Google Registry on November 10, 2026 opened registrations for three new top-level domains, .eat, .fly and .here, with an additional one-time fee that falls each day until 16:00 UTC on November 17, when the three extensions become publicly available at a base annual price. Google did not disclose the size of the fee, the daily schedule by which it shrinks, or the base price that follows.

In Short

Google opened three new web address endings, .eat, .fly and .here, on November 10, 2026, and anyone who grabs one before November 17 pays a one-off premium that gets smaller every day. Restaurants, travel start-ups, Zillow and Rocket Lawyer are among the first users, so brands and agencies weighing new addresses for campaigns or product names now have three more options to consider, and three more places where others could claim their name. From 16:00 UTC on November 17 the premium disappears and the names sell at a normal yearly price, which Google has not published and which each seller sets for itself.

What Google published

The announcement appeared on Google's Keyword blog under the headline "Introducing 3 new domains: .eat, .fly, and .here," signed by Bruno Panara of the Google Registry Team and filed under Google Registry, Entrepreneurs and Developer tools. It is a short post - Google lists the reading time as two minutes - and most of its length is given over to the businesses already using the addresses.

"Three new top-level domains launch today: .eat, .fly, and .here," the post opens. "Each one gives businesses and individuals a clear, memorable address that tells people what they can do before they even click."

The commercial terms sit in the final paragraph. Registration runs through a registrar of the buyer's choice, as with Google's earlier extensions. Google itself no longer runs a retail registrar: Squarespace bought roughly 10 million Google Domains registrations for about US$180 million in a deal that closed on September 7, 2023. The post describes an "Early Access Program for an additional one-time fee that decreases daily until November 17, 2026," after which, it states, "At 16:00 UTC on November 17, all three will be publicly available at a base annual price, without the one-time extra fee."

Two details in that paragraph are worth separating. The surcharge is one-time, so a buyer who registers during the window pays it once rather than at every renewal. And the base annual price is not a figure Google sets for the retail market. According to Google Registry's pages for each extension, registrars set their own prices, and any ICANN-accredited registrar that carries the extension can sell it. Those pages call the window the Early Access Period, where the blog post calls it a Program; the dates are the same.

Fifteen companies, sixteen addresses

Google names five early users for each extension. Zillow appears twice, with two addresses, which brings the total to sixteen domains across fifteen companies. Several of them are not brand names at all but generic words: rent, sell, lawyer, apply, bloodtest, insurance and america.

.eat

"From running a restaurant to finding a table, the businesses behind every meal are on .eat," according to the post. The list:

  • Wingstop, the chicken wing chain, at wingstop.eat
  • Clayton Farms, which according to Google operates quick-service restaurants that grow greens on site, and which is "mapping where America can and cannot get fresh food at america.eat"
  • Ghips, a maker of potato chips cooked in grass-fed ghee, at ghips.eat
  • Xook, a robotic kiosk for salads and bowls, at xook.eat
  • Kinro, which helps restaurant owners compare insurance with licensed agents, at insurance.eat

.fly

Google frames .fly as "home to businesses on the move," a description broad enough to include companies with no connection to flight. Two of the five are travel products: Caddy, described as a personal AI that lives in iMessage and WhatsApp and books flights and hotels, at caddy.fly, and Onfly, which is building an AI travel assistant for business trips. Onfly's address is simply on.fly, a two-letter second-level name.

The other three have little to do with travel. Voltair builds long-range drones that inspect power lines, at voltair.fly. Canary "verifies AI-generated code during development, helping teams find and fix bugs before they ship," at canary.fly. Flycode helps subscription businesses recover failed payments, at flycode.fly.

.here

".here is where people get things done," according to the post. Zillow uses rent.here for apartment searches and sell.here for home sales. Rocket Lawyer, which provides AI and attorney support, sits at lawyer.here. Apply, which gives job candidates a verified profile and matches them with employers, is at apply.here. Pocket Worlds, which builds social virtual worlds, is at worlds.here, and SiPhox Health, a home blood testing company, is at bloodtest.here.

Google's page for .here states that the extension has no eligibility requirement and is not tied to any city or country, despite a name that suggests location.

