Protected Brands Policy (Sunrise)

Oct 23, 2019

UPDATE: The sunrise period has been extended indefinitely.

We had hoped to have our onboarding process in place for brands by the end of 2020 (custody, register domains through traditional registrars, etc). This has taken much longer than we had hoped, meaning that brands that want to claim their domains have not had the chance to do so yet.

After working with brands and registrars on claiming domains over the past year, we’ve determined that it’s best for UD and for our customers to not release these domains and instead to continue to work toward getting them in the hands of brand owners.

We deeply appreciate your support, please contact if you have any questions.

When launching a blockchain domain registry, we need to consider not just the architecture of the smart contracts, but also the architecture of domain distribution. The goal of a registry should be to get as many people using it as possible. With this in mind, we’re instituting a ‘protected brands policy’ going forward for domain extensions we support. Brands claim domains by demonstrating use on a website, through the trademark database, or social media accounts. Brands have more than 14 months to claim their .crypto domains from the protected brands list — until December 31, 2020.

What is a protected brand?

Protected brands are words closely associated with well known entities, products, or individuals. If someone other than the brand owner were to get ahold of these domains, there’s a high risk of fraud, phishing, or other types of brand confusion. Since there is no global database of companies, influencers, and brands, evidence of brand ownership will come from a combination of; active websites, the trademark database, and social media accounts. When multiple parties have a reasonable claim to a domain, it will go to auction. These domains will not be available for regular purchase.

Why should protecting brands matter?

To onboard the next 1 billion users into crypto, we need to onboard the existing internet community. Over the past 25 years, companies have invested huge resources to build brands online. We want these businesses to embrace and adopt blockchain domains. If we don’t we will discourage users and companies of all sizes from joining the ecosystem. Because domains can not be retrieved once distributed, this problem must be addressed at the beginning.

How much will brands need to pay?

UPDATE: Due to the influx of requests, there is a $100 processing fee to review protected domain requests.

Domains are free for all brands primary marks. We are giving them away. This is the fastest way to get millions of companies to embrace and use blockchain domains. Please share this and sign up here if you have a brand and would like to claim your .crypto domain.

*Domain names that are 8 characters or greater will be free. Names below 8 characters are subject to review.*


Rolling out technology requires great care to ensure not just that the right product is built, but also that the product is used in ways that are positive for the world. Protecting brands is part of the journey for blockchain domains.

Since domain distribution is permanent, the problem needs to be solved now, before good systems for brand protection have had a chance to emerge. While getting domain distribution exactly right is impossible, there is a lot we can do to protect brands — some of it manual.

We want blockchain domains to be used as they are intended — a radical tool for free speech and free enterprise around the world. If blockchain domains becomes a haven for fraud, brand impersonation, and phishing scams, it will slow adoption by many years. We want this technology to work for everyone as soon as possible. The world can’t wait.

The Unstoppable Team

How to see if a name you have right of first refusal over is on the Protected Brands List

Step 1:Log into your Unstoppable account. Click the nav menu on top left. Click my watchlist.

Step 2:Click thesunrise .cryptotab.

If you have a right of first refusal over a name on the Protected Brands List please see: How does the protected brands policy impact my right of first refusal?

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