Overview
Companies operating in the online payments ecosystem should be aware of a limited window to secure branded domain names in the newly launched .pay top-level domain before it opens to broader public registration in 2027.
Strategic Brand Considerations for Businesses
Amazon Registry Services has recently launched a .pay generic top-level domain (“gTLD”) within a Limited Registration Period (“LRP”), which will run from May 13, 2026‒February 1, 2027, by the Internet Corporation for Assigned Names and Numbers (“ICANN”).
During this period, ICAAN registration for the .pay gTLD is restricted to applicants that conduct online payment transactions using an approved payment service provider or third-party payment processor. In addition, registered domain names must be used in connection with bona fide payment-related services, such as payment processing, e-commerce transactions, or payment gateway services.
Following the conclusion of the LRP, the .pay gTLD is expected to become available for general registration at some point in 2027.
Recommended Actions for Companies Engaged in Online Payment Activities
Businesses engaged in online payment activities should evaluate whether to secure domain names incorporating their key brands within this new gTLD. As with all domain name registrations, applicants must comply with applicable procedural and ethical requirements, including a good-faith intent to use the domain name in commerce.
We recommend that companies proactively inventory their trademark and service mark portfolios—particularly house marks and flagship brands—to identify designations for which a [yourmark].pay registration would provide meaningful value from both a brand protection and enforcement perspective.
Early consideration during the restricted registration phase may help mitigate the risk of third-party use and strengthen overall digital brand management strategies.
