Sunrise and Landrush Periods Explained

## Why Launch Phases Exist When a new TLD opens for registrations, there is an inherent tension between two competing interests. Trademark holders want to protect their brands from cybersquatters who would register brand names and then hold them hostage. Speculators want to grab the most valuable names as early as possible. The general public wants fair access. ICANN designed a phased launch system to address these tensions sequentially. Every new gTLD launches through a defined sequence: Sunrise → Landrush → General Availability. The registry operator sets the specific timing and pricing for each phase within ICANN's minimum requirements. Understanding this sequence helps trademark holders protect their brands and helps domain buyers time their registrations effectively. ## Sunrise Period The Sunrise Period is the first phase of a new TLD launch. During Sunrise, only verified trademark holders may register domain names corresponding to their marks. The period typically runs 30–60 days. **Eligibility**: To register during Sunrise, a trademark holder must have their mark registered in the Trademark Clearinghouse (TMCH) — a centralized database operated under ICANN contract. The TMCH verifies that the mark exists, was properly registered with a national or international trademark authority, and that the registrant has rights to it. **The Sunrise Registration Process**: 1. Register your mark with the TMCH (annual fee: approximately $150 per mark) 2. Receive a Signed Mark Data (SMD) file as proof of TMCH registration 3. Submit the SMD file with your Sunrise registration application to the registrar 4. Pay the Sunrise registration fee (typically $50–$300, varying by registry) 5. If the name is uncontested, your registration proceeds. If another party also submits a valid Sunrise application for the same name (a "contention" situation), the registry resolves the conflict — typically through auction **What Sunrise Protects**: Sunrise registration rights apply to the exact match of your registered trademark. They do not extend to variations, misspellings, or descriptive phrases associated with your brand. **Defensive Registration Costs**: Major brands often register their marks across dozens or hundreds of new gTLDs during each Sunrise period purely defensively — not to build websites on these domains, but to prevent others from doing so. At $150–$300 per Sunrise registration across 1,200+ extensions, this represents a meaningful brand protection cost. ## Trademark Claims Period Alongside Sunrise, ICANN requires a Trademark Claims period during the first 90 days of General Availability. When a registrant attempts to register a name that matches a mark in the TMCH, they receive a notification that a matching trademark exists. If they proceed despite the notice, the trademark holder is notified of the registration. This mechanism does not block the registration but creates an auditable record of intent — relevant if the trademark holder later pursues UDRP action. ## Landrush Phase Following Sunrise, many (though not all) registries conduct a Landrush period. Landrush is a limited-time window before General Availability during which anyone can apply for names — including premium names that the registry has designated for special treatment. **How Landrush Typically Works**: - Applications are accepted for a defined period (days to weeks) - If multiple parties apply for the same name, the registry conducts a sealed-bid or ascending auction - Landrush fees are typically higher than General Availability prices, reflecting the early access premium - Premium domains may have fixed high prices or go to auction among competing applicants Landrush exists because registries recognize that premium names will generate significant demand on day one of General Availability — creating chaotic first-come-first-served competition. An orderly Landrush auction is better for both the registry (captures more revenue) and buyers (transparent process). **Landrush Strategy for Buyers**: If you have identified a specific new gTLD launch that will serve your brand, prepare your Landrush strategy in advance: - Research the registry's Landrush timeline (announced on their website and ICANN communications) - Identify which registrars are participating in the launch - Determine whether your desired name is designated as a premium - Set your maximum bid in advance; auctions move quickly ## General Availability After Sunrise and any Landrush, the extension opens for General Availability — standard first-come-first-served registrations at published prices. This is when most registrations occur, and when pricing typically drops to standard wholesale rates. In General Availability, speed matters for highly desirable names. Large-scale registrars process thousands of registrations per second. Individual buyers competing for generic names face professional backordering services that have advantages in processing speed. Use TLD Finder to monitor launch timelines for upcoming extensions. ## What To Do If Your Brand Is Cybersquatted If someone registers your brand name in a new gTLD during or after General Availability, you have recourse through the Uniform Domain-Name Dispute-Resolution Policy (UDRP). ICANN mandates that all new gTLD registries participate in UDRP. Filing fees run approximately $1,500–$4,000 depending on the dispute resolution provider (WIPO, NAF, etc.) and number of domains in dispute. UDRP requires proving three elements: (1) the domain is identical or confusingly similar to your mark, (2) the registrant has no legitimate rights or interests in the name, and (3) the domain was registered and is being used in bad faith. Success rates for meritorious trademark cases are high. See Sunrise and Landrush Periods Explained cross-referenced with UDRP guidance for specifics.