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What Is a Trakheesi Permit and When Is It Required for Property Advertising in Dubai?
A Trakheesi permit is a mandatory advertising authorisation issued by the Dubai Land Department (DLD) through the Trakheesi system and supervised by the Real Estate Regulatory Agency (RERA). The standard permit fee is AED 1,000 plus AED 20 in Knowledge and Innovation fees, and each application is processed within one working day. Any licensed real estate company, developer, or broker intending to publish property advertisements in the emirate must obtain a valid Trakheesi permit before launching any marketing activity. This applies whether the advertisement appears online, in print, on billboards, or through social media. Advertising without this permit constitutes a violation of RERA advertising rules under Law No. (7) of 2013 Concerning the Land Department and may result in progressive fines starting at AED 50,000 or licence cancellation.
EGSH (Emirates Government Services Hub) is an authorised DLD Real Estate Registration Trustee Centre operating under the DLD. Applicants may submit their Trakheesi permit applications through EGSH, where consultants manage the full process from document verification and fee payment to submission through the official DLD Trakheesi portal. The real estate advertising permit service at EGSH covers all permit categories at standard government fees.
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What Is the Trakheesi System and Why Does It Exist
The Trakheesi system is an electronic platform developed by the DLD and operated under the regulatory oversight of RERA. It was introduced to centralise the management of real estate licences, advertising permits, and broker registration cards in the Emirate of Dubai. The system integrates directly with the Dubai Department of Economy and Tourism (DET) to synchronise trade licence data. It also connects to the Dubai REST application for property verification and transaction management.
The primary purpose of the Trakheesi system is to prevent fraudulent, duplicate, or misleading property advertisements. Before the system was implemented, there was no centralised mechanism to verify whether an advertised property was genuine, whether the advertiser held a valid real estate licence, or whether the property owner had authorised the marketing. RERA introduced the mandatory permit requirement to ensure that only licensed professionals promote registered properties, thereby protecting consumers and maintaining market transparency.
Under Law No. (7) of 2013, the DLD is established as the government entity responsible for the registration, organisation, and promotion of real estate investment in Dubai. RERA, as the DLD's regulatory arm established under Law No. (16) of 2007 Establishing the Real Estate Regulatory Agency, enforces advertising compliance through the Trakheesi permit framework. The specific rules governing real estate marketing and advertising practices are set out in RERA Administrative Decision No. (134) of 2013. Applicants should understand how the DLD and RERA divide their regulatory responsibilities: the DLD manages registration and transactional infrastructure while RERA handles licensing, advertising oversight, and market conduct enforcement.
Every Trakheesi permit carries a unique permit number that must appear on all published advertisements. Property portals are required to authenticate listings through an integrated link with the DLD, ensuring that only advertisements carrying valid permit numbers go live on their platforms.
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Who Must Obtain a Trakheesi Permit
The requirement to obtain a Trakheesi permit applies to all entities engaged in property advertising in Dubai. The following categories of professionals and organisations must hold a valid permit before publishing any form of real estate advertisement.
Real estate brokerage companies holding a valid DLD licence are required to obtain a separate Trakheesi advertising permit for each property or campaign they wish to promote. This applies regardless of whether the advertisement appears on a property portal, social media, a billboard, or in print media. Brokers must also hold a valid marketing contract (Form A) signed by the property owner authorising the agent to market the property at the agreed price.
Real estate developers registered with the DLD must obtain Trakheesi permits for project marketing, including off-plan project launches, promotional campaigns, and exhibition participation. Developers are additionally required to ensure that off-plan properties advertised in Dubai are registered with the Escrow Account Department before marketing commences.
Property management companies that engage in advertising leasing or management services also fall under the Trakheesi requirement. Similarly, individuals who advertise their own property for sale or rent are not exempt. Personal property owners must obtain a Trakheesi permit even if they are not licensed real estate professionals.
Companies wishing to participate in real estate exhibitions or seminars held in Dubai must obtain the relevant Trakheesi permit category for that event. Exhibition organisers bear responsibility for ensuring all participating companies hold valid permits.
