4/4 ASP Approved: How Dotup Helped Clients Secure ICANN Fee Reduction in the New gTLD Program

A closer look at how strategic positioning—not just eligibility—led to 100% approval under ICANN’s Applicant Support Program (ASP)

A Quiet but Important Milestone in November 2025

In November 2025, a small but highly telling development unfolded within the ICANN ecosystem. The Applicant Support Program (ASP), often discussed in abstract terms, began producing tangible outcomes. At Dotup, we advised four applicants during this phase, and all four secured approval.

This was not just a success metric. It highlighted something far more important about how the ICANN New gTLD Program actually works—approval is not driven by eligibility alone. It is driven by how effectively the application is positioned.

Understanding the Real Value of the ASP

The ASP is designed to lower the financial barrier to entry. With the standard ICANN evaluation fee set at $227,000, approved applicants receive a significant reduction, bringing the fee down to approximately $56,000.

This means each applicant saves over $171,000. For many organizations, especially from emerging markets or community-led initiatives, this reduction makes participation in the New gTLD Program realistically possible.

But focusing only on the cost reduction misses the bigger picture.

Why Most ASP Applications Fail

A common misconception is that the ASP is simply a subsidy program. It is not. It is a structured evaluation framework with strict expectations.

ICANN does not relax its standards for ASP applicants. Instead, applicants must demonstrate two things simultaneously: that they qualify for financial support, and that they are fully capable of operating a TLD.

Most failures happen because applicants treat the ASP as a financial application rather than a strategic one. They submit documents that prove eligibility but fail to build a coherent narrative across the application.

What We Did Differently

For each of the four approved applicants, the focus was on alignment.

Financial documentation was structured to demonstrate sustainability, not just eligibility. The purpose of the TLD was positioned in line with ICANN’s goals around competition, diversity, and public interest. Operational readiness was clearly articulated, even when resources were limited.

Every section of the application reinforced the same story. There were no contradictions, no gaps, and no weak links.

This consistency is what ICANN looks for during evaluation.

Beyond Cost Savings: The Strategic Advantage

Saving over $171,000 per application is significant. But the real advantage of ASP approval is strategic.

An ASP-approved applicant enters the main evaluation phase with an added layer of credibility. It signals that the applicant has already been assessed for intent, structure, and alignment with ICANN’s objectives.

In a process where multiple applications compete for attention and clarity matters, this early validation can make a meaningful difference.

What This Means for the 2026 Round

As we approach the ICANN New gTLD 2026 round, the ASP becomes even more relevant.

The program operates within capacity limits. While the main application window is not first-come, first-served, the ASP review process has practical constraints. Applicants who delay or approach it without preparation risk missing out.

More importantly, the expectations from ICANN have evolved. The next round is not just about applying—it is about justifying why you should operate a TLD.

The Core Lesson: Positioning Over Eligibility

The 4 out of 4 ASP approvals achieved in November 2025 reinforce a simple but critical point.

Eligibility gets you considered. Positioning gets you approved.

Each successful application was the result of deliberate structuring, clear storytelling, and precise alignment with ICANN’s evaluation framework. Nothing was left to chance.

Final Thoughts

For anyone considering applying for a new gTLD in 2026, especially under the ASP, the approach needs to be intentional from day one.

Start early. Understand how ICANN evaluates applications. Treat the process as a strategic exercise rather than a compliance task.

Because in the New gTLD Program, success is not about meeting the criteria. It is about demonstrating, convincingly, that you belong in the system.