New gTLD Application Window Expected to Open in April

The Internet Corporation for Assigned Names and Numbers (ICANN) is preparing to open the first new round of generic top-level domain (gTLD) applications since 2012. Following its approval in late 2025 of an updated Applicant Guidebook, ICANN recently approved a revised base registry agreement for gTLDs, clearing the way for the next application window, which is expected to open around April 30, 2026 and remain open for approximately 15 weeks.

For companies and brand owners, the upcoming round presents a rare opportunity to secure a “.brand” gTLD but also presents potential risks if third parties apply for strings that implicate existing trademark rights. The additional expansion of the DNS also opens new spaces for infringement and abuse that brand owners should prepare for.

KEY TAKEAWAYS

• The next gTLD application window is expected to open April 30, 2026. This will be the first opportunity to apply for new gTLDs since 2012.
• Companies that have not already secured their own branded gTLD or want to apply for gTLDs corresponding to other brands they own that they did not previously secure may apply for new .brand gTLDs.
• Brand owners that do not apply should still monitor applications closely, as timely objections may be necessary to protect trademark rights.
• A potentially significant, but still unknown number, of new gTLDs will come online in the near future, necessitating additional protective vigilance from brand owners.

Organizations should already be evaluating their strategies now, whether they intend to apply for a new gTLD or prepare to monitor and respond to third-party applications.

BACKGROUND

A domain name consists of a second-level domain (SLD) and a top-level domain (TLD), such as example.tld. TLDs fall into two primary categories: country-code TLDs (ccTLDs) and generic TLDs (gTLDs).

ccTLDs are two-letter extensions—such as .us or .co—that correspond to specific countries or territories and are generally administered by the relevant local government or government-delegated management authority. gTLDs are three or more letter extensions governed by ICANN, a multistakeholder organization responsible for coordinating the global domain name and IP Address system.

Prior to 2012, the domain name system included only 22 gTLDs, such as .com, .net, and .org. ICANN’s 2012 application round significantly expanded the namespace, resulting in more than 1,000 new gTLDs, including descriptive domains (e.g., .shop), internationalized domain names (i.e., TLDs in another language script such as Arabic or Chinese characters), and more than 500 brand-specific “.brand” gTLDs reserved for use by a single brand owner and its affiliates or licensees.

After more than a decade of processing applications and reviewing the program, ICANN is preparing to open a new round of gTLD applications. The evaluation fee is expected to be $227,000 per application, with limited support available for qualifying applicants.

The application process is extensive, with many opportunities for applications to be denied for various reasons outlined below. If an application ultimately makes it through the process and is approved for delegation by ICANN, the applicant signs a registry agreement with ICANN that sets out ongoing obligations for managing the TLD, including ongoing fees owed to ICANN and other requirements for maintaining the TLD.

APPLICATION TIMELINE AND EVALUATION

The application window is currently expected to run from April 30 through August 12, 2026. During this period, applicants will be able to submit proposals for new gTLD strings, including potential .brand gTLDs.

Applications will undergo an administrative check followed by initial evaluation, which examines the applicant’s background, financial and technical capabilities, proposed registry services, and potential geographic name issues. Applications seeking a .brand designation must also satisfy additional eligibility requirements demonstrating ownership and control of the relevant trademark.

Applications that do not pass initial evaluation may proceed to extended evaluation, which is an additional period in which applicants may engage with ICANN to overcome concerns identified in the initial evaluation process.

OBJECTIONS AND GOVERNMENTAL REVIEW

Several mechanisms allow governments, applicants, and third parties to challenge applications or ICANN determinations.

Governments participating in ICANN’s Governmental Advisory Committee (GAC) may issue Early Warnings or formal GAC Advice where an application raises public policy concerns, including concerns with potential geographic meaning of a particular TLD. Applicants will have an opportunity to respond to such advice.

Third parties may also file objections on grounds including string confusion, legal rights, limited public interest, and community.

These objections must be filed within 90 days after publication of applications that pass the initial administrative review. For brand owners, string confusion and legal rights objections will likely be the most important mechanisms for addressing applications that may conflict with existing trademark rights.

STRING SIMILARITY AND CONTENTION

ICANN will evaluate applied-for strings for similarity that could create confusion in the domain name system. Applications deemed too similar will be grouped into contention sets, which may be resolved through community priority evaluation, private agreement among applicants, or auction as a last resort.

Applicants may also modify their proposed string to avoid contention if the revised string remains technically viable and does not create new conflicts (applicants need to include potential replacement strings in their initial application up front if they want to use this approach).

CONSIDERATIONS FOR BRAND OWNERS

The upcoming round presents a rare opportunity for companies to obtain a .brand gTLD, particularly for organizations that did not participate in the 2012 round. When implemented effectively, .brand gTLDs can strengthen trademark protection, enhance cybersecurity, and provide greater control over a company’s online presence and consumer engagement.

At the same time, applying for and operating a gTLD requires significant financial, technical, and operational commitments, including compliance with ICANN registry obligations and ongoing operational responsibilities and fees.

Even companies that do not plan to apply should closely monitor the application process. Conflicting applications may require timely objections to protect trademark rights, and continued expansion of the gTLD space may increase risks associated with cybersquatting and domain name abuse.

It will be important to ensure that brand owners are taking advantage of available rights protection mechanisms to mitigate the potential consequences of this further expansion of the DNS. This includes renewed importance of ensuring that marks are recorded in the ICANN Trademark Clearinghouse (TMCH) and using the associated trademark claims and sunrise notification procedures which help protect against cybersquatting and infringement in newly launched gTLDs.