How to Get Your Own Top Level Domain – Book Released

How to get your own top level domain book, by Joe Alagna & Andrey Insarov
*First editions spiral-bound – Perfect bound copies coming soon.

Order your copy now!

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This is the book we’ve just completed. I spent almost 13 years immersed in the process of helping new Top-Level Domains come into existence and grow, first, working for a growing domain registry between 2007 to 2012. This was the first time that ICANN opened the process to the public en masse. Almost 2,000 applications were received, and today’s result is that domain registrants now have around 600 new choices for endings to their domain names. I worked on about 60 successful applications.

This is the book we’ve just completed. I spent almost 13 years immersed in the process of helping new Top-Level Domains come into existence and grow, first, working for a growing domain registry between 2007 to 2012. This was the first time that ICANN opened the process to the public en masse. Almost 2,000 applications were received, and today’s result is that domain registrants now have around 600 new choices for endings to their domain names. I worked on about 60 successful applications.

In 2013, I began working for 101domain. They were the first to offer all Top-Level Domains, a comprehensive source for researching and buying almost any Top-Level domain in the world. It was our philosophy to work with all registries and be the one-stop shop for purchasing any top-level domain name. We released from one to ten new gTLDs each month from 2013 to 2017. Then I joined Afilias (now part of Identity Digital) and worked on ccTLDs.

Well, ICANN is doing it again! In 2026, they will allow applicants to go for their own top-level domain once again. I decided to share what I learned from the last round and, together with Andrey Insarov, our CEO at it.com Domains, I’ve written, How to Get Your Own Top Level Domain.

Order your copy now!

To get a feel for how important this event is, consider the following:

Top-Level Domains: Rare Digital Infrastructure With Lasting Value

In the digital economy, domain names are no longer just technical identifiers; they’re assets. And like all assets, some are worth far more than others.

A 2021 study by Boston Consulting Group valued the secondary domain market, where investors buy and sell premium domain names, at nearly $2.1 billion, rivaling the size of the primary retail domain market. That market is built entirely on second-level domains (SLDs) like business.com, travel.net, and finance.org. These are registered beneath a Top-Level Domain (TLD).

As of Q1 2025, Verisign reports that there are roughly 386 million registered second-level domains across all TLDs. But remarkably, there are only about 1,500 top-level domains in total. That makes TLDs approximately 250,000 times rarer than the domains built beneath them.

Rarity Meets Function

Top-level domains aren’t just rarer, they’re more foundational. Every single domain registration, renewal, and transaction under a TLD funnels value back to the operator of that TLD. Unlike SLDs, which offer one-time sales or limited leasing potential, TLDs offer ongoing cash flow, asset equity, and strategic control over naming rights across entire industries, languages, or interest groups.

A top-level domain like .realty or .art isn’t just a string. It’s a platform – a naming ecosystem that can host millions of second-level domains beneath it, each potentially worth hundreds, thousands, or sometimes millions of dollars individually. The operator controls pricing, policy, partnerships, and access.

Let the Numbers Tell the Story

If 386 million SLDs can create a $2.1 billion aftermarket, and if just a few SLDs like voice.com or insurance.com have sold for over $30 million each, how much more valuable is the underlying infrastructure that enables infinite versions of those names under your own TLD?

Operators of TLDs like .xyz, .io, and .ai have built multi-million-dollar enterprises by monetizing naming rights across niches. Verisign, which operates .com and .net, has become a $20+ billion company doing exactly this.

A Business, Not Just a Name

Each top-level domain becomes its own business unit. It has customers (registrants), revenue (renewals), partners (registrars), and policies (managed through ICANN). It may be traded, invested in, or acquired, just like any valuable company.

Top-level domains are not speculative novelties. They’re digital infrastructure. Scarce, foundational, and capable of generating long-term value in a way that few digital assets can.

In a world where SLDs command millions, top-level domains may be the most underappreciated business assets on the Internet.

Owning a top-level domain is like owning the entire mall, not just a store inside it.

I have helped people apply successfully in the past, and I want to help those who wish to do so this time. The book will contain my perspectives, the basics of how to apply, and my thoughts on what we might expect in the coming year. It also contains at least three interviews of people who applied in 2012.

