.dot is coming very soon

New new gTLD registry Dish DBS has revealed the launch dates for its .dot gTLD, and it’s coming pretty soon.

Information filed with ICANN shows that .dot is due to go to sunrise in just a couple weeks — from July 21 to October 19 — with a 12-day Early Access Period where early adopters can pay premium prices starting the next day.

General availability is scheduled for November 2. Pricing has not been revealed.

If you’re wondering about making a play for dot.dot, forget about it — the registry is using that as its primary domain for the gTLD.

The space will be open to all, with Dish describing it as “designed for builders and the things they create… products, communities, brands, or ideas worth a name of their own”.

It’s Dish’s second gTLD launch this year after .latino, which went GA on June 12.

.latino hasn’t exactly leapt out of the gates — it has fewer than 800 names in its zone file today and Google results are showing mainly a TLD-hopping movie piracy site and a Vietnamese gambling site.

Google names the dates for .fly launch

Google seems to have accelerated its launch plans for .fly, one of the 2012-round gTLDs it’s been sitting on for over a decade.

The company’s registry division has notified ICANN that it plans to open its mandatory sunrise period for .fly on September 1 and keep it open until November 9.

General availability for the gTLD, which according to its 2012 application will be open to all with no eligibility restrictions, seems to have been scheduled for November 10.

Earlier documentation filed with ICANN showed early 2027 launch dates.

The original application states that the namespace is intended for, as you might expect, airlines and the travel industry. As such, it would compete with the likes of .travel and .aero.

Google has already registered get.fly to itself, but the name does not yet appear to resolve.

A free, ethical new gTLD? Shurely shome mishtake

Another new gTLD applicant has revealed its plans, this time for a namespace where domains are given away for free and the enemy is Big Tech.

The Human-Centered Computing Foundation, a non-profit founded in Colorado last November, says it plans to apply for .self in the current ongoing ICANN application round.

It says it has already been approved under ICANN’s Applicant Support Program, meaning its application costs will be deeply discounted from the $227,000 standard base fee.

The organization has published little information about its plans, other than to say .self will be “designed and implemented from the ground up to support self-hosting”.

HCCF says it opposes the “prevailing economic models of the digital age — surveillance capitalism and entrapping SaaS platforms” that “prioritize corporate shareholder value over the fundamental needs, privacy, and autonomy of the individual.”

Because the domains will be free, domain investors are not welcome.

The organization’s web site lists Riley O’Donnell and Lucas Silva as CEO and COO respectively.

A search on DI’s Stringtel tool show domains ending in “self” occur about as frequently as existing gTLDs “contractors”, “bike” and “tattoo”, with “yourself” and “myself” counting for about half of the volume.

More cheap new gTLD applications approved

ICANN has approved 18 more requests for reduced-fee new gTLD applications under its Applicant Support Program.

As of last week, the Org said it has conditionally approved a total of 16 requests, up by 13 on a month earlier, and fully approved 27, up by five. “Fully approved” means ICANN has received payment from the applicant.

Only one request has so far been rejected, because the applying entity was found not to be eligible for the program.

There are now a total of 44 applications that have been processed, with 32 more in the pipeline.

The ASP offers up to an 80% discount on the $227,000 base new gTLD application fee, along with a range of other perks, to non-profit organizations on tight budgets.

Identity Digital takes over 25-year-old TLD

Identity Digital’s recent acquisition spree has continued, with the company recently taking over as registry operator for a sponsored gTLD that made its debut in 2001.

The registry’s affiliate, Jolly Host, has taken over .aero from aerospace trade group SITA, the Societe Internationale de Telecommunications Aeronautique, according to ICANN records.

.aero was one of the original “test-bed” new gTLDs that prevailed in the 2000 application round.

It’s a little different to a normal gTLD acquisition — .aero is a sponsored gTLD designed to serve a specific community, and there are registration restrictions in place.

The main barrier to registration is the requirement to be a member of the industry and have a SITA Membership ID, obtainable from the registry web site, before you can go to a registrar to get your name.

As such, SITA is not washing its hands entirely of the TLD. It will continue as .aero’s “Sponsor”, responsible for setting policy, with Identity Digital now contractually designated as “Registry Operator”.

