If you sell or let property in Dubai, a Dubai property advertising permit is not optional paperwork — it is the first thing a regulator, a portal and increasingly a careful client will look for. This guide explains how the Trakheesi permit and the Madmoun QR code work, what has to appear on every advert, and how to keep your WhatsApp forwards, social posts and listing pages on the right side of the rules.
This article is general information for brokers, not legal advice. Rules and fees change — always confirm the current requirements with the Dubai Land Department before you advertise.
What is the Trakheesi permit?
Trakheesi is the Dubai Land Department (DLD) system that handles real-estate licensing and, importantly for brokers, advertising permits. Before a brokerage advertises a property, it applies for a permit through Trakheesi and DLD issues a permit number tied to that specific property and advert.
Property advertising in Dubai is regulated by RERA, the Real Estate Regulatory Agency that sits within DLD. In practice that means:
- the permit is issued to a licensed brokerage, not to an individual's personal account;
- for most online advertising of a resale property, DLD expects a marketing agreement with the owner (commonly the RERA Form A) before it will issue the permit;
- each advert must be backed by its own valid permit — reusing another listing's permit number or advertising after a permit has expired is treated as a violation.
The major portals will not let a listing go live without a permit number, which is why many brokers think of Trakheesi as "the Bayut and Property Finder thing". It isn't. The obligation applies to the advert, wherever it appears.
Madmoun: the QR code on every advert
In April 2023 DLD added a second layer called Madmoun (the Arabic word means "guaranteed" or "assured"). Madmoun is accessed through Trakheesi and generates a QR code for every advertising permit. It became a requirement on 24 April 2023.
When a buyer or tenant scans the code, they land on the official permit card on the DLD website, which shows the listing details, the advertising company and whether the property has already been rented or sold. For you, that QR code is proof that the advert is genuine — and its absence is a red flag to a well-informed client.
What a compliant Dubai advert should show
Exact formats vary by channel, but a compliant advert in Dubai should clearly display:
| Item | Why it matters |
|---|---|
| Brokerage registered trade name and ORN (office registration number) | Identifies the licensed company behind the advert |
| Listing broker's name and BRN (broker registration number) | Identifies the registered individual |
| Trakheesi permit number | Links the advert to the DLD permit |
| Madmoun QR code | Lets anyone verify the advert instantly |
| Accurate price, size and property type | Must match the permit and the property records |
If you're unsure whether a format counts as an "advert", assume it does. That includes printed flyers and signboards, video, portal listings, your website and social media posts that promote a specific property. A personal Instagram account doesn't exempt a post from the rules if the post is, in substance, advertising a listing.
What about WhatsApp forwards and listing pages?
Most deals in Dubai still move on WhatsApp, and a lot of brokers ask whether a forwarded set of photos counts as advertising. The safest way to think about it:
- Answering a client's specific enquiry in a private chat is conversation.
- Broadcasting a property — to a list, a group, a status, or a public link that can be forwarded on — is promotion, and promotion should carry the permit details.
A dedicated listing page makes this much easier than a string of forwarded photos, because the permit information travels with the link. In the Relaio Listings listing editor, put the permit reference in the Permit / RERA no. field and it appears on the page wherever the link is shared. Add your BRN when you submit your licence for the verified badge so clients can see you're registered.
A simple routine that keeps you compliant
Compliance problems usually come from speed, not bad intent: a property comes in, you're excited, it goes out on five channels before the paperwork is done. A routine fixes that.
- Owner agreement first. Get the signed marketing agreement and a copy of the title deed (or developer documents for off-plan) before you promote anything.
- Apply for the permit. Submit through your brokerage's Trakheesi access and wait for the permit number and Madmoun QR code.
- Create one master listing. Put the permit number, QR code, ORN and BRN on a single listing page. Every channel — portal, Instagram, WhatsApp — links back to it.
- Match the facts. Price, size and unit details must match the permit. If the owner changes the price, update the advert and check whether the permit needs updating too.
- Retire it properly. When the property is let or sold, archive the listing and remove social posts. An "available" advert for a unit that's gone is exactly what the system is designed to catch.
Abu Dhabi is different
If you also work in the capital, note that Abu Dhabi has its own system. Since July 2025, onshore Abu Dhabi listings need a Madhmoun permit issued through the Abu Dhabi Real Estate Centre's DARI platform, and properties within ADGM (Al Reem and Al Maryah islands) use a separate permit process. We cover it in detail in our Madhmoun permit guide.
Common mistakes to avoid
- Copy-pasting a permit number from another listing in the same building. Each advert needs its own valid permit.
- Leaving adverts live after the unit is let. Clients notice, and so does the regulator.
- Posting "coming soon" teasers with photos and prices before the owner agreement and permit are in place.
- Inconsistent prices across channels — the portal says one thing, your Instagram another.
- Personal accounts used as a loophole. If it markets a specific property, treat it as an advert.
Why compliance is also good marketing
It's tempting to see the permit as friction. In practice, a clean, verifiable advert is one of the strongest trust signals you have. Buyers who've been burned by fake listings increasingly scan the QR code before they call. A page that shows the permit, your BRN and a verified badge says "this is real and this broker is accountable" before you've said a word.
Pair that with a fast reply — see our guide to WhatsApp follow-up — and you've removed the two biggest reasons clients hesitate.
Quick checklist
- Signed marketing agreement with the owner
- Trakheesi permit number issued
- Madmoun QR code on the advert
- ORN and BRN displayed
- Price and details match the permit
- Listing archived and posts removed when let or sold
Keep this list next to your phone. It takes two minutes per listing and protects your licence, your brokerage and your reputation.