Our Press Release: https://bit.ly/tldhowto

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Posted in Aftermarket, ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, INTA, New Top Level Domains, Registrars, Registries, Tech News and Views, Trademarks | Tagged , , , | Comments Off on How to Get Your Own Top Level Domain – Book Released

ICANN Just Gave Away $9 Million

For those of us who’ve been around the domain name world for a while, this is news worth watching: ICANN has just handed out nearly $10 million in grant money to 21 organizations around the globe. This is the first wave of distributions from their new Grant Program, funded entirely from the proceeds of the 2012 round of new gTLD auctions.

Back in 2012, when multiple companies applied for the same domain extension (think .app, .shop, .blog), ICANN held “last resort” auctions to decide the winners. Those auctions brought in serious money — over $200 million. And for over a decade, the industry’s been asking: what’s going to happen to all that cash? Well, now we know. ICANN has decided to put a chunk of it toward projects that claim to support a more secure, stable, and inclusive internet.

The first batch of recipients includes everything from DNS security initiatives to efforts that increase internet access in underserved communities. A few focus on multilingual access, and others aim to strengthen local internet governance. Each project could receive up to $500,000 — enough to make a difference, especially in the hands of the right people. While it’s too soon to say what the long-term impact will be, it’s a promising start.

This also feels like a bit of long-overdue follow-through. For years, there’s been speculation — and some frustration — over how that auction money would be used. Should it be returned to the applicants? Used to reduce ICANN fees? Held in reserve? This grant program suggests ICANN is taking a more philanthropic route, using those funds to reinforce the broader internet ecosystem. It’s hard to argue with that intention, even if some of us might’ve handled it differently.

Personally, I’m glad to see some motion. The 2012 round changed a lot about how the internet is named and navigated. Seeing that momentum ripple outward, even this far down the road, is a good reminder that this space is still evolving. Hopefully, this is just the beginning of more thoughtful, impactful investments into the infrastructure that keeps the internet running.

I know someone who applied for some of these funds. They had a great and worthy initiative. But if there is one thing learned from these awards, it is that you should ask for more rather than less. It’s the same amount of work for the providers to give out $500K as it is to give out $50K. 🙂

For more information, visit ICANN.

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, Plain Interesting, Registrars, Registries, Tech News and Views | Leave a comment

Draft new gTLD Applicant Guidebook is Published!

Yes, the first draft Applicant GuideBook is here. This is not the final version.
ICANN also did two webinars explaining the high points. Last time, they changed it more than six times before the process began, and they changed it during and after. Here are the things I noticed…

The first thing I noticed is that there is an entire process for changing things. They are calling this the Predictability Framework. They changed things last time, but there wasn’t a clear process for doing so. This tells me that there will be more versions of the Applicant Guidebook, but we’ll have a better idea of how it’s done this time. 🙂

Another significant change has been discussed and implemented now for at least a year; Registry Service Providers (RSPs) will be evaluated only once before the Applicant Window opens. This looks like a nice improvement. Last time, RSPs were evaluated over and over with each applicant. That was wasted time.


In contrast with the last Applicant Guidebook (AGB), this guidebook has a very well-organized Table of Contents. I really like the Applicant Journey section. It’s a clear depiction of what applicants can expect as part of this process.

On my first read, I was concerned that 2012 applicants would get their singulars and plurals for free under 2.3.1.1.2 (Four Variant Strings free for existing gTLDs). I asked about that on the webinar, and they seemed to confirm that this is not the case. We’ll see how this is treated as time goes by.

Refunds: This time, there are only three distinct refund windows: 65% within ten days of String Confirmation Day, 35% until the start of the Application and Applicant Evaluation, and 20% up to the point at which an applicant would enter into a registry agreement with ICANN. It’s simpler, but it also adds more risk for applicants.

They also offer refunds if there are material changes as described above in the Predictability Framework. I love ICANN, but this feels more like an unpredictability framework. :-). At least there is a way out if a big change materially affects your application. 2.3.3.2 discusses an Application Volume Refund that will be important to think of when you apply. It has something to do with what will happen if ICANN ends up getting less than 1,000 submissions (and revenue). We have to watch this.

