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From Atlassian:

Who can apply an app promo code? - Billing admins

In the improved billing experience, there are a few roles that have different levels of billing access: billing admins, business contacts, organization admins, and site administrators. Read more about billing administration

To apply a promotional code for a Marketplace app hosted on the cloud, use the following instructions:

  1. Open Apps ➡️ Choose “Promotions” in Go to admin.atlassian.com/billing. Select your billing account if you have more than one.

  2. Select Subscriptions from the side navigation panel.

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2. Click on the “Apply promotion code” button.

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  1. In the subscriptions table, find the app you have a promo code for and select Manage.

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  1. Select More actions > Enter promo code.

  2. Enter your promo code and select Validate.

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4. Once the app is validated successfully, click on the “Apply promotion code” button.

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Result: Promo code successfully applied 🎉

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Read the documentation from Atlassian: Apply a promo code to an app purchase