How early should we apply for ESTAs?
Reviewed by Jamie — A UK first-timer who did the homework so you don't have to. Last checked 2026-07-13.
The short answer
The moment you book — there's no downside. An ESTA lasts 2 years, approvals are usually minutes-to-hours, and applying early means any rare complication surfaces while you can still fix it calmly. US guidance says allow at least 72 hours; don't cut it that fine.
The application takes about ten minutes per person at the official site, esta.cbp.dhs.gov, and costs $40 each (it went up from $21 in late 2025 — anyone quoting the old price is out of date). Every traveller needs one, including babies.
The one warning worth repeating: only use the official site. Search results are full of third-party 'ESTA service' sites charging double or triple for filling in the same form, often with official-looking branding. They aren't scams exactly — you usually do get an ESTA — but you've paid £40 extra for nothing.
If a new passport arrives between booking and flying, budget for a new ESTA too: it's tied to the passport number, and the old one dies with the old passport.
Now check it against your dates
Or see your whole trip in the right order — every deadline from one set of dates.