gTLD String Selection:  The Secret Sauce

So many applicants fall at the first hurdle.  I’ve seen it happen. They pick a string that’s either blocked, reserved for an organization like the UN, or just a little too close to an existing TLD like .SHOP, which inevitably triggers a costly and time-consuming objection.  It’s a preventable nightmare.  You could spend a small fortune and years of effort just to be disqualified on a technicality.

This whole process is a minefield, but you’re not going in blind.  Here, we’ll break down the intricate ICANN string rules 2026, clarify the validation checks, and highlight the risks that catch even seasoned applicants off guard.  This string is going to define your brand’s digital space for decades, so let’s make sure it’s built to last.

The Stakes Are Higher Than You Think

Competition for this digital real estate is intense.  During the last application round, ICANN received 1,930 applications, and in about 230 of those cases, multiple applicants were fighting for the very same string.  That tells you everything you need to know about the demand.  If you want more detail on the numbers, the official ICANN program statistics are a great resource.

This is about much more than just picking a catchy name.  It’s about successfully navigating a labyrinth of technical and legal hurdles.

Your gTLD string is the foundation of your digital identity.  If that foundation has a crack – whether it’s a similarity issue, a technical flaw, or a conflict with reserved names – the entire structure is at risk of collapse.

What Goes Into a Winning gTLD String Selection?

Success here means striking a careful balance between marketing savvy and pragmatic caution.  Your choice will be put under a microscope, examined for everything from its potential to create DNS stability gTLD problems to its visual or phonetic similarity to existing TLDs like .COM or .BIZ.

Here’s a practical breakdown of what you’re up against:

• Blocked Names:  These are absolute dead ends.  The application system simply will not accept strings like .ARPA or .EXAMPLE.  Don’t even try
• Reserved Names:  Unless you are the designated organization, strings like .NATO or .UN are completely off-limits.  You’ll need the proper credentials to even be considered
• Similarity Risks:  This is where things get tricky.  Is your idea, .SHOPP, too close for comfort to the existing .SHOP?  Could someone confuse .BREAK with .BRAKE  These are precisely the kinds of questions that lead to formal objections and expensive, drawn-out disputes

To help you keep these critical elements straight, I’ve put together a quick reference table.

Key String Selection Factors at a Glance

Here’s a quick summary of the critical validation checks and strategic considerations you must address when choosing your gTLD string.

Think of this table as your initial checklist.  If your string candidate can’t clear these five hurdles, it’s best to go back to the drawing board before you invest any more time or money.

Primary and Replacement Strings:  Your Application’s One-Two Punch

When you submit a gTLD application, you’re picking your champion for the digital arena.  This is your primary string – the one you’ve built your entire strategy, branding, and business case around.  But what if someone else picks the exact same champion?  Or what if your champion gets disqualified on a technicality before the match even starts?

That’s where having a replacement string ICANN lets you submit isn’t just a “Plan B,” it’s a critical piece of strategic foresight.  Submitting a pre-approved backup upfront can save your entire application from an early, expensive flameout.

The Power of a Pivot

Let’s play this out.  You’ve got your heart set on .shop.  On “Reveal Day,” you discover eight other well-funded companies had the same brilliant idea.  Suddenly, you’re staring down the barrel of a contentious, potentially multi-million dollar auction.

This isn’t a rare occurrence in gTLD string selection.  Back in the 2012 application round, we saw over 230 of these contention sets where multiple applicants were all fighting for the same string.

This is where your replacement string becomes your ace in the hole.  If you had .store lined up as your approved replacement string gTLD application, you get a tight 14-day window post-Reveal Day to notify ICANN you’re making a switch.  By executing this pivot, you can gracefully sidestep the auction, save a fortune, and keep your TLD dreams alive.

A replacement string is your application’s insurance policy.  It’s the strategic lever that allows you to sidestep a costly bidding war or an unexpected technical rejection without forfeiting your spot in the application process.

Selecting a Smart Replacement String

Choosing a backup is an art.  It needs to align with your business goals but be different enough that you don’t jump from one problem straight into another.

Here’s what I always advise clients to think about:

• Avoid Excessive Similarity:  Don’t pick a replacement that’s just a plural or a slight misspelling.  If your primary is .BRAND, choosing .BRANDS as a replacement is a mistake.  It’s too similar and could face the same objections or create market confusion down the line. 
• Maintain Strategic Alignment:  Your backup still has to make sense for your business.  If your primary goal is to create a space for online sellers with .ECOMMERCE, a replacement like .MARKETPLACE keeps you on track.  A random string like .BLUE completely misses the mark
• Do Your Homework (Again):  Your replacement string has to clear all the same hurdles as your primary.  That means you need to run the same checks to make sure it’s not on the ICANN blocked names list and won’t infringe on existing trademarks

This choice is absolutely crucial for dotBrands, where brand identity is non-negotiable.  We go into much more detail in our guide on the key considerations when choosing a brand top-level domain.  Thinking through your replacement string isn’t just checking a box – it’s a fundamental part of a winning application strategy.

