Although it is yet to be ratified by the House of Representatives, it looks highly likely that there will soon be a $10 fee for an ESTA application. The registration will last for 2 years before the need for renewal but the fee will be charged again if there is an essential change to the information during the period. Might be in place by the end of this year.
Personally, I'd happily pay $10 if the move is accompanied by an end to the need to fill in the Waiver form as well.
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