All sixteen addresses were live by launch day, ahead of general availability. How much any of the companies paid, and whether Google Registry allocated the generic names to them before the launch, is not stated.

A fee with no published schedule

Google has used the same descending-fee structure before, and PPC Land coverage of earlier launches gives a sense of how steep it can be. When Google Registry launched .channel, PPC Land reported in January 2025 that the Early Access Period started on February 4, 2025 and ran for seven days, with pricing that fell like a Dutch auction. Citing Domain Name Wire's analysis of the registrar 101domain, that article put the first-day price at $11,999, the second day at $3,599 and the final day at $149, with general availability from February 11, 2025 at a retail price of $19.99 for new registrations and $27.99 for renewals.

So what does early access cost this time? Nothing in the November 10 post or the three registry pages indicates the equivalent numbers for .eat, .fly and .here. The window is the same length: seven days, from November 10 to 16:00 UTC on November 17. Whether the curve matches is unknown.

For comparison, the wholesale price of a .com name rose from US$10.26 to US$10.97 on November 1, 2026. Short or generic names can cost far more than standard registrations on any extension. When Cloudflare opened its registrar to transfers of premium names, PPC Land noted in December 2024 that premium domains can cost 50 to 100 times the price of a regular domain.

HTTPS by default

Each of the three extensions sits on the HSTS preload list, according to Google Registry's pages for them. In practice, that means browsers that ship with the list will refuse to load any .eat, .fly or .here site over an unencrypted connection, so every site on the extensions needs a valid SSL/TLS certificate before it works at all. There is no opt-out at the domain level.

Google has applied this rule to most of its recent extensions. PPC Land reported in October 2018 that every .page website required an SSL certificate, and the January 2025 coverage of .channel described the same mandatory HSTS preloading. For a brand, the effect is that a .here or .eat landing page cannot be stood up on plain HTTP, even briefly, for testing.

Twelve years in the root zone

The three strings are not new to the internet's address system, only to buyers. According to ICANNWiki, a third-party wiki that tracks ICANN's new gTLD program, Google applied for all three through its subsidiary Charleston Road Registry. ICANN signed the registry agreement for .eat on January 23, 2014, for .here on February 6, 2014 and for .fly on May 8, 2014. The extensions were delegated to the root zone on August 30, 2014, August 29, 2014 and September 15, 2014 respectively. That is more than twelve years between delegation and public sale.

The .fly application also had a different intended audience. ICANNWiki quotes the original application as limiting registration to verified airlines, travel agencies and travel resellers, and records a community objection against it from FairSearch.org, which was dismissed on September 25, 2013. Google Registry's current page for .fly states that any person, business or organisation can register one. That change is visible in the launch list itself: a code-verification tool and a payments-recovery company are among the five showcase users.

Google's registration page now lists 21 other extensions it sells, from .app, .dev and .page to .zip, .mov, .meme and .ing. ICANN counted more than 1,400 valid top-level domains as of October 2025, when PPC Land covered Cloudflare's addition of TLD data to its Radar platform, an article that also noted an expected expansion of the namespace from April 2026.

How Google's earlier launches ran

The November 10 launch follows a template that PPC Land has documented across several Google Registry releases.

The .app extension, PPC Land reported in April 2018, had a sunrise period for trademark holders from March 29 to April 30, 2018, followed by an early access window for an extra fee from May 1 to May 8 and open registration after that. The .page launch followed in October 2018, with standard registration from October 9. In January 2022, Google opened .day through an Early Access Program with a one-time fee that decreased daily through the end of the month, and public availability at a base annual price from February 1, 2022. The structure of that announcement is nearly identical to the one for .eat, .fly and .here.

At the end of October 2023, Google Registry launched .ing, with an Early Access Period that ended on December 5, 2023, and named Canva and Adobe Acrobat among its early adopters. The .meme extension followed in November 2023. Then came .channel in February 2025.

Google is not the only large technology company running a registry. Amazon Registry opened .bot in 2018, at a starting price of $75 per name and only for bots built with a list of supported tools, the opposite of the open model Google applies to .fly today.

Google's November 10 post does not describe a sunrise period for trademark holders before the early access window. Whether one took place is not stated in the post or on the three registry pages.