Entities that have not yet obtained their real estate licence through the DLD cannot apply for a Trakheesi advertising permit. The licensing process must be completed first, and the licence must be active and registered in the Trakheesi system before any advertising application can be submitted. For a detailed breakdown of licensing fees, refer to the guide on RERA licence cost.
Business centres are exempt from Trakheesi requirements but may only advertise their own inventory. Short-term holiday home rentals require a separate permit from the Dubai Department of Tourism and Commerce Marketing (DTCM), which operates independently of the Trakheesi system.
Permit Classifications — Primary Project, Primary Unit, and Secondary
The Trakheesi system classifies advertising permits into three main categories based on the property type and sales stage. Understanding these classifications is essential, particularly following the DLD's April 2024 update that separated Primary Project and Primary Unit permits into distinct categories.
Primary Project Permit
A Primary Project permit is used for advertising a complete real estate project that is under construction (off-plan), such as a tower, cluster of towers, or compound. This permit covers the marketing of the project as a whole, including branding, project-level campaigns, and general awareness advertising, rather than individual units within the development. Developers and authorised brokers must hold an NOC or marketing contract from the developer to obtain this permit. For new development projects, the real estate brokerage needs to obtain the Trakheesi permit once per project.
Primary Unit Permit
The Primary Unit permit was introduced by the DLD in April 2024 as a separate category specifically for advertising individual units within an off-plan project, such as a specific apartment, villa, or plot. Prior to this update, a developer or broker needed only the Primary Project permit to promote both the project and its individual units. Following the 2024 change, two separate permits are required: a Primary Project permit for project-level advertising, and a Primary Unit permit for each individual unit listing on any platform.
When applying for a Primary Unit permit, the applicant selects "Project Units" in the Trakheesi system and enters the project number, property name, property number, number of rooms, and property type. The system displays available unsold properties in the project that are eligible for primary sale advertising.
Secondary Permit
A Secondary permit covers advertising for properties on the resale or rental market. These are properties that have already been sold by the developer and are now being marketed by a broker or owner for a subsequent sale or lease. This is the most common permit type for brokerage firms handling existing inventory. A single resale unit may not be advertised by more than three brokers simultaneously, a restriction designed to prevent duplicate listings and overselling.
For secondary sale permits, brokers must provide Form A (the marketing agreement with the property owner). For secondary leasing permits, an NOC from the property owner is required. The property details entered in the Trakheesi system must match the information on the title deed exactly. This includes the building name, area, land number, unit number, and municipality number. Applications containing incorrect property data will be rejected by the system.
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Required Documents for a Trakheesi Permit Application
The documentation requirements depend on the specific permit category being applied for. The DLD specifies the following requirements for each type.
Standard advertising permits cover newspaper, SMS, outdoor, vehicle, printed, electronic, billboard, promotional campaign, open house, and classified advertisement formats. For these categories, the applicant must submit a copy of the advertisement form or design. If the applicant is a real estate broker rather than a developer or property owner, a marketing contract (Form A) between the broker and the property owner must also be provided. Form A is the DLD's standardised marketing agreement that authorises the broker to advertise the property at the agreed price and on specified platforms. For a full explanation of how Form A functions alongside other DLD tenancy forms, refer to Form A, Form B, and Form F in Dubai real estate transactions.
For a real estate exhibition organisation permit, the applicant must provide a tenancy contract for the venue where the exhibition will be held, specifying the exhibition period, and a list of the names of all participating real estate companies. Applications must be submitted at least one month before the exhibition date. A non-refundable preliminary booking fee of AED 10,200 applies.
For a project launch ceremony permit, the required documents include a site tenancy contract or a no-objection letter from the hotel or venue where the event will take place.
For a real estate promotion platform permit, the applicant must submit a copy of the platform design indicating the size and layout of the promotional stand, together with a site tenancy contract for the display location.
