FAQs for the upcoming ICANN 2026 application round
(Part 2): how to launch and use your dotBrand

Does a dotBrand TLD have to be used?

Not necessarily. Some organisations use it to structure restricted services and to tighten security across infrastructures, cloud services, secure environments and the IoT (Internet of Things).

Many businesses start with a small number of use cases before gradually broadening their reach. For example, the insurance company MMA IARD, which runs the .mma TLD, first tested its use on the website fondation-entrepreneurs.mma before expanding it to include zerotracas.mma and agency websites.

How long does it take to obtain a TLD once the application is submitted?

The process takes longer than the application period alone.

ICANN carries out technical, financial and legal assessments based on the information reported by the applicant and may request additional information from the applicant, and third parties may raise objections.

Activation typically occurs several months to more than a year after the application phase. Plan to use the TLD no sooner than early 2028.

Once the TLD is activated, the company can start using its dotBrand whenever it wants.

Is it possible to manage the TLD’s technical infrastructure yourself?

No, that is not recommended. Managing the entire technical infrastructure demands a high level of expertise and involves numerous technical and legal obligations.

In practice, organisations can look to specialised technical operators, called a registry service provider (RSP) and accredited by ICANN, like Afnic. RSPs handle the TLD’s operation, performance (availability), security and compliance.

The organisation that holds the TLD maintains its strategic direction and governance. This reduces the internal technical complexity.

How should internal teams be mobilised in advance?

A TLD project usually involves three key departments, especially at the start of the project:

• Marketing, to define the use cases in line with the brand strategy.
• IT, to assess the technical impacts and possible integrations.
• Legal, to manage compliance, governance and trademark rights. These departments must work together to align on strategy and operation. We strongly recommend setting up a project team.

During the application phase, it is best to partner with an expert-level service provider who is familiar with ICANN’s requirements and to designate someone to be the main point of contact with that service provider. It is strongly advised to eventually form a cross-functional team, especially once the TLD is operational.

In what way does a dotBrand TLD improve cybersecurity?

A dotBrand can significantly improve cybersecurity because only the organisation that owns both the brand and the TLD has complete control over all domain names within that digital territory. It alone can create and delete its own names. The organisation is also free to define its internal security policies. This positioning is crucial because it marks a distinction from other domain names, like .com, which are open to everyone and whose policies are defined by VeriSign in the USA.

This level of control gives the organisation complete authority over its dotBrand, lowering the risk of phishing-like threats based on similar-looking brand names (e.g., aire-france.com).

Some companies use their TLD to create highly secure digital environments. One such example is Microsoft, who uses cloud.microsoft with a domain name that is secured by an HSTS certificate and registry-level control. Thus a dotBrand can enhance a cybersecurity strategy.

Can existing domain names be redirected to a dotBrand?

Yes. Once your dotBrand TLD has been deployed, you can set up redirects from your existing domain names (.com, .fr, etc.) to your new addresses.

This allows for a gradual transition to avoid disrupting user habits or losing visibility. Your existing domains can continue to serve as entry points while directing visitors to your new dotBrand environment.

This approach simplifies the migration process while leveraging your existing brand recognition and SEO.

Can a dotBrand TLD boost B2B relationships?

Yes, and this is often where it has the most tangible value.

A dedicated TLD makes it possible to create spaces containing certified content for your partners, suppliers, and authorised distributors. The Swedish company Sandvik, specialised in heavy equipment for mining, uses its portal at mining.sandvik to provide its suppliers with content dedicated to productivity and equipment maintenance to maximise performance.

A TLD can also be used to structure extranet environments, API services, and sector-specific platforms to streamline communication and provide access to information in a secure and consistent environment.

In some sectors, having a TLD is a gauge of innovation and trust, acting like a digital label controlled by the organisation.

Can a dotBrand be used for email?

Yes, a dotBrand TLD can be used to create customised email addresses (example: contact@company.brand). This improves the consistency and clarity of the organisation’s digital identity.

With full control over its TLD, the company can implement consistent authentication policies (SPF, DKIM, DMARC) across its TLD, allowing it to detect potentially fraudulent emails and have its messages recognised more easily by email services. This improves the reliability of communications and boosts recipient trust.

What is the process for submitting an application?

Applications for a dotBrand TLD are submitted via an online portal managed by ICANN during the application window from 30 April to 12 August 2026.

The company must prepare an application detailing its structure, its trademark rights, its intended use of the TLD, and its financial capabilities.

Organisations typically work with experts (consultants, registrars, intellectual property advisers, technical operators, etc.) to prepare and submit their application.

What types of websites and services can be created with a dotBrand?

A dotBrand TLD can host a variety of websites and services.

For example, it can be used to host a corporate website, product pages, or campaigns, a customer portal, a partner portal, a support platform, or online services.

A dotBrand can also clearly organise a company’s digital services around simple, consistent addresses based on use (e.g. support.brand, offers.brand, partners.brand).

In short, a dotBrand offers flexibility. Companies can develop their use cases over time based on their projects and digital strategy.

Will I be refunded if I withdraw my application for a TLD?

Yes, but you are eligible for only a partial refund based on how far along the application is in the process.

An organisation can withdraw its application at any time before signing the registry agreement with ICANN.

The refund amount depends on the stage in the procedure:

• approximately 65% at the start of the process,
• 35% before the evaluation, and
• 20% once ICANN has begun its evaluation.

No refund is possible once the ICANN registry agreement has been signed.

Applicants must also explicitly agree to the refund process when submitting their application in order to be eligible for a refund.