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TMCH improves your position, but it is not a reservation service. It can support priority access during Sunrise and send or trigger notices during Claims; it does not automatically award every matching domain, block all later registrations, or settle a dispute.
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Why a new domain extension creates a brand-protection problem
Each new generic top-level domain (gTLD) creates another place where a name resembling your company, product, service, or campaign can appear. A registration may be legitimate, defensive, confusing, or abusive. The risk is not limited to the exact spelling of your principal trademark: customers can encounter a familiar mark beside an unfamiliar extension and assume an official connection.
New extensions do not launch on one universal day. Every registry submits its own Sunrise and Claims schedule, eligibility rules, allocation method, and registrar process. A brand team that waits for a general announcement can miss a short priority window even when it has a valid trademark.
Application milestones are not public-sale dates
As of 11 October 2026, the application-submission period for ICANN’s 2026 New gTLD Program round had closed. It ran from 30 April through 12 August 2026, and ICANN reported more than 1,600 applications. The published program milestones set Reveal Day for 7 October 2026, a Replacement Period from 8–21 October, and String Confirmation Day for 17 November 2026.
Those are program-level processing milestones. They do not mean that every applied-for extension becomes available to the public on those dates. Brand owners must follow the startup schedule for each delegated extension and the rules issued by its registry.
The protection mechanisms and their limits
| Mechanism | When it operates | What it does | What it does not do |
|---|---|---|---|
| Trademark Clearinghouse | Before and during new-gTLD launches | Verifies qualifying trademark information and supports Sunrise and Claims services across extensions. | It does not register, reserve, or automatically award every matching domain. |
| Sunrise | Before general registration | Gives eligible trademark holders a priority opportunity of at least 30 days to request corresponding names. | It does not guarantee the desired name or override the registry’s allocation rules. |
| Trademark Claims | At least the first 90 days of general registration | Shows a warning to a prospective registrant whose requested name matches a recorded mark and can notify the matching rights holder if registration proceeds. | It does not categorically prevent the registration. |
| URS | After a qualifying registration appears | Provides a fast suspension remedy for clear-cut infringement cases when a complaint is upheld. | It is not a general ownership transfer or a substitute for every dispute. |
| UDRP | After a qualifying registration appears | Allows certain trademark or service-mark claims to be decided through arbitration before an approved provider. | It does not apply to every fact pattern or every registry disagreement. |
| Trademark Post-Delegation Dispute Resolution Procedure | When the registry operator’s conduct is the issue | Offers a route for qualifying complaints about a new-gTLD registry operator. | It is not the ordinary remedy for a dispute with an individual domain registrant. |
Set up the Trademark Clearinghouse correctly
Confirm that each mark qualifies
TMCH accepts and authenticates rights information, including registered trademarks and certain other qualifying rights. Gather the registration details exactly as they appear in the relevant jurisdiction and class. A verified record can support rights-protection services across multiple new gTLDs, so you do not normally repeat the same verification for every extension.
Eligibility is not the same as ownership of a domain. ICANN’s Trademark Clearinghouse FAQs explain that verification does not automatically give a holder the corresponding trademark as a domain in every new gTLD, because different parties may hold legitimate rights in the same mark, including in different jurisdictions or classes of goods and services.
Prepare Proof of Use for Sunrise
Proof of Use is required to use a TMCH record for Sunrise eligibility. Keep public-facing evidence that shows the mark is being used in commerce, such as advertising, marketing materials, or product packaging, together with the required signed declaration. The evidence should correspond to the mark and the goods or services covered by the record; a bare registration certificate is not a substitute for the use evidence required by the Sunrise process.
Check the labels covered by the record
Matching domain labels are generated under defined rules. The TMCH FAQ states that up to 10 corresponding domain names per mark record are included in the initial verification cost, with additional labels available for an additional fee. Do not assume that every typo, translation, plural, abbreviation, or phonetic variant is included. Review the generated labels and the applicable matching rules, then add only the variants that have a defensible business or enforcement reason.
Keep the record maintainable
Assign an owner for renewals, changes in registration status, and requests for updated evidence. A lapsed, cancelled, or materially changed trademark record can undermine the rights-protection services you expected to use. Store the registration number, jurisdiction, classes, renewal date, proof-of-use files, declaration, and the list of corresponding labels in one controlled record.
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Rank names by business risk
Start with the core house mark, primary product and service marks, and names customers use to find support, billing, login, or official announcements. Add important spelling variants and marks tied to markets where the organization has meaningful commercial exposure. This is a planning choice, not an ICANN-mandated list; the objective is to focus registration and monitoring resources where confusion would matter most.
- Tier 1: the principal corporate mark, flagship products, customer-account or security names, and marks used in high-revenue markets.
- Tier 2: established regional, product-line, campaign, or acquired-business marks with active customer recognition.
- Tier 3: defensive variants, abbreviations, or low-exposure marks that should normally be monitored before they are registered.
