Cryptocurrency exchange Coinbase (Nasdaq: COIN) moved on Sept. 10 to sharpen clarity around its digital asset listing process, underscoring its role as one of the largest regulated marketplaces in the U.S. Project teams are required to submit comprehensive details such as governance models, whitepapers, tokenomics, and third-party audits.

Approved tokens move through a structured rollout—from deposits to auction-based price discovery and eventually full trading—to protect market integrity. Coinbase Markets also addressed community frustration directly on social media platform X:

We hear you – sometimes our listings process can feel unclear. We want to do better. We’re bringing more transparency to our review standards, including common roadblocks, and timelines.

The company emphasized: “The application is free and merit-based. Every asset is evaluated against the same standards.” Coinbase added: “Applying is free. Listing timelines depend on your project’s complexity and the completeness of your application. A listing makes your asset eligible to trade on Coinbase.” Tokens built on established networks such as Ethereum, Solana, and Polygon typically progress faster, while entirely new blockchains require extensive engineering and custom infrastructure.

Alongside technical work, Coinbase examines liquidity, market demand, and project credibility. Its three core reviews—legal, compliance, and technical security—form the foundation of its process, ensuring consumer protection and risk management while aligning with regulatory standards.

For issuers focused on timing, Coinbase clarified:

On average, our due diligence on a token takes one week, and we can enable trading within two weeks of approval.

“However, the total timeline can be significantly shorter or longer, and is based on factors such as the token’s complexity, whether we support its network, the responsiveness of the project team, and the time it takes us to complete the technical work for trading and custody. In general, the time from our review of an asset to its listing is under 30 days,” the Nasdaq-listed crypto firm added. While critics argue the process slows innovation, industry advocates counter that robust due diligence strengthens credibility, protects investors, and provides a long-term foundation for legitimate projects in a global marketplace.

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