.bro

The mission of the TLD is to create a distinctive, memorable, and community-oriented namespace for individuals, organizations, brands, and projects that wish to present themselves in a friendly, approachable, and modern way. The string “bro” is globally accessible, and widely recognized in informal communication, which makes it well suited for digital identities that aim to feel relatable, open, and easy to remember. The TLD is intended to support a broad and diverse set of registrants and users, including creators, online communities, fan groups, social initiatives, lifestyle brands, technology projects, small businesses, and other entities that value an informal but trustworthy online presence. The purpose of .bro is not limited to a single industry or geographic region. Instead, it is designed as a flexible namespace that can be used across many contexts where a fun, accessible and distinctive digital identity is desired. For example, it can be used by communities that want to build a sense of belonging, by commercial entities that want to appear approachable and modern, or by individuals who want a memorable personal domain. The TLD can therefore serve both expressive and practical purposes: it helps create recognition, supports branding, and provides a clear thematic identity that users can immediately understand. Related activities to achieve this purpose include awareness-building, community outreach, and ongoing engagement with potential registrants and users. Outreach will take place through digital channels such as websites, social media, newsletters, online campaigns, and partnerships with relevant creators, community leaders, and digital platforms. In addition, in-person activities may be used where appropriate, including participation in conferences, industry meetups, community events, and networking opportunities. These activities are intended to introduce the namespace to potential users, explain its benefits, and encourage appropriate and meaningful adoption. The outreach strategy is designed to reach both commercial and non-commercial users who may benefit from a domain that conveys fun, friendship, familiarity and personality. The purpose of .bro is sustainable over time because it is based on a broad and durable communication style rather than a short-lived trend. The informal use of ‘bro’ as a term of address is recorded in U.S. slang from 1912, while its abbreviation from ‘brother’ is attested earlier, from the 17th century. Informal and community-driven language continues to play an important role in digital culture, branding, and online identity. As new platforms, formats, and communities emerge, there will remain a need for domain names that feel direct, memorable, and human. To support this, the namespace can continue to attract relevant registrations over time without being tied to a narrow or temporary market segment. Sustainability is further supported by the fact that the TLD can be used by a wide variety of stakeholders across different sectors and regions. Its meaning is intuitive, easy to remember, and adaptable to changing communication habits. This makes it resilient against shifts in the digital landscape, since it can remain relevant as branding practices evolve. The namespace can continue to serve as a stable digital home for communities and organizations that want a distinctive and approachable presence online.

The mission of .bro is to provide an informal and memorable namespace for social communities, friendship, lifestyle, entertainment and community-oriented brands.

1. Mission and purpose. This gTLD will be operated as an open, unrestricted generic top-level domain. Its purpose is to expand naming choice in the DNS by making this term available at the top level for any lawful use chosen by the registrant. Registrations will be available to all registrants on a first-come, first-served basis through ICANN-accredited registrars, subject only to the Registry Agreement, ICANN Consensus Policies, and applicable law. The applicant will not operate this gTLD on an exclusive basis. 2. Intended registrants and users. Intended registrants are individuals, businesses, and other organizations worldwide seeking a short, meaningful domain name. There are no eligibility or name selection restrictions beyond those required by the Registry Agreement, ICANN Consensus Policies, and applicable law. Intended users are internet users worldwide who access domain names registered in this gTLD. 3. Related activities. The applicant is an established registry operator under contract with ICANN for 35 gTLDs, including .xyz. It has in place a qualified Registry Service Provider, distribution agreements with ICANN-accredited registrars across multiple regions, and all required rights protection mechanisms and DNS abuse mitigation practices. For this gTLD the applicant will onboard the TLD to its existing registry platform, conduct a Sunrise Period and Trademark Claims Period, launch General Availability through its registrar channel, and maintain ongoing registrar enablement, abuse monitoring, and compliance reporting. 4. Sustainability. Operation is funded by recurring registration and renewal revenue and does not depend on any single registrant, sector, or campaign. This gTLD will run on the applicant's existing shared registry infrastructure, so incremental operating cost is low and no minimum registration volume is required for viability. The applicant has operated gTLDs continuously since 2014.