The applied-for .fix gTLD is built around repair and problem-solving. "Fix" is a plain, globally understood verb for repairing, correcting, or resolving something, which makes it a clear and self-explanatory choice for the repair economy and the wider world of support and troubleshooting. A .fix address speaks directly to the moment someone is looking for a repair or for a person or business that can resolve a problem for them. Intended registrants include repair and maintenance trades, device and electronics repairers, technical and customer support operations, providers of troubleshooting guides and diagnostic tools, and independent professionals who solve problems for others. Registrations may be used for repair business identities, booking and call-out pages, helpdesk and support portals, how-to and fault-finding resources, and product sites for tools and replacement parts. The purpose is sustainable because repair and problem-solving are constant, recurring needs across every sector, which is expected to support a continuing base of registrants over time.
The mission and purpose of .fix is to give repair shops, technicians, service providers, and software developers an open, generic namespace to signal repair, troubleshooting, or problem-solving services — from auto and home repair to device and electronics repair to software patches and bug-fix resources. As an unrestricted gTLD, .fix is available to any registrant offering a solution to something broken, malfunctioning, or in need of correction.
The applicant will drive adoption of .fix through public relations outreach to trade, repair, and technology-support media, direct marketing to repair shops, technicians, and software teams, partnership development with repair service networks, tech support platforms, and trade associations to secure anchor registrants, and coordinated promotion through the registrar channel to extend distribution and drive registration volume.
This purpose is sustainable over time because things break and require fixing regardless of era or technology — mechanical, electronic, or digital — making repair and troubleshooting a constant demand across industries rather than a trend tied to any single product category or technology cycle.
1. Mission and purpose: The mission of .fix is to provide a namespace for repair and solutions: the businesses and resources people turn to when something is broken. Intended registrants include repair businesses of every kind (electronics, appliances, vehicles, homes); trades and home-services providers; software and IT support; how-to publishers; and problem-solving product brands. Intended users are consumers and businesses worldwide seeking repairs, support and solutions. Following delegation, the applicant will, as registry operator of the .fix TLD, conduct a phased launch, implement all ICANN-required rights protection mechanisms, and distribute the TLD through ICANN-accredited registrars, supported by marketing and outreach to build awareness and adoption among the intended registrant and user groups. The TLD will be operated under a comprehensive DNS abuse prevention and mitigation framework covering the full range of abuse types, combining proactive and reactive controls. Abuse reports will be investigated and actioned in line with applicable policy requirements. The objective is to maintain .fix as a high-quality, trusted namespace for registrants and end users.
2. Sustainability: Repair is a permanent economic activity spanning trades, technology and consumer goods, reinforced by right-to-repair legislation, sustainability policy and consumer preference for extending product life, all long-term structural forces. "Fix" is short, imperative and understood globally.
1. Mission and Purpose of the Applied-for gTLD
.fix helps repair businesses and troubleshooting brands create a clear and memorable online presence for the exact service they provide, making it easier to be found by customers at the moment something has stopped working. It turns a business name into an instant signal of purpose. For technical and software brands, it points people directly to the patch, solution, or support they came looking for.
For tradespeople and repair shops that have long relied on generic addresses, .fix offers a chance to turn a business name into something immediately recognizable. It signals competence and readiness to solve the specific issue at hand.
.fix owns the intent behind a repair search. Where broad extensions describe a company, .fix describes the outcome a customer wants. This lets repair providers align their online identity with the precise moment of need, occupying the mental space between "something is broken" and "I found who can fix it." Its strength is specificity of intent.
Intended Registrants: Repair and maintenance businesses (auto, appliance, electronics, plumbing, HVAC, mobile device, and home repair), independent tradespeople, handyperson services, and technical support providers. Secondary registrants include software companies issuing patches, troubleshooting resources, and problem-resolution brands.
Related Activities Supporting the Purpose:
• Awareness-building among repair trades and service directories
• Registrar distribution to reach local service businesses and independent contractors
• Registrant education on pairing service names with the .fix extension for clearer web addresses
• Community outreach to trade associations and repair-focused networks
• Responsible registry operations
2. Sustainability of the Purpose Over Time
Objects break. Machines wear, screens crack, pipes leak, systems fail, and code develops faults. This is not a trend or a preference; it is a physical and operational reality of anything that is built, used, and depended upon. The concept behind .fix is anchored to this constant: wherever things are manufactured, installed, or run, a corresponding demand arises to restore them to working order.
As new categories of products enter daily life, from electric vehicles to connected home devices to specialized equipment, each one introduces fresh failure points and, with them, new specialists whose entire livelihood is repair. The word "fix" absorbs each of these categories without losing meaning, which is what keeps it relevant as the objects around us change while the underlying need to mend them does not.
Repair also carries reinforcing economic and cultural weight. Fixing is frequently cheaper than replacing, and a growing preference for extending the life of goods, driven by cost, sustainability, and right-to-repair movements, strengthens the standing of the repair economy rather than eroding it. The people who do this work, independent technicians and local service businesses, occupy a role that resists automation away entirely, because diagnosis and hands-on remedy remain skilled, situational tasks.
The mission of .FIX is to provide a namespace associated with the applied-for string. The .FIX 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 .FIX is to enable registrants to establish online identities using domain names that correspond to this concept. To achieve this purpose, Rein Check, LLC will make .FIX 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 .FIX is sustainable over time because the applied-for string has multiple commonly understood meanings and 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.
The mission of .fix is to provide a practical namespace for individuals, businesses, technicians, service providers, products, platforms, and resources focused on repairs, corrections, maintenance, troubleshooting, or solutions. Intended uses include technology support, home services, professional services, guides, and community assistance. The registry intends .fix to be broadly available, reliable, and secure. Its mission is sustainable because people and organizations continually require repair, maintenance, and problem-solving services.