Based on the June 3 webinar hosted by ICANN, here’s what you need to know to confidently navigate the updated AGB. As you dive into the latest, below, you can also find out more about domain management and new gTLD strategies for your organization here.

A Refined Journey for gTLD Applications

The application process follows a clear path, starting with submission and prioritization, then moving through evaluation, resolving any conflicts, and ending with delegation. Along the way, there are important checkpoints, like checking for blocked names, geographic terms, name collisions, and similar strings.

ICANN will also assess applicants based on their financial and operational readiness, as well as the qualifications of their chosen registry service provider. Brand TLD applicants or those seeking a Code of Conduct exemption must meet extra requirements. Some evaluations, especially those related to geographic names or name collisions, can lead to longer reviews or challenges. That’s why planning ahead and paying close attention to the details is so important.

Key Differences from the 2012 Round

The 2025 AGB brings several important changes compared to the 2012 round. As an update from the previous briefing back in August, one of the biggest shifts covers private contention resolutions. The latest guidelines effectively ban private auctions and deals between applicants. Instead, ICANN will handle all conflicts through their official processing system. To help avoid early disputes, applicants can now submit a “Replacement String” within 14 days of Reveal Day. ICANN also introduced a new Predictability Framework to manage unexpected issues, with changes now classified as minor, non-minor, or policy-related. ICANN has added more detailed evaluation steps, stricter rules for geographic names, and a more transparent fee and refund system.

The guidelines also outline strict, legally binding enforcement procedures for new and existing commitments. These include Public Interest Commitments (PICs), Registry Voluntary Commitments (RVCs), and Community Registration Policies. Altogether, these updates aim to make the application process fairer, clearer, and more consistent.

gTLD Applications Fees and Refunds: What Have ICANN Changed?

The new applicant guidebook sets the base gTLD evaluation fee at $227,000. Applicants must pay within seven days of the application window closing. Withdrawals trigger a tiered refund schedule, starting at $147,550 and decreasing as evaluations progress.

Conditional evaluations incur additional fees, including:

• Brand TLD eligibility: $500
• Geographic name review: $18,000–$25,000
• Name collision risk mitigation: $100,000–$150,000
• Community Priority Evaluation: $50,000–$80,000

Applicants may be able to access volume and policy-based refunds in certain cases based on the new regulations. For example, in cases where the program changes significantly after application submission, or where high-risk strings get withdrawn, refunds may be on offer.

Community Input, Objections & Appeals

The AGB encourages multiple forms of stakeholder feedback. Application Comments, GAC Early Warnings, and Singular/Plural Notifications provide opportunities to flag issues that evaluators may consider. Formal objections  covering grounds such as string confusion, legal rights, public interest, or community concerns can potentially block or modify gTLD applications. These objections are handled by independent dispute resolution providers, and their determinations can be appealed.

Contention Sets: gTLD Applications Resolution Pathways

Contention happens when more than one applicant applies for the same or a similar string. In this round, the guidelines ban any kind of secretive deals to resolve these conflicts in private. Instead, applicants must settle disputes through either a Community Priority Evaluation (for eligible community applications) or an ICANN-run auction using a set bidding format.

To help avoid these situations, applicants can submit a “Replacement String” within 14 days after Reveal Day. This fallback option is designed to reduce contention early in the process. Applicants can list up to four alternative strings at the time of submission, allowing them to switch to one of them later, but only once. Once a switch is made, the applicant can’t go back to the original string, even if later contention arises with their new choice. Brand applicants may also request a Brand String Change, if they meet the required eligibility criteria.

Geographic Names: Strict Compliance Required

Applications for geographic gTLDs, such as names of cities or ISO-recognized regions, must be backed by formal support or non-objection from the relevant government or public authority. Without this documentation, the application will be denied. A specialized Geographic Names Panel (GNP) will evaluate all geographic applications to ensure the legitimacy of supporting documents and their alignment with the intended use of the string.

Registry Commitments & Public Interest

All applicants must include Public Interest Commitments (PICs) as part of their application. Beyond this, applicants may submit Registry Voluntary Commitments or, in the case of community-based TLDs, Community Registration Policies. These commitments are reviewed through a Registry Commitment Evaluation (RCE) to ensure that they are legally sound and can be included in the final registry agreement. Any provisions that imply content regulation will be rejected.

Predictability Framework: Structured Change Management

To address unforeseen changes, ICANN has introduced a Predictability Framework. This framework categorizes changes into minor, non-minor, and policy-level, depending on their impact on applicants and their alignment with existing policies. While minor changes can be implemented by ICANN alone, non-minor and policy-level changes require collaboration with community bodies such as SPIRT and the GNSO Council. Applicants will be notified of any non-minor changes, and a public change log will be maintained to ensure transparency.

