The Expanding Landscape of Internet Domains
This year, individuals and organisations alike can apply for a remarkable array of new top-level domains (TLDs) on the internet. These are the extensions that follow the dot in a URL, such as .com or .org. While many might assume that the options are limited, there are now over a thousand choices available, ranging from .app for applications, .shop for shopping, to .dev for developers. Even more unconventional options exist, such as .porn for adult content and .horse for, well, who knows what.
In 2026, for the first time since 2012, anyone will have the opportunity to propose a new TLD. This shift opens the doors for creativity and innovation in the domain-naming landscape.
Understanding ICANN’s Role
The Internet Corporation for Assigned Names and Numbers, commonly referred to as ICANN, is the governing body that establishes the rules for domain names and IP addresses. While these regulations may seem like tedious technicalities that most individuals overlook, they are crucial for ensuring that the internet operates smoothly. For example, when you type in nike.com, you expect to see the brand’s logo without complications.
ICANN’s rules address complex issues that require extensive deliberation among stakeholders. A notable instance occurred in 2022 when Ukraine requested ICANN to block traffic to Russian TLDs like .ru, a request that was ultimately denied. One of ICANN’s foundational principles is to avoid censorship, aiming to ensure internet stability and security without controlling content.
Insights from ICANN86 in Sevilla
As I find myself in Sevilla, Spain, attending the ICANN86 conference, I delve deeper into the world of TLDs and the individuals behind them. The conference marks the 86th in-person meeting of ICANN, which began in Singapore in 1999 as a way to transition internet infrastructure from US control to independent governance.
The meeting hosts over 1,000 participants hailing from more than 100 countries, including representatives from the US government, major tech companies like Google and Amazon, domain registrars such as GoDaddy, and various NGOs and academic institutions. The atmosphere is reminiscent of a retro gathering, where exchanging business cards printed on paper and ink fosters immediate connections.
ICANN86 is one of three meetings scheduled for this year, following a session in Mumbai and preceding another in Bali. After a series of official forums and private business meetings, attendees will enjoy local tapas, courtesy of various companies. This particular meeting is pivotal as it is the last in-person event before the application deadline for new TLDs on August 12.
The Competitive Domain Landscape
Within the industry, proposed domain names are often referred to as “strings.” Enthusiasts might exclaim, “Wow, .app is a great string!” In 2012, .app was indeed viewed as a coveted string, with Google ultimately acquiring it for a staggering $25 million at an ICANN auction, outbidding numerous competitors, including Amazon. Holding a TLD allows Google to sell domains like cash.app for an annual registration fee, positioning it as a “registry” rather than a “registrar.” The distinction is essential: registries sell domains through registrars to registrants, and the process can be intricate.
Verisign, the registry for .com, generates approximately $1.5 billion annually simply by maintaining its operation. Remarkably, Verisign boasts a 100% uptime record over the last 28 years, demonstrating a highly effective business model. As I converse with smaller registry operators at the conference, I find myself increasingly tempted by the prospect of applying for a brand-new TLD.
The Fear of Missing Out and the Upcoming Deadline
The excitement surrounding this new opportunity is largely driven by the fear of missing out (FOMO). The uncertainty of when ICANN will next open applications means that once a string is claimed by someone else, it is no longer available. As the application deadline in August approaches, ICANN is expected to announce that it has received over 1,600 applications, with the “Reveal Day” scheduled for October 7, when the public will learn who applied for which TLD. Until then, most organisations will keep their intentions under wraps, with some even avoiding digital communication to prevent leaks.
Many applicants are tight-lipped about their plans, fearing competition. However, not all are so discreet. Vaughn Liley, who left school at 15 to sell fax machines, is now a seasoned figure in the domain industry. His enthusiasm and work ethic remain youthful, having been in the business since before the 2012 round when there were less than two dozen gTLDs available. Liley recalls his involvement with the controversial .xxx TLD, which was linked to adult content.
Evaluating the Need for New TLDs
This brings us to a significant question: Do we genuinely need all these new extensions? The 2012 round introduced over 1,200 new TLDs, many of which have since faltered. For example, how often do you encounter a .wedding or .plumbing website? Yet, I can envision a future where more expressive TLDs represent our personal brands and identities online. This is already happening in niche corners of the internet, such as Bluesky, where your domain doubles as your username.
The application fee for each TLD is set at $227,000, aimed at recovering the operational costs of the programme. Nova Registry, which Liley represents and which is now rebranded as Link Freedom Group, will require around $36 million to cover these fees and additional auction costs. Yoni Belousov, a domain investor, is backing this venture financially, having started in the industry at just 14 years old.
Innovative Approaches to Community Domains
While many registrars are keeping their proposed strings secret, some are openly sharing their ambitions. The .agent community aims to govern AI agent identities collaboratively, while D3, a cryptocurrency domain company, is pursuing TLDs for memecoins and NFTs. Salesforce has discreetly indicated plans for .salesforce, and there are proposals for community-driven domains like .self and .furry. One particularly whimsical proposal is .meow, a domain aimed at the queer community.
The Journey of .meow and Its Vision
Aeryn Van Daele, the Executive Director of the dotMeow Foundation, shares the origins of the .meow idea, initially conceived during a lighthearted evening with co-founder TQ Hirsch. The plan to establish a TLD that serves the queer community emerged from a casual conversation, transformed into a serious ambition. Unlike .gay and .lgbt from the 2012 round, .meow subtly signals solidarity with the queer community, aiming to distribute profits from domain sales to fund queer projects and initiatives.
To finance the application for the .meow domain, the team turned to Kickstarter, raising over $137,000 — 150% of their goal. This not only provided the necessary funds but also served as a marketing tool, demonstrating demand to registrars. In contrast to other registrars who may face challenges in launching new domains, dotMeow’s crowdfunding strategy has positioned them advantageously.
Aiming for a More Inclusive Internet
Van Daele and Thomas see .meow as a long-term investment, aiming to cultivate a more vibrant and diverse internet landscape. They dream of .meow domains being used for personal, quirky websites, reminiscent of the fun internet culture of the past. Their vision transcends commercial interests; it aligns with the broader goal of fostering a more inclusive and welcoming online space.
With a growing number of applicants from the Global South qualifying for ICANN’s support programme, the diversity of projects like .meow reflects ICANN’s commitment to a unified global internet, countering the fragmentation witnessed in places like Russia. However, they are aware of potential challenges in the US market and are prepared to navigate them carefully, especially with respect to privacy and data protection.
The Evolution of Internet Governance
The US government officially relinquished control over the Domain Name System on September 30, 2016, marking a significant transition in internet governance. While ICANN has operated since 1998, the relationship with the US government spanned nearly two decades, during which it was tasked with overseeing the Root Zone Database. This database is crucial; whoever controls it wields significant influence over internet governance.
Despite the formal transfer of control, the ties between ICANN and the US remain evident. The organization’s non-profit status in California has attracted scrutiny, particularly during the controversial sale of the .