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What Is the new gTLD program? Everything you need to know before the 2026 round

  • Writer: Deeksha Chaudhry
    Deeksha Chaudhry
  • May 27
  • 3 min read

Updated: 3 days ago

Is your brand ready to own a piece of the internet?


In 2026, ICANN will reopen the application process for new generic top-level domains (gTLDs)—a rare opportunity for companies, cities, and communities to create and control their own online namespace, like. brand, city, or. industry.


For brand owners, this isn't just a domain play—it's a strategic branding and security move. In a digital landscape where trust, visibility, and authenticity matter more than ever, applying for your own gTLD could give your organization a serious edge.


This guide will walk you through everything you need to know to evaluate the opportunity, protect your brand, and prepare your application for the upcoming round.


What is the new gTLD program?


The New gTLD Program, launched by ICANN, allows approved applicants to operate their own top-level domain—what comes after the dot in a web address. Think beyond .com or .org: imagine your company operating .yourbrand, or a city launching .london.





Since the first round in 2012, over a thousand new gTLDs have been delegated. The next round, set for 2026, gives organizations another chance to apply and participate in this digital evolution.


What’s changing in the 2026 round?


ICANN has refined the program with new policies to simplify the process, strengthen protections, and ensure fairness. Highlights include:

  • A clearer, more predictable application path

  • Revised dispute and objection mechanisms

  • Stronger rights protection systems for trademarks

  • Updated criteria for special use gTLDs, like those linked to geography or communities


Who should consider applying?


You may benefit from a custom gTLD if you are:

  • A brand owner looking to safeguard your name and build customer trust (e.g., .yourbrand)

  • A government, city, or region aiming to promote a geographic identity online (e.g., .berlin)

  • An association or sector group wanting to unify an industry under one namespace (e.g., .bank)


How to prepare for a gTLD application?


  1. Review the Applicant Guidebook (AGB): This is the rulebook for applying. The finalized version for 2026 is expected soon—start with the current draft to get ahead.

  2. Ensure your organization meets eligibility criteria.

  3. Budget accordingly: The base application fee is included, excluding legal and registry backend services.

  4. Evaluate potential risks: Understand trademark, community, or geographic objections that might arise.

  5. Start gathering necessary documentation early, especially if your domain relates to a location or regulated term.


Trademark protection in the New gTLD program


Brand protection is central to ICANN’s new round. Here’s how companies can protect their trademarks:


Trademark clearinghouse (TMCH)

This global database of verified trademarks ensures brand owners receive:

  • Priority access during the Sunrise Period (first 30 days of domain availability)

  • Real-time alerts when domains matching their trademarks are registered during the initial 90 days


Dispute resolution mechanisms

  • URS (Uniform Rapid Suspension): A fast-track option to suspend clearly infringing domains

  • UDRP (Uniform Domain-Name Dispute Resolution Policy): The traditional arbitration process for more complex cases

  • PDDRP (Post-Delegation Dispute Resolution Procedure): Enables trademark holders to challenge a registry that is allowing or enabling abuse


💡 Pro tip: Work with a brand protection agency and register your marks in the TMCH before the next round opens.


Special considerations for geographic gTLDs


Thinking of applying for a domain like .paris or .bavaria? ICANN considers certain names to be geographic gTLDs, and these come with additional rules.


What qualifies as a geographic name?


A gTLD is treated as geographic if it matches:

  • The name of a capital city

  • A sub-national region listed under ISO 3166-2 (e.g., states or provinces)

  • A location listed by the UN or UNESCO

  • Or if the applicant declares that the domain represents a geographic place


What you’ll need?


Applicants must submit support or non-objection letters from the relevant public authority, issued within 18 months of application. This support must show:

  • Clear approval of the domain name’s use

  • Understanding of the string’s intent and scope


Failure to provide proper documentation leads to automatic rejection by ICANN’s Geographic Names Panel.


What happens when there’s more than one applicant?


If two or more applicants request the same or similar gTLDs:

  • ICANN conducts a similarity review

  • Applications may enter contention resolution, typically resolved through auctions or private negotiations


How to stay informed?


Until the final application window opens, you can stay up to date through:

Final thoughts: Why this matters for your brand


The digital landscape is expanding, and businesses that plan now will lead the next phase of digital evolution.

If your brand is serious about digital trust, security, and innovation, the New gTLD Program is an opportunity you don’t want to miss.


Get ready now, stay ahead later.


For custom consultation or questions about your brand’s eligibility, reach us at connect@LdotR.Red











 
 
 

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