diff --git a/.changeset/long-keys-heal.md b/.changeset/long-keys-heal.md
new file mode 100644
index 0000000000..c70600d439
--- /dev/null
+++ b/.changeset/long-keys-heal.md
@@ -0,0 +1,5 @@
+---
+'@backstage/plugin-scaffolder-backend': patch
+---
+
+Instead of failing, warn when you need to pay for GitHub Pro.
diff --git a/plugins/scaffolder-backend/src/scaffolder/actions/builtin/publish/github.ts b/plugins/scaffolder-backend/src/scaffolder/actions/builtin/publish/github.ts
index e56c94a5b0..a3befa0dfe 100644
--- a/plugins/scaffolder-backend/src/scaffolder/actions/builtin/publish/github.ts
+++ b/plugins/scaffolder-backend/src/scaffolder/actions/builtin/publish/github.ts
@@ -233,6 +233,7 @@ export function createPublishGithubAction(options: {
           owner,
           client,
           repoName: newRepo.name,
+          logger: ctx.logger,
         });
       } catch (e) {
         throw new Error(
diff --git a/plugins/scaffolder-backend/src/scaffolder/stages/publish/github.ts b/plugins/scaffolder-backend/src/scaffolder/stages/publish/github.ts
index 2647284698..d859d97dc3 100644
--- a/plugins/scaffolder-backend/src/scaffolder/stages/publish/github.ts
+++ b/plugins/scaffolder-backend/src/scaffolder/stages/publish/github.ts
@@ -109,6 +109,7 @@ export class GithubPublisher implements PublisherBase {
         owner,
         client,
         repoName: name,
+        logger,
       });
     } catch (e) {
       throw new Error(`Failed to add branch protection to '${name}', ${e}`);
diff --git a/plugins/scaffolder-backend/src/scaffolder/stages/publish/helpers.ts b/plugins/scaffolder-backend/src/scaffolder/stages/publish/helpers.ts
index d373189ec6..8531dbcdc8 100644
--- a/plugins/scaffolder-backend/src/scaffolder/stages/publish/helpers.ts
+++ b/plugins/scaffolder-backend/src/scaffolder/stages/publish/helpers.ts
@@ -73,33 +73,49 @@ type BranchProtectionOptions = {
   client: Octokit;
   owner: string;
   repoName: string;
+  logger: Logger;
 };
 
 export const enableBranchProtectionOnDefaultRepoBranch = async ({
   repoName,
   client,
   owner,
+  logger,
 }: BranchProtectionOptions): Promise<void> => {
-  const tryOnce = () => {
-    return client.repos.updateBranchProtection({
-      mediaType: {
-        /**
-         * 👇 we need this preview because allowing a custom
-         * reviewer count on branch protection is a preview
-         * feature
-         *
-         * More here: https://docs.github.com/en/rest/overview/api-previews#require-multiple-approving-reviews
-         */
-        previews: ['luke-cage-preview'],
-      },
-      owner,
-      repo: repoName,
-      branch: 'master',
-      required_status_checks: { strict: true, contexts: [] },
-      restrictions: null,
-      enforce_admins: true,
-      required_pull_request_reviews: { required_approving_review_count: 1 },
-    });
+  const tryOnce = async () => {
+    try {
+      await client.repos.updateBranchProtection({
+        mediaType: {
+          /**
+           * 👇 we need this preview because allowing a custom
+           * reviewer count on branch protection is a preview
+           * feature
+           *
+           * More here: https://docs.github.com/en/rest/overview/api-previews#require-multiple-approving-reviews
+           */
+          previews: ['luke-cage-preview'],
+        },
+        owner,
+        repo: repoName,
+        branch: 'master',
+        required_status_checks: { strict: true, contexts: [] },
+        restrictions: null,
+        enforce_admins: true,
+        required_pull_request_reviews: { required_approving_review_count: 1 },
+      });
+    } catch (e) {
+      if (
+        e.message.includes(
+          'Upgrade to GitHub Pro or make this repository public to enable this feature',
+        )
+      ) {
+        logger.warn(
+          'Branch protection was not enabled as it requires GitHub Pro for private repositories',
+        );
+      } else {
+        throw e;
+      }
+    }
   };
 
   try {