Company files launch plans for three more top level domains
Google Registry has submitted launch plans to ICANN for three additional top level domains (TLDs): .eat, .here, and .fly. These domain names were originally applied for during the 2012 expansion round of new generic top level domains, and the recent filings signal that Google intends to make them publicly available as part of its growing portfolio of TLDs.
The company’s filings lay out the registration lifecycle for these TLDs, including trademark protection periods and phased market openings. For both .eat and .here, Google plans a trademark sunrise period running from September 1 to November 9. Trademark sunrise periods give verified trademark holders the first opportunity to register matching domain names before the TLD opens to broader markets; they are intended to reduce cybersquatting and protect established brand owners.
Following the sunrise, Google intends to run an Early Access phase using a Dutch auction mechanism from November 10 through November 17. Dutch-auction Early Access is a timed registration window in which interested parties can acquire domain names before general availability; prices may vary during the window, and the highest eligible bids or the auction rules determine allocation. According to the filings, general availability for these TLDs will begin on November 17, opening registration to the wider public on a first-come, first-served or registrar-mediated basis depending on registrar policies.
Google’s application for .eat positioned the namespace as a dedicated space for entities that provide information about food, restaurants, and eating. The domain is intended to serve restaurants, food bloggers, delivery and reservation services, culinary publications, and other organizations whose primary focus is food-related content or services. .eat will enter a competitive landscape that already includes specialized and generic food- and hospitality-related TLDs such as .menu, .rest, and .restaurant, each offering different branding and search advantages for food-focused sites.
For .here, Google indicated an emphasis on location- and context-driven uses. Potential examples mentioned in earlier application materials included location markers like restaurant.here, social or meetup-focused spaces like meetup.here, and contextual call-to-action or content pins such as click.here. The .here TLD is positioned to serve businesses and services that want to emphasize place, presence, or immediate action in their domain branding.
The .fly launch plan has some timing ambiguity in public records. ICANN’s calendar shows a sunrise beginning on September 1, but Google’s detailed startup plan suggests that the sunrise for .fly won’t commence until January 2027. The discrepancy between the widely posted ICANN timeline and the registry’s own submitted schedule will likely be resolved through ICANN’s evaluation and implementation process; registrants and registrars should watch for final confirmation from Google Registry and ICANN before making plans that depend on precise dates.
Consistent with Google’s other TLDs, HTTPS will be required for sites using these domains. Requiring HTTPS helps protect end users by encrypting web traffic and is a common security policy for modern TLD operators. Registry-enforced HTTPS requirements can improve baseline security for domain holders and their visitors, and they align with broader industry trends toward secure-by-default web connections.
Google is not acting alone in bringing legacy applications from the 2012 round to market just ahead of the next application window. Other large companies and registry operators have also been rolling out TLDs filed in previous rounds. For example, Amazon recently launched the .pay TLD with a sunrise period that has been running this year, and DishDBS rolled out .latino earlier in the year. In a similar move, DishDBS has also filed to release .dot. These releases reflect a broader effort by registry operators to activate previously applied-for namespaces and to expand options for brand owners, marketers, and domain investors.
The staged launch approach—trademark sunrise, Early Access with Dutch auction, and general availability—gives trademark holders, early bidders, and the general public an ordered chance to obtain names. Prospective registrants should prepare by verifying trademark status if relevant, reviewing registrar participation and pricing for early access auctions, and monitoring official registry announcements for any updates or clarifications to timelines and policies.
As launch dates approach, domain buyers and brand managers who plan to use .eat, .here, or .fly should consult their registrars and monitor Google Registry and ICANN notices for the definitive schedules, registration rules, and technical requirements. Staying informed will help organizations secure preferred names, comply with registration policies, and make the most of the targeted branding opportunities these new TLDs can provide.