What is ICANN's New gTLD Program?
The ICANN New gTLD Program allows established organizations to apply for the right to create and operate a new generic Top-Level Domain (gTLD) — a custom domain extension like .BRAND, .CITY, or .COMMUNITY that appears to the right of the dot in an internet address.
ICANN (Internet Corporation for Assigned Names and Numbers) is the non-profit organization that coordinates global internet naming conventions. ICANN delegates new TLDs through a competitive application process that evaluates technical, financial, and operational readiness.
The first major program was launched in 2012, receiving 1,930 applications and eventually delegating over 1,200 new TLDs. The 2026 round is the second program under the current framework, incorporating lessons and improvements from the 2012 experience.
Why new gTLDs matter:
- Brand owners gain complete control over their digital namespace (.YOURCOMPANY)
- Cities and regions establish a digital identity (.PARIS, .BERLIN, .TOKYO)
- Communities create restricted, trusted online spaces (.HEALTH, .BANK)
- Commercial operators build new internet real estate (.SHOP, .CLOUD, .APP)
ICANN 2026 Round timeline: key dates
Application window opened: 30 April 2026
Application window closed: 12 August 2026
_The application window is closed. Submitted applications now follow the applicable ICANN evaluation path._
After submission, an application may move through:
- Administrative checks and publication
- String and applicant evaluation
- Objection or contention processes, when applicable
- Contracting and RSP confirmation
- Technical readiness and pre-delegation requirements
- Delegation into the DNS root zone
There is no single reliable month range for every application. Track the milestones and dates published by ICANN, then plan dependencies around the specific application path.
Who can apply? Eligibility requirements
ICANN accepts applications from any established organization with demonstrated technical, financial, and operational capacity. Individual persons cannot apply — only legal entities.
The four main applicant categories:
Brand TLDs (Specification 13)
Companies with registered trademarks can apply for a .brand TLD exclusively for their own digital ecosystem. The TLD is locked to the brand owner — no public registrations. Requires trademark registration in ICANN's Trademark Clearinghouse (TMCH). Examples: .GOOGLE, .AMAZON, .MICROSOFT.
Geographic TLDs
Cities, provinces, states, and geographic regions can apply for location-based TLDs. Requires a support letter (letter of non-objection) from the relevant government authority. Examples: .PARIS, .TOKYO, .LONDON.
Community TLDs
Organizations representing clearly delineated communities (professional, ethnic, cultural, or topical) can apply for community TLDs. Community applicants can request Community Priority Evaluation (CPE), which may allow winning a string without auction. Examples: .BANK, .MUSEUM, .NGO.
Generic TLDs
Any eligible organization can apply to operate an open generic TLD open for public registration. No community restriction or trademark requirement. Examples: .SHOP, .CLOUD, .APP.
String selection: how to choose your TLD
String selection is one of the most critical decisions in the new gTLD application process. Key considerations:
Exact string vs. variant
ICANN evaluates strings for similarity to existing TLDs and other applied-for strings. Strings that are visually similar, phonetically similar, or confusingly similar to existing TLDs may be rejected. Always check the ICANN string similarity database before committing to a string.
Unicode (internationalized) strings
ICANN accepts applications for non-ASCII TLD strings in scripts such as Arabic, Chinese, Devanagari, Cyrillic, and others. These are called Internationalized Domain Names (IDNs). IDN strings must meet additional technical requirements.
Reserved strings
Certain strings are permanently reserved by ICANN (test, localhost, example, etc.) and cannot be applied for. Geographic names may require government support letters.
Singular vs. plural
Applying for .SHOP and .SHOPS simultaneously is possible but requires separate applications and fees. ICANN treats these as different strings that could conflict in evaluation.
Backup string strategy
Experienced applicants often prepare backup string choices in case their primary string encounters contention or similarity issues. ADG's consulting team helps applicants evaluate string risk before submission.
The RSP requirement: why ICANN mandates an evaluated provider
A new gTLD applicant may submit without naming an RSP, but must name an RSP that meets the applicable ICANN requirements before Application Evaluation begins.
The official ICANN list shows provider status and evaluated scope. Applicants should verify that list, then confirm the proposed architecture, capacity, responsibilities, service targets, and commercial terms.
The registry operator holds the Registry Agreement and remains accountable to ICANN. The RSP supplies the contracted technical backend. ADG has cleared the Main RSP evaluation and can prepare supporting documents after an initial scope discussion—contact rsp@adg.id.
Costs: what does a new gTLD application cost?
ICANN application fee: USD 227,000
Non-refundable, due within 7 days of the application window closing (August 19, 2026). No extensions. This is the single largest upfront cost.
Additional ICANN fees:
- Community Priority Evaluation: USD 50,000–80,000 (optional for community applicants)
- Contention resolution through auction: Variable (can range from USD 1M to USD 135M+ for contested strings)
- Geographic name review: Included in base fee
Professional preparation costs:
- Application consulting and documentation: USD 30,000–100,000
- Legal review and trademark clearance: USD 10,000–50,000
- Financial modeling and capacity documentation: USD 5,000–25,000
RSP fees (ongoing, post-delegation):
- Annual RSP fees: USD 25,000–100,000/year depending on RSP and zone size
- Launch and setup fees: USD 10,000–50,000 one-time
Total first-year cost estimate: USD 300,000–500,000+
For straightforward, uncontested applications. Contested strings with auction outcomes can cost significantly more.
ADG offers free initial consultation to help model your specific cost scenario based on your string, category, and timeline.
Frequently asked questions
What is the difference between the 2012 and 2026 ICANN new gTLD rounds?
The 2012 round was the first major new gTLD program — it received 1,930 applications and delegated 1,200+ TLDs. The 2026 round incorporates lessons from 2012, including improved evaluation procedures, faster processing, and new provisions for geographic names. The application fee remains USD 227,000.
Can I apply without a Registry Service Provider already selected?
No. ICANN's application requires identifying your RSP. You must have a signed or agreed-upon RSP arrangement before submission. ADG provides letters of intent for application purposes, which can be converted to a full agreement at delegation.
How long does the ICANN new gTLD evaluation take?
There is no single duration for every application. Timing depends on the evaluation path, objections, contention, contracting, RSP confirmation, and technical readiness. Follow ICANN's published milestones and track the dependencies for your specific application.
What happens if my string is contested?
String contention occurs when multiple applicants apply for identical or similar strings. ICANN first facilitates private resolution between applicants. If unsuccessful, the string goes to public auction. The highest bidder wins the right to operate the TLD. Some highly valuable strings have sold for USD 25M–135M at auction.
Is a .BRAND TLD different from a regular gTLD?
Yes. Brand TLDs operate under Specification 13 of the ICANN Registry Agreement, allowing the TLD to be restricted to a single registrant — the brand owner. Brand TLDs do not sell domains to the public. They give corporations complete control over their digital namespace (e.g., careers.BRAND, shop.BRAND).