For a real estate seminar permit, the applicant must provide a room reservation letter from the hotel or venue, along with an explanation letter detailing the topics that will be covered during the seminar.
All applicants, regardless of permit type, must hold a valid real estate trade licence registered with the DLD. The Trakheesi system automatically verifies the licence status by cross-referencing data with DET records. Companies that need to register or renew their trade licence should ensure this step is completed before submitting a Trakheesi permit application.
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How to Apply for a Trakheesi Permit
The Trakheesi permit application process is fully digital and can be completed in one working day from the submission of a complete application. The DLD processes applications within approximately eight working hours once all required documents and information have been verified.
Step 1 — Log In to the Trakheesi System
Access the Trakheesi system through the DLD portal or the Dubai REST application. Business users must register using their Emirates ID, UAE Pass, or designated business owner credentials. The system requires the applicant's account to be linked to an active real estate licence registered with DET.
Step 2 — Select the Permit Type and Complete the Application
Navigate to the Trakheesi permit section and select the desired permit category. Choose between Primary Project, Primary Unit, or Secondary depending on the property type, and select the appropriate advertising format (electronic advertisement, billboard, newspaper, and so on). Fill in the required information, including property details, advertisement format, and campaign duration. Upload the necessary documents as specified for the chosen permit type.
For secondary permits, the applicant must enter the property details exactly as they appear on the title deed: building name, area, land number, unit number, and municipality number. The system cross-references this data against DLD records, and any mismatch will result in rejection.
Step 3 — DLD Review and Approval
A DLD officer reviews the submitted application and documents. The officer verifies that the applicant holds a valid real estate licence, that the property details match DLD records, and that the advertisement content complies with RERA advertising regulations. If any documents are missing or require clarification, the DLD may request additional information, which can extend the processing time beyond the standard one working day.
Step 4 — Payment
Once the application is approved, the applicant selects the preferred payment method (credit card, E-Dirham, or Noqodi Wallet) and completes the fee payment through the system.
Step 5 — Receive the E-Permit Certificate
After payment is confirmed, the DLD issues a Trakheesi e-permit certificate containing a unique permit number. This certificate is delivered electronically to the applicant's registered email address. The permit number must be displayed on all published advertisements associated with that permit.
Applicants who prefer to have the process managed on their behalf may submit their Trakheesi applications through EGSH, where authorised consultants handle the entire procedure from document verification through to submission and payment. Applications submitted through EGSH follow the same official DLD process and fee schedule.
Integration with Dubai REST and the DLD Ecosystem
The Trakheesi system does not operate in isolation. It is fully integrated with the Dubai REST (Dubai Real Estate Self Transaction) platform, which is the DLD's official smart application for property management, verification, and transactional services. This integration means that licensing data, property ownership records, Ejari tenancy registrations, and Oqood off-plan records are all accessible through a unified login environment.
When a business user logs in to the DLD portal, the single sign-in grants access to Trakheesi alongside other DLD services including Ejari, Oqood, the Rental Disputes Centre (RDC), Registration Trustee services, and Mollak. Individual property owners and tenants may log in using an Emirates ID, UAE Pass, title deed reference, or registered mobile number. Developers access the Oqood portal and Trakheesi from the same environment.
For brokers and real estate companies, this integration provides a practical advantage. Property data entered in one system is automatically validated across others. When applying for a Trakheesi permit, the system pulls property ownership records directly from the DLD register, reducing the risk of errors and eliminating the need for separate document uploads for information already held by the DLD.
The Dubai REST application also serves as a verification tool for consumers. By entering a Trakheesi permit number in the application, any user can instantly verify whether the permit is valid, which company holds it, and which property it covers. This verification layer is central to the DLD's consumer protection framework and should be used by buyers before engaging with any advertised property. Those checking the legitimacy of a property advertisement can also confirm a broker's licence status through the broker verification guide.
