You’re sitting in gridlock on the BQE or maybe crawling through the snow near Buffalo. You look at the car in front of you. It’s got a plain white plate. Boring. You think, "I can do better than that."
Honestly, you're right.
New York has a massive catalog of ways to make your car look less like a rental and more like you. But if you’ve ever tried to navigate the DMV website to find new york state custom license plates, you know it’s a rabbit hole of fees, weird rules, and "why was that rejected?" moments.
The Plate You Probably Have (And Why People Are Switching)
Most of us are rocking the Excelsior plate. It’s the white one with Niagara Falls and the NYC skyline at the bottom. It looks clean, sure. It replaced the "Empire Gold" (the yellow and blue ones) back in 2020.
A lot of people hated those yellow plates. The paint peeled off like a bad sunburn. If you still have one that’s flaking, watch out—cops can actually ticket you for an unreadable plate. That’s usually the moment people realize they might as well spend a few extra bucks to get something they actually like.
What Are Your Options, Really?
Basically, New York splits custom plates into two big buckets. You’ve got Personalized Plates (the "Vanity" plates where you pick the letters) and Picture Plates (the ones with logos like the Buffalo Bills or a specialized profession).
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You can even mix them. Want a New York Yankees plate that also says "GOAT-99"? You can do that, but it’ll cost you.
The Breakdown of Styles
- Regional Plates: These are actually pretty cool and a bit newer. You can get one for the Finger Lakes, the North Country, or the Saratoga Horse Racing scene. They usually have a $10 annual surcharge.
- Professional Plates: If you’re a doctor, a CPA, or an EMT, there’s a plate for you. Note that for these, you can’t just buy them because they look cool. You usually have to upload proof of your certification.
- Sports & Organizations: This is where the big money is. The Dale Earnhardt NASCAR plate is consistently one of the top sellers. The Buffalo Bills plate is another heavy hitter, especially upstate.
- Military & Veterans: From Purple Heart recipients to the 9/11 Remembrance plate, these are deeply popular for showing service history.
The "No-Go" Zone: Why The DMV Rejects Your Idea
Think you’re being clever with a sneaky acronym? Think again.
The DMV has a "rigorous screening protocol." In 2025 alone, they rejected over 2,100 requests. They aren't just looking for swear words. They hate anything that looks like an official plate—so don't try "POLICE" or "NYS."
They also block "sneaky" letter-number swaps. You can't use a zero to make a word like "P00L" or a "1" to make "P1ECE." They also have a thing about the number "6." If your plate looks like six numbers followed by one letter, it’s an automatic no because it mimics the standard plate format.
Some recent rejects that made the news include "M3RDER," "BOOBYZ," and "DAMNBOYY." Basically, if you wouldn't say it to your grandma, the DMV probably won't let you bolt it to your bumper.
The Real Cost (It’s Not a One-Time Fee)
This is where people get tripped up. You don't just pay once and forget about it.
If you get a standard personalized plate for a car, you’re looking at an initial fee of around $60. But here’s the kicker: there is an annual renewal fee of $31.25.
If you go for a "Picture Plate" that is also personalized (like a specialized charity plate with your name on it), that initial cost can jump to over $90, with an annual renewal of $62.50.
Compare that to the standard $25 one-time fee for a basic Excelsior plate, and you can see why some people stick to the boring version.
Quick Price Comparison
- Standard Excelsior: $25 (one-time)
- Regional Plate: $25 + $10 per year
- Personalized (Standard Plate): $60 + $31.25 per year
- Personalized (Specialty/Sports Plate): ~$91.25 + ~$62.50 per year
How to Actually Get One
The easiest way is online, but you have to have your current registration handy.
- Check Availability: The DMV has an online search tool. Use it. It’s better to find out "FAST-CAR" is taken before you get your hopes up.
- Verify Your Class: Most custom plates are for passenger cars. If you have a commercial truck or a motorcycle, the rules (and the number of characters you can use) are different.
- Wait for the Mail: It usually takes about 4 to 6 weeks. When they arrive, you’ll get new registration stickers too.
When those new plates show up, don't just toss the old ones in the trash. You’re supposed to "void" them—scribble over the letters with a permanent marker or cut them up—so nobody else can use them.
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Actionable Next Steps
If you're ready to ditch the standard look, here is what you should do right now:
- Audit your current plate: If you have the old gold plates and they are peeling, check the DMV's "Peeling Plate" replacement program; you might be able to get new ones for free, though you'll likely lose your old number unless you pay to keep it.
- Run a search: Go to the NYS DMV Personalized Plate search tool and type in three different ideas. They get snatched up fast, so have backups.
- Check the "Picture" list: If you don't care about the letters but want a cool logo, browse the "Custom Plates" gallery on the DMV site. It's way larger than most people realize, covering everything from the Adirondacks to the Knights of Columbus.
- Budget for the biennial: Remember that New York registers cars for two years at a time. That means when your registration renewal hits, you'll be paying two years' worth of custom plate fees at once. Make sure your wallet is ready for that $60+ surcharge on top of the regular registration cost.