The address and the search result

The post's central claim is that the extension "tells people what they can do before they even click." That is an argument about how people read an address. Does the word in the extension also help a page rank? Google Search has been explicit on that point this year.

A Google Search Central video published on October 14, 2026 featured Gary Illyes describing keywords in a domain or URL as basically irrelevant once a page has content, a signal that only matters when Google has nothing else to evaluate. Google's guide to generative AI features in Search, released in May 2026, made a similar point: PPC Land reported that the guide described keywords in a domain name or URL path as having hardly any effect on rankings beyond appearing in breadcrumbs. Neither statement singles out extensions, but neither gives a keyword-bearing extension a ranking role either.

Google has also moved its own search properties away from address-based signals. In April 2025, it announced it would phase out country-code domains such as google.co.uk and redirect traffic to google.com, on the grounds that location no longer depended on the domain. A .here address, likewise, carries no location of its own.

There is a technical consequence that matters more for measurement than for search. To a browser, wingstop.eat and wingstop.com are two separate registrable domains, each its own eTLD+1. Cookies, storage and consent records set on one do not carry over to the other. A campaign that sends traffic to a new extension rather than to a subfolder of an existing site is, from the browser's point of view, sending it to a different site.

Security and brand protection

Every new extension adds space for impersonation as well as for legitimate use. Typosquatting, the registration of misspelt or look-alike names to capture traffic, needs available names, and each new extension supplies more of them. Google ended ads on parked domains on February 10, 2026. The scale of the wider problem is large. The Anti-Phishing Working Group counted 1,069,681 unique phishing sites in the second quarter of 2026, up 10.1% from the first quarter, in a report published on August 28, 2026.

Mandatory HTTPS does not prevent a look-alike site from being registered; it only guarantees that the connection to it is encrypted. Detection sits elsewhere. On October 20, 2026, Google added a "suspicious site" warning tier to Chrome for Enhanced Protection users, combining Gemini output with domain reputation and other signals.

The registry pages state that the three extensions carry no registration restrictions beyond Google Registry's standard registration and abuse policies. The pages describe no separate route for trademark holders during the launch. Names are allocated on registration, at the early access surcharge until November 17 or at the base price afterwards.

Why this matters for marketers

For advertisers and agencies, the practical questions are cost, control and measurement. The early access fee rewards whoever moves first for a generic name such as insurance.eat or rent.here, and the examples in Google's post show that some large consumer brands held such names by launch day. The price of that early access is undisclosed, which leaves registrars, not Google, as the place where the figures will surface.

The search case for a descriptive extension is weak on Google's own account. Its Search team has said this year, twice, that keywords in a domain do little once a page has content. The case Google Registry makes is a different one: that people will understand what a site does from its address. That is a claim about click behaviour, and the post offers no data to support it - no traffic figures, no click-through rates, no comparisons with .com addresses used by the same companies.

The measurement point is easier to state. A new domain is a new site to browsers, consent platforms and analytics tools, so moving a campaign to it means a fresh first-party context. And with more than 1,400 top-level domains already in existence, three more add to the set of names that brand protection teams must watch, whether or not the brand ever uses them.

Timeline

Summary

Who: Google Registry, Google's domain registry business, in a post by Bruno Panara of the Google Registry Team. Fifteen companies are named as early users, including Wingstop, Zillow, Rocket Lawyer, Pocket Worlds and SiPhox Health.

What: The launch of three new top-level domains, .eat, .fly and .here, open to anyone, sold through ICANN-accredited registrars and included on the HSTS preload list, so every site on them must use HTTPS. Registrations before general availability carry an additional one-time fee that decreases daily. Neither the fee schedule nor the base price was disclosed.

When: Early access opened on November 10, 2026. General availability at a base annual price begins at 16:00 UTC on November 17, 2026. The extensions were delegated to the root zone in August and September 2014, according to ICANNWiki.

Where: Worldwide, through registrars that carry the extensions. The .here extension is not tied to any city or country.

Why: Google Registry argues that a descriptive extension tells people what a site does before they click. For marketers, the launch adds new naming options and new brand protection exposure, while Google Search has said this year that keywords in a domain have little effect on rankings once a page has content, and a new extension creates a separate site for cookies, consent and measurement.