What Is Sunrise Period?
A sunrise period is the initial registration phase during the launch of a new top-level domain, reserved exclusively for trademark holders. During sunrise, entities with verified trademarks registered in the TMCH (Trademark Clearinghouse) can register domains matching their marks before anyone else.
Sunrise periods typically last 30–60 days and come before any other registration phases (landrush, general availability). Registration fees during sunrise are usually higher than standard prices to cover the trademark verification process.
The purpose of sunrise periods is brand protection — ensuring that trademark owners have first right of refusal to register their brand names on new TLDs before cybersquatters can grab them.
Why This Matters for Startups
If your startup has a registered trademark and a new TLD launches that's relevant to your industry, monitor for sunrise periods. This is your first chance to secure your brand name on the new extension at a fraction of what it might cost on the aftermarket later. For example, when .ai launched, companies with AI-related trademarks had priority access during sunrise.
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