Google Launches .New TLD

May 7, 2020 11:55 am Comments Off on Google Launches .New TLD

The Review Solution

Google’s new Top Level Domain extension, .new, launched in October and is currently under its limited registration period. But what is it? And what does it mean for businesses as well as the general public? Keep reading for answers to these and other information on what you need to know about .new now.

What is a Top Level Domain?

A top-level domain (TLD) is simply an extension that is high up in the hierarchy of the domain name system. .com and .net are examples of TLDs. In other words, Google and other search engines give the most credence to websites with these extensions.

When can I register for a .new?

Google opened up Sunrise (early) registration on October 15, 2019. This ran until January 14, 2020. During this time, brand owners with exact trademark matches were able to register and purchase their .new. Limited registration overlapped Sunrise registration by about six weeks, starting on December 2, 2019. Limited registration is still open through July 2020. During limited registration, applicants that comply with Google’s policies – more on that below – will be allowed to register .new domains. Starting on July 21, .new domains are open to the general public.

What can I use a .new for?

.new Domain names can’t be used for just anything. To comply with Google’s registration requirements, the extension must take online users to a page that generates an action or allows customers to jump straight into content creation. Through July, Google plans to actively review all .new applications, which are sold exclusively via the search engine, to make sure that they comply. However, starting this summer, you can buy a .new directly via the registrar of your choice. At this point, Google will periodically monitor all .new namespaces to ensure compliance. If found non-compliant, you’ll get a notice, but your domain can be suspended or canceled altogether – without a refund – if you don’t fix it.

When can I begin using my new domain?

The short answer is right away. Nonetheless, Google has implemented a 100-day grace period for site owners that do not yet have a shortcut up and running. After 100 days, Google can revoke rights to your .new address. Google recommends that business owners and individuals who do not plan to use their .new extension during these 100 days should wait until they have an actionable page in which to direct users.

How many .new domains can I buy?

There is not a specific limit. However, Google does stipulate that each domain be purchased for a separate action. For example, Google now offers and, which allow users to create a new Google word processing document and Google spreadsheet respectively. While Google owns the rights to both, each is unique in its action.

It’s important to understand that .new is not intended to be used as a standalone website. Instead, it is simply a shortcut to actions already available. You should also know that your customers have to be logged into your website to utilize this new shortcut. This might present challenges for people that routinely log on via a public device, but for those using a personal or dedicated work computer, the new extension will ostensibly save users their most valuable asset: time.

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Moira Balangue

Vice President at Third Coast Interactive
Moira Balangue is the VP of Sales & Marketing at The Review Solution. In the role of VP, she directs all sales and marketing efforts for the company, which include working closely with global brands, national associations and organizations comprised of businesses and business owners, and managing Better Business Bureau partnerships.