Purchase order (PO) in creator deals

A purchase order (PO) is a formal document a brand or agency issues confirming a specific deal, including scope, price and terms, before work begins, often required for the brand’s own internal finance approval.

Each PO carries a PO number. Finance teams use it to match your invoice to the budget that was approved, so it is the thread that connects your work to your payment.

For a creator, a PO is a strong signal that a deal has cleared the brand’s internal approval process and that a specific budget has been allocated to pay it. Verbal or email agreements without a PO can still fall through at that stage.

A PO is not a promise of on-time payment, though. It shows the money was approved; when it actually reaches you still depends on the payment terms and on the brand.

POs look different from company to company, but expect to see:

• PO number and date
• The brand’s or agency’s legal name, address and GSTIN
• Your name as the vendor, with PAN, and GSTIN if you are registered
• A description of the deliverables, such as two Reels and three Stories
• The amount, plus GST where it applies
• Payment terms, for example NET 30 from invoice
• Where to send your invoice, and any terms and conditions attached

Example: a Pune-based agency books you for two Reels at ₹60,000 plus GST for its client. A common sequence:

• You agree the brief, fee and dates.
• You complete vendor onboarding: PAN, bank details, GST certificate if you have one, and your Udyam certificate if you are registered.
• The agency issues a PO for ₹60,000 plus GST.
• You create the content and get it approved.
• You send an invoice quoting the PO number.
• Finance matches the PO, invoice and proof of delivery, then pays on the agreed terms, often after deducting TDS. You can check TDS credited against your PAN on the income-tax e-filing portal.

A PO doesn’t replace a contract. Some POs refer to standard terms printed on the back or attached as a PDF; read them, because they can set payment terms different from what you agreed over email. The three documents do different jobs:

• Contract: the full terms of the deal, including usage rights, exclusivity, kill fee and approvals.
• Purchase order: the brand’s internal order for the specific work, with an approved amount and a PO number.
• Invoice: your bill, raised after delivery, asking to be paid against that PO.

• For larger brands and agencies, ask for a PO number before starting deliverables, especially on higher-value deals.
• Reference the PO number on your invoice, since many finance teams won’t process payment without it.
• A missing PO on a deal a brand claims is “approved” is worth double-checking before you begin work.
• Check that the PO amount, deliverables and payment terms match what you agreed. Ask for a corrected PO before you start, not after.
• If you are Udyam-registered as a micro or small enterprise, an agreed payment period under the MSMED Act can’t exceed 45 days from acceptance of your services. Check with a CA how this applies to you.
• A PDF that looks like a PO doesn’t prove a brand is real. Check the company separately, including its reviews on CredFluence.