If you spend much time online, you have probably come across websites that use a domain name with one of the newer domain extensions, known as new generic top-level domains (gTLDs). These are extensions such as .shop, .app, or .blog. They work just like the more familiar legacy generic and country-code extensions such as .com, .net, .uk, or .ca. Despite being called “new”, these extensions have been around since their launch in 2012.
The reason we want to take another look at these TLDs is that a second wave of new extensions will be delegated to the root zone, and the process is set to begin in 2026. We will briefly discuss what the new gTLDs are, why they were introduced more than a decade ago, and what changes we can expect in the coming couple of years.
- New gTLDs overview
- What are the new gTLDs?
- Why were they introduced?
- Controversies
- Usage statistics
- How is a new gTLD added to the domain name system?
- Application
- Sunrise
- Landrush
- General Availability
- A short roadmap for 2026-2027
- What should we expect?
- Should you register a domain with a new gTLD ?
- Wrap-up
New gTLDs overview
Before we look at what is coming, let’s have a quick overview of the new gTLDs. If you are not very familiar with domain names, or you are currently searching for the right domain for a new project, you may find the following information useful.
What are the new gTLDs?
The new gTLD program is an initiative by the Internet Corporation for Assigned Names and Numbers (ICANN) to expand the domain name space with a wide range of new extensions, including internationalized (IDN) or ASCII extensions. These are extensions that use different scripts from all around the world, not just the English alphabet. The new gTLDs can be grouped in several categories – generic/descriptive (.app, .shop), interest-based (.club, .art), professional/industry (.lawyer, .tech, .bank), regional (.africa, .paris), and brands (.google, .bmw).
The new extensions follow the same registration rules as the original ones. With some exceptions, they can be registered for a period between 1 and 10 years, can be transferred between registrars as long as both support the extension, and can be managed easily. In contrast, some country-code TLDs require that owner changes or DNS update requests are submitted only via fax or snail mail (yes, you read that right!).
Some extensions have special requirements or registration restrictions. Brand gTLDs, for example, are private and the registry operator creates new domain names only for its parent company.
Why were they introduced?
The new gTLDs were introduced to the domain name system for several reasons:
- Expanded naming options. By 2012, many good domains with the legacy extensions were already taken. New gTLDs allowed individuals and organizations to register short, memorable domains.
- Fostered global inclusion. The web became accessible to millions of non-English speakers as many of the new extensions were in non-Latin scripts.
- Strengthened branding. Using new gTLDs, individuals and businesses gained the ability to create more relevant and more descriptive domain names.
- Let cities, communities, and brands have their own domains. Dedicated extensions boosted brand awareness, highlighted regional identity, and promoted tourism.
- Expanded the domain industry. Registries and registrars could offer hundreds of new extensions, while domain investors gained access to a larger pool of premium domains they could trade.
Controversies
The vision behind the new gTLDs is commendable. The extensions allow people to register good and memorable domains and provide individuals and businesses with new ways to express themselves better. However, they have also sparked controversy, with some questioning their true value and how they are managed.
- Phishing and abuse. Some of the new gTLDs are the cheapest ones on the market, so they are often used for malicious purposes – phishing websites, distribution of malware, etc. Once free extensions were restricted by registrars and hosting providers, bad actors shifted to these cheap gTLDs. As a result, certain new extensions have been banned by many hosting providers as a result of widespread misuse.
A study by Interisle Consulting found that while new gTLDs accounted for just 11% of domain registrations between September 2023 and August 2024, they were linked to 37% of reported cybercrime cases during the same period.
- Registry instability. Another concern is the financial sustainability of some registry operators due to poor sales. While no operator has gone bankrupt yet, there is a risk this may happen as a result of low demand. There will be even more gTLDs in a couple of years, so there will be even greater competition. ICANN has certain mechanisms to mitigate the damage if anything like that happens, but such an event would create uncertainty for domain owners.
No registry operator has ever ceased operation, but this is not the case with registrars. For example, Registerfly was accredited in 2000, but ICANN revoked its registrar license in 2007 due to suspected fraud and Registrar Agreement violations. As a result, more than 850,000 domains were transferred in bulk to GoDaddy.
- Price manipulation. You have probably come across appealing offers for new gTLD registrations for just a few dollars. What is less visible, however, is the renewal price. Due to the large number of new gTLDs on the market, the competition is fierce, leading many to attract customers with very low prices. Yet they still need to cover operation costs, so the renewal prices for existing domains are often quite high. If the domain is tied to a successful project, owners won’t have much choice but to pay. For many people, the high renewal fees are not justified.
- Lack of trust. Traditional TLDs remain more familiar and trusted by users. If people are uncertain about the extension of a domain name, they instinctively try .com. If they have to choose between two similar websites, they are more likely to choose the one using a familiar extension. For this reason, many of the new gTLDs are not very popular despite being around for more than a decade.
Usage statistics
Below, you can see how popular the new gTLDs are.
And here are a few popular domain names that use new gTLDs:
abc.xyz - Alphabet Inc.'s (Google's parent company) brand domain
toureiffel.paris - The official site of the Eiffel Tower
home.barclays — Barclays Bank's domain for its home banking services
funny.reviews — Used by Amazon to highlight humorous product reviews
apple.news - Used by Apple's News+ app
gov.scot - The official government website for Scotland
inda.club - Former fan site for 50 Cent
be.brussels - The regional authority site for Brussels
How is a new gTLD added to the domain name system?
