The New gTLD Applicant Guidebook Is Out: What You Need to Know About ICANN’s 2026 AGB

ICANN’s long-awaited Applicant Guidebook for the New gTLD Program 2026 is now public. Here's what changed, what matters, and what every applicant should prepare for.

If you were expecting a light refresh or minor edits in ICANN’s New gTLD Applicant Guidebook for the 2026 round, think again. At over 400 pages, the latest version is less of a “how-to” and more of a “you-better-be-sure” manual — and that feels intentional.

ICANN isn’t just re-opening the application window for new top-level domains (gTLDs) after more than a decade. It’s setting the tone for a round that is more complex, more scrutinized, and arguably more rewarding than the one that came before.

The guidebook is long. But it’s long for a reason.

For most people, domains still begin and end with .com. But if you’re a brand or entrepreneur thinking about applying for your own .brand or .generic TLD, this is the document that governs your next two years. The updated Applicant Guidebook (AGB) outlines the entire process — from application submission to evaluation, contention resolution, and delegation.

It’s big. It’s bureaucratic. And it’s also necessary.

Compared to the 2012 round, there’s a much greater focus on public interest commitments (PICs), DNS abuse prevention, registry continuity, and community objections. These aren’t just red-tape clauses — they reflect the fact that TLDs are infrastructure. And with more at stake, the AGB wants to make sure you’re not just buying a domain — you’re ready to run a registry.

.Brand applicants will find comfort — and new clarity

If you're applying for a .brand TLD, there's good news: many of the exemptions from the 2012 round still apply. You’re still excluded from certain registry operator obligations (like equal access to registrars), and the guidebook makes it easier to operate the TLD as a closed, single-registrant space.

But don’t let that lull you into complacency. The new guidebook asks more pointed questions. It expects concrete answers about how the TLD will be used, and it introduces stricter guidelines for changes post-delegation. This isn’t checkbox compliance — it’s vision plus accountability.

What’s changed since 2012? Quite a bit.

The new guidebook integrates learnings from the last round and addresses key criticisms. Here are a few of the biggest updates:

• More application types are explicitly recognized: .brands, geographic names, community-based TLDs, and standard generics now each come with their own rules.

• Applicant Support Program is back — with better-defined eligibility and financial assistance, aimed at leveling the playing field for global applicants.

• String Similarity Rules have been tightened to avoid confusion and security risks.

• Public Comment Mechanism is more structured, and community objections carry more procedural weight.

There’s also a stronger emphasis on transparency — not just in how applications are reviewed, but in how applicants are expected to disclose their intentions.

But let’s be honest: this is not plug-and-play

Despite the updates, one thing hasn’t changed: applying for a new gTLD is a serious undertaking. The fee alone — $240,000 USD — will force most businesses to think twice. And that’s just the start. Add legal, technical, registry service, and policy advisory costs, and the total investment can hit $400,000+.

If you’re going in, you’ll need help. The guidebook doesn’t hold your hand. It lays out the rules — but navigating them still takes experience.

ICANN is serious. So should you be.

The return of the New gTLD Program isn’t a cash grab or a novelty. It’s a calculated reboot of one of the most ambitious projects in internet governance. The updated Applicant Guidebook proves that ICANN is moving carefully — but decisively.

If you’re a brand looking to secure your digital identity with a .brand TLD, or a visionary entrepreneur with a killer generic idea, the path is open — and the roadmap is here.

You just need to be willing to read it. All 400 pages of it.