Madmoun QR Code — Advertising Verification for Consumers
RERA has introduced the Madmoun service, accessible through the Trakheesi system, which allows real estate companies to generate and display QR codes on their property advertisements. The Madmoun QR code links directly to verified property data held by the DLD, enabling consumers to scan the code and instantly access authenticated details about the advertised property. These details include ownership status, permit validity, and company information.
The display of a Madmoun QR code on visual advertisements is part of RERA's broader effort to eliminate misleading marketing and provide consumers with an immediate verification mechanism. When a potential buyer or tenant encounters a property advertisement on a billboard, brochure, or digital platform, scanning the QR code confirms whether the advertisement is backed by a valid Trakheesi permit and whether the property details match the DLD's official records.
Real estate companies should incorporate the Madmoun QR code into all visual advertising materials as part of their standard compliance workflow. The DLD's published requirements specify that the Trakheesi permit number must appear on all advertisements. The inclusion of the QR code provides an additional layer of transparency that aligns with RERA's expectations for advertising best practice.
Advertising Rules and Compliance Requirements
Obtaining a Trakheesi permit is only the first step in compliance. RERA enforces specific rules governing the content, display, and duration of property advertisements in Dubai. Failure to adhere to these rules, even with a valid permit, may result in penalties.
Every published advertisement must prominently display the Trakheesi permit number assigned to that specific advertisement. Advertisements may not be published using permit numbers assigned to different properties, different campaigns, or different companies. The DLD has confirmed that manipulation of permit numbers constitutes a distinct violation category, separate from advertising without a permit entirely.
For off-plan property advertisements, specific disclosure requirements apply. The advertisement must include the developer's name, the escrow account number, the expected project completion date, and the proposed service fees. Off-plan properties may not be advertised in Dubai unless they are registered with the Escrow Account Department of the DLD.
Newspaper advertisements must include content in both English and Arabic. All advertisements must include the real estate broker's and the brokerage company's contact telephone numbers. A maximum of three brokers may simultaneously advertise a single resale property unit, preventing the duplication and overselling that the Trakheesi system was designed to eliminate.
Social media advertising is subject to the same permit requirements. Advertisements published on platforms such as Instagram, Facebook, YouTube, or WhatsApp must carry a valid Trakheesi permit number. There is no exemption for digital or informal advertising formats.
Consumers and investors can verify the validity of any Trakheesi permit number through the Dubai REST application. The DLD also provides an online licence and permit verification service. Buyers considering a property should confirm that the advertised listing carries a valid permit before proceeding with any transaction.
Penalties for Non-Compliance
RERA conducts regular inspection campaigns to audit advertising permits and enforce compliance with the rules and circulars applicable in the emirate. The DLD has publicly confirmed that violations are subject to progressive fines starting at AED 50,000, with the penalty escalating for repeat or multiple offences. In serious cases, RERA may proceed to cancel the violating company's real estate licence entirely.
2024–2025 Regulatory Updates
The DLD and RERA introduced several changes to the Trakheesi system during 2024 and 2025 that affect how developers and brokers obtain and manage advertising permits.
The most significant update came in April 2024, when the DLD separated Primary Project and Primary Unit permits into distinct categories. Previously, developers and brokers holding a Primary Project permit could use it to advertise both the project and its individual units. Following the update, a separate Primary Unit permit is now required for each individual unit being advertised on any platform. This change applies to all off-plan listings and requires developers and their authorised brokers to maintain two separate active permits for comprehensive project marketing.
RERA also increased enforcement activity throughout 2024, issuing warnings to multiple brokerage firms for advertising violations. These violations included the use of expired permits, failure to display permit numbers on social media advertisements, and misuse of permit numbers across properties. RERA's inspection division now conducts monitoring based on the RERA compliance guide and random auditing of advertisement platforms.
The integration of Trakheesi with the Dubai REST application has also been expanded, providing a unified digital environment for all DLD services. Brokers and developers can now manage permits, licences, and property data through a single login, reducing administrative overhead and improving the speed of application processing.
Real estate companies operating in Dubai should review their internal advertising compliance processes to ensure alignment with these updated requirements. In particular, companies that previously relied on a single Primary Project permit for unit-level advertising must now obtain the additional Primary Unit permits to remain compliant.
