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Domain Name Search4 min
What is a Top-Level Domain (TLD) Launch?
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NameSilo Staff8/5/2026
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A new Top-Level Domain (TLD) launch follows three distinct phases. First is the Sunrise phase, strictly reserved for verified trademark holders to protect their brands. Next is the Landrush phase, an early-access period where anyone can register premium domains for an extra fee. Finally, General Availability opens registration to the public at standard retail prices.
How ICANN Releases New Extensions
ICANN, the organization overseeing the domain name system, approves new TLDs and requires every registry operator to follow this structured rollout before opening registration to the general public. The process exists to give trademark holders a fair first look before the open market floods in.
Current news: ICANN just opened its second-ever new gTLD application round, the first since 2012. Applications close August 12, 2026. Evaluation typically takes 18-24 months, so any brand-new extensions from this round won't be registrable until 2028 at the earliest. Meanwhile, individual TLDs from earlier approvals keep launching on their own schedules: .DOT entered Sunrise on July 21, 2026, and Google Registry's .EAT, .FLY, and .HERE begin Sunrise on September 1, 2026.
Phase 1: Sunrise (Trademark Only)
Sunrise is the mandatory first phase for every new gTLD, typically running 30-60 days. Only holders of a trademark verified through the Trademark Clearinghouse (TMCH) can register during this window.
The TMCH exists specifically to stop squatters from grabbing brand names the moment a new extension goes live. To participate, you submit proof of an existing registered trademark before the Sunrise window opens, not during it.
Phase 2: Landrush / Early Access (Pay to Play)
Landrush opens registration to everyone, trademark or not, at a significant premium over standard pricing. This phase typically lasts around 30 days and exists to generate registry revenue while filtering for serious buyers willing to pay extra for early access.
If multiple people apply for the same domain during Landrush, the registry resolves the conflict through an auction. Everyone who applied gets a chance to bid; the highest bidder wins the domain, and non-winning applicants receive their registration fee back. Many registrars run similar pre-registration queues in the run-up to General Availability, and contested names in that queue typically resolve the same way, by auction, the moment the phase opens.
Phase 3: General Availability (GA)
General Availability is the open, ongoing phase where the TLD becomes available to anyone, indefinitely, on a strict first-come, first-served basis. There's no more application queue by this point, whoever successfully submits the registration request first gets the domain.
This is also when automated bots and professional domain investors move fastest, so desirable dictionary-word and short domains are often gone within seconds of GA opening.
Common Mistakes
Waiting for General Availability to register a competitive name: If you want a genuinely valuable dictionary-word or short domain, GA is the worst time to try. Automated registration bots and drop-catching services are specifically built to win these races in milliseconds. Landrush, despite the premium price, is often the more realistic path for anyone without bot infrastructure.
Assuming Sunrise requires a US trademark specifically: TMCH accepts trademarks from many jurisdictions worldwide, not just the United States. Check eligibility before assuming you don't qualify.
Ignoring pending TLD launches entirely: Extensions relevant to your industry (like the currently launching .DOT for developers, or .PAY for fintech) can be worth monitoring even if you've never thought about a non-.com domain before.
What This Means for You
New TLDs typically become available through NameSilo once they exit General Availability restrictions and reach standard registry distribution. For extensions already established and searchable today, use NameSilo's domain search and compare pricing across options.
Frequently Asked Questions
What is a domain Sunrise period?
A trademark-holder-only registration window before public access opens.
Who can register domains during Landrush?
Anyone, at a premium price, before General Availability opens.
What is General Availability for domains?
The open, ongoing phase where anyone can register at standard pricing.
Do I need a trademark to buy a new domain?
Only during Sunrise. Landrush and General Availability are open to everyone.
How do I pre-order a new domain extension?
Check your registrar for pre-registration queues before the launch date.
Why are some new domain extensions so expensive?
Landrush and premium reserved names carry intentional markups over base pricing.
What is the Trademark Clearinghouse?
A global database verifying trademarks for Sunrise phase eligibility.
How do I find out about new TLD launches at NameSilo?
Newly launched extensions typically become available at NameSilo once they reach broader registry distribution.
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NameSilo StaffThe NameSilo staff of writers worked together on this post. It was a combination of efforts from our passionate writers that produce content to educate and provide insights for all our readers.
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