.aero is cheaper to run that your typical gTLD. The registry contract calls for annual payments to ICANN of just $5,000, rather than the standard $25,000, as long as it has fewer than 50,000 domains under management.

It currently has about 13,000 domains in its zone file and renewals retail starting at about $40 per year.

The fact that .aero is currently sponsored and restricted doesn’t necessarily mean it will stay that way. There’s plenty of precedent, from .xxx to .med, of sponsored registries casting off their roots to broaden their appeal.

It’s the sixth gTLD contract Jolly Host has taken over so far this year after, .safety, .got, .jot, .circle and .onl.

ICANN throws a bone to its most stubborn new gTLD applicant

ICANN has offered an olive branch to a new gTLD applicant that refuses to accept defeat well over a decade after it was rejected.

The Org has offered one last chance for Indian applicant Nameshop to get some of its money back for an application that fell at the first hurdle back in the 2012 application round.

Nameshop applied for .idn, apparently not understanding the rule that strings matching protected three-letter country codes are banned under ICANN rules. IDN is the code for Indonesia.

The company filed a request to change its applied-for string to .internet, using a process ICANN had put in place to allow applicants to correct typos (such as correcting .dotafrica to .africa).

When it was explained to Nameshop that it was trying to misuse the process and its only option was to request a refund of its application fee, the company decided instead to fight fruitlessly for the best part of a decade and a half to get ICANN to change its mind.

ICANN has not changed its mind.

The Org informed all remaining failed 2012-round applicants late last year that they had 90 days to withdraw their applications and get a partial refund or lose their money.

Nameshop evidently chose to reject or ignore that offer, missing the deadline for requesting the refund. Because it used ICANN’s Applicant Support program, its refund would be of the lower $47,000 fee.

But ICANN has offered the company one final attempt to leave the process with at least something. It’s given Nameshop until May 15 to withdraw its application and get its money back.

This appears to be special treatment. Eleven other unsuccessful applications, including those for .hotel, .shop, .africa and .salon, were recently flagged as “Terminated” — as opposed to “Withdrawn” — by ICANN.

I would be remiss if I did not point out that applicants in the current application round, which is open until August, can avoid making silly string selection mistakes by using DI’s free Stringtel tool.

Over 100 new gTLD bids have already been announced

With the 2026 ICANN new gTLD application window now officially open, one striking difference compared to the 2012 round is the number of organizations that have broken cover to announce that they will apply.

Back in 2012, consultants excitedly pointed to Canon, the Japanese electronics firm, as the convincer. It had openly revealed it planned to apply for the dot-brand .canon two years earlier.

A handful of gTLDs related to communities, cities or causes — such as .gay, .nyc and .eco — had also been announced. Several had multiple announced applicants and were ultimately contested.

But today, with the application window now five days open, DI’s free risk analysis tool, Stringtel, currently has more than 100 announced applications in its database.

With dot-brands expected to make up a sizeable chunk of 2026 applications, very few major brands have actually put their heads above the parapet. Salesforce seems to be the most well-known, though its revelation came via an ICANN director’s conflict disclosure rather than a full-throated formal announcement.

The biggest cohort of announced applications seems to come from applicants representing an if not entirely then certainly uncommon type of gTLD — which you could call the non-dot-brand-dot-brand, or perhaps more simply “open dot-brand”.

By this I mean organizations, typically in the blockchain or cryptocurrency space, that have said they will apply for gTLDs matching their brand but make second-level domains available to their users, rather then keeping the whole namespace in-house.

There are dozens of such announced bids. Some are already selling domains that resolve on blockchains rather than DNS. Due to cost, complexity, or risk, I don’t expect every announcement in this space to translate into an eventual application.

We’ve also seen announcements of applications for generic strings, often in hot industries such as AI, crypto or podcasting. Stringtel already has records for the likes of .crypto, .agi, .podcast and .blockchain, for example. A couple, such as .chain and .anime, are already contested.

While we’ll likely discover how many applications ICANN has received not long after the application window closes in August, we won’t find out what strings have been applied for until October at the earliest.

2026 new gTLD round has actually opened

As of today, you can now apply to own a piece of the internet’s root zone for the first time since 2012.

Almost unbelievably, given some of its relatively recent history, ICANN has hit its deadline and opened up its systems for companies and organizations to file applications for new gTLDs.

