The Web Is Getting Hundreds of New Domain Endings

For the first time in over a decade, hundreds of new web domain endings like .slop and .ai are coming.

The internet's address book is about to get a major update. ICANN, the nonprofit organization that coordinates the web's domain name system, is processing over 1,600 applications for new generic top-level domains (gTLDs), according to a report from TechRadar. A gTLD is the part of a web address that comes after the final dot, such as .com, .org, or .gov. This is the first time since 2012 that a new round of gTLDs has been opened, marking a significant event in how the internet is organized. The new submissions reflect the modern digital landscape, with proposed endings ranging from the practical, like .app or .dev which came from the last round, to more culturally specific terms like .therapy, .hype, and even .slop—a term often used to describe low-quality, AI-generated content.

The process of introducing new gTLDs is a slow and deliberate one, designed to ensure the stability and security of the internet. ICANN's 2012 round was a landmark event that introduced over 1,200 new domain endings, including many that are now commonplace. The long gap between that round and the new one planned for 2026 highlights how much the internet has evolved. The last expansion happened before the widespread adoption of the modern mobile web and long before the current explosion in artificial intelligence. The new applications aim to reflect these changes, providing more specific and relevant naming options for individuals and organizations. Each application undergoes a rigorous evaluation process to determine its viability and potential impact before it can be approved and delegated into the global domain name system.

This expansion presents a dual-edged sword for businesses. For founders and marketing teams, it’s a potential land rush. The availability of hundreds of new, descriptive domain endings opens up a world of branding possibilities. A company could secure a short, memorable, and highly relevant address that was previously unavailable. Imagine a therapy startup owning .therapy or a gaming company grabbing .hype. However, for IT and security teams, this represents a significant expansion of the digital attack surface. Each new gTLD creates another vector for cybersquatting, where bad actors register domains related to established brands to profit from their reputation. It also increases the risk of phishing attacks, as criminals could register deceptively similar domains (e.g., your-bank.finance) to trick customers and employees.

The strategic implications for businesses are substantial and require proactive planning. Companies can no longer focus their domain strategy solely on legacy endings like .com. They must now evaluate the long list of potential new gTLDs and decide which ones are relevant to their brand, industry, and customers. This involves both offensive and defensive thinking. Offensively, a business might decide to acquire a new gTLD to launch a new product or marketing campaign. Defensively, they will need to consider registering their brand name under various new gTLDs simply to prevent others from doing so. This has direct budgetary and resource implications, as monitoring and registering domains across a vastly larger landscape will require more investment. The potential for a .slop domain, for example, forces companies to consider whether they should register their name under it to prevent association with low-quality content.

While the application process is underway, these new domains will not appear overnight. The full review, approval, and implementation process is expected to last until 2026. This gives businesses a window to prepare. The first step is for leadership, marketing, and IT teams to begin discussing their domain strategy in light of this upcoming expansion. They should start identifying which potential gTLDs pose the biggest opportunities or threats to their brand. As ICANN releases more information about which applications are moving forward, companies can refine their plans and budget accordingly. Staying informed about the process will be key to navigating the changing digital landscape without falling behind or leaving the brand exposed.

This is the first major expansion of web domains in over a decade, creating a land rush for new brandable names. It also expands the attack surface for phishing and cybersquatting, requiring new vigilance from security teams.

Companies must now develop a strategy for these new domains. This includes deciding whether to acquire new brand-relevant domains for marketing and defensively registering others to prevent brand impersonation and customer confusion.