Unstoppable Domains has abandoned its plans to integrate nine of its Web3 domain zones, including .crypto and .bitcoin, into the traditional DNS root. The company cited ICANN requirements and high participation costs as the primary reasons for this decision on August 25, 2026.
The integration would have required over 4 million existing domain owners to re-register their names and pay annual fees, while also making their personal data public. Unstoppable Domains now generates over 90% of its revenue from traditional DNS domains, having pivoted away from its initial focus on blockchain-based names.
The DNS market is dominated by a few key players, with Verisign managing major registries like .com and .net. In 2025, Verisign reported $1,66 billion in revenue and $826 million in net profit. Meanwhile, Identity Digital manages approximately 300 zones and 25–26 million domains.
ICANN held its second domain expansion round in 2026, with application fees rising to $227 000 per string. The window closed on August 12 with over 1 600 applications. Unlike the 2012 round, where private settlements were common, the current rules mandate auctions to resolve conflicts.
The Ethereum Name Service (ENS) is also shifting its strategy. On August 11, 2026, token holders voted to transfer control of a $65 million endowment to the ENS Foundation. This move aims to facilitate institutional engagement and protect trademarks as the organization seeks to register .ens in the new ICANN round.