Launching a new domain extension does not happen overnight. The procedure is lengthy and involves several technical and legal steps. Any new gTLD expected in 2026 will follow the same path as the TLDs introduced in the first wave.
Application
The first step is for applicants to submit their proposals to ICANN. Any entity that wants to become a registry operator must demonstrate that it has the operational, technical, and financial ability to do so. Applicants propose a new domain extension, and ICANN reviews it to ensure it does not conflict with existing TLDs or does not create any security risks. This is, of course, a simplified explanation as the application process includes multiple steps. If a proposal passes all requirements, the TLD is delegated to the root zone and becomes operational.
During the first wave in 2012, ICANN received 1930 applications for new TLDs. 1241 were approved, 646 were withdrawn by the applicants, and 39 were rejected for various reasons. Interestingly, 4 are still in progress, but ICANN has never disclosed what the TLDs are or why the process has been delayed for more than a decade.
Sunrise
This is the period before a TLD becomes available to the public (if the extension is offered at all, as some companies keep registrations private). Trademark holders get priority access to register domain names under the newly approved extensions to protect their brand names and interests. This is one of the mechanisms to fight potential scams and fraud. The Sunrise phase lasts from a few weeks to several months. The only way to register a domain name before the public launch is to have a trademark registered at ICANN’s Trademark Clearhouse – a global repository for trademark information that is used by various rights protection mechanisms.
Landrush
After the Sunrise period, some registries offer a Landrush phase, which is also known as Early Access Period. During this time, domain registrations are available to the public, but at a significantly higher cost. The goal is to give businesses and individuals a chance to secure premium or highly desirable domain names. This phase can last up to a few weeks. Some registry operators skip it and start offering domains to the public at standard prices right away.
In some cases, domains are initially offered only to members of a specific community or industry. This phase is called “Limited Access Program” or “Limited Registration Period”, and it is very similar to the Landrush phase.
General Availability
The final phase of launching a new TLD is to start offering registrations to the public at standard prices. At this stage, anybody can register a domain name unless the TLD has some restrictions or eligibility requirements. Some premium domain names may be reserved by the registry and released later through special sales.
A short roadmap for 2026-2027
ICANN approved over a thousand new gTLDs during the first wave, but the process faced criticism for its complexity, slow timelines, lack of support, unfair advantages for large corporations, lack of public interest safeguards, and more. The upcoming wave will address many of these issues. Here is a roadmap of the upcoming events:
What should we expect?
The upcoming round of new gTLDs will allow businesses, communities, and organizations to apply for extensions that will reflect their culture, language, business, or customers. Millions of users who rely on non-Latin scripts will be included in the World Wide Web by using domain names in their own languages.
Applicants can propose extensions in 26 different scripts - Arabic, Armenian, Bangla, Chinese (Han), Cyrillic, Devanagari, Ethiopic, Georgian, Greek, Gujarati, Gurmukhi, Hebrew, Japanese, Kannada, Khmer, Korean, Lao, Latin, Malayalam, Myanmar, Oriya, Sinhala, Tamil, Telugu, Thai, and Tibetan.
While there is no public information what extensions will be proposed in 2026, we can make educated predictions based on patterns from the 2012 round, current market trends, and regional priorities:
- More brand gTLDs. Many companies will want to secure their brands for marketing and security purposes, so we expect more brand-driven applications. Back in 2012, many companies either didn’t apply, or withdrew their applications after starting the process.
- Geographic and city extensions. Governments and tourism boards often see gTLDs as branding tools. Many large cities and regions still do not have their own extensions, so names like .himalayas could emerge.
- New internationalized domain names (IDNs). ICANN favors IDNs, so we will probably see many extensions in non-Latin scripts due to the huge number of users these domains will reach. Possible examples include: “.人工智能” (“artificial intelligence” in Chinese), “.स्वास्थ्य” (“health” in Hindi), or “.التعليم” (“education” in Arabic). The improved Applicant Support Program will allow more companies from all around the world to apply for registry operators and to offer creative and regionally relevant extensions.
- Community-focused gTLDs. We have already seen extensions like .lawyer and .author, so we may see domains aimed at professions and interest groups, such as .teacher, .photographer, or .developer.
Should you register a domain with a new gTLD ?
While .com is still the most popular extension out there, the new wave of generic top-level domains will open up a broader range of options. A new gTLD may even be a more suitable choice than a traditional .com/.net domain for certain projects. By registering a domain with such an extension, you will:
- Find a replacement if your desired .com/.net/.org domain name is taken.
- Get a short, appealing domain name.
- Use an extension that shows the niche or purpose of your website even before visitors have opened it.
- Invest in a good domain name that you can sell in the future.
- Secure a domain you may need for a future project and make sure a competitor doesn’t take it first.
Wrap-up
The first wave of new generic TLDs changed the domain world forever. It opened lots of new possibilities for users from all around the globe and made the World Wide Web more inclusive by supporting scripts beyond the Latin alphabet. We mentioned some of the reasons for ICANN to launch the new gTLD program, and some of the controversies surrounding these domains.
The upcoming second wave in 2026 will bring many more new extensions. The domain world will evolve once again, and people will probably start using new gTLDs much more. If you still wonder whether you should register a domain with a new gTLD, the answer is yes. Although legacy gTLDs are still very popular, new gTLDs are the future of the online world.
