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Could .trust be the next big crypto TLD?

UNR has some big plans for .trust, a gTLD that mysteriously was omitted from its big fire-sale auction last month.

When UNR auctioned 23 of its gTLD portfolio, raising over $40 million over a three-day event, it escaped pretty much everyone’s notice — including mine — that .trust was not among those up for sale.

UNR, the former Uniregistry, acquired the TLD from NCC Group last November. It had been owned before NCC by Deutsche Post.

While it’s technically live, it’s never sold a domain.

It had been expected to launch as a vanilla gTLD around about now, but it seem plans have changed.

Registrars have been told to expect something “innovative” instead, and UNR tells me it has big plans it’s not ready to talk about yet.

My hunch? Crypto.

This is pure speculation based on nothing more than the string being closely associated with the kind of cryptocurrency slash blockchain slash non-fungible token malarkey the interwebs is going barmy for at the moment.

While UNR has not disclosed the identities of its auction winners, it has said at least one buyer is from the blockchain world.

Given UNR’s evident boredom with basic, workaday gTLDs, we’d have to expect its single retained top-level domain to do something a bit special, right?