Pre-Submission Validations in TAMS:  Getting Past the Bouncer

Before your application ever lands on a human reviewer’s desk, it has to get through a series of unforgiving automated checks.  Think of this as ICANN’s digital bouncer – the TLD Application Management System (TAMS) – and it’s designed to filter out non-starters immediately.  This is where many gTLD dreams come to a quiet, unceremonious end.

Getting past this initial stage is all about understanding the hard-coded rules that govern gTLD string selection.  Making sure your choice doesn’t violate any of them before you even think about hitting “submit.”

The No-Fly Zone:  Blocked Names

First, the system scans for ICANN blocked names.  These are strings that are completely off-limits.  No exceptions, no appeals.  TAMS will not allow your application to progress if you try one.

• This list includes two-letter country codes (like .US or .UK), terms critical for internet operations (.ARPA, .EXAMPLE), and strings that could compromise the security and stability of the internet
• Trying to submit a blocked name is a rookie mistake and the easiest pitfall to avoid

Are You on the Reserved List?

Next, the system will check if your string is on the Reserved Names list.  This is a special category of names set aside for major intergovernmental organizations (IGOs) and international non-governmental organizations (INGOs).

• Unless you are the International Olympic Committee, you can’t apply for .OLYMPICS.  If you’re not the Red Cross, .REDCROSS is a no-go
• Applying for a reserved name without proper authorization and documentation is a surefire rejection.  Only designated organizations can proceed

You can and should cross-reference your potential string against the official blocked and reserved names lists on ICANN’s website.

This initial automated screening isn’t just a formality.  It’s a crucial filter designed to weed out non-compliant applications right away.  Passing these checks is the bare minimum to even stay in the running.

The All-Important DNS Stability Review

Finally, if your string isn’t blocked or reserved, it faces one last critical technical hurdle:  the DNS stability gTLD review.  In simple terms, this check ensures your proposed string won’t break the internet.

• This automated review verifies your string conforms to the Root Zone Label Generation Rules (RZ-LGR) and various RFCs (Requests for Comments)
• These rules cover character usage, string length, and preventing homoglyphs – characters that look confusingly similar (e.g., a Latin ‘o’ vs. a Cyrillic ‘о’), a major concern for IDNs
• A failure here means your string is technically unsound and poses a potential risk to the global DNS.  It’s an automatic disqualification

Exclusive/Closed Generics Prohibited:  You Can’t Own .PIZZA

Here’s a fundamental rule of gTLD string selection that trips up a lot of brands: you cannot apply for a generic word and then lock it down for your own exclusive use. ICANN calls this a “closed generic,” and it’s a non-starter. You simply can’t have your cake and eat it, too.

Let’s say a major pizza chain wanted to register .PIZZA. They would not be allowed to then block competitors like Domino’s or Papa John’s from registering domains. Because “pizza” is a generic term, the registry must be open to everyone who wants to register a domain. Every applicant must affirm they will follow this rule.

The ICANN Board has stood firm on this, with a resolution banning closed generics unless some future methodology is adopted. I wouldn’t hold your breath waiting for that to happen.

Brand TLDs: The Big Exception

Now, this is where things get interesting.  The ban on closed generics is the complete opposite of how Brand TLDs are handled.  A Brand TLD isn’t just permitted to be exclusive; it’s expected to be.

• Under Specification 13 of the Registry Agreement, a company like BMW can absolutely run .bmw for its own private use – for dealers, employees, and customers
• The reason is simple:  the string “.bmw” is directly tied to their registered trademark rights.  It’s not a generic word; it’s a distinct brand identifier

The core distinction is this:  If the string is your brand, you can control it.  If the string describes a product category or concept, you have to operate it as an open registry for all.  Getting this wrong will get your application rejected fast.

So, can I apply for a closed generic gTLD?  The answer is a hard no.  If your string is a common dictionary word – like .book, .art, or .music - you must commit to an open registration policy.  But if it’s your unique, trademarked brand name?  Then you have the green light to build your own private, branded corner of the internet.  This is a crucial fork in the road, and we break it down further in our guide that explores exclusive versus open top-level domains.

