What Is .app?
The .app domain is a generic top-level domain operated by Google Registry. Launched in 2018, it was designed specifically for mobile applications, software products, and app developers. It was one of the most anticipated new gTLD launches and set a record for first-week registrations.
A key technical feature of .app is that it requires HTTPS — all .app websites must use an SSL certificate. This was a deliberate security decision by Google, making .app the first TLD to enforce encrypted connections by default.
The extension is widely used by app developers, SaaS companies, and software projects. Its short length and clear meaning make it an intuitive choice for any product that lives primarily as an application.
Cash.app (Block/Square), Elf.app, Read.app — short, action-oriented names.
Why This Matters for Startups
For app-based startups, .app provides a natural, descriptive extension that immediately tells users what to expect. It's particularly effective for consumer apps where the domain itself can serve as a call to action. The mandatory HTTPS requirement is actually a benefit — it ensures your site is secure from day one, which matters for both user trust and SEO rankings.
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