When a new top-level domain (TLD) launches, registration typically opens in phases designed to give trademark holders priority access before the TLD is available to everyone. This article explains each phase — Sunrise, Landrush, and General Availability — and what to expect during each one.
Why new TLDs launch in phases
New generic TLD (gTLD) launches follow a phased rollout mandated or permitted by ICANN. The phases balance protecting trademark holders with giving the general public a fair chance to register domains.
Upcoming
"Upcoming" isn't a launch phase itself — it describes a new TLD that's been approved but hasn't yet published dates for its Sunrise, Landrush, or General Availability phases. Details are added once the registry announces them.
Sunrise
Sunrise is the mandatory first phase of every new gTLD launch and the right time to register your brand names as domains. Only holders of a validated trademark record in the Trademark Clearinghouse (TMCH) can register during Sunrise, and a separate Sunrise fee applies per domain. Some registries also offer an additional Sunrise period with alternate eligibility requirements.
Sunrise type | How it works |
End-Date Sunrise | Applications are collected throughout the period and registered at the end. Domains with multiple applications are allocated by auction. Must run at least 60 days and can launch without advance notice. |
Start-Date Sunrise (first-come, first-served) | Domains are allocated as applications are received. Must run at least 30 days, and the dates must be announced at least 30 days in advance. |
Quiet Period
The Quiet Period is a short lull between Sunrise and Landrush, or between Landrush and General Availability. Registries aren't required to have one, and when they do it can last from a single day to a few weeks. No domains can be registered during a Quiet Period.
Landrush
Landrush is an optional phase that follows Sunrise — registries can choose not to offer it. It's the right time to register important names that aren't eligible for trademark protection. Registration is usually open to everyone during Landrush, but domains are priced higher than standard registration and may be allocated by auction or on a first-come, first-served basis.
Note: Registries can reserve high-value "Premium" domains and sell or auction them at elevated prices. Reserved terms, pricing, and allocation methods vary by registry.
General Availability and Trademark Claims
General Availability follows all Sunrise and Landrush periods. It's the open-ended phase where anyone can register the TLD on a first-come, first-served basis.
For the first 90 calendar days after General Availability opens, ICANN requires registries to run a Trademark Claims service (this period can't overlap with Sunrise). Trademark Claims works as follows:
- A potential registrant gets a warning notice when attempting to register a domain name that matches a trademark term in the TMCH.
- If the registrant proceeds with the registration after accepting the notice, the matching trademark holder is notified of the registration so they can take any action they consider appropriate.
Next steps
- Learn about the Ascio Partner Portal, including the TLD news and service information sections that surface new launch details — see Partner Portal Overview.
- Search for domains you manage, including premium and reserved domains — see Domain Management.
Questions? Contact Ascio Support.
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