The application window opened late April 30 and will close August 12. Many applicants will have been working on their bids for some time, but may hold out until later in the window to actually commit.

ICANN CEO Kurt Lindqvist said in a press release: “Whether building a brand for a company, spotlighting a geographic region or city, strengthening a community, or launching a business to offer domain names under a new registry, a new gTLD can be an innovative tool for commerce, security, and communication.”

ICANN noted that it’s expecting to receive applications for gTLDs in non-Latin scripts — 27 are available — to broaden the linguistic diversity of the DNS. Whether the Org has done enough awareness-raising outreach in non-Anglophone regions is an open question, however.

The cost of applying begins at $227,000. That’s the base application fee, but it will likely often be bumped up by thousands for applicants that need special extra evaluation services.

There’s also going to be an auction of last resort for competing applications for the same strings, where ICANN pockets the proceeds. Unlike the 2012 round, there’s no ICANN-endorsed pathway to privately resolving contention sets for cash.

As many as 75 organizations around the world may have qualified for the Applicant Support Program, which will subsidize application fees by as much as 80%.

We won’t know who has applied for what until probably around mid-October. Applicants then get two weeks to change their strings to their back-ups if they find themselves in unwelcome contention sets. Final strings are confirmed in November.

That’s all assuming the 2026 room is more or less the same size as the 2012 round, in which there were 1,930 applications. A larger batch of applications may delay things a little.

Applications can be filed via ICANN’s new TLD Application Management System (TAMS). The Org has also made a great number of documents and archived webinars available that talk prospective applicants through the process.

Applicants, or simply the curious, can also use DI’s free Stringtel tool to investigate the risks and opportunities associated with their chosen gTLD strings.

Is a .tree gTLD very cool or very silly?

.tree is one of the first-ever publicly announced gTLD applications, predating even the 2012 application round, and it seems to have been proposed for a second time.

A web site using dottree.org, registered a week ago, is saying there’s a plan to apply for .tree in the forthcoming ICANN application round, with a charitable goal.

The project says it will donate a dollar from every .tree domain registration and annual renewal to a charity that plants trees in Dubai, with each $1 donation putting one tree in the ground.

At first glance, it seems like a nice idea, but I’m not sure it holds up to closer inspection.

There may be virtue-signalling advantages to running a site on a .tree domain if you’re in the environmental game or lumber business.

But if a registrant’s primarily interest is getting trees planted, why not just donate a buck to a reforestation charity directly? Why not donate the full amount you would otherwise have spent on the domain? Or more?

And how much demand would there be for .tree domains on their own merits?

Fortunately, DI’s new Stringtel tool has some data there. According to Stringtel, about 47,000 current .com/.net/.org domain names end in the substring “tree”, which may give an indication of potential registrations. About 2,000 of those end in “familytree”.

That’s the same frequency as we see domains end in “wine”, “dog”, or “paris”, and the three gTLDs matching those strings each have 17,000 to 18,000 domains under management, which is not terrible.

Should .tree perform just as well, envelope-based calculation suggest it would create the equivalent of a smallish forest that could be traversed on foot in minutes and not really suck much CO2 out of our increasingly fragile atmosphere.

But the .tree proposal would have a second forest of the same size planted in the second year (assuming 100% domain renewals) and so on. The effect would stack up over time, so maybe the idea does have merit.

The internet just got its first new TLD since 2022

There’s a new gTLD in the root, the first time ICANN has added a string in over four years.

Don’t get too excited though: it’s a dot-brand, kinda.

As of the weekend, .merck is live and resolving, though only the mandatory nic.merck registry domain exists right now.

The gTLD is interesting because it seems to be a rare example of two companies with the same name sharing a dot-brand.

The only other such arrangement I’m aware of is .sas, which is shared by the SAS Institute and SAS Airline, neither of which actually use it.

.merck seems to be jointly controlled by two pharmaceutical companies, one American and one German, both called Merck, which were under common ownership until World War I split them apart.

After they both applied for .merck in ICANN’s 2012 application round, over a decade of lawyering followed before they finally came to an arrangement.

There’s no Specification 13 in the .merck Registry Agreement, so it’s not technically an exclusive-use dot-brand at this time.

The back-end registry services provider, perhaps surprisingly, is South Africa-based DNS Africa, in what seems to be the company’s first deal outside its home continent.