Uniregistry’s new TLD launch plans are different from the others

Uniregistry plans a more inclusive sunrise, no landrush, and simpler pricing.

UniregistryFrank Schilling’s Uniregistry is taking a very different approach to launching its domain names than most other registries.

Rather than squeeze out every last drop of revenue possible from launch phases, it’s doing what it can to push its domains into the hands of registrants. That’s according to launch documents it has filed with ICANN as well as public statements Frank Schilling has made.


Uniregistry has expanded its sunrise to cover more than just the domain names mandated by ICANN.

The ICANN rules only apply to what’s left of the dot. Under general policies if you have a trademark on “Merry Christmas” you can make a sunrise claim on MerryChristmas.Christmas but not Merry.Christmas.

Uniregistry is expanding this to offer “spanning the dot” trademark claims. In the above example, the trademark holder could make a sunrise claim for Merry.Christmas.


What landrush?

Landrush is the time that most registries try to squeeze extra revenue out of domain names. Sandwiched between sunrise and general availability, costs are typically high. Multiple requests for the same domain might go to auction. There has been some “innovation” in this space for new TLDs. Donuts, for example, has a short “Early Access Program.” But the idea behind all of these is similar: get more money for domains from those who want them early.

Uniregistry is skipping this and going straight to general availability.

General Availability

Many registries are holding back premium domain names to sell for high prices. Others are introducing variable pricing that means any good domain name will cost much more than the (now standard) $25-$50 prices.

Based on comments Frank Schilling made during his keynote at NamesCon, this doesn’t seem to be the case for Uniregistry domain names. The registry will hold some domains back, but not with the intention of selling them to the highest bidder later.

Instead, almost all domain names will be available on a first-come, first-served basis at regular prices.

This is why Uniregistry’s domain names will be more appealing to domain investors. There will be more potential for margin in flipping the domain names.

It’s also why I think Top Level Domain Holdings will end up speculating in a lot of Uniregistry’s domain names.

TLDH plans to apply its own premium name pricing calculations to other registries’ domains and acquire ones that it thinks the registries have underpriced. With Uniregistry’s even pricing model, that will likely apply to a lot of its domain names.


  1. says

    There’s this from their applications:

    “At launch, Uniregistry intends to implement randomized and equitable rate-limited registration queues to both handle the load at the registry and also ensure that registrants and their registrars have equal opportunities to register their preferred domain names. Uniregistryʹs business model also does not assume or rely upon reservation and sale of ʺpremium namesʺ or other forms of domain speculation.”

    A common theme in Frank’s advice to investors on Ricksblog and other venues is “get good names at initial registration cost”. This would be consistent with his launch model.

    Investors looking at getting involved with New gTLDs should be paying attention to Uniregistry launches in particular and putting some lists together. If TLDH or others plans on buying up premium names at launch, you’ll want to be in the queue when the floodgates open. One connection to the registry for each request is all each registrar gets. So, if there is a name you particularly want, it would be a good idea to pre-reg at multiple registrars to maximize likelihood of success. Most pre-regs and fees are fully refundable.

    Maybe this is Frank’s way of giving back to the investor spirit that brought him so much success. Get ready for the Frank Schilling Uniregistry Goldrush.

        • says

          I know that Donuts is doing tiered pricing, which means that it is “holding back domains” for higher prices. For example, if the following domains were still available and you tried to register them, you’d likely see different registration prices: mountain.bike, austinrepairshop.bike, and red.bike.

  2. Yellow says

    Nah, I don’t see any takers. For the most part, I find all of the new gtlds so incredibly stupid that I think only fools will rush in. I do not see this concept taking off.

  3. says

    “Many registries are holding back premium domain names to sell for high prices. … [Uniregistry] will hold some domains back, but not with the intention of selling them to the highest bidder later.”

    So may I ask, if NOT to “sell for high prices”, then what is Uniregistry’s intention for holding back premium domain names?


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