How to Get Your Own Top Level Domain – Book Released

Posted on May 11, 2025 by Joe Alagna
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!

UPDATE: July 2025: Version II has just been released!

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. Our philosophy was 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 country-code top-level domains (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 generates value that is funneled 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 the .com and .net domains, 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 am eager to assist 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

My Q&A with Thomson Reuters/Westlaw on New gTLDs in 2026

Posted on February 11, 2026 by Joe Alagna

When most people think about the internet, they think about websites, apps, and maybe AI. Very few think about the invisible “street addresses” that make all of that possible: domain names.

In 2012, ICANN opened the door for organizations to apply for their own top-level domains (TLDs) – everything to the right of the dot. That round created extensions such as .xyz, .berlin, and.BMW and many others. In April 2026, ICANN is scheduled to do it again, and the application window will be open for only about 90 days. If you miss it, you may be waiting more than a decade for another chance.

Because the process is complex, legal-heavy, and expensive to get wrong, Andrey Insarov and I wrote a book called How to Get Your Own Top-Level Domain: An Insider’s Guide to ICANN’s Application Process. We wanted to take something that’s usually buried in ICANN documents and make it understandable to entrepreneurs, brands, governments, and advisors who sense an opportunity but don’t know where to start.

Patrick H. J. Hughes of Thomson Reuters’ Westlaw Today team recently interviewed me about the book, the coming 2026 round, and bigger questions like:

  • Why new TLDs matter for the next billion internet users
  • How brands can use their own TLD to reduce cybersquatting and stop pouring ad dollars into promoting someone else’s extension
  • Why ICANN and its policies still sit at the core of a stable, global internet
  • And why, despite all the hype, AI is not going to replace domain names anytime soon.

The Q&A below is the full text of that conversation, originally published on Westlaw Today on August 7, 2025, and reposted here with permission. If you’re even a little bit curious about owning a piece of the internet’s “root,” this will give you a clear, practical starting point.

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 | Comments Off on My Q&A with Thomson Reuters/Westlaw on New gTLDs in 2026

Craylor Media Interview at NamesCon 2025

Posted on February 9, 2026 by Joe Alagna

How do you start your own top-level domain (TLD)? A rare opportunity is coming up in 2026, and I spoke with Christian Taylor about it at NamesCon. Here’s what you need to know about next year’s unique opportunity.

https://www.linkedin.com/feed/update/urn:li:activity:7396586178696884224

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In the 2026 Round of gTLDs, Can There Be Refunds?

Posted on October 2, 2025 by Joe Alagna

Since publishing my book How to Get Your Own Top Level Domain, I’ve had a lot of conversations about ICANN’s upcoming 2026 round of new gTLDs. And one of the most common questions I hear is this: If you apply and then change your mind, can you get your money back?

The short answer is that the refund rules for 2026 are not yet final. However, if we examine what happened in 2012 and compare it to the draft rules for 2026, we can see where things are headed.

How Refunds Worked in 2012

Back in 2012, the application fee was 185,000. That included a $5,000 non-refundable deposit and a $180,000 evaluation fee. Some of that fee was refundable, but only depending on when you withdrew:

If you pulled out before ICANN published the list of all applied-for TLDs – what they called “the Reveal Date” – you could get almost the entire fee back. Remember that submissions are confidential until the Reveal Date, when ICANN announces all applied-for strings.

If you withdrew after the Reveal Date, but before evaluations began, you still could get part of it back, but a lesser amount. The later you waited – for example, after evaluations were underway – the refund dropped even further. And once you signed a Registry Agreement, there were no refunds at all.

I believe there were some cases that allowed some applicants to receive a full refund of the evaluation fee (minus the $5,000 deposit) if they withdrew before the Reveal. But those were outliers and not common. So the big lesson from 2012 was this: the earlier you withdrew, the more you got back. The later you waited, the less you saw. And once the deal was signed, the money was paid and gone. Of course, you got your TLD if you signed, and the string was delegated to the IANA root.

What About Refunds in 2026?

Now, let’s fast forward to today. ICANN hasn’t published the final refund rules yet, but the draft guidebook provides a fairly clear picture.

This time, the application fee is higher, $227,000. And refunds are much less generous. Instead of being able to get nearly all of it back if you withdraw early, the draft rules set up three refund windows:

First window: If you withdraw right after paying, up until 10 days after the “string confirmation day,” you receive 65% back.

Second window: If you withdraw later in the evaluation process, the refund drops to 35%.

Third window: If you wait longer, you can get only 20% back.

And once you’ve signed a Registry Agreement, there are no refunds (and again, you’ve received your TLD)

There may be a few exceptions where you might see more:

If ICANN makes a big rule change that impacts your application, they’ve built in a “material change” clause where you could qualify for a larger refund.

If your string gets flagged as a high-risk collision with existing internet names, you can withdraw and still get 65% back, even if you’re outside the first window.

And in rare cases – like if your string conflicts with a country code domain in another process – you might even qualify for a full refund.

But those are special situations. The reality is: refunds in 2026 are much stricter than they were in 2012. ICANN wants to discourage speculative applications. The expectation is that if you apply, you’re serious – and if you back out, you’ll only see part of your money come back.

