[GMO Brand Security] New gTLD ”.pay”— Sunrise Applications Now Open to Support Secure Payment Experiences

GMO Brand Security Inc., a member of the GMO Internet Group (President and CEO: Mitsuaki Nakagawa; hereinafter “GMO Brand Security”), has begun accepting applications for Sunrise registration (priority registration for trademark holders) of the new top-level domain (gTLD) ".pay", dedicated to payment and settlement services.

Background: the rise of cashless payments and the need to prevent brand impersonation

With the domestic smartphone payment usage rate reaching approximately 66% and the QR/barcode payment market rapidly expanding to an estimated 16 trillion yen by 2025, payment services have become essential social infrastructure. Conversely, phishing reports related to payments are expected to reach 2.45 million cases in 2025, and damage from fraudulent credit card use is projected to reach a serious 51 billion yen in the same year.

In this environment, domains such as "[yourbrand].pay," which consumers intuitively recognize as a payment portal, offer high convenience for legitimate services. However, if acquired by unintended third parties, there is a significant risk of abuse for brand impersonation or the theft of information and funds via fake sites. To maintain brand reliability, a preventive approach at the infrastructure level—the domain—is crucial rather than reactive measures.

Significance of ".pay" Domain Acquisition: Protecting Brand Reliability and Customer Security

Following the scheduled General Availability in August 2027, ".pay" domains will be available for anyone to register. Once a domain containing your brand name falls into the hands of a third party, the costs and time required for recovery and damage control are immense.

• Prevention of Brand Impersonation: By securing "[yourbrand].pay" in advance, companies can prevent unauthorized third-party use and strongly defend the credibility of their brand.
• Building Trust as an Official Payment Portal: Utilizing "[yourbrand].pay" as the official payment path provides users with the reassurance that they are at an official site, ensuring a secure payment experience.
• Importance of the Sunrise Period (Priority Registration): This period, during which trademark holders can secure domains preferentially, is a vital opportunity for guaranteed brand protection. As registration constraints increase after this period, early consideration is highly recommended.

Sunrise Registration Schedule

Trademark holders registered with the Trademark Clearinghouse (TMCH*) can apply on a first-come, first-served basis during the following period:

• Sunrise Period: Monday, April 13, 2026 – Wednesday, May 13, 2026
• GMO Brand Security Application Deadline: Monday, May 11, 2026

After the Sunrise period, the process moves to the Limited Registration Period (LRP), where usage purposes may be restricted, potentially complicating flexible operations for brand protection.

*Trademark Clearinghouse (TMCH): An ICANN-accredited trademark protection service. It is the only mechanism that allows trademark holders to prioritize the acquisition of brand domains before general public release during the Sunrise period of new gTLDs (such as .pay).

Support System by GMO Brand Security

Our specialized consultants provide comprehensive support, from strategic brand domain selection to managing complex application procedures.

• For TMCH-registered companies: We manage smooth applications based on your SMD files.
• For companies without TMCH registration: If you have a trademark registration certificate, we provide one-stop support—from TMCH registration to acquisition within the Sunrise period. TMCH registration typically completes within 1 to 3 business days.

Contact Information

GMO Brand Security Inc.
Email: [email protected]
TEL: +81-3-5784-1069
URL: https://brandsecurity.gmo/

About GMO Brand Security (URL: https://brandsecurity.gmo)

Under the slogan "Security for All Brand," GMO Brand Security provides monitoring services and enforcement support against brand infringement risks, primarily focused on the internet. We also offer acquisition support and management services for trademarks and domain names—the prerequisites for rights enforcement—leading brands to a safe and secure state through a one-stop solution.

As of December 2025, GMO Brand Security's services are utilized by approximately 1,189 companies, including leading Japanese global corporations.