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Coinbase added Binance’s BNB token to its listing roadmap on Wednesday, just 33 minutes after unveiling a new “Blue Carpet” program designed to make crypto asset listings more transparent and accessible. The move marks a significant shift for the exchange, which has historically avoided listing tokens from rival platforms.
While roadmap inclusion doesn’t guarantee an immediate listing, the decision signals Coinbase’s willingness to consider high-performing assets from competitors following industry criticism of its selective listing practices. BNB, the native token of Binance’s ecosystem, is the fifth-largest cryptocurrency by market capitalization at approximately $170 billion.
Coinbase has launched the Blue Carpet program, which provides asset issuers with direct access to the listing team, page customization, referral discounts, and Coinbase One seats. The initiative is designed to streamline the listing process and promote fair access to high-quality tokens.
Jesse Pollack, head of protocol at Coinbase, said the Blue Carpet program aims to make exchange listings ‘cost-free’ while providing ‘transparent and equal treatment to projects while maintaining market integrity.’
The program allows projects to update their asset pages on both centralized exchanges and retail DEXs, so that users always see accurate and current information.
BNB, Binance’s native token, joined Coinbase’s roadmap shortly after the Blue Carpet program was announced. While being added to the roadmap does not guarantee immediate listing, it does demonstrate Coinbase’s commitment to reviewing high-performing rival tokens.
A Coinbase spokesperson said: “BNB’s addition reflects our goal of providing fair access to the best-performing crypto assets.”
BNB’s inclusion ensures that the token will only trade once it has the technical infrastructure, market-making support, and regulatory compliance verified.
BNB briefly rose by about 2% after Coinbase’s listing announcement, reaching $1,175, but later stabilized around $1,164.33 after a 4.7% decline in 24 hours.
Despite this brief volatility, analysts see the move as a milestone for BNB and Coinbase users.
The announcement comes after Arca CIO Jeff Dorman publicly criticized Coinbase for its reluctance to list high-performing rival tokens. Dorman said that BNB outperformed many assets and praised its revenue-backed buybacks and strong tokenomics.
Dorman added: “Alternatives should either list with broad neutrality, or focus on only the best assets.”
BNB originally launched in 2017 as a trading fee discount token and now serves as the primary gas token for BNB Chain transactions, payments, staking, and governance.
Coinbase clarified that inclusion in the roadmap does not guarantee immediate trading. If tokens do not meet liquidity, technical, or regulatory standards, listing may be delayed or rejected.
Trading will only begin once these standards are confirmed, ensuring market stability and investor protection.
By including BNB in the roadmap, Coinbase strengthens its position in the competitive exchange landscape and signals to rival token communities that high-performing assets can now access the platform.
The move is expected to increase institutional interest, improve liquidity, and provide users with broader trading options.
If regulatory approval and market conditions remain favorable, BNB could soon begin trading on Coinbase and increase adoption among its global users. BNB’s inclusion demonstrates Coinbase’s ready listing strategy and desire to integrate high-performing rival tokens for the benefit of users around the world.