Separate exact matches from variants
For every mark, record the exact word mark, design mark wording, common spacing and punctuation variants, transliterations, and translations that customers actually recognize. Mark which labels are eligible under TMCH matching rules and which are merely monitoring terms. This prevents a team from treating an unprotected typo as if it had the same status as the verified mark.
Decide where the brand is commercially exposed
Map each name to the countries, languages, customer segments, and channels in which it is used. A domain in an extension aimed at a market where you have no customers may be lower priority than a less obvious extension used by your local audience. Record regulatory, reseller, franchise, and partner constraints that could affect who may register a name.
Track the official startup schedule
Use the live TLD Startup Information table
ICANN’s TLD Startup Information table lists the Sunrise and Claims periods submitted by each registry. For every relevant extension, capture the opening and closing dates, the Claims dates, Sunrise eligibility rules, application channel, allocation method, fees, and any auction or contention procedure. Recheck the live table and the registry’s own policy before acting because dates and procedures can be updated.
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Example dates from the 2026 schedule
At the 11 October 2026 check, the table listed a .phone Sunrise from 6 October 2026 through 4 January 2027, followed by Claims from 5 January through 5 April 2027. It listed .eat and .here Sunrise periods from 1 September through 9 November 2026. These examples show why a single launch calendar is unsafe: one extension may already be in Sunrise while another is still accepting priority requests.
Keep program dates in their proper context
The 2026 round’s Reveal Day, Replacement Period, and String Confirmation Day describe ICANN’s application process. They do not replace the per-extension startup schedule. Use the program milestones to anticipate future activity, but use each registry’s confirmed Sunrise and Claims dates to make registration decisions.
Run a Sunrise campaign without missing the window
Before Sunrise opens
- Confirm that the trademark record is active, accurately represented, and enrolled in TMCH.
- Verify that Proof of Use and the signed declaration meet the Sunrise requirements.
- Review the corresponding labels generated for the record and identify any additional labels that require a fee.
- Read the registry’s Sunrise policy, including eligibility, allocation, application format, dispute or challenge rules, and the registrar route.
- Approve a budget and a ranked list of names. Decide which Tier 1 names must be requested, which Tier 2 names depend on contention or price, and which Tier 3 names will be monitored.
- Assign one person to submit applications and another to verify confirmations, deadlines, and renewal obligations.
While Sunrise is open
- Submit requests through a registrar or service that participates in the relevant registry process, using the exact label and rights-holder details that match the TMCH record.
- Save the submission receipt, timestamp, requested label, mark record, and any registry reference number.
- Watch for contention, auction, or allocation notices. A valid Sunrise request can still compete with another eligible request or be affected by the registry’s allocation policy.
- Track corrections and challenges immediately; do not assume a rejected or incomplete application will be silently repaired.
After Sunrise closes
Confirm which names were allocated, which were not, and the renewal dates for successful registrations. Remove duplicate requests from the decision log, document why high-priority names were not obtained, and move unresolved risks into the Claims and monitoring workflow.
Use Trademark Claims as an alert system
Understand the two-sided notice
During at least the first 90 days of general registration, a prospective registrant whose requested name matches a recorded mark receives a Claims notice. If that person proceeds, the matching rights holder can receive a notice of the registration. The warning informs and creates visibility; it does not automatically stop the transaction.
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Create a review queue
- Route every notice to a named trademark or domain owner rather than a shared inbox with no deadline.
- Classify the registration as likely legitimate, ambiguous, or suspicious using the mark-domain match, the registrant’s identity, the content at the domain, geography, and evidence of customer confusion.
- Check whether the registrant has a plausible descriptive, nominative, fan, criticism, reseller, or unrelated use. A matching string alone does not establish bad faith.
- Preserve the notice, registration data, screenshots, DNS or hosting details that are lawfully available, customer reports, and dated evidence of your own use.
- Escalate high-risk cases under a documented deadline, and record whether the business will register the name, monitor it, contact the registrant, or seek formal advice.
Do not treat the Claims period as a blocking service
Claims is valuable because it puts information in front of the registrant and gives the rights holder an alert. It is not a takedown mechanism and does not guarantee that every abusive registration will be stopped. Your response plan must therefore continue after the 90-day minimum period and cover later registrations.
