Automattic has applied to ICANN for the .wordpress top-level domain through its subsidiary, Knock Knock WHOIS There.
The application describes .wordpress as a namespace dedicated to the WordPress brand, its associated products and services, and related digital initiatives. Automattic is also seeking an exemption from ICANN’s Registry Operator Code of Conduct for the proposed domain.
Automattic seeks closed namespace and code of conduct exemption
The other applications include .craft, .hire, .human, .jazz, .make, .matt, .mesh, .pod, .pop, .robot, .soul, .story, .vibe, .woo, and .tumblr. Knock Knock WHOIS There, the applicant listed in ICANN’s records, is a wholly owned subsidiary of Automattic and the existing registry operator for .blog.
The application outlines plans to operate .wordpress as a closed namespace for the WordPress brand and related initiatives, rather than making domain registrations available to the public, “The proposed .WORDPRESS TLD will operate as a closed, single-registrant namespace dedicated exclusively to supporting the WORDPRESS brand, associated products and services, and related internal and external digital initiatives controlled by KKWT and its Affiliates.” The application further states that “Registration of domain names within the TLD will not be made available to unaffiliated third parties.”
As part of the application, Knock Knock WHOIS There, is also seeking an exemption from Specification 9 of ICANN’s Registry Agreement, which covers the Registry Operator Code of Conduct.
They say the exemption would support its plan to operate .wordpress as a controlled namespace without third-party registrations. Explaining its rationale, the application states, “Granting the exemption will permit KKWT to operate .WORDPRESS as a trusted namespace while maintaining clear accountability, strong security practices, and consistent governance across all domains registered in the TLD. The exemption will not diminish competition, consumer choice, or protections for registrants because no third-party registration market will exist within the TLD.”
In a separate analysis, Kellie Peterson examined how ICANN’s rules for Code of Conduct exemptions differ from those for brand top-level domains. She noted that the WordPress Foundation holds the WordPress trademark, while Automattic has an exclusive license for commercial use. According to Peterson, ICANN’s rules allow applicants to obtain a Code of Conduct exemption without qualifying for brand TLD status, and trademark ownership is not one of the exemption’s three tests.
Hostinger, DreamHost, and GoDaddy also apply for TLDs
Several of Automattic’s applications face contention from multiple applicants. These include .craft, contested by four other applicants; .human, which also has applications from Aruba PEC S.P.A., Ferry Tale, Hostinger, Human Centered Holdings, and Internet Land & Cattle; and .pod, contested by six other applicants, including Squarespace Registry and XYZ.COM. The .pop and .robot applications also face competition from multiple applicants.
Hostinger has applied for .gen, .hub, .human, and .lab, while DreamHost has applied for .dream, which is contested by Arctic Tan. GoDaddy, through Registry Services, has also applied for numerous strings, including .airo, and is in contention with Automattic’s applicant on .craft, .hire, .pod, .pop, .robot, .soul, and .vibe.