The last time anyone was able to apply to own and operate a new generic top-level domain, known in the domain industry as a “new gTLD”, ended in April 2012. Over 1,900 applications were submitted for 1,400 unique strings. After all was said and done, over 1,200 new gTLDs have been delegated and launched since then.1
Prior to 2012, the internet was limited to only 22 generic TLDs. ICANN’s new gTLD program expanded the internet’s root zone by over 5,000%, resulting in over 43 million new domains registered and active in these TLDs as of this month. Today, with over 5.5 billion users worldwide, the map of the internet is ready to be redrawn again. Will you join in the fun?
Your once in a long time opportunity is here.
For the first time in fourteen years, organizations, entrepreneurs, and existing registry operators once again have this opportunity. Organizations can secure the ultimate digital asset — their own generic top-level domain representing their brand — to achieve digital sovereignty. Simultaneously, entrepreneurs and existing registry operators can apply for and launch new domains, fundamentally reshaping the digital landscape.
We are fast approaching a significant landmark in the internet’s next chapter of growth. ICANN’s new gTLD application window has been confirmed, running from April 30, 2026, through August 2026 (The exact closing date is yet to be set, but the window is anticipated to remain open for about 15 weeks after it opens).
We see the new gTLD application program presenting a distinct opportunity for three types of applicants.
Established organizations looking to own their brand space as a closed “.brand” TLD.
Owning a top-level domain mirroring your brand name, what some call a “dot brand” TLD, can be a strategic decision far beyond a brand protection or marketing play; for many organizations, it’s a critical decision around digital infrastructure and use cases that you fully control. You no longer rent space, but own it – akin to owning your own IP address blocks. The policy, data, user access, and experience are all under your complete control and supported by ICANN’s established rules and regulations for the internet landscape. You do not sell it commercially to the general public, but use it for your own purposes internally or with your customer base.
Over 400 .brand TLDs operate today from the 2012 round, including high-profile organizations across a variety of industries such as:
- Trust & security: Financial giants like Barclays migrated their consumer-facing presence to home.barclays to eliminate fraud. If a URL ends in the brand’s name, the customer knows it is authentic.
- Big tech: Tech leaders like Apple, Microsoft, and Google actively manage vast product lines with dedicated hubs like systemstatus.apple, blog.google, ai.google, cloud.microsoft, creating a cleaner, more intuitive navigation structure.
- Dealer verification: Automotive brands like Audi provide authorized partners with verified addresses. For example, the Audi Center in Leipzig utilizes leipzig.audi — a clean, memorable link that avoids the confusion of complex traditional domains. Similarly, regional hubs like berlin.audi redirect customers to the nearest authorized location. This instantly signals to the customer that they are transacting with a verified partner, not a third-party broker.
These domains allow your organization to create a unique online space and build trust and awareness for your brand.
If you are a brand owner who wants your own TLD, we can help. This starts with the fundamental requirement of your trademark verification through the Trademark Clearinghouse.
One specific new requirement to note for this 2026 application round is that applications will not be accepted for a closed generic string. The string applied for under the dot brand rules must not be generic and must match your unique trademark.
Entrepreneurs and existing registry operators.
As internet usage increases exponentially, existing namespaces can become more and more crowded. Additionally, evolving technologies and cultural trends present opportunities to own and develop the next big namespace to make available to the public on the internet. There are a multitude of untapped industries, activities, and lifestyles that are waiting for their unique digital home as a top-level domain. For inspiration, you can see our full offering of new domain extensions from the 2012 round here.
Some of the most successful namespaces launched range from broad tech like .app and .new, to exclusive, high-value professional designations like .law and .inc. For some insight into the unique use cases from the last round, you can visit the ICANN resources here.
With the right TLD, your commercial top-level domain name offering can deliver real value for your stakeholders and public end users alike. Registry operators earn recurring revenue from domain registrations and annual renewals. Generic TLDs can be the ultimate long-term, high-margin, and unique investment.
Communities who want a dedicated TLD namespace.
This path represents a significant strategic opportunity distinct from the .Brand TLDs or the standard commercial route. While other applicants maintain closed TLDs for their organizational purposes or sell domains to the general public, community applicants create restricted, verified spaces for specific communities or populations. By enforcing strict eligibility rules, you are not just selling names; you are selling the added value of validation, security, and identity for your chosen group.
Real-world use cases from the 2012 round.
The following examples demonstrate four distinct models of success from the previous round:
- Security first: .bank – This is a highly regulated TLD with a security-first focus exclusively for verified financial institutions (ie. in the U.S. only FDIC chartered banks can apply). The .bank domain has onboarded over 30% of the banks in the U.S. and continues to add more each month.
- Membership required: .realtor – this TLD is available only to members of the National Association of REALTORS. It acts as a digital membership verifier. If a broker uses john.realtor, the public instantly knows they are a licensed, dues-paying member. Because their claim was so specific to their trademarked group, they faced no competition and secured the name without a fight.
- Broad and culturally relevant: .eco – A community group applied for .eco but was challenged by large commercial companies who wanted to sell .eco domains to everyone. The .eco domain was won by the community group through ICANN’s Community Priority Evaluation (CPE) program.
It is important to note that one cannot simply claim community status; it must be proven through a rigorous, objective evaluation with ICANN.
If you would like to explore this path, reach out to us, and we can help you get started.
Key considerations in applying for your own TLD.
- Budget capital and resources: ICANN’s application evaluation fee starts at $227,000 USD. You must also account for legal counsel, consulting, the backend Registry Service Provider (RSP) to run your registry infrastructure, ongoing operations, and compliance activities, and finally, the registrar platform that provides the management tools to register and manage the domain names in your space. We will write about the total cost of ownership in a subsequent article, but expect at a bare minimum $350,000 in year one for a successful launch of a generic top-level domain, barring any obstacles that may be encountered during the application process.
- The application submission window will be open for approximately 15 weeks, from April 30, 2026, to approximately August 12, 2026 (to be confirmed). ICANN recommends submitting your application early. This allows sufficient time for automated eligibility checks on your requested string and provides you with the necessary window to address and resolve any issues before the application period closes.
How 101domain supports interested applicants.
101domain is an ICANN-accredited registrar and was deeply engaged in the 2012 new gTLD round. Our team’s extensive experience in brand protection and portfolio management, and our vast industry experience, equips us to help you navigate this process.
We are still in the formative stages of our offering to clients and are taking inquiries from interested clients and parties.
Get started today.
Your planning should start now. The 2026 round is a rare opportunity for you to secure a permanent competitive advantage in the digital landscape. Let us help guide you through the complexities of the process and empower you to make your mark. Contact our team today to get started.
Best regards,
Anthony Beltran
President / CEO
101domain