If you’re an Indian business using Meta, you’ll likely be asked for a GST registration number at some point. Here’s what that number is, what to check before you add it, and the exact steps to enter it in Ads Manager.
Why Meta asks for your GST number
A GSTIN (GST registration number) is a unique 15-character ID the Indian government gives to a business that registers under the Goods and Services Tax system. It’s linked to your legal business name and state.
Meta uses it as official proof that a real, registered business stands behind your account. If you’re a new advertiser and you set your business country to India, Meta will prompt you to add your GSTIN before you can confirm your ad purchase.
So when Meta asks for it, the goal is simple: confirm a genuine, registered business — not a fake one.
Example: a wholesaler in Surat sets India as its business country, adds its GST number when prompted, and Meta lets the ad purchase go through.
Before you begin
Check these three things before you add your GST number, so it goes through the first time:
- You have admin status on the ad account. Without admin rights you won’t be able to edit payment settings.
- Your business country is set to India. The GST field only appears for India-based ad accounts.
- Your GST number matches your business registration documents exactly — same 15 characters, same legal name.
A valid GSTIN follows a fixed 15-character format. Compare yours against the example below before typing it in.
Add your GSTIN to your ad account in Ads Manager
Once the checks above are done, add the number in Ads Manager:
- Open Payment settings in Ads Manager and select the ad account you want to update.
- Enter your 15-character GST number in the GST field. Type it with no spaces and no special characters.
- Click Save to finish.
Type it exactly as it appears on your GST certificate. A small typo or an extra space can make it fail, so copy it carefully.
What to do if you don’t have GST
Many small businesses and sole proprietors (one-person businesses) in India are not registered for GST, and that’s fine. For Meta’s business verification, GST is often not strictly required.
If you don’t have a GST number, you can usually verify using other official documents, such as:
- A recent utility bill (electricity, water or phone) in the business name.
- A bank statement or bank letter showing the business name and address.
- A business licence or registration certificate.
The document must clearly show your legal business name and address. As long as Meta can match those details, you can verify without GST.
Example: a home-based tailor with no GST uses an electricity bill in the shop’s registered name. Meta accepts it as valid proof and verification goes through.
Why the name must match
Whatever you submit — GST number or another document — the business name on it must match the name on your Meta portfolio.
Meta compares the two. If they don’t line up, the check fails. Common mismatches include:
- The GST is under a personal name but the portfolio uses a brand name.
- Small differences like “and” versus ”&”, or a missing “Pvt Ltd”.
- An old business name that you’ve since changed.
Before you submit, look at your GST certificate (or other proof) and your portfolio side by side. Make the names identical. This one check prevents most rejections and keeps things moving.
