When ICANN last opened its application window for new generic top-level domains (gTLDs) in 2012, applicants had to answer around 50 questions. At the time, this felt like a comprehensive exercise, requiring organizations to disclose their ownership structure, outline financial stability, and explain how they intended to operate a registry from a technical and operational perspective.
Fast forward to the upcoming round in 2026, and the landscape looks very different. Applicants will now face more than 200 questions, depending on the type of gTLD they pursue. This fourfold increase reflects how much more complex the process has become, covering everything from corporate governance and financial forecasting to registry operations, safeguards, abuse mitigation, and community or geographic restrictions.
For organizations considering a gTLD, this means two things:
1. The opportunity is more structured than ever.
2. The preparation required is significantly more demanding.
Several factors explain the dramatic rise in requirements:
• Brand TLD Recognition: For the first time, ICANN explicitly recognizes Brand TLDs under Specification 13. While this brings predictability, it also requires detailed verification of trademark rights and operational commitments;
• Stronger Governance Controls: Applicants must provide granular information on directors, officers, and material shareholders, down to dates of birth and residential addresses;
• Enhanced Security Expectations: ICANN and the Internet community now demand robust plans for abuse mitigation, DNS security, and registry continuity in the event of failure;
• Financial Scrutiny: Applicants, especially those not publicly traded, must provide comprehensive financial models — even if their TLD is not intended for open, revenue-generating registrations;
• Global Inclusion: With increasing demand for internationalized domain names (IDNs) in scripts like Chinese, Arabic, and Cyrillic, ICANN has built in additional evaluation complexity to ensure accurate implementation.
The message is clear: operating a top-level domain is no longer seen as an experiment. It is a critical piece of Internet infrastructure.
In 2012, many applicants relied on a patchwork of Word documents, Excel trackers, and endless email chains to draft and revise their applications. While that was cumbersome, it was manageable for 50 questions.
With more than 200 questions in 2026, this approach simply won’t scale. The risks include:
• Version Confusion: Different stakeholders editing different drafts inevitably leads to conflicting versions;
• Missed Details: When hundreds of sub-questions must be answered precisely, small omissions can derail an application;
• Formatting Errors: ICANN’s TLD Application Management System (“TAMS”) will require specific formats; errors risk rejection or delays;
• Time Inefficiency: Managing hundreds of questions across multiple stakeholders by email is a recipe for wasted hours and overlooked risks.
In an application process where precision matters — and where missteps can cost hundreds of thousands of dollars — relying on outdated workflows is not an option.
At Pitch, we saw these inefficiencies firsthand when we supported more than 100 clients through the 2012 round. That experience showed us both the strengths of traditional legal guidance and the weaknesses of unstructured document management.
That’s why we’ve developed a dedicated SaaS platform specifically designed for the new gTLD application process which mirrors ICANN’s TAMS system.
Key Features:
• Structured Workflow: All 200+ questions from the Applicant Guidebook are built into the platform. Applicants follow a guided process, ensuring no requirement is missed.
• Adaptive Logic: The platform adapts to the type of application (Brand TLD, community-based, geographic, or open TLD) so applicants only see relevant questions.
• Multilingual Support: To support global applicants, all questions are translated into key languages including Japanese, Chinese, and Arabic. This reduces the risk of misinterpretation for our international clients.
• Collaboration & Permissions: Multiple stakeholders can contribute securely, with role-based permissions to protect sensitive information.
• Version Control & Audit Trails: Real-time tracking ensures everyone is working on the latest draft, with full visibility into changes.
• Security by Design: Built with legal confidentiality in mind, the platform ensures sensitive business, technical, and financial data is protected.
Technology alone isn’t enough. While our SaaS platform eliminates inefficiencies, our legal and strategic expertise remains essential to strengthen applications.
Applicants can choose between two models:
1. Full-Service Support: Pitch manages the application end-to-end, from initial strategy to ICANN submission.
2. Hybrid Support: Clients draft their applications within our platform and then rely on Pitch for targeted legal and compliance review.
In both cases, our lawyers and domain experts add value by:
• Reviewing applications for ICANN compliance;
• Assessing trademark risks and potential string contention;
• Advising on Specification 13 requirements for Brand TLDs as well as other requirements for geographic TLDs, community-based TLDs, etc.;
• Guiding applicants through dispute resolution, contract execution and TLD delegation.
This hybrid model offers the best of both worlds: clients retain control of their application narrative, while Pitch ensures compliance, legal robustness, and strategic alignment.
Applying for a gTLD is no longer just a legal exercise or a technical exercise — it is a complex, multi-disciplinary project. Success requires:
• Smart project management.
• Clear legal accountability.
• Strategic foresight about the long-term value of owning a TLD.
With the number of questions quadrupling since 2012, the risk of errors is higher than ever. By embedding technology and legal expertise directly into the process, applicants can move from complexity to clarity — and ensure their submission is not only compliant but strategically sound.
The next round of gTLD applications is shaping up to be the most demanding in ICANN’s history. But with greater complexity comes greater opportunity. Organizations that prepare early, adopt smarter tools, and lean on experienced advisors will be best positioned to succeed.
At Pitch, we bring together a unique combination of 50+ years of industry expertise, first-hand experience managing close to 150 applications in 2012, and a SaaS platform designed for the challenges of 2026.
Contact us today to schedule a demo of our SaaS application management platform and explore how we can support your gTLD strategy.
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