The internet is about to get another batch of new DNS extensions.
The Internet Corporation for Assigned Names and Numbers (ICANN) is opening its latest round of applications for new generic Top-Level Domains (gTLDs) in April 2026. For about 12 to 15 weeks, businesses and other organizations will be able to apply for their own personal domain extensions. It is the first time ICANN has opened its gTLD Program for applications in a decade.
For many organizations, getting their own unique TLD is an opportunity to carve out an online niche. However, the application process isn’t simple; it’s costly, complex, and competitive. Understanding the intricacies of the process is the first step toward your organization’s own TLD.
What is the new gTLD Program?
The new gTLD Program is an ICANN-led initiative designed to increase the number of generic top-level domains available in the DNS (Domain Name System). The program’s primary goals are to enhance competition, foster innovation, and increase consumer choice in the domain name market. By moving beyond a limited set of legacy TLDs, the program opens the door for brands (.brand), industries (.bank), geographic locations (.london), and communities (.gay) to create relevant and memorable digital identifiers.
The first round, which opened in 2012, saw over 1,900 applications and resulted in the delegation of more than 1,200 new gTLDs. The 2012 round of applications had a tangible impact; by the first quarter of 2025, new gTLD registrations reached 37.8 million, a 13.5% year-over-year increase. Following a long hiatus to analyze the results and refine the process, ICANN is now preparing for the next application round. This upcoming round will incorporate lessons learned from the first, aiming for a more streamlined and predictable process guided by a comprehensive Applicant Guidebook (AGB).
Why Is Registering for an ICANN gTLD Difficult?
While the opportunity to operate a gTLD is enticing, the path to registration is intentionally rigorous. Because ICANN’s primary mandate is to ensure the stability and security of the global internet, every applicant must prove they are a worthy steward of their corner of the DNS. The application process reflects this; it includes financial, technical, and administrative barriers designed to weed out organizations that aren’t ready to operate their own gTLD registry.
Costs
The financial barrier to entry is substantial and represents one of the most significant challenges for prospective applicants. During the 2012 round, the application evaluation fee alone was $185,000, and this figure is expected to remain high, if not increase, for the next round. This initial fee covers ICANN’s cost of processing and evaluating the application.
However, the initial fee is just the first cost. Applicants must also budget for legal counsel, strategic consulting, technical backend provider setup, marketing, and contingency funds for potential objections or auctions if another party applies for the same string. Furthermore, once a gTLD is approved, there are ongoing annual fees to ICANN and the operational costs of running a registry, which can easily run into hundreds of thousands of dollars per year.
Complex Application Process
The application itself is not a simple form; it is a comprehensive business, technical, and financial plan. Applicants must complete a detailed questionnaire that scrutinizes every aspect of their proposed registry. This includes providing extensive documentation on their corporate structure, financial stability, and operational capabilities. The application requires detailed answers to questions about the gTLD’s purpose, policies for registration, and plans for rights protection mechanisms.
The Applicant Guidebook (AGB), the definitive rulebook for the process, is a dense and highly technical document. Successfully navigating it requires deep expertise in internet governance policy, domain name law, and technical registry operations, a combination of skills rarely found within a single organization.
Technical and Operational Barriers
Operating a gTLD registry is a highly specialized, 24/7/365 technical endeavor. Applicants must demonstrate that they have the capacity to manage the critical infrastructure required to keep their portion of the DNS stable, secure, and resilient. This includes maintaining a robust Shared Registration System (SRS), managing DNSSEC (Domain Name System Security Extensions) to prevent tampering, and ensuring continuous public access to registration data via a Registration Data Directory Service (RDDS). Most applicants do not build this infrastructure themselves; instead, they partner with a third-party backend registry services provider. Selecting the right provider and proving this partnership’s viability is a critical component of the application and a significant technical hurdle.
Legal and Compliance Challenges
Navigating the legal landscape of a gTLD application is a formidable task. Applicants must ensure their proposed gTLD string does not infringe on existing trademarks or create confusion with other TLDs. The application process includes formal objection periods where third parties can challenge an application on several grounds, including string similarity, trademark infringement, or public order concerns. Furthermore, applicants must commit to implementing and enforcing various ICANN-mandated policies, such as the Uniform Domain Name Dispute Resolution Policy (UDRP) and rights protection mechanisms like the Trademark Clearinghouse. This ongoing compliance burden requires dedicated legal resources to manage abuse reports, address law enforcement inquiries, and adapt to evolving global internet policies.
Lengthy Timelines
While the application window itself is only open for a few months, the entire application process is a multi-year commitment. Organizations need between 12 and 18 months to prepare their strategy, secure funding, select partners, and write the application. After submission, the timeline includes an evaluation phase, objection periods, and potentially contention resolution (such as an auction), which can add months or even years to the process. During the 2012 round some applicants waited several years before their gTLD was finally delegated. This extended timeline requires sustained focus, long-term resource allocation, and a strategic vision that can withstand a protracted and often unpredictable waiting period.
Considerations When Deciding to Register a gTLD
Before embarking on the gTLD application journey, organizations must conduct a thorough internal assessment to determine if the potential rewards of a TLD justify the significant investment of time, money, and resources required by the process.
