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A brand protection strategy does not end with registering a company’s main domain name.

As new extensions and programmes aimed specifically at registered trademark holders emerge, so do opportunities to strengthen digital identity, anticipate possible registrations by third parties or use new domains for a specific commercial purpose.

In this context, two developments may be particularly relevant for certain companies: the initiative linked to the .TM domain and the upcoming Sunrise period for the .PHONE extension.

Although they serve different purposes, they have one thing in common: both offer specific advantages to registered trademark holders whose marks have been validated through the Trademark Clearinghouse (TMCH).

.TM: a domain directly linked to the registered trademark

The Trademark Clearinghouse (TMCH) and the .TM registry have launched an initiative aimed at encouraging registered trademark holders to use .TM domains.

The aim is to make the extension a space directly associated with a brand’s identity and authenticity.

Trademark holders with an SMD file can register the .TM domain corresponding to their mark and receive a verified landing page free of charge.

This page is generated using the trademark information and displays a “TMCH Verified” seal, together with a QR code that allows the authenticity of the information to be checked in real time.

In this way, the domain can be used as an independent page for verifying the brand or as a digital reference point for customers, distributors, partners or anyone wishing to confirm that they are interacting with the correct brand.

A verified landing page or a redirect to the company website

Not every company needs to create a separate page specifically for its .TM domain.

For this reason, the initiative also allows the domain to be used in a simpler way: by redirecting it to an existing corporate, legal or brand website.

This opens up several possible uses.

A company can use its .TM as a brand verification page, redirect it to its main website or incorporate it into a broader domain protection strategy.

The decision will depend on the value of the extension for each organisation and the role it wants the domain to play within its digital presence.

Which companies could benefit from a .TM domain?

A .TM domain may be particularly relevant for companies managing brands with a strong international presence, businesses working with distributor networks or organisations that want to provide an additional point of identity verification.

It may also be useful from a defensive perspective.

Registering the domain associated with a trademark can provide greater control over the brand’s presence across new extensions and reduce the opportunity for third parties to register it.

This does not mean that every brand necessarily needs a .TM domain, but it is worth assessing whether it fits within the organisation’s wider digital brand protection strategy.

.PHONE: a new extension focused on communication and telephony

The second development is the arrival of the .PHONE extension.

Its Sunrise period will run from 6 October 2026 to 4 January 2027.

The extension has a clear association with communication and accessibility and may be particularly relevant for companies operating in the telecommunications sector.

Potentially interested organisations include telephone operators, smartphone and mobile device manufacturers, distributors, phone retailers, repair services and customer support centres.

However, its use is not necessarily limited to these sectors.

Any company or professional looking for a short domain directly associated with contact or communication may consider the extension as part of their digital strategy.

What does the .PHONE Sunrise period mean?

A Sunrise period allows eligible registered trademark holders to apply for a domain matching their trademark before the extension becomes available to the general public.

In the case of .PHONE, registered trademarks validated through the Trademark Clearinghouse will be able to apply for matching domains on a priority basis during this period.

This allows interested companies to act before general availability and consider registration from either a defensive or commercial perspective.

The Sunrise period will end on 4 January 2027, so companies that may be interested in the extension should review their trademark portfolios in advance.

.PHONE will not be equally relevant to every brand

A new domain extension does not automatically need to become a priority for every company.

In the case of .PHONE, it is likely to be more relevant to sectors directly connected with telephony, mobile devices, telecommunications, support or customer service.

For example, a telecommunications company could use a .phone domain to strengthen its digital identity. A manufacturer could consider it for specific campaigns or services, while a company with a customer service centre could use it to create a domain that is easy to identify and remember.

There may also be a purely defensive reason for registration: preventing a third party from registering a domain that matches an important trademark.

Rather than registering the extension automatically, the best approach is therefore to assess how it fits within each company’s domain and trademark portfolio.

Brand protection and digital strategy: two ways to assess a new extension

When a new extension becomes available, the decision to register should not be based solely on whether the domain “sounds good”.

It should be considered from two perspectives.

The first is brand protection.

If an extension has a direct connection with a company’s activity, name or positioning, it may be worth acting before a third party registers the domain.

The second is commercial or marketing use.

Some extensions can be used to create specific domains for products, services, campaigns, customer service or particular markets.

.TM and .PHONE illustrate these two possibilities well.

.TM focuses on brand identification and verification, while .PHONE creates new possibilities related to communication, telephony and contact.

Review your trademark portfolio before making a decision

Not every new domain development requires the same response.

For some companies, registering .TM may make sense as part of their brand protection and authenticity strategy. For others, .PHONE may represent a commercial opportunity or a particularly relevant defensive registration.

The key is to review the organisation’s trademarks, the sectors in which it operates, the domains it already owns and the potential risk or value of each new extension.

At Entorno Digital, we can help you review your trademark and domain portfolio, identify which of these new opportunities may be relevant and manage the necessary registrations during the corresponding periods.

Acting early does not mean registering every new extension that appears.

It means knowing which ones are worth protecting before it is too late.