Choose whether to register, monitor, or escalate
| Situation | Register or defend the name | Monitor first | Consider escalation |
|---|---|---|---|
| Exact or rules-compliant match to a core mark in a market where you operate | Usually the strongest option when the extension is strategically relevant and the cost is acceptable. | Reasonable only when the extension has little audience value or the registry’s allocation process makes ownership unlikely. | If another party obtains it and creates confusion, impersonation, phishing, or competing commercial use. |
| Variant, translation, or typo not clearly covered by TMCH matching | Register selectively when customers are likely to type or search it. | Use alerts, traffic checks, and periodic review when the risk is speculative. | Only after examining the actual use, evidence of bad faith, and the available procedure. |
| Registrant appears to have a legitimate descriptive or unrelated use | Usually not necessary solely because the string resembles your mark. | Document the basis and review if the use changes. | Generally inappropriate without evidence of infringement or qualifying misconduct. |
| Registry operator appears to be violating applicable obligations | Registering another name will not address the operator’s conduct. | Collect policy documents, notices, and dates while confirming the facts. | Assess the post-delegation procedure rather than treating it as an ordinary registrant dispute. |
Use six questions for every decision: Does the mark and domain match under the applicable rules? Does the holder meet Sunrise and Proof of Use requirements? What are the extension’s dates and registry policies? Is there evidence of bad faith, confusion, or legitimate use? How urgent is the harm and what remedy is realistically available? What is the business importance compared with the cost of registration, monitoring, or advice?
Know which dispute route fits the facts
Uniform Rapid Suspension (URS)
ICANN describes URS as relief for clear-cut infringement cases. When a complaint is upheld, the domain can be suspended. It is designed for strong, readily demonstrated cases and is not a promise of ownership transfer. Preserve evidence and obtain qualified advice before filing because the required showing and available remedy differ from other procedures.
Uniform Domain-Name Dispute-Resolution Policy (UDRP)
UDRP handles certain trademark or service-mark claims against a registrant through arbitration before an approved provider. It is distinct from URS and from a registry complaint. Whether it is appropriate depends on the mark, the domain, the registrant’s rights or legitimate interests, and the evidence of bad faith under the policy.
Trademark Post-Delegation Dispute Resolution Procedure
This procedure addresses qualifying complaints about the conduct of a new-gTLD registry operator. It is not the ordinary route for a dispute with the person who registered one domain. Identify whether the alleged problem arises from registry operation or individual registration before choosing it.
Get case-specific advice
ICANN’s mechanisms define the available frameworks, not the outcome of an individual dispute. A qualified trademark or domain professional can assess jurisdiction, evidence, deadlines, cost, and the remedy you actually need. Do not threaten a procedure before confirming that the facts satisfy its scope.
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Common mistakes and how to correct them
Waiting for one global launch date
Problem: A team misses an extension’s Sunrise because it follows only the 2026 program calendar.
Correction: Maintain a per-TLD calendar sourced from ICANN’s live startup table and the registry policy, with reminders before opening, closing, and renewal dates.
Assuming TMCH equals automatic ownership
Problem: The business expects every matching domain to be reserved or blocked.
Correction: Treat TMCH as verified rights data that enables Sunrise and Claims services. Submit separate Sunrise requests and make a separate decision about each domain.
Submitting Sunrise requests without Proof of Use
Problem: The mark is registered but the required public-facing evidence and declaration are unavailable.
Correction: Assemble advertising, marketing, packaging, and other acceptable evidence before the window opens, then confirm the registry’s exact documentation rules.
Assuming every variant is covered
Problem: The team believes typos, translations, and abbreviations are automatically included.
Correction: Review the corresponding labels generated under the matching rules, use the included allowance strategically, and pay for additional labels only when the risk justifies it.
Treating every notice as proof of abuse
Problem: A Claims alert triggers an aggressive response even though the registrant may have a legitimate use.
Correction: Investigate identity, content, geography, customer impact, and intent indicators before escalating.
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Problem: A registry-conduct complaint is directed at a registrant, or a clear-cut case is handled with a process designed for a different remedy.
Correction: Separate registrant disputes from registry-operator complaints, and compare URS, UDRP, and other options against the facts and desired outcome.
A practical launch checklist
- List core marks, product names, important variants, markets, and customer-facing functions.
- Verify trademark status, jurisdiction, classes, ownership details, and renewal dates.
- Enroll eligible marks in TMCH and review the generated corresponding labels.
- Prepare Proof of Use and the signed declaration required for Sunrise.
- Record the included allowance of up to 10 corresponding domain names per mark record and any fee for additional labels.
- Build a calendar for every relevant extension’s Sunrise and Claims periods.
- Read each registry’s eligibility, allocation, registrar, contention, and challenge rules.
- Approve a tiered registration list and a monitoring list before Sunrise opens.
- Assign owners for submissions, notice review, evidence preservation, and renewals.
- During Claims, classify notices and escalate only after checking legitimate-use and bad-faith indicators.
- For a suspicious registration, compare URS, UDRP, and registry-conduct procedures with the actual facts and required remedy.
- Review the portfolio after each launch and update priorities as customer exposure and abuse patterns change.
What a defensible protection program looks like
A strong program is selective rather than an attempt to buy every possible spelling. It combines verified rights, usable evidence, a dated extension calendar, an approved list of names, and a human review process for notices. The key distinction is between access and control: TMCH and Sunrise improve access to priority registration, while Claims improves visibility. Neither replaces judgment about which domains matter or a fact-specific response when a registration becomes harmful.
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