[GMO Brand Security] Sunrise Applications Now Open for “.phone,” a New gTLD Supporting Trust and Security in the Smartphone Era

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 generic top-level domain (gTLD) “.phone,” dedicated to telephone, communications, and customer contact services.

Background: the expansion of smartphone-based customer touchpoints and the need to prevent brand impersonation

As smartphones have become an essential part of everyday life, communication between businesses and consumers has expanded beyond phone calls to include websites, mobile apps, social media, chat services, online reservations, and customer support. At the same time, smartphone-based fraud and impersonation schemes are becoming increasingly sophisticated, including directing users to fake websites that impersonate legitimate companies and brands, suspicious calls involving the misuse of phone numbers, and SMS-based phishing, also known as smishing.

In this environment, domains such as “[yourbrand].phone,” which consumers can intuitively recognize as a telephone, communications, or customer contact channel, offer legitimate businesses a highly convenient way to clearly identify their official contact and support channels. However, if acquired by unintended third parties, such domains could be misused to create fraudulent contact channels or support websites impersonating a brand, with the aim of stealing personal information, authentication credentials, or funds. To protect brand trust and maintain secure customer touchpoints, a preventive approach at the infrastructure level—the domain—is crucial, rather than relying solely on reactive measures after an incident occurs.

The significance of securing a “.phone” domain: protecting brand trust and ensuring customer confidence

Following the planned launch of General Availability (date to be determined), “.phone” domains will become available for registration by anyone. Once a domain containing a brand name has been acquired by a third party, recovering the domain and responding to any resulting damage can require significant time and expense.

Preventing brand impersonation

By securing a “.phone” domain incorporating your brand name in advance, you can prevent unintended third parties from using your brand name in a domain and strengthen the protection of your brand’s reputation and credibility.

Building trust through an official customer contact channel

By using “[yourbrand].phone” as an official point of contact, businesses can reassure users that they are accessing a legitimate channel and provide a safe and trusted user experience.

The importance of the Sunrise period (priority registration)

The Sunrise period, during which trademark holders have priority in securing relevant domain names, provides a valuable opportunity to ensure robust brand protection. As certain registration restrictions may apply after this period ends, early consideration is 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: Tuesday, October 6, 2026 – Monday, January 4, 2027

After the Sunrise period, the process will move to the Limited Registration Period (LRP), during which usage purposes and other conditions may be restricted, potentially making flexible domain management for brand protection more difficult.

* Trademark Clearinghouse (TMCH): An ICANN-accredited trademark protection service. It is the only mechanism that enables trademark holders to secure domains corresponding to their brands before they become available to the general public during the Sunrise period for new gTLDs such as “.phone.”

Support Provided by GMO Brand Security

Our specialized consultants provide comprehensive support, from the strategic selection of brand domains to handling complex application procedures.

For companies already registered with TMCH: We facilitate a smooth application process based on your SMD file.

For companies not yet registered with TMCH: If you have a trademark registration certificate, we offer one-stop support, from TMCH registration through domain acquisition during the Sunrise period. TMCH registration is typically completed within one to three business days.

Contact Information

GMO Brand Security Inc.
Email: [email protected]
Tel: +81-3-5784-1069

About GMO Brand Security

Under the slogan “Security for All Brands,” GMO Brand Security provides online monitoring services and enforcement support to address brand infringement risks. We also provide acquisition support and management services for trademarks and domain names, which form the foundation for rights enforcement, offering a one-stop solution to help brands maintain a safe and secure presence.

As of December 2025, GMO Brand Security’s services were used by 1,189 companies, including leading Japanese global corporations.