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Use the Atlassian license cost calculator to add Refined and based on your user count. Please note that apps are based on number of users and not agents, which means that for a JSM set up the price might vary.

All Refined sales are handled via Atlassian Marketplace. You can pay or get a quote directly through your my.atlassian.com account.

The Atlassian license tier determines the Refined license type you need. For example, if you want to install Refined for Confluence with a 100 user Confluence license, then you need to purchase a 100 user license of Refined for Confluence. The right tier is selected automatically in the Atlassian Marketplace. 

Please read the related Atlassian documentation.
In a nutshell, go to the UPM (Universal Plugin Manager) in Confluence/Jira. Select the app you wish to use and click buy. The app will appear in a cart and will show $0. This order will be flagged for approval by Atlassian Customer Advocates and will take 1-3 business days to process.

The license system is built by Atlassian. They give the following answer:

"Marketplace app customers can get developer licenses for apps just as they can for host Atlassian products. Developer licenses are intended for staging or development environments only. Customers who have purchased Marketplace apps can get developer licenses by clicking the View Developer License link from their license page on my.atlassian.com.

The license types between the app and host application must match. That is, an app with a developer license only works in a host application that also has a developer license. The same applies to production licenses— a host application with a production license only takes apps that also have production licenses. If an app license type doesn't match its host application, the Universal Plugin Manager reports a license error status of "Incompatible with product license (wrong type)" for that app.

How to create developer licenses

You can evaluate Refined apps from the Marketplace for a longer time if needed. Atlassian manages licenses and trial extensions of Marketplace apps. Log into your my.atlassian.com account and extend the trial period. 

In general, Cloud apps have a 30 days trial period. Cloud app trial extension are handled via Atlassian: raise a ticket with Atlassian support to request an extension.