Value to Business
The primary consideration is the strategic value a new gTLD will bring. For a brand, a “.brand” TLD offers unparalleled control over its digital presence, enhances security by mitigating phishing and cybersquatting, and creates a trusted, authentic namespace for customers. For an industry or community, a relevant gTLD can become the authoritative digital hub, fostering identity and trust. Applicants must clearly define the business case: Will the gTLD drive revenue, enhance brand equity, improve customer trust, or create a new market? A clear, compelling vision is essential to justify the investment.
Financial Impact
A realistic and comprehensive financial plan is non-negotiable. This goes beyond the initial application fee to include all associated costs over a 5-10 year horizon. This budget should encompass consulting fees, backend provider costs, legal support for application and ongoing compliance, marketing expenses to launch and promote the TLD, and staffing. The ongoing financial commitment is substantial, as even unsuccessful gTLDs carry operational overhead. A clear understanding of the total cost of ownership is critical, as is the reality that a significant percentage of new gTLD domains can face deletion, impacting renewal revenue streams.
Staffing and Skills
Operating a gTLD registry requires a unique blend of skills. A successful team needs expertise in policy and compliance, technical operations, marketing and channel management, legal counsel, and business development. Few organizations have this full spectrum of talent in-house. Therefore, a critical consideration is whether to build this team internally, which is costly and time-consuming, or to establish strong partnerships with external experts, such as law firms, consultants, and backend registry providers. The staffing plan must account for the long-term management of the registry, not just the initial application phase.
Management and Documentation
The application process demands meticulous record-keeping and project management. An organization must be prepared to gather and present vast amounts of corporate, financial, and operational documentation. Internally, a dedicated project lead or team must be appointed to coordinate across departments (legal, finance, marketing, IT) and with external partners. This team will be responsible for managing deadlines, responding to ICANN inquiries, and maintaining a complete and auditable record of all application-related materials and decisions. A lack of rigorous internal management is a common point of failure.
Marketing and SEO
Simply launching a new gTLD does not guarantee its success. A robust marketing and distribution strategy is crucial. This involves building relationships with domain name registrars who will sell the domains to the public. It also requires a marketing plan to build awareness and create demand for the new TLD among end-users. From an SEO perspective, while search engines treat new gTLDs equally to legacy TLDs, the branding and memorability of a relevant gTLD can indirectly benefit search performance. Applicants must consider how they will position their TLD in a crowded market and communicate its value proposition effectively.
Best Practices for Preparing for a New gTLD
Success in the new gTLD application process hinges on meticulous and early preparation. By adopting a strategic and proactive approach, applicants can significantly improve their chances of a successful evaluation and lay the groundwork for a viable, long-term registry operation.
Outsource the Technical Backend Early
For the vast majority of applicants, building a registry from scratch is not feasible. The technical complexity and stringent requirements for stability and security make partnering with an experienced backend registry services provider the most prudent choice. This decision should be made early in the preparation phase. A reputable provider will not only supply the necessary infrastructure but will also provide invaluable assistance in completing the technical portions of the application, ensuring the proposed solution meets or exceeds ICANN’s rigorous standards.
Leverage Proven DNS Infrastructure
The stability of the DNS is paramount. When selecting a backend partner, prioritize those with a proven track record of managing a global, resilient, and secure DNS infrastructure. This includes a globally distributed Anycast network to mitigate DDoS attacks, full DNSSEC support to ensure data integrity, and adherence to the highest operational standards. The application requires applicants to demonstrate their technical capability, and leveraging the established infrastructure of a trusted provider is the most effective way to meet this requirement and assure ICANN of your commitment to operational excellence.
Build in Security and Abuse Prevention
ICANN places a strong emphasis on protecting end-users and maintaining the integrity of the DNS. A successful application must include a comprehensive plan for preventing and mitigating abuse within the TLD, such as phishing, malware distribution, and spam. This involves implementing robust security measures, establishing clear acceptable use policies, and having the resources to investigate and act on abuse reports swiftly. Partnering with providers who offer advanced threat intelligence and abuse mitigation services can significantly strengthen an application and demonstrate a proactive commitment to being a responsible registry operator.
Gain Real-Time Visibility Into DNS Traffic
Once operational, a registry needs deep insight into its DNS traffic to monitor performance, detect anomalies, and ensure stability. Best practices involve utilizing advanced analytics and monitoring tools that provide real-time visibility into query traffic, resolution times, and potential security threats. Demonstrating a plan to implement such monitoring systems within the application shows a sophisticated understanding of the operational responsibilities of a registry operator. This capability is crucial for troubleshooting, capacity planning, and maintaining the high level of service availability required by ICANN.
Prepare for your TLD with Vercara
Obtaining a gTLD is just the beginning. Running a registry is a long-term commitment; it’s important to choose the right partner to help you secure your registry.
Vercara offers solutions to ensure that registry operators’ TLDs are compliant and secure. UltraDNSTLD and UltraDNSTLD² deliver the foundation businesses need for reliability, security, and scale. Vercara offers high availability, ensuring your domains stay online, global DNS performance that provides fast resolution anywhere, advanced security controls that defend against threats like DDoS and cache poisoning, and scalable infrastructure that supports future growth. Together, these capabilities make UltraDNSTLD and UltraDNSTLD² the strategic choice for organizations that view domain management as a critical part of digital trust.
Contact us today to learn more and schedule a demo.
