As ICANN prepares to launch the long-awaited next round of new gTLD applications, the release of its Draft Applicant Guidebook (AGB) marks a pivotal milestone for brands, communities, and other prospective registry operators. The 2025 AGB outlines the process, fees, and policy updates shaping the next era of domain name expansion.
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 that 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 enforcements 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 USD $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
Based on the new regulations, applicants may be able to access volume and policy-based refunds in certain cases. These cases include significant program changes occur after submission, or withdrawals of high-risk strings.
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 closes on 23 July 2025. ICANN will then finalize and publish the Applicant Guidebook no later than December 2025. The gTLD applications round is expected to launch shortly after.
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.
