Verisign has officially announced the closure of its .name third-level domain service, and all 96,000 existing domains will be deleted.

Recently, Verisign, a top-level global registry, officially announced a major policy change through ICANN's registration service modification process: a complete halt to new registrations of .name suffix third-level domains, along with the simultaneous discontinuation of its accompanying 25-year email forwarding service. Approximately 96,000 existing .name third-level domains globally will be deleted, and their corresponding second-level parent domains will be reopened for registration after their lock-up period expires. This news has been confirmed by authoritative global domain industry media such as Domain Incite, and represents a widely influential registry policy adjustment within the industry.

I. Policy Background: The History of .name Third-Level Domains

.name was one of the first generic top-level domains approved by ICANN, officially launched in 2001. Initially, this suffix was designed to only allow registration of third-level domains like first name.surname.name. Registered users only had the right to use the third-level domain; the ownership of the corresponding second-level domain belonged to the registry. This unique model initially met the needs of individuals creating their own unique online identities. After Verisign launched its direct registration service for xx.name second-level domains in 2009, the simple structure and complete ownership of second-level .name domains quickly became the market mainstream, and the user base for third-level domains continued to shrink. Coupled with the fact that most global domain registrars gradually abandoned the technical maintenance of this business, Verisign, considering both operating costs and market demand, ultimately submitted an application to ICANN to shut down the service, which was successfully approved.

II. Core Implementation Details of this Policy

Immediate Suspension of New Registrations: Effective immediately, all global registration channels will no longer accept orders for new .name third-level domains. The market has completely closed the channel for adding new third-level domains.

Unified Cleanup of Existing Domains: Approximately 96,000 existing third-level domains have no renewal or preservation methods. Upon expiration, all will have their DNS resolution terminated and records deleted, making it impossible to retain usage rights.

Permanent Discontinuation of Email Forwarding Service: Custom email forwarding functions built on third-level domains will be simultaneously shut down, and related email addresses will become completely invalid.

Second-Level Domain Release Rules: The second-level parent domains corresponding to the cleared third-level domains will enter a one-year lock-up protection period. After the lock-up period ends, registration will be reopened. Domain investors can take advantage of this opportunity to buy at a lower price.

III. Dual Impact on Domain Investors and End Users

(I) Domain Investors: Risks and Opportunities Coexist

Investors holding .name third-level domains will directly face the risk of losing all their assets. There are no channels for renewal or transfer to recover their assets. It is recommended that they list their domains on the domain trading market as soon as possible and exchange them for second-level .name domains with complete ownership to avoid losses. In the long run, a large number of idle second-level .name domains will be released in a year. High-quality domains containing personal names, short words, and industry-specific terms will return to the registration pool, presenting a window of opportunity for investors to establish personal brand domains. Investors can prepare their preferred keyword lists in advance and wait for the right time to register. At the same time, this policy also sends a clear signal: niche and special domain businesses face the risk of closure. When investing in domains, prioritize second-level domain assets with clear ownership and long-term support from the registry.

(II) Individual End-Users: Timely Domain Replacement to Avoid Business Interruption

Many bloggers, freelance designers, and self-media creators use xxx.xxx.name third-level domains to build personal websites and operate dedicated email accounts. After the policy is implemented, these websites will become inaccessible, and custom forwarding emails will completely fail to receive emails, directly impacting the online operation of personal brands. For individual users, the optimal solution is to register a second-level .name domain with similar keywords, migrating all existing websites and email services to completely eliminate the operational risks brought about by the change in third-level domain policy. The .name suffix emphasizes personal brand identity and is suitable for designers, self-media, freelancers, and professional resume websites. Second-level domains are concise, easy to remember, and offer stronger long-term stability.

DN.com, a professional domain name trading platform, reminds users that the long-term development focus of the .name suffix has shifted entirely to second-level domains. Compared to third-level domains, which have cumbersome structures, restricted ownership, and the risk of being shut down due to policy changes, xx.name second-level domains offer complete ownership, stable DNS resolution, and continuous maintenance by the registry. Whether for personal website building, personal branding, or long-term domain investment, they are a more reliable choice.

Verisign's recent shutdown of .name third-level domains is a typical example of the survival of the fittest in the domain name market and serves as a wake-up call for all users in the industry: when choosing domain assets, it is necessary to consider the registry's business planning and product lifecycle, prioritize mainstream second-level domain categories, and reduce the risk of asset loss due to policy changes. The upcoming release of a large number of second-level .name domain resources will also present a noteworthy investment opportunity in the personal brand domain sector in the second half of the year.