ICANN is accepting applications for new top-level domains, the first such round since 2012. The window closes August 12, and the organization expects over 1,600 applications. New suffixes are set to appear in 2026, giving anyone a chance to own a piece of the internet's address bar.
The business case is strong. Registries own the rights to sell domains under their suffix, charging registrars wholesale fees. Google paid $25 million for .app in a 2012 auction, while Verisign's .com registry generates $1.5 billion annually. Registrars like GoDaddy sell domains to the public, and ICANN collects a small transaction fee on each sale.
Applicants are notoriously secretive, fearing that revealing a desired string will invite competition. Some have resorted to in-person meetings to avoid digital leaks. With no guarantee of another round for years, the current window is driving a rush to claim the next valuable domain.