What’s Next?

According to the current timeline, the final public comment period will close on July 23, 2025. ICANN will then finalize and publish the Applicant Guidebook no later than December 2025. The new gTLD applications round is expected to launch on the 30th of April 2026.

Final Thoughts: Next Steps for gTLD Applications

The Draft AGB shows that the program is becoming more organized, with a strong focus on transparency, supporting applicants, and involving the community. Although applying is still complex and costly, the new structure hopes to make the process clearer and easier to follow. For brands, communities, and innovators wanting to create their own digital identity at the top level, early planning and expert help will be essential. This round is likely to be the most competitive and most structured so far.

Ready to Participate? Let EBRAND Guide You Through

If your organization is considering applying for a new gTLD in the upcoming round, now is the time to start preparing. At EBRAND, we provide end-to-end strategic support – from feasibility assessments and application drafting to evaluation guidance and post-delegation services.

We have extensive experience supporting multiple success stories during the 2012 gTLD applications round, and we’re happy to share the insider knowledge and practical insights we’ve gained over more than a decade in this space. Get in touch with us to explore how we can help you successfully secure and operate your own top-level domain.

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So, what exactly is missing to move this forward? Here’s a closer look at what remains to be done for gTLD launch. 

Finalizing the AGB 

The Applicant Guidebook will deliver the keys to the next round of gTLDs. Once completed, the guidebook will serve as an essential roadmap for the entire application process. The AGB’s completion is vital for applicants and ICANN alike, providing the structure and transparency needed for a smooth rollout. While the organization already made some progress, a few critical obstacles remain in the way of ensuring that the next round of gTLDs stays fair, accessible, and secure.  

 1. Assessing your gTLDs: Eligibility and evaluation 

ICANN is working on updating eligibility requirements and refining evaluation criteria to meet the needs of a modern, inclusive internet. Crucially, the organization must establish clear guidelines around who can apply and how ICANN will assess their applications. The guidelines will then outline expectations for applicants upfront. These updates will also help applicants better understand if they meet ICANN’s standards and give evaluators a consistent framework to follow in the gTLD process.  

2. The application process timeline   

Another key piece is a well-defined timeline for the application process, which includes deadlines, milestones, and evaluation periods. While ICANN already announced the approximate timeline, the organization has not yet released the exact dates and times. Finalizing these details will be crucial for a timely gTLD application process. 

3. Policies to protect your gTLDs 

One of ICANN’s top priorities is ensuring that rights protections are in place for existing domain holders and new applicants alike. The AGB will include enhanced policies to strengthen brand protection and streamline the application process for trademark holders. It addresses issues like trademark rights, dispute resolution, and processes for community-based or geographic names.  

ICANN included these changes to give trademark owners an extended window to protect their brand integrity, particularly during the gTLD application phase. The changes broaden the policies across a larger portion of the domain ecosystem, minimizing the risk of brand dilution.  

4. The Applicant Support Program (ASP)   

ICANN designed ASP to help applicants from underserved regions gain access to resources they may need to succeed in the gTLD application process. As ICANN recently announced the date for ASP applications submission, it still finalizes the resources, funding, and guidance materials.   

5. Supporting technical infrastructure   

To further support the application process, ICANN is finalizing technical the infrastructure that will handle submissions, evaluation, and tracking. This gTLD application system must be secure, reliable, and user-friendly to give applicants a seamless experience.   

The next round: An end to auctions? 

Now that we’ve recapped on the AGB, and the landmarks leading up to it, it’s time to reflect on the last round of gTLD registrations and reflect on what’s to come. The last round in 2012 saw registrants bid for domains in private and public auctions. ICANN recently identified issues in the private auction system, particularly as the price paid by the winning bidder could be split between the losing applicants. Since some applicants bid for domains without having a credible intent to use them, instead aiming to sell them on or muddy the waters around the registration process, ICANN opted to change the mechanism in the next round.  

The organization will only permit public auctions going forward, so losing applicants won’t get a share of the proceeds. They’ve also banned insider deals and backroom trading, so registrants must be upfront, transparent, and dedicated. That being said, if you want to secure a new gTLD in the next round, you’ll need clear evidence of your intent to use the extension, and a concrete plan for what you want to apply for, and the budget at hand. 

What’s next for new gTLDs?  

These five updates pave the way April 2026, when ICANN will release the completed guidebook  With these elements in progress, we’re ever closer to finalizing the AGB and launching the next round, ensuring that potential applicants will have the guidance they need to prepare for their gTLD submissions confidently. 

Are you looking forward to this exciting new chapter in the internet’s evolution? 

If you’re looking to secure your own digital space with a new gTLD we can help! For more information on how we can support you right here.

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