Another new feature is the Replacement Period. This means that if you think your original string is going to be part of a difficult contention set, you’ll be able to substitute a replacement string that you listed with your application. After the Reveal Day, there will be a 14-day Replacement Period to notify ICANN that you wish to replace your original applied-for string with the replacement identified your your application. I’ll reserve judgment here.

There will still be a Prioritization Draw that determines the order of delegation, with IDNs being prioritized above others.

The processes for contention resolution seem onerous; they give ICANN several options to enforce, including legal action. OMG. But after reading through Module 3: Community Input. Objections and Appeals, I was encouraged… There is a lot of material about how to resolve contention. A lot of this new guidebook deals with situations you may never find yourself in, depending on the string(s) you choose. I get the feeling that ICANN is really looking for applicants who want to run their strings in good faith, and that’s not a bad thing. Look for more here over the coming weeks and months. Please get my book on how to get your own top-level domain to learn more.

ICANN’s draft version is published here: https://itp.cdn.icann.org/en/files/policy-development/new-gtld-program-next-round-draft-applicant-guidebook-for-public-comment-30-05-2025-en.pdf

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, INTA, New gTld Auctions, New Top Level Domains, Registrars, Registries, Tech News and Views, Trademarks | Tagged , , , , | Leave a comment

Domain Names – Still the Best Way to Maintain Your Free Agency

AI and AI Agents are the newest trends in marketing and technology. Some examples follow: According to Afternic, the word agent recently entered the top twenty most important keyword list. AO (Agent Optimization) is the new SEO (Search Engine Optimization). Students and workers in business and government are using ChatGPT to innovate, create, and improve their plans and their writing.

But what do agents do for your entrepreneurial independence? How are they affecting the worlds of education, business, and government? Closer to home, how will these trends affect you as you go about your business and your world? Does AI matter to domain names? Will AI replace domain names?

Agents Can Reduce Your Independence

I’ve been concerned for some time about how young people are becoming dependent on ChatGPT to write answers, papers, and more. We risk becoming part of “the Borg” (for you Star Trek fans). Don’t get me wrong, I use ChatGPT, but I’m leaning more toward using it simply to correct grammar and punctuation. I don’t like the idea of OpenAI using my writing to train. Where does that end up? I don’t really know, and I’m not sure it’s in my best interest. I’d rather pay for a Grammarly subscription and hope that it’s mine only (I could be wrong).

Will AI Replace Domain Names?

I don’t think so. And the reason is that we love our independence. Over the years, we’ve been told that QR Codes, Apps, and Social Networks will replace domain names. Indeed, all of these things have affected domain names. But none of them will replace domain names, and neither will AI and Intelligent Agents. Domain names have become the digital equivalent of our home or business addresses.

Do you still have an address for your home or office? How do people find you if they want to visit you physically? You give them your address. An address is even needed to enter into your GPS. Addresses matter. And so do domain names. They are the single best tool to identify you, who you are (online), and what you do.

Maintaining Your Free Agency

Whenever we abdicate our free agency as individuals, non-profits, businesses, and government agencies to an AI, an app, a social network, or an AI agent, we lose. We give that entity the power to choose for us. Any thinking person can see that this is a mistake. We don’t want others to have that power. Domain names remain the best way for us to control our message, to control our destiny.

Identifying Fraud Online

The use of DNS and domain names is At the very heart of the entire online security industry! Experts in the field of domain names started many if not most, sizeable online security firms. Education for lay people on how to detect fraud, phishing, and pharming in email almost always relies on teaching them how to dig into an email header and see where that email began and where it ended. It all goes back to understanding domain names and the Domain Name System (DNS).

So, let’s not be afraid of AI and Agents. They won’t make domain names irrelevant.

The source for keyword research is Afternic, a division of Godaddy.

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, Family Safe Computing, ICANN, INTA, New Top Level Domains, Plain Interesting, Registrars, Registries | Tagged , , , , , , , , | Comments Off on Domain Names – Still the Best Way to Maintain Your Free Agency

ICANN Releases Applicant Support Video

ICANN is famous for its complexity, but they are really trying hard to help new gTLD applicants understand the process. The video below was released two weeks ago and helps viewers to understand what is going on.

I thank ICANN for this kind of communique. It does explain in a good way, that there is a difference between registering a domain name and applying for a new gTLD. There is a VAST difference.

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