ENS (Ethereum Name Service)
The Ethereum Name Service (ENS) is a distributed, open naming system built on the Ethereum blockchain that maps human-readable names (e.g., alice.eth) to machine-readable identifiers such as cryptocurrency wallet addresses, content hashes, and metadata. ENS names are registered as ERC-721 NFTs owned by the registrant's wallet, making them uncensorable by any central party. ENS integrates with browsers like Brave and wallets like MetaMask for seamless [[web3-domain|Web3]] resolution, and also supports reverse resolution — mapping an Ethereum address back to a name.
Example
A user registers branding.eth via ENS for a one-time or annual fee paid in ETH. They can point it to their wallet address, IPFS-hosted website, and social profiles simultaneously.