Takeaway

So if you’re thinking about applying in 2026, remember this: the refund safety net isn’t what it used to be. In 2012, you had more breathing room to change your mind. In 2026, you’ll need to be much more confident up front, because once you commit, most of that fee is staying with ICANN.

Disclaimer
The information in this video is provided for general informational purposes only and reflects my personal views and opinions. I am not an attorney, and nothing presented here should be considered legal advice. The content does not represent the views of my company or any organization with which I am affiliated.

If you are considering applying for a new gTLD in ICANN’s 2026 round, you should conduct your own due diligence, carefully review ICANN’s official Applicant Guidebook and related documentation, and seek appropriate professional legal, financial, or business advice before making any decisions.

While I strive to provide accurate and up-to-date information, ICANN’s rules and policies are subject to change, and I make no guarantees regarding the completeness or accuracy of the content shared here.

Posted in ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, INTA, New gTld Auctions, New Top Level Domains, Tech News and Views | Comments Off on In the 2026 Round of gTLDs, Can There Be Refunds?

Could New gTLDs be the Next Digital Investment Category?

Posted on September 23, 2025 by Joe Alagna

I had the privilege of speaking at Domain Summit in London last month and discussing the possibility that new top-level domains could be the next big digital investment category.

Here are some of the main points made…

Thank you again to Helmuts and everyone who helped organize this event. It’s always a pleasure to be surrounded by people who understand the value and opportunity of the domain name space.

When I first encountered it.com Domains, it felt like a full-circle moment. I began my career in this industry with CentralNic, where I helped sell us.com domains in the early 2000s. Back then, we were thrilled to register five or ten names a day. Things have changed—a lot.

A Personal Journey Through the Domain Industry

Like many of you, I got into domain names because I saw the potential. Around 2000, I heard people were buying and selling domains and making money. I loved the internet, and I wanted in. I started investing, met amazing people (some of whom are still around today), and even had a few wins—prescriptionmed.com, duckeggs.com (which I sold for $60,000 in 2007 or 2008), among others.

Domainers, brokers, trademark experts, registries, registrars, developers, advertisers—this community is rich with talent and experience. However, when we discuss new top-level domains (TLDs), many domainers are skeptical.

And I get it. Most of us are deeply invested in legacy domains, especially .com. We know what works. We understand the resale market. So why take a chance on something new?

A Challenge to Think Differently

I want to challenge that thinking. Yes, applying for a new TLD is expensive—$227,000 is just the starting point. Yes, ICANN isn’t making it easy this time around. And yes, there are real risks. But let’s rewind.

Remember registering your first domain? Remember trying to explain what a “domain name” was to your family? Remember how crazy it all sounded back then?

This is like that—again.

New TLDs are where .com domains were 25 years ago: misunderstood, underappreciated, and wide open for opportunity. The next round, set for launch within the next 6–8 months, could be your second chance to be an early adopter.

The Case for Rarity

There are approximately 386 million second-level domain names registered. Of those, maybe 100,000–300,000 have true value—short, memorable, brandable names. And just a tiny fraction sell for millions.

Now compare that with top-level domains. As of now, there are fewer than 1600 TLDs in existence—including legacy, country code, and new TLDs.

Let that sink in.

We regularly buy and sell second-level domains for five or six figures—yet there are hundreds of thousands of those. TLDs? Fewer than 1,600 exist globally. That’s true digital scarcity.

This next application window is only the second time in history that individuals and businesses can apply to operate their own TLD. It might be the last. We don’t know if ICANN will reopen this process.

The Business Opportunity

There are three key reasons someone might pursue their own TLD:

  1. It’s a great business.
    Whether you’re a domainer, broker, registrar, or consultant—this is a natural extension of your work. Inventory control, low overhead, global reach, and digital-only operations make this one of the most efficient online businesses available.
  2. It’s the ultimate branding move.
    For companies, owning a TLD is the pinnacle of brand control. In 2012, I wrote about how owning a TLD could help reduce cybersquatting and consolidate trust. Instead of promoting “.com,” all of your advertising supports your brand and your brand alone.
  3. You can help others.
    There are clients, startups, and global companies that are unaware of this possibility. You can be the one who shows them the way—whether you’re a consultant, advisor, or investor.

We’ve Been Here Before

When we helped over 60 applicants obtain their own TLDs in the 2012 round, none of them incurred a loss. Every single one did well. That’s a track record I’m proud of. Yes, this new round is different, and yes, there are more complexities. But the opportunity is just as real.

If you understand domains—if you’re one of the few who “gets it”—this is your moment.

Final Thoughts

There’s a whole world outside the domain name conference circuit that is unaware of this opportunity. That’s your edge. Whether for your own venture or helping others, I challenge you to consider the possibility: What if new TLDs are your next big play?

If you’d like to discuss it further, I’m happy to connect. This is what I love, and I’m here to help

Posted in Aftermarket, ccTLDs, Country Code People, Domain Name News, Domain Names, ICANN, INTA, New gTld Auctions, New Top Level Domains, Registrars, Registries | Tagged , , , , | Comments Off on Could New gTLDs be the Next Digital Investment Category?