Instead of .com or .org, the websites of the future will end with .facebook, .salesforce – or even .stupid or .meow as internet architecture undergoes a monumental shift. ICANN announced the details of 1,615 applications for new Top-Level Domains (new gTLDs) during a ‘Reveal Day’ event on Wednesday night, drawing submissions from 56 countries. This massive expansion follows the last major gTLD rollout in 2012, which added over 1,200 new domain extensions to the internet.
As hundreds of corporations seek to secure their online identity by establishing proprietary Top-Level Domains, the technical and business landscape of the web is entering an uncharted phase. Organizations are evaluating the financial commitments, strategic advantages, and administrative hurdles associated with managing their own top-tier internet extensions.
What Changed in the New gTLD Application Window
The application window for new gTLDs ran from April to August, requiring a substantial financial commitment from applicants. Submitting a request to ICANN cost $227,000, while ongoing management costs are estimated around $100,000 per year. Following the close of the submission window, ICANN revealed the full scope of the 1,615 applications on Wednesday night.
The latest round includes 333 applications specifically for gTLDs comprising brand names. Geographically, these brand applications break down into 155 from North America, 64 from Europe, and 107 from Asia-Pacific. Prominent new domain name endings submitted in this batch include corporate identifiers like .alphabet, .claude, .ethereum, .mitsui, .roblox, .tiktok, .facebook, and .salesforce.
In addition to corporate brands, the pool of applications features a wide variety of generic terms and creative expressions. Terms such as .brain, .bro, .geek, .mars, .moon, .nerd, .nsfw, .omg, .stupid, and .meow have been proposed, alongside geographic names like .beijing, .roma, and bali. However, these specific terms and geographic names remain subject to an upcoming objections process before they officially become part of the internet infrastructure.
Business Implications and DotBrand Top-Level Domains
The push toward proprietary domain endings highlights a growing corporate desire to control digital brand assets. Stuart Fuller noted the significance of this shift in perspective regarding internet architecture, stating: “We congratulate ICANN on enabling corporations to register their brands at the top level of the internet, once reserved for country codes such as .uk and .fr. Our clients who have embraced this opportunity include many of the world’s best-known brands, but also a number of visionary early-stage companies that realize the value of possessing a dotBrand ‘Top-Level Domain’ – the only global and permanent category of intellectual property.”
For businesses, acquiring a dotBrand Top-Level Domain represents a way to secure brand integrity at the highest structural level of the web. Hundreds of corporations are pursuing this strategy to prevent third-party infringement and build direct, trusted pathways for their customers. Rather than relying solely on traditional second-level registrations beneath .com or .org, these companies can structure their entire web presence beneath their own corporate identifier.
Risks, Limitations, and Potential Scams
Despite the opportunities for brand control, the proliferation of new domain extensions introduces notable risks for businesses and consumers alike. The expansion opens the door for malicious actors to exploit unfamiliar domain endings, creating security challenges across the digital ecosystem.
Stuart Fuller addressed these operational concerns, noting: “However, the potential of seeing hundreds of new non-branded domain endings also poses potential risks, including costs for businesses and potential scams targeted at their customers.”
To help mitigate these dangers, Markmonitor Group launched a service designed to help businesses navigate the risks associated with new domains. Ben Crawford highlighted the scope of these protective measures, stating: “We have set up an emergency service for any companies who missed out on this opportunity, who are concerned that their trademarks may be infringed, or who simply need to understand the new risks and opportunities presented by this monumental change to the structure of the internet.”
Beyond fraud and trademark infringement, companies face financial risks. The high cost of entry—$227,000 per application fee plus approximately $100,000 in annual management costs—means that maintaining a custom gTLD is a long-term capital commitment that requires ongoing justification.
What to Watch Next: Timeline and Key Dates
The transition process is far from complete, with several critical milestones remaining before any of the newly proposed domain extensions become active on the web:
- October 21: Applicants are permitted to choose a replacement string rather than their primary string until this date to avoid potential conflicts with other submissions.
- November 17: ICANN will publish a final list of new gTLD applications. This date marks the official beginning of a 104-day formal public comment and objection period, allowing trademark holders, governments, and interested parties to challenge specific strings, including generic terms like .stupid or .meow and geographic names.
As the November 17 deadline approaches, corporations, legal teams, and domain security specialists will closely monitor the objections process. The final outcome will determine whether the internet of the future features an expansive landscape of corporate, creative, and community-driven domain endings.