ICANN’s publication of the final Applicant Guidebook

ICANN’s publication of the final Applicant Guidebook (AGB) for public comment last week marks a pivotal moment for companies interested in securing their own DotBrand top-level domain (TLD), moving the second application a step closer to reality.

What Is the Applicant Guidebook and why does it matter?

The AGB is the definitive rulebook for applying for new gTLDs, including DotBrands. It details eligibility, application requirements, evaluation criteria, fees, and post-launch obligations for entities looking at owning and operating one, or more Top-Level Domains. With the finalised AGB now published for a final public comment, companies finally have clarity on the process, costs, and compliance expectations for the next application round, due to start next year.

Whilst there may be some minor amendments, based on the public comment period that is expected to run for a few months, the AGB lays out all we need to know about the application process.  The window will open in April 2026, and applications can be submitted during a 12–15-week period.  Missing this window could mean waiting years for another chance to apply so it’s essential that, should you be considering an application, you are fully prepared as early as possible.

What the publication of the full draft guidebook means for applicants

For any organisation that is looking to apply for their own dotBrand Top-Level Domain, the AGB provides clarity on a number of aspects of the application process, including:

• Transparent, predictable rules – The final draft AGB provides clear, updated rules, including application fees (set at $227,500 USD for DotBrands), technical and operational requirements, and dispute resolution processes.
• String contention and similarity – Applicants must ensure their chosen string doesn’t conflict with others or violate ICANN’s string similarity guidelines. Early feasibility studies are recommended to avoid costly disputes or rejections.
• Objection Process – there are a number of mechanisms for third parties to object to gTLD applications. These processes are outlined in detail in the AGB, along with the process for applicants to respond to objections.
• Registry Service Provider (RSP) Pre-Approval – A new feature in this round is the pre-approval process for registry service providers, which will streamline technical evaluations and speed up deployment.

What should potential applicants be doing now?

The publication of the draft final AGB is a compelling event in the road to the second application round.  But the sand in the hourglass never pauses, meaning that organisations need to be well prepared ahead of the opening of the application window in April 2026.  This includes:

• Assess trademark readiness – Ensure the application term/brand is a registered trademark and eligible for DotBrand status based on the AGB.
• Undertake a feasibility study on the chosen TLD – Aside from the trademark check, it is sensible to evaluate potential string conflicts and risks, including government or community objections to ensure that any application has the best chance of success.
• Budget accordingly – Plan for the application fee and additional costs of running a dotBrand TLD.
• Engage stakeholders – Align internal stakeholders, create a dotBrand team and secure executive buy-in early.

The opportunity

Owning a DotBrand gives companies unprecedented control over their online identity, security, and brand protection. It enables agile domain management, custom URL structures, and enhanced trust with customers.

Preparation is the key to a successful dotBrand application, both to take advantage of the opportunities that owning a Top-Level Domain bring, but also to mitigate any internal and external risk in making an application.

The final AGB’s publication signals the start of a brief but crucial window for brands to act. Those who prepare now will be best positioned to secure their own slice of the internet for the coming years ahead.

Com Laude’s dotBrand experience

Com Laude stands out as the expert in the dotBrand TLD space, with an unparalleled pedigree built over more than a decade of hands-on experience and industry leadership. In the 2012 ICANN new gTLD application round, Com Laude advised clients on 20% of all dotBrand applications, with 73 of those achieving perfect 100% evaluation scores from ICANN—an achievement unmatched by any other provider.

Com Laude’s team not only guided clients through the complex application and delegation process but also continues to provide ongoing compliance, strategic consultancy, and operational support, ensuring brands maximize the value and security of their dotBrand TLDs.

Our active participation in ICANN policy development and proven track record in delivering successful dotBrand projects make Com Laude the trusted advisor for organisations seeking to secure, manage, and innovate with their own top-level domains