In December 2025, ICANN published the official Applicant Guidebook for the 2026 New gTLD Program Round. At 440 pages, it’s not a light read. That’s why we’ve created this executive summary: with the key dates, requirements, costs, and changes that brand owners need to know.

The 2026 Round is only the second time ICANN has opened applications for new generic top-level domains (gTLDs). The first-round back in 2012 added over 1,200 new extensions to the internet’s namespace, from .app and .shop to branded TLDs like .google and .bmw. This time around, the programme has been refined with over 300 policy updates drawn from years of community feedback and lessons learned.

For brand owners, this is a significant moment. The application window opens on 30 April 2026 and runs for just 105 days, closing on 12 August 2026. That may feel like a long way off, but the complexity of the process means preparation should be well underway. And that’s where the guidebook, and expert advice, comes into play.

For the full document, you can download the Applicant Guidebook directly from ICANN. And if you’re exploring whether a DotBrand is right for your organization, visit our dedicated DotBrands page for a deeper look.

But in the meantime, keep reading, and will give you the topline summary.

What’s Inside the Guidebook

The guidebook is structured across seven modules and 12 appendices. Here’s what matters most for potential applicants.

Eligibility and Requirements

Only legal entities can apply. That includes corporations, organizations, institutions, and governmental bodies. Individuals, sole proprietorships, and entities not yet legally formed (such as pending joint ventures) are excluded. All applicants must demonstrate a genuine, good faith intent to operate the TLD, and applications are submitted electronically through ICANN’s TLD Application Management System (TAMS). Background screening covers the applying entity along with its directors, officers, partners, and any shareholders holding 10% or more equity.

Fees and Costs

The base evaluation fee is USD 227,000 per application, covering one primary string and up to four variant strings. Qualified applicants under the Applicant Support Programme (ASP) can receive a 75–85% discount, bringing the fee as low as USD 34,500. Additional conditional fees may apply depending on your application type, for example USD 500 for DotBrand eligibility evaluation or up to USD 80,000 for Community Priority Evaluation. Refunds range from 65% (if withdrawn early) down to 20% (if withdrawn after evaluation has started). Payment is by wire transfer, ACH, or SWIFT only.

Application Process and Evaluation

The process runs through multiple stages: submission, administrative checks, Reveal Day, a replacement period, community input, string evaluation, and applicant evaluation. String evaluation covers similarity checks, name collision assessments, and geographic name identification. Applicant evaluation includes background screening, financial and operational review, and RSP assessment. For DotBrand applications specifically, there is a separate eligibility evaluation under Specification 13.

Objections and Dispute Mechanisms

Once applications are published, there are four formal grounds for objection: String Confusion (similarity to existing TLDs or other applications), Legal Rights (trademark or IGO name infringement), Limited Public Interest (conflict with accepted legal or moral norms), and Community (substantial opposition from an established community). The GAC (Governmental Advisory Committee) can also issue Early Warnings or Consensus Advice on specific applications, which carry significant weight with the ICANN Board.

Contention and Resolution

Where multiple applicants go after the same or similar strings, the guidebook provides several resolution paths. The new Replacement Period lets applicants swap to a backup string to sidestep contention entirely. Community applicants can elect Community Priority Evaluation to claim priority. If contention remains unresolved, ICANN runs an ascending clock auction as a last resort. One major change from 2012: private resolution of contention, including private auctions, is now prohibited.

Registry Service Providers

The 2026 Round introduces a dedicated RSP Evaluation Programme. Rather than each applicant being individually assessed on technical capability, pre-approved Registry Service Providers (RSPs) are evaluated once and can then support multiple applications. This significantly reduces cost and complexity for applicants working with an established RSP partner.

Key Dates and Timeline

The guidebook sets out a structured timeline for the entire application process. Here are the milestones that matter most:

• 30 April 2026: Application window opens

• 12 August 2026: Application window closes (105-day submission period)

• 7 days after close: Payment deadline for the USD 227,000 evaluation fee

• ±8 weeks after close: Administrative check: payment verification, completeness, and identifying any identical string (the specific TLD label being applied for, e.g. .brand) applications for initial contention sets

• ±9 weeks after close: Reveal Day: all qualifying applications are published and contention sets made public. From this point, certain communications between competing applicants are restricted.

