By Tom Wells
The Internet is preparing for another expansion of the domain name space. ICANN’s next round of new generic top-level domain (gTLD) applications is set for April 2026, marking the first opportunity since 2012 for organizations to apply for their own TLDs. While the core objective remains the same – enabling innovation and competition online – ICANN has implemented several important changes to improve the process, enhance fairness, and reduce resource burdens.
Here are the major updates you need to know as you prepare for the 2026 round:
- Changes for .BRAND Applicants
The 2026 round includes several notable updates for brand owners applying for .BRAND TLDs:
- Trademark Validation Required: Applicants must submit a valid Signed Mark Data (SMD) file from the Trademark Clearinghouse (TMCH) to apply for a .BRAND TLD.
- Brand Evaluation Fee: In addition to the standard application fee, a $500 Brand Application Evaluation fee will apply.
- Contending Brands Can Modify Their Strings: If a .BRAND application ends up in contention, the applicant can append a word from the “goods and services” section of their trademark registration to their applied-for string to exit the contention set.
These updates aim to support brand protection while reducing friction between legitimate rights holders.
- Streamlined Technical Evaluation via Pre-Approved Back-End Providers
In 2012, applicants were required to answer a series of highly technical questions related to DNS operations, technical infrastructure, and security protocols. Preparing these responses placed a significant burden on both the applicants and ICANN’s evaluators.
To address this, ICANN introduced a pre-evaluation program for registry service providers. Participating back-end registry operators, responsible for the essential infrastructure that enables TLDs to operate, will be vetted and approved by ICANN in advance.
If applicants select one of the pre-approved providers, they will be fast-tracked through the technical evaluation portion of their application. This change is designed to simplify the process and reduce costs and complexity.
- No More Closed Generics
One of the most controversial gTLD use cases in the 2012 round was the application for closed generic TLDs – generic terms like “book” or “cloud” that were proposed to be operated exclusively by a single entity for its own use.
For the 2026 round, ICANN has prohibited such applications. Applicants cannot apply for a generic term and restrict its use solely to their own business. All generic TLDs must be operated in an open and non-discriminatory manner.
- No Private Resolution of String Contention
In 2012, when multiple applicants applied for the same or confusingly similar strings, they were placed in a contention set, which could be resolved privately, e.g., joint ventures, buyouts, or private auctions.
That’s no longer allowed. In 2026, private resolutions of string contention are explicitly prohibited. Once all evaluation processes are complete, any unresolved contention sets will move to an ICANN-run auction. Applicants who attempt private resolution risk having their application canceled and could be barred from future rounds.
This change is intended to preserve transparency and reduce the risk of anticompetitive behavior.
- Introducing the “Replacement String” Option
In a new move to help applicants avoid contention altogether, ICANN will allow applicants to include a Replacement String within their application.
If an applicant finds themselves in a contention set on Reveal Day (the day when all applied-for strings and associated applicants are published), they can elect to switch to their alternative string, which they submitted alongside their primary string in their application, at no additional cost.
This flexibility provides applicants with a strategic path to avoid auctions and keep their application on track, without unnecessary delays or costs.
Final Thoughts
The 2026 round introduces significant changes aimed at making the application process more predictable, fair, and accessible. By eliminating closed generics and private contention resolutions, ICANN is reinforcing its commitment to transparency. Meanwhile, the introduction of pre-approved registry providers and fallback options like Replacement Strings offer greater efficiency and strategic flexibility to applicants.
Organizations considering a gTLD application in the upcoming round should begin preparing now by evaluating potential strings, aligning internal stakeholders, and partnering with trusted advisors who understand the new rules and associated risks.
The domain name landscape is about to shift once again. Will your brand be ready?