The proposed .all top-level domain represents one of the most common words in the English language - "all," signifying the complete range of something. Websites and businesses use it constantly: all products, all services, all locations, all in one place.
Intercap Registry proposes to operate .all as an open namespace, available for registration by the general public without restriction.
Intended registrants include individuals, creators, businesses, and organizations of all kinds that want a short, memorable address signaling a complete offering or a single place for everything they provide. Intended users are members of the general public seeking those offerings.
Intercap Registry will make .all names available worldwide through ICANN-accredited registrars, promote awareness and adoption of the namespace, publish its registration policies ahead of launch, operate the TLD openly, respond promptly to reports of abuse, and comply with applicable safeguards.
Demand for this category is sustainable: presenting a full range in one place is a standing practice of websites, businesses, and organizations across every sector, and the word itself is generic, universally understood, and not tied to any trend, technology, or single company.
Link Freedom Group (LFG) aspires to become a best-in-class, vertically integrated domain name registration authority, see linkfreedomgroup.link. This TLD is part of a carefully curated portfolio of strings that LFG intends to pursue in ICANN’s 2026 New gTLD Program. In assembling this portfolio, LFG focused on securing meaningful, memorable, and commercially compelling strings that resonate strongly with end users and offer long-term growth potential.
Over the past four years, LFG (Nova Registry) has successfully grown its flagship TLD, .LINK, from approximately 125,000 to more than 300,000 domains under management. This growth has been driven by innovative distribution strategies, the expansion of registrar partnerships, and a granular pricing model that has enabled .LINK to remain competitively priced while avoiding the significant fee increases implemented by some other registry operators.
LFG’s experience in the domain name industry has reinforced one of the key lessons from the 2012 application round: long-term sustainability is strengthened through portfolio diversification. By spreading operational costs and mitigating revenue fluctuations across multiple TLDs, LFG is better positioned to withstand market volatility and invest in continued growth. Accordingly, LFG believes that even obtaining a subset of the TLDs for which it has applied will establish a diversified portfolio capable of supporting long-term economic stability, operational resilience, and sustainable growth.
1. Describe the mission and purpose of the applied-for gTLD.
.all helps established and multi-category brands create a clear and memorable online presence for their complete range of products and services, making it easier for customers to find everything in one place and trust that nothing is missing. It turns a brand's breadth into a single, confident destination.
Intended Registrants: Established and premium consumer brands, retailers, and marketplaces; multi-category or multi-line businesses that sell, publish, or offer many things under one name.
Intended Users: Shoppers, members, and audiences looking for a single, comprehensive destination from a recognized brand: a place where the full catalog, service range, or offering lives in one web address.
Related Activities Supporting the Purpose:
Activities that support the purpose of .all center on making the namespace easy to adopt and easy to recognize:
• Awareness-building with brand, retail, and marketplace decision-makers about naming a complete offering under one address.
• Registrar distribution so the string is available through mainstream channels brands already use.
• Registrant education showing how .all pairs with a brand name to signal breadth (for example, a brand name plus .all as an everything-in-one-place hub).
• Community outreach to retail, media, and commerce ecosystems where an aggregation address adds clarity.
• Responsible registry operations to keep the namespace stable and dependable for commercial registrants.
A .all address collapses that scatter into a single, memorable front door. A retailer can point customers to its complete range, a media company can gather its full library, and a multi-line business can present its entire portfolio behind one clean name.
The value is in the word itself. "All" communicates completeness instantly, in a way few strings can. It reads as inclusive, generous, and total, which maps naturally to commerce intent: browse the whole selection, see everything available, find it here rather than piecing it together elsewhere. For premium brands, .all offers a rare naming asset: a word that is universally understood, effortless to say, and strong enough to anchor a flagship destination.
2. Explain how this purpose is sustainable over time.
The durability of .all rests on a structural feature of commerce: buyers gravitate toward sellers who can offer the most in one place. Consolidation of choice is not a passing preference; it is how markets reward convenience. The general store, the department store, the catalog, the shopping mall, and the modern marketplace are all expressions of the same commercial logic: aggregating breadth under a single trusted name reduces effort for the buyer and increases share for the seller. .all names that logic directly.
Retailers compete on range as much as on price; brands extend into new categories to capture more of a customer's spending; marketplaces win by promising that whatever a shopper wants is available within their walls. Each of these strategies benefits from an address that says "everything, here." Because the word "all" carries that meaning without translation or explanation, it stays useful as product lines change, as categories merge, and as businesses expand. A brand can add or retire products indefinitely while the promise of completeness behind a .all address remains accurate.
In any era where buyers face abundant fragmented options, the seller who can credibly say "we have all of it" holds an advantage worth signaling. That advantage is renewed each time a market fragments and a brand steps in to consolidate it, which keeps the meaning of .all commercially charged rather than merely descriptive. Its relevance persists because the economic incentive to be the complete destination persists.
The mission of .ALL is to provide a namespace associated with the applied-for string. The .ALL gTLD is intended to serve a broad range of registrants and users, including individuals, businesses, organizations, communities, projects, and other entities that identify with, relate to, or wish to be associated with the concept represented by the applied-for string.
The purpose of .ALL is to enable registrants to establish online identities using domain names that correspond to this concept. To achieve this purpose, Toddler Logic, LLC will make .ALL available for registration through registrars and other appropriate distribution channels; maintain a secure, stable, and reliable registry infrastructure; implement registration and operational policies that support the availability, security, and integrity of the namespace; and provide ongoing administration of the gTLD to enable registrants to register and use domain names within the namespace.
The purpose of .ALL is sustainable over time because the applied-for string is broadly recognized and has broad applicability across a wide range of contexts. As society, technology, and methods of communication evolve, organizations and individuals will continue to establish online identities associated with the applied-for string.