MLS Domains has contracted with CentralNic to provide the back-end registry for its .mls new top-level domain application, which it expects to be contested.
MLS in this context stands for Multiple Listing Service, a form of real estate listing aggregation service common in the US.
MLS Domains is already selling .mls preregistrations, at $800 a pop, to qualifying MLS companies, which will partially fund its application.
Company president Bob Bemis said in a press release that CentralNic was selected due to its experience with “novel TLDs”:
we expect no more than two or three thousand second-level domains ever to be registered on .MLS, so we need a registry partner who can provide a high level of service for a relatively small market of customers.
CentralNic sells sub-domains in alternative suffixes such as uk.com, gb.com and us.org. It manages these domains as if they were regular gTLDs, offering a Whois service, UDRP, etc.
The registry will also provide an integrated, affiliated registrar for the .mls project, MLS Domains said.
That’s if the company’s application is successful, of course.
.mls is expected to be contested by the Chinese owner of mls.com – Nanning Billin Network Ltd has applied for a US trademark on the gTLD.