How to Apply, Launch & Run a New gTLD (From the Experts at BRS Media / BRS Registry)

December 18, 2025
, , , ICANN New GTLD Program

How to Apply, Launch & Run a New gTLD (From the Experts at BRS Media / BRS Registry)

 

Your Complete Guide to Applying for a New gTLD: From ICANN Application to Successful Launch

 

Introduction

ICANN’s release of the 2026 New gTLD Applicant Guidebook (AGB) marks a historic moment for brands, communities, cities, and entrepreneurs ready to operate their own generic Top-Level Domain. Whether you’re considering a .BRAND like .ACME, a community gTLD like .CITY, or a thematic extension, this guide walks you through the entire process — from preparation and submission, through evaluation, to launching and running your TLD.

What Is the Applicant Guidebook?

The AGB is ICANN’s definitive rulebook for the New gTLD Program. It outlines everything applicants need to know — including eligibility, costs, application requirements, technical standards, evaluation criteria, and operational expectations. The official 2026 version was published on 16 December 2025 and serves as your roadmap for this competitive and complex process. newgtldprogram.icann.org

1. Strategic Preparation: Start Early, Plan Thoroughly

A successful gTLD application starts months (or years) before the window opens. Our experience with .FM and .AM shows that careful planning gives your project the best chance of success.

Build a Cross-Functional Team
Gather stakeholders from legal, finance, technical operations, marketing, and executive leadership. Understanding your use case, business model, and operational plan at a granular level will be essential.

Assess Value and Viability
Ask:

  • What is your strategic objective with this gTLD?

  • Who is your target audience?

  • How will you market and grow registrations?

Budget Beyond the Application Fee
ICANN’s evaluation fee is expected to be approximately USD 227,000, not including the costs of technical backend services, legal support, or marketing. newgtldprogram.icann.org

2. Crafting Your Application

Applications require detailed answers across multiple domains:

Technical and Operational Readiness
You must demonstrate that you or your backend provider have the capability to securely operate a TLD — including DNS infrastructure, abuse mitigation, data escrow, and uptime commitments.

Financial Strength
ICANN will scrutinize your financial plan to ensure long-term viability of the registry. Projects must show sustainability beyond the initial launch period.

Policy and Compliance Plans
Your application must include registration policies, rights protection mechanisms (like TMCH Sunrise), and dispute policies compliant with ICANN requirements.

3. Navigating Evaluation, Objections & Contention

After submission, ICANN conducts a rigorous evaluation:

  • String Review: Ensures your proposed TLD meets naming criteria.

  • Technical and Financial Evaluation: Assesses your capacity to run the registry.

  • Objections and GAC Input: Third parties may raise concerns; the Governmental Advisory Committee (GAC) may issue advice that affects outcomes. newgtlds.icann.org

If multiple applicants compete for the same string, they enter a contention set. ICANN’s public auction is the primary means to resolve such contention, and applicants can propose alternative strings to mitigate contention risk. newgtlds.icann.org+1

4. Contracting and Delegation

Successful applicants move to contracting with ICANN, signing the Registry Agreement and completing any pre-delegation testing. Once all requirements are met, your gTLD is delegated into the DNS root, making it live on the global Internet.

5. Launch and Long-Term Operation

With delegation complete, you enter the launch phase. Launch planning includes:

  • Sunrise Period: Trademark holders register first.

  • Landrush (Optional): Early or premium registrations.

  • General Availability: Open public registrations.

After launch, long-term compliance comes into play. You’ll submit reports, maintain services such as Whois and zone file access, and uphold abuse and dispute policies as required by ICANN’s compliance framework (per your Registry Agreement). ICANN

6. Why Partner with BRS Registry

At BRS Media, we’ve guided clients through domain registry strategy, launch, and ongoing operations for premium TLDs like .FM and .AM. Our team brings:

  • Technical expertise with secure, resilient backend operations.

  • Regulatory and compliance experience aligned with ICANN’s expectations.

  • Marketing and go-to-market strategy that maximizes adoption and brand impact.

Whether you’re exploring your first gTLD or expanding a digital ecosystem, we help you turn an ICANN application into a thriving registry.

Conclusion
Applying for a new gTLD is a significant commitment — financially, operationally, and strategically. But with careful planning, clear vision, and the right partners, owning a top-level domain can be a transformative asset for your brand or community.

Stay tuned for the April 2026 application window, and start your journey now. Let BRS Registry be your guide from concept to launch and beyond.


Get started with us today: 

 – Online: Contact Us
 – Meeting Registry/TLD Consulting