• 14 days after Reveal Day: Replacement Period: applicants who submitted a backup string can swap to it if their primary choice is in contention. This is a brand-new mechanism for the 2026 Round and a useful tool for reducing head-to-head conflicts.

• After String Confirmation Day: Community input, objections, string evaluation, and applicant evaluation phases begin

• 90 days from invitation: Deadline to execute a Registry Agreement with ICANN

• 1 year from agreement: Deadline to delegate the TLD

• ±June 2030: Estimated programme completion (based on ±2,000 applications)

The more applications submitted, the longer the processing timeline extends.

Why It Matters for Brands

A DotBrand TLD isn’t just a vanity move. It gives your organization complete ownership of a top-level domain that carries your brand name, meaning every URL under it is unmistakably yours. Think .google, .bmw, or .barclays. No third parties registering lookalike domains. No phishing sites hiding behind similar addresses. Full control over your digital identity from the top of the DNS down.

From a strategic perspective, a DotBrand strengthens trust with customers, simplifies your digital architecture, and creates a namespace that competitors simply can’t replicate. It’s a long-term digital asset, not a short-term marketing play.

The 2026 Round also brings meaningful improvements for brand applicants. The new RSP Evaluation Programme means you don’t need to build registry infrastructure from scratch; working with a pre-approved RSP streamlines both the application and the ongoing operation. And the introduction of replacement strings gives applicants a safety net if their preferred TLD ends up in contention.

That said, the process is complex. The guidebook runs to 440 pages for a reason. Eligibility screening, financial evaluation, community input periods, and potential objections all need to be navigated carefully. Brands that start preparing now will be in a far stronger position than those scrambling when the window opens in April.

What Should You Be Doing Now?

The application window may not open until April, but the groundwork needs to start well before that. Here’s where to focus your preparation:

• Assess your eligibility. Make sure your organization meets ICANN’s entity requirements and that your leadership team can pass background screening. If your corporate structure involves subsidiaries or joint ventures, clarify who the applying entity will be.

• Define your string strategy. Decide which TLD you want to apply for, and consider whether a replacement string makes sense as a fallback. Think about variant strings too, particularly if your brand operates across multiple scripts or markets.

• Get your documentation in order. The application requires detailed financial, operational, and organizational information. Pulling this together takes time, especially for larger organizations with complex structures.

• Choose your RSP early. Working with a pre-approved Registry Service Provider removes a significant layer of complexity from the process. CentralNic Registry, BrandShelter’s backend provider, is already approved under the new RSP Evaluation Programme, giving our clients a head start on the technical side.

• Budget beyond the application fee. The USD 227,000 base fee is just the starting point. Factor in conditional evaluation fees, legal costs, internal resource allocation, and ongoing registry operations post-delegation.

• Engage expert support. The guidebook is detailed and the stakes are high. Working with an experienced partner can make the difference between a smooth application and a costly misstep.

The costs, complexity, and competition involved in the 2026 Round mean that early preparation isn’t just advisable; it’s essential. The brands that move first will have the clearest path through the process.

Getting Started

The 2026 New gTLD Applicant Guidebook is the most comprehensive framework ICANN has ever published for new TLD applications. It’s more structured, more transparent, and more detailed than the 2012 Round, but that also means there’s more to get right.

The key takeaways for brand owners are straightforward: the application window is short (105 days from 30 April), the evaluation fee is significant (USD 227,000), the process is multi-staged and competitive, and preparation is everything.

BrandShelter works with organizations at every stage of the DotBrand journey, from initial feasibility and string strategy through to application submission, evaluation, and post-delegation operations. If you’re considering a DotBrand for the 2026 Round, now is the time to start the conversation.

Explore our DotBrand services and get in touch →

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