The next round of new generic Top-Level Domains (gTLDs) is fast approaching, and timing is everything. Whether you’re a first-time applicant or a seasoned contender, understanding the key milestones ahead is essential for effective planning, preparation, and execution. The good news is that with ICANN’s recent release of the Final Draft Applicant Guidebook (AGB), we now have the clarity and certainty that many applicants have been waiting for.

However, it’s important to recognize that this opportunity is unlikely to occur again for another decade. Only 10 months remain until the application window opens in April 2026. So, if you haven’t started planning yet, now is the time. This is a once-in-a-decade opportunity, and many organizations have already begun their preparations. In this blog, we’ll walk you through the essential milestones and share insights on how to make the most of this rare chance. TLDz will help you move from concept to reality.

ICANN’s Progress & The Final Draft Applicant Guidebook

At the end of May 2025, ICANN released the Final Draft Applicant Guidebook for the upcoming gTLD application round. This is a major step forward after years of policy development and consultation. The 400-page document provides the details needed to apply: the rules, application process, evaluations, fees, and possible objections.

This guidebook isn’t just a placeholder document, it’s a key deliverable and it signals that the program is on track. After a decade of delays and discussions, the application window is now officially on the horizon.

This opportunity, like many others, won’t come around again for at least another decade. If you’ve been waiting for something concrete, now is the time to move from interest to action.

However, it’s important to note that the Draft Applicant Guidebook only provides the rules for the application process. It is not designed to help you assess the real-world viability of your TLD. The guidebook focuses solely on the technical and procedural aspects, outlining who can apply, how applications will be evaluated, and what the fees and objection processes look like.

The AGB does not provide guidance on the business or commercial viability of your intended TLD. It doesn’t tell you how to build a profitable, scalable business model, nor does it guide you on the strategic value your TLD can bring to your brand or organization. That’s why it’s crucial to go beyond the application process and understand how your TLD will function in the real world.

Misconceptions & Mistakes to Avoid

Launching and growing your own gTLD can be a highly rewarding endeavor, but there are several misconceptions and mistakes that could undermine your efforts. It’s important to recognize the complexities involved and avoid these common pitfalls:

“It’s too expensive”

While the initial costs of applying may seem high, the long-term value of owning your TLD far outweighs the upfront costs. Factor in the long-term branding and control that a gTLD offers. Remember, securing your own gTLD provides digital sovereignty, meaning control over your online presence and a unique brand asset. This will be more valuable than renting a domain in the future, as the digital landscape continues to evolve.

“We’ll figure it out later”

Last-minute strategies often fail. The application process is not only lengthy but involves a range of technical, legal, and strategic considerations that require thorough planning. Don’t underestimate the time and effort needed to prepare a strong application. A successful TLD launch requires a clear, well-structured plan well in advance. Planning should begin now, only 10 months remain until the application window opens!

“The application is the hard part”

Many applicants focus solely on completing the application, thinking that once it’s submitted, the work is over. However, the real work begins once you’re awarded the TLD. Launching and growing your TLD is a complex, ongoing process. You’ll need a strong marketing strategy, community engagement, and technical management to ensure the TLD gains traction and stays operational. Don’t underestimate the effort required after the application is submitted. A TLD is more than a domain; it’s a digital infrastructure asset that requires consistent management.

“We can just buy our TLD”

A TLD is more than just a URL, it’s a cornerstone of your brand’s online presence. Building value from your TLD requires an understanding of its role in your business strategy. Whether you’re applying for a geo-TLD or a brand TLD, understanding how the TLD will serve your specific audience and how you will monetize it is crucial. Failing to assess these aspects can lead to underperformance in the long term.

Lessons from 2012

Looking back at the 2012 round, many applicants faced delayed launches, lack of readiness, and unclear use cases. Some applicants misjudged how much effort was required to grow their TLD into a thriving digital asset. Make sure you start early and focus on building a solid foundation for long-term success.

Applying For Your TLD – Start Smart, Start Now

With only 10 months left until the application window opens in April 2026, if you haven’t started planning, now is the time to act. Many organizations have already begun their preparations, and you don’t want to fall behind. Here’s how to make sure you’re ready:

1. Start Now

Begin preparations immediately. This process involves multiple stages of planning, legal work, technical setup, and strategic alignment. Time is running out!

2. Build Your Internal Team 

You’ll need experts in legal, technical, branding, and compliance to handle the complexities of a gTLD application. Assemble your team now if you haven’t already.

3. Develop Your TLD’s Purpose & Business Case

Whether you’re applying for a brand TLD, geo-TLD, or restricted TLD, having a clear purpose for your TLD will set you on the right path. A strong business case is essential for gaining internal buy-in and aligning the TLD with your company’s broader strategy.

4. Go Beyond the AGB

The Draft Applicant Guidebook provides the rules for applying, but it doesn’t tell you how to turn your TLD into a profitable and scalable business. This is where TLDz comes in. Through TLD Class we help you understand the value of your intended TLD and what it takes to deliver that value from a business and commercial perspective.

5. Use TLDz Resources

TLDz offers resources and guides, like ASP TLD Class, which is specifically designed to help applicants take advantage of the Applicant Support Program (ASP) if they qualify. This can significantly reduce the application fee and initial ICANN annual fees, as well as provide access to pro bono services that can help lower costs and improve your application process. 

6. Talk to Independent Experts

Consulting with independent experts will ensure that you’re following the right path. This is an investment in getting the process right from the start.