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LFG boss on why Telegram gTLD fight might not be all bad news

Kevin Murphy, August 20, 2026, Domain Registries

It’s currently the highest-profile fight of the 2026 new gTLD round, but the CEO of one applicant has a positive spin on having to go up against one or two deep-pocketed social media giants.

The announcement by Telegram boss Pavel Durov yesterday that his company has applied for the .gram top-level domain has arguably brought more attention to the new gTLD program than ICANN has managed in six months, but it also created the most visible contention set.

.gram was also among the 316 strings that portfolio applicant Link Freedom Group announced late last week, and I’d be very surprised if Instagram owner Meta doesn’t also emerge as a contender (or legal rights objector).

But LFG CEO Vaughn Liley reckons it might not be all bad news. He’s actually taking it as a validation of a business model Nova Registry, the .link registry that he also manages, has been pushing for the last five years.

Durov suggested in his Twitter feed that .gram would not be a dot-brand in the way that most companies use them — keeping all the names to themselves and using them to brand products or business segments.

Rather, he wrote: “a billion Telegram users could get their own second-level domains — yourname.gram. Users would be able to set up their interactive websites hosted by Telegram — with one prompt”.

That’s what I sometimes refer to as the auto-dealer model. Some car brands in Europe already dish out domains in their dot-brands, along with a prebuilt template-driven web site, to their licensed dealerships.

You’d have to assume Telegram would charge a premium for these billion vanity domains, unless it’s prepared to fork over hundreds of millions of dollars in ICANN fees alone annually.

LFG’s Liley told DI he was surprised by the Telegram announcement, and while it’s LFG’s goal to win as many of its applied-for strings as possible without paying more than the $227,000 application fee, he’s happy that Durov seems to be validating part of .link’s business model.

“Nova Registry have been banging this drum for years with the .link TLD so it’s refreshing to see such a high-profile CEO as Pavel Durov championing the use case,” he said.

Nova acquired .link from Uniregistry at auction a few years ago, and set about a model of partnering with other tech companies who could offer custom .link domains as part of an upsell premium package.

It’s signed up the likes of WordPress-owned Gravatar and Bitly on “link in bio” or digital business card services, where .link names are used to consolidate registrants’ contact details in one place.

“The overarching message is very positive for me,” Liley said.

Would LFG prevail in, or even bother with, an auction against Telegram, Meta and potentially other -gram brands? I doubt it, but perhaps if the contention set keeps generating headlines the $227,000 application fee could be written off as a .link marketing expenditure.