Special Rules for Real Estate Exhibitions
Real estate exhibitions held in Dubai are subject to additional conditions beyond the standard advertising permit requirements. These conditions are designed to protect consumers and ensure that only legitimate, registered properties are promoted at exhibition events.
All required documents for an exhibition permit must be submitted at least one month before the scheduled exhibition date. The DLD requires a minimum 30-day gap between exhibitions originating from the same country, preventing oversaturation and ensuring adequate regulatory review of each event.
Sales are not permitted during exhibitions. Exhibitors may accept preliminary reservations only. Binding sales contracts may not be executed on the exhibition floor. This rule ensures that buyers have adequate time to conduct due diligence, verify property data, and seek legal advice before committing to a purchase.
For Dubai properties displayed at exhibitions, it is not permitted to showcase off-plan properties that are not registered with the Escrow Account Department. This requirement aligns with the broader DLD policy of protecting buyers from investing in unregistered or unapproved development projects.
The exhibition organiser is responsible for ensuring that all participating real estate companies hold valid licences and advertising permits. The organiser must submit a list of participating companies as part of the permit application.
Form A — The Marketing Agreement Requirement for Brokers
Brokers applying for any category of Trakheesi permit must hold a valid Form A signed by the property owner. Form A is the DLD's standardised Real Estate Marketing Agreement, introduced to regulate the relationship between property owners and real estate brokerage offices.
Under Form A, the property owner authorises one or more brokers to market a specific property at an agreed price through specified advertising channels. The agreement defines the marketing period, the permitted advertising formats, and the rights and obligations of both parties. Property owners may grant exclusive marketing rights to a single broker or authorise multiple brokers to market the property simultaneously.
The DLD requires Form A for all Trakheesi permit applications submitted by brokers, covering every advertising format from online listings to billboard displays. Without a valid Form A, the Trakheesi system will not process the broker's permit application.
Brokers should verify that their Form A is current and correctly reflects the agreed marketing terms before submitting a Trakheesi application. Expired or incorrectly completed forms are a common reason for application delays.
Applying Through EGSH — Authorised DLD Real Estate Registration Trustee Centre
EGSH (Emirates Government Services Hub) is an authorised DLD Real Estate Registration Trustee Centre operating under the Dubai Land Department. Applicants may submit Trakheesi permit applications through EGSH as an alternative to applying directly through the DLD online portal.
When applying through EGSH, the process follows the same official DLD workflow. EGSH consultants review the applicant's company licence, property details, and advertisement content to ensure compliance with DLD and RERA advertising regulations before submission. The standard government fees are calculated and paid securely at the centre, and the application is submitted through the Trakheesi system. Once approved, the e-permit certificate and unique Trakheesi permit number are issued electronically to the applicant's registered email within one working day.
EGSH also provides support for related real estate regulatory services. Applicants can submit real estate licence applications through the centre. The centre also handles licence and permit verification for companies that need to confirm the status of their DLD credentials. Brokers requiring confirmation of their registration status can use the e-card verification service. Companies that have not yet registered their commercial licence with the DLD can complete trade licence registration as part of the same process. Applicants who need to complete multiple regulatory steps, such as obtaining a real estate licence before applying for an advertising permit, can manage the entire sequence through the centre.
Frequently Asked Questions
What is a Trakheesi permit and who needs one?
A Trakheesi permit is a mandatory advertising authorisation issued by the DLD through the Trakheesi system, supervised by RERA. Every licensed real estate company, developer, or broker intending to publish property advertisements in Dubai must obtain a valid permit before launching any marketing activity. Individuals advertising their own property are also required to hold a Trakheesi permit.
How much does a Trakheesi permit cost?
The standard Trakheesi advertising permit costs AED 1,000 per permit type, plus AED 20 in Knowledge and Innovation fees, totalling AED 1,020. Project launch event permits cost AED 5,000 plus AED 20, totalling AED 5,020. Exhibition permits require an additional non-refundable preliminary booking fee of AED 10,200.
