You may have noticed that some companies have their own top level domain name extension. For example, there’s .apple, .google, .microsoft, .netflix, .abbvie, .toyota, etc.
There are also TLDs that reflect products that these companies produce. For example Microsoft has .bing and Toyota has .lexus.
Further to this, some companies own TLDs that are not necessarily related to their business, but are available for general registration by the public. For example, .guide, .how, .money, etc
If you’re wondering how these companies manage to do this, read on.
The ICANN New gTLD Program
In 2012, ICANN (Internet Corporation for Assigned Names and Numbers) introduced the New Generic Top-Level Domain (gTLD) Program, inviting businesses, communities, governments and other organizations to apply for new TLDs.
This meant that businesses were able to create TLDs that reflect their business or product name, as well as other TLDs that they might wish to create.
The program significantly increased the number of domain extensions available for public and private use. Before the program, there were just 22 gTLDs and just over 250 ccTLDs. The popular gTLDs were limited to a few recognizable options like .com, .org, and .net. As of this writing, there are over 1,500 TLDs in the IANA Root Zone Database. ICANN plans to do another round in 2026, and so this number will surely increase once implemented.
Goals of the gTLD Program
The primary objectives of the New gTLD Program were:
- Increased Innovation: To encourage a wider variety of domain names that reflect specific industries, interests, and communities.
- Improved Branding Opportunities: Brands could create dedicated spaces, like
.appleor.google, enhancing online brand identity. - Enhanced Choice for Users: With new TLDs, users have a greater variety of options when choosing domain names.
Application and Cost
Applying for a new gTLD is a complex, costly process. The initial application fee for the 2012 program was $185,000 USD with additional costs related to technical operations, infrastructure, and annual fees. Despite the expense, the program received over 1,900 applications in the first round, resulting in more than 1,200 new gTLDs.
ICANN has set an expected evaluation fee for the second round at $227,000 USD.
Impact of the Program
The New gTLD program has had a positive impact on digital branding and identity, creating new spaces for businesses, hobbies, communities, and personal use. Some gTLDs, like .app and .shop, have become popular across industries, while others are used by niche communities or industries (like .photography or .law).
However, while the program has broadened options and introduced some competition, its impact on shifting user preferences away from traditional TLDs (such as .com) has been less pronounced than some had anticipated. This mixed adoption suggests that while the program was transformative in offering new options, its long-term impact on consumer behavior and brand preference is still evolving.
Can Individuals Create a TLD?
No. The 2012 program was only available for established corporations, organizations, and institutions. Specifically, the gTLD Application Guidebook states:
Established corporations, organizations, or institutions in good standing may apply for a new gTLD. Applications from individuals or sole proprietorships will not be considered. Applications from or on behalf of yet-to-beformed legal entities, or applications presupposing the future formation of a legal entity (for example, a pending Joint Venture) will not be considered.
Also, ICANN often states that:
Any established entity located anywhere in the world can apply to form and operate a new gTLD registry.
While this sentence doesn’t explicitly prohibit individuals from applying for a TLD, in ICANN’s guidelines, “established entity” typically refers to legally registered organizations such as businesses, nonprofits, or government entities, not individual persons. “Established entity” implies that applicants must have some form of legal or organizational structure, which generally excludes unregistered individuals.
Additionally, ICANN’s guidelines for applying for a gTLD include financial, operational, and technical requirements that are typically beyond the reach of individuals acting alone. For instance, operating a registry requires a contract with ICANN, financial resources, and technical capability, which most individual applicants would not have without an entity structure.
If individuals are interested, they would likely need to establish a legal entity, such as an LLC, to meet ICANN’s application criteria.
Steps to Create Your Own TLD
Here’s a high-level outline of the steps that you’d need to take to create your own TLD (assuming you’re an eligible entity):
- Apply Through ICANN: The Internet Corporation for Assigned Names and Numbers (ICANN) is responsible for coordinating and approving new TLDs. When ICANN opens applications for new TLDs, you can submit a proposal. ICANN periodically opens application rounds for new gTLDs, but this doesn’t happen frequently. The last application round was in 2012, and ICANN has been planning for a new round.
- Application Fee and Costs: The application fee is substantial—around $185,000 USD in the previous round and $227,000 USD in the next round—and this doesn’t include operational costs. You’ll need to pay for the technical infrastructure, security, and ongoing maintenance. Including these, costs can reach hundreds of thousands to millions of dollars annually.
- Technical and Operational Requirements: You’ll need to demonstrate that you have the technical capacity to operate a TLD. This includes robust DNS infrastructure, security measures, and redundancy systems to keep the TLD operational at all times. Typically, applicants partner with a registry operator (like Verisign or Donuts) to manage these technical aspects.
- Compliance and Policy Requirements: ICANN imposes strict rules on TLD management, including data security, WHOIS transparency, and abuse prevention. As a TLD operator, you must also agree to ICANN’s terms and policies and pass a rigorous evaluation process.
- Approval Process: After submission, ICANN will review your application for compliance, technical qualifications, and security standards. There may also be public comment periods, and if other organizations object to the TLD, you might face legal challenges.
- Operational Setup and Launch: Once approved, you’ll need to set up the operational infrastructure and promote the TLD if it’s meant for public registration. Many organizations hire a registry service provider to manage this.
This is a rough outline, and if you’re serious about creating a TLD, you should check the requirements on ICANN’s website for the New gTLD program.
Alternative: Private TLDs
If you don’t need a globally recognized TLD, creating a private TLD is a simpler option. These aren’t ICANN-sanctioned and won’t be accessible on the public internet but can be used within private networks (e.g., intranets). For instance, companies sometimes use private TLDs like .company or .internal for internal systems.