Internationalized Domain Names (IDNs):  Speaking the World’s Language

The internet isn’t just an English-speaking world, and your TLD doesn’t have to be either.  Thanks to Internationalized Domain Names (IDNs), you can move beyond the familiar Latin alphabet.  This opens the door to creating a TLD string that genuinely resonates with a specific linguistic community.  Just think of the immediate connection made with TLDs like .みんな (Japanese for “everyone”) or .онлайн (Russian for “online”).

This is far more than a simple translation.  Choosing an IDN is a powerful strategic decision, but it’s a specialized path within the gTLD string selection process, filled with unique technical requirements that demand careful attention.

Navigating the Rules of a Multilingual Internet

Getting an IDN string approved isn’t a free-for-all.  Your proposed TLD must comply with the Root Zone Label Generation Rules (RZ-LGR) that correspond to its specific script, supported across 26+ scripts.  These rules are non-negotiable and exist to maintain DNS stability gTLD-wide by preventing confusion from characters that look alike but are from different alphabets.

When you submit your application, you must include IDN variants in two distinct formats:

• U-label:  This is the user-friendly Unicode version that people will actually see and type, like .みんな
• A-label:  This is the Punycode version, which looks like .xn--q9jyb4c.  It’s the technical, machine-readable format the DNS uses behind the scenes

IDNs in the Wild

The rise of IDNs perfectly illustrates the internet’s ongoing global expansion.  In past application rounds, we’ve seen a huge variety of IDN gTLDs, including 84 community-focused strings and 66 geographic top-level domains.  These applications have covered 26 different scripts, supporting over 380 languages.  You can see the full breakdown in the official ICANN statistics.

An IDN is more than just a domain; it’s a declaration.  It tells a market that your brand or community isn’t just a visitor but a genuine part of its cultural and linguistic landscape.  It’s the difference between translation and true localization.

Getting the technical details right is everything.  To really get a handle on the complexities, take a look at our comprehensive guide on mastering IDNs for your TLD application.

Pitfalls in gTLD String Selection: Where Good Applications Go to Die

Navigating the path to a new gTLD is treacherous, and I’ve seen countless applications derailed by the same handful of preventable mistakes.  Let’s walk through the biggest landmines in gTLD string selection so you can sidestep them.

Underestimating Similarity Risks

One of the most common – and costly – errors is underestimating similarity risks, which leads to objections or contention.  You might think your string, say .cloudhost, is totally distinct from the existing .cloud TLD.  But a String Similarity Review Panel might see it differently, landing you in an expensive and drawn-out objection process you never budgeted for.

Applying for a String that Overlaps Reserved or Blocked Names

Another rookie move is picking a string that’s already on the official ICANN reserved names list or its list of blocked names.  It sounds obvious, but it happens.  This is a surefire way to waste your non-refundable application fee on a string that was dead on arrival.

Forgetting Replacement Strings Can Save an Application

One of the most frustrating mistakes in gTLD string selection is failing to line up a solid replacement string when you submit your application.  Without one, you could find yourself dragged into a brutal multi-applicant auction.  In the 2012 round, we spent months building auction strategies, projecting bids, and negotiating side deals (back when that was still allowed).  A pre-vetted replacement string changes the game.  Instead of gambling everything on one contested choice, it becomes your smartest strategic asset – your built-in escape hatch from a bidding war that could drain your entire budget.

Overpromising the Meaning of Your String

Finally, a word of caution:  be careful how you define the “meaning” of your string in the application.  While ICANN doesn’t evaluate meaning, you can bet that public commenters and community objectors will.  If they feel your intent is misleading or harmful, you could be facing a PR nightmare that poisons your entire application process.

The market for these new gTLDs is wild.  While a TLD like .XYZ dominates with a massive 37% market share, it’s a different story at the premium end.  About 27% of new gTLDs have average registration prices climbing over $1,000.  Just look at .inc, which averages a staggering $1,717 per registration.  This data, which you can explore further in these new gTLD statistics and market trends, proves just how valuable the right string can be.

Don’t get emotionally attached to a single string.  A well-chosen replacement isn’t a sign of weakness; it’s a mark of strategic depth.  It can save your entire project from contention or outright failure.

Conclusion:  The Art and Science of gTLD String Selection

Choosing the right string is both an art and a science:  a careful dance between marketing appeal and the technical and legal minefields laid out by ICANN.  Get it right, and you’ve built a solid foundation for a new digital empire.  Get it wrong, and the application dies a quiet death before the real evaluation even begins.

Now that you know about strings, let’s talk about application types:  brand, community, geographic, and more.

Ready to put your gTLD idea to the test?  We’ve put together a free String Selection Scorecard to help you weigh the risks and opportunities of your chosen string.  Grab our proven checklist and make sure your gTLD is positioned for long-term success.

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