What is the difference between a Primary Project, Primary Unit, and Secondary permit?
A Primary Project permit covers marketing of an entire off-plan development. A Primary Unit permit, introduced in April 2024, is required separately for advertising individual units within an off-plan project. A Secondary permit covers resale or rental properties that have already been sold by the developer. Since April 2024, developers and brokers need both a Primary Project and a Primary Unit permit to market off-plan developments comprehensively.
How long does it take to get a Trakheesi permit?
The DLD processes Trakheesi permit applications within one working day of receiving a complete submission. The standard processing time is approximately eight working hours. Delays may occur if documents are incomplete or if the DLD requests additional clarification.
Do social media advertisements require a Trakheesi permit?
Yes. All property advertisements in Dubai, including those published on social media platforms such as Instagram, Facebook, YouTube, or WhatsApp, must carry a valid Trakheesi permit number. There is no exemption for digital or informal advertising formats.
What happens if I advertise without a Trakheesi permit?
Advertising without a valid Trakheesi permit is a violation of RERA advertising rules. Penalties are progressive and start at AED 50,000 per offence. Repeat or serious violations may result in cancellation of the company's real estate licence. RERA conducts regular inspection campaigns to monitor compliance across property portals, social media, print media, and outdoor advertising.
What is the Madmoun QR code?
Madmoun is a DLD service accessible through the Trakheesi system that allows real estate companies to generate QR codes for their advertisements. When scanned, the QR code links to verified property data held by the DLD, enabling consumers to instantly confirm the authenticity of the advertised property and the validity of the Trakheesi permit.
Can I use the same Trakheesi permit number for multiple properties?
No. Each Trakheesi permit is issued for a specific property or campaign. Using a permit number assigned to a different property, campaign, or company constitutes permit number manipulation, which is a distinct violation category subject to fines.
What is Form A and why is it required?
Form A is the DLD's standardised Real Estate Marketing Agreement between a property owner and a real estate broker. It authorises the broker to advertise the property at an agreed price through specified channels. Brokers must hold a valid Form A for each property they wish to advertise, and it must be submitted as part of the Trakheesi permit application.
Where can I submit a Trakheesi permit application?
Applications can be submitted online through the DLD Trakheesi system at dubailand.gov.ae, through the Dubai REST application, or through an authorised DLD trustee centre such as EGSH. EGSH manages the entire application process, from document verification to fee payment and submission, at standard government fees.
Explained by
Abdelmohsen Alyahri
Support Services
Abdelmohsen Alyahri is a professional in support services with 3 years of experience in handling government-related transactions in the UAE. He provides end-to-end assistance in completing official procedures across multiple authorities, including MOFA, the Ministry of Economy, Dubai Municipality, and the RTA, ensuring accuracy, compliance, and timely processing of documents.
Official Sources and References
The following government authorities and official sources were referenced in this article.
- Dubai Land Department (DLD) — the government entity responsible for real estate registration, regulation, and investment promotion in Dubai
- Real Estate Regulatory Agency (RERA) — operates as the regulatory arm of the DLD, responsible for licensing, advertising oversight, and market conduct enforcement
- Trakheesi System — the DLD's electronic platform for managing real estate licences, advertising permits, and broker registration
- Dubai Legislation Portal — the official repository for Dubai legislation, including Law No. (7) of 2013 and Law No. (16) of 2007
- Dubai Department of Economy and Tourism (DET) — the licensing authority for trade licences in Dubai, integrated with the Trakheesi system for licence data synchronisation
Important Notice
The information in this article is based on official government sources current as of the date of publication. Fees, requirements, timelines, and regulatory procedures are set by the Dubai Land Department and may be amended or updated without prior notice. Final approval of all advertising permits rests with the DLD and RERA. Applicants are advised to verify the latest requirements directly with the relevant government authority or through an authorised DLD trustee centre before submitting applications.
