[GMO Brand Security] Sunrise Registration Period for New gTLD ".pay" Extended Through Monday, July 12, 2026

GMO Brand Security Co., Ltd. (President and COO: Mitsuaki Nakagawa; hereinafter "GMO Brand Security"), part of the GMO Internet Group, announces that ICANN has extended the Sunrise registration period for ".pay," the new generic top-level domain (gTLD) dedicated to payment and financial services. GMO Brand Security will continue to serve as an authorized application agent to support our clients throughout this process.

■ Updated Schedule Following Period Extension

Trademark holders registered with the Trademark Clearinghouse (TMCH*) are eligible to submit priority applications on a first-come, first-served basis during the following period.

Sunrise Period: Monday, April 13, 2026 – Friday, July 17, 2026

If you wish to apply through TMCH, please contact us by Monday, July 13, 2026.

After the Sunrise Period ends, the domain will transition to a "Limited Registration Period (LRP)," during which usage restrictions may apply and flexible brand protection options may become more limited.

*The Trademark Clearinghouse (TMCH) is a trademark protection service accredited by ICANN. It is the only mechanism that allows trademark holders to obtain priority registration of their brand domains during the Sunrise Period of new gTLDs (such as .pay), before general public availability.

■ Background: The Rise of a Cashless Society and the Growing Need to Combat Brand Impersonation

Smartphone payment adoption in Japan has reached approximately 66%, and the QR/barcode payment market is forecast to grow rapidly to around ¥16 trillion (2025 projection), making payment services an essential part of social infrastructure. At the same time, phishing reports related to payment services reached 2.45 million cases in 2025, and losses from unauthorized credit card use amounted to ¥51 billion in the same year — both representing serious and worsening threats.

In this environment, domains in the format "brandname.pay" — which consumers intuitively associate with payment services — offer significant value as official service touchpoints. However, if such domains are registered by unauthorized third parties, they could be exploited for brand impersonation or fraudulent websites designed to steal personal and financial information. Rather than reacting after the fact, a proactive approach at the infrastructure level — through domain registration — is essential to maintaining brand credibility.

■ The Value of Registering a ".pay" Domain: Protecting Brand Trust and Customer Peace of Mind

The ".pay" domain is scheduled for general public availability in August 2027, after which anyone will be able to register one. Once a domain containing your brand name falls into the hands of a third party, reclaiming it and addressing the resulting damage can require considerable time and resources.

Preventing Brand Impersonation　By securing your brand name under ".pay" in advance, you can prevent unauthorized third parties from registering and using your brand name as a domain, thereby protecting the integrity and trustworthiness of your brand.

Building Trust as an Official Payment Gateway　Using "brandname.pay" as your official payment channel gives users confidence that they are interacting with a genuine, authorized service — enabling a safer and more reassuring payment experience.

The Importance of the Sunrise Period (Priority Registration)　This period offers trademark holders a unique opportunity to secure their domain with priority. Once it ends, certain restrictions on registration will apply, making early action strongly advisable.

■ Support from GMO Brand Security

Our team of specialized consultants provides comprehensive support, from strategic domain selection to managing the full application process on your behalf.

For companies already registered with TMCH: We will handle your application smoothly based on your SMD file.

For companies not yet registered with TMCH: If you hold a registered trademark, we offer one-stop support from TMCH registration through to Sunrise application. TMCH registration is typically completed within 1–3 business days.

■ Contact Information

GMO Brand Security Co., Ltd.
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 Every Brand," GMO Brand Security provides monitoring services and enforcement support to address brand infringement risks, primarily in the online space. We also offer trademark registration support, domain name acquisition assistance, and management services — guiding brands to a secure and protected state through a one-stop approach.

As of December 2025, our services are used by 1,189 companies, including leading global corporations headquartered in Japan.