Nothing in the world is worth having or worth doing unless it means effort, pain, difficulty.”