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Unstoppable focuses on proper domains, admits crypto was “craze”
Unstoppable Domains is steering away from so-called “Web 3” blockchain-based naming to focus on the consensus DNS, according to a social media post from the company’s CEO.
Matt Gould tweeted on Twitter last week that the names were “part of the crypto craze in 2021” that “did not cross the chasm into mainstream usage”. Unstoppable will increase its focus on traditional domains, he wrote.
DNS domains now compose 90%+ of our business, and as we move to get several of our TLDs also listed in ICANN over the next few years our focus will continue to grow on the DNS and traditional internet market. We expect that 2-3 years from now DNS and the traditional web will be…
— Matthew Gould (@mattgould) March 16, 2026
The company’s web site now comes across like a traditional registrar. Blockchain names — once front-and-center — are still sold there, but as a non-default option in the storefront’s search results that describes such names as “wallet identifiers”.
Unstoppable says it has sold over four million blockchain names since it launched, in extensions such as .nft, .crypto and .wallet. Twitter users responding to Gould’s tweet wondered whether Unstoppable could now be described as a “grift”, “rug-pull” or “scam”.
The company has increasingly been moving towards real domains for some time, becoming accredited as an ICANN registrar in August 2024 and just last month receiving approval to act as a registry service provider in the new gTLD program.
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