Remember that feeling of waiting for ICANN to maybe, possibly, finally give us the green light? Well, it happened. The Applicant Guidebook (AGB) has been approved by the ICANN Board. Cue the confetti cannons, champagne pops and a healthy dose of cautious optimism from every potential registry, brand and consultant who’s been watching this saga unfold since the 2012 round.
Now that the runway to the 2026 new gTLD round is officially clear, the speculation machine is back in business. Some say we’ll see fewer applications because the process is stricter and more strategic. Others think we’ll see more because brands finally understand the value of owning their digital real estate.
So… what’s your guess?
Rewinding the tape to the first round
Back in 2012, ICANN received 1,930 applications. That’s almost two thousand hopefuls who thought “yes, I should definitely run my own slice of the internet.” Around 1,200 strings made it into the root which was impressive for a first try. Now here we are again, a decade older, a little wiser and still just as curious but with a clearer understanding of what this process should look like.
This time around, the goal is not to flood the internet with random new names. The 2012 round was full of experimentation: people applied for everything from .ninja to .sexy because nobody knew what would stick. Now we do, and applicants are approaching the entire process with far more intention rather than guessing for fun. So whether 2026 sees fewer or more applications, the ones that do come through will be sharper and long lasting.
The AGB touches that raise the game
ICANN has evolved too, setting clear evaluation criteria and dispute rules and timelines that make sense. The AGB itself has been built on 300+ community policy recommendations and spans nearly 400 pages of clarified requirements, from eligibility and evaluation to contracting and compliance. Applications must now go through the new TLD Application Management System (TAMS), dotBrands can pass the TLD check to earn the coveted Spec 13 badge and applicants can submit a backup string in case their first choice conflicts with someone else’s. What’s more, ICANN now includes a plural check to spot similar pairs like .shop and .shops before they confuse the world.
The rise of the dotBrand
If the first round built new digital real estate, this one is about owning your own building. Back in 2012, dotBrands were the underdogs; today, they’re leading the conversation because they offer a secure, flexible and trusted space that gives companies control over their online identity.
At a time when security, authenticity and brand control matter more than ever, dot brands are perfectly positioned to grow. With Spec 13 now clearly defining what counts as a brand TLD, the process is far easier to navigate than it was a decade ago.
In short, while the total number of new applications is far from settled, the share of .brands are likely to increase significantly and bring in a lot of excitement.
What’s new with Hello Registry
As we get closer to the next round, we are actively working with ICANN through the Registry Service Provider (RSP) evaluation process, keeping close watch on every update. Our tech and policy teams are focused on meeting every new requirement, so our systems are not just compliant but ahead of the curve.
While that work continues, we are helping our partners get ready for their applications, running readiness sessions, supporting their technical preparations and making sure everything is in place for a smooth submission when the window opens.
Behind the scenes, our technical stack keeps evolving. We roll out upgrades every month, from smarter automation and faster DNS management to new tools for registry monitoring and reporting. The goal is simple: when the ball finally drops, our customers will have a state-of-the-art, production-ready system waiting for them.
Ready or not, here it comes
The next round of new gTLDs isn’t a reboot of 2012. It’s a sequel with a better script, tighter pacing and fewer explosions. If you’re a brand, a registry hopeful or just someone who loves a good internet plot twist, now’s the time to get ready.
Hello Registry is here to help you figure out your string, build your plan and make it happen.