The proposed .good top-level domain represents one of the most common words of everyday approval - good food, good work, good news, good advice, a good deal, a job well done. It names quality, usefulness, and positive value in the broadest ordinary sense.
Intercap Registry proposes to operate .good 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 clear address for quality offerings, recommendations, positive stories, and worthwhile work. Intended users are members of the general public seeking those resources.
Intercap Registry will make .good 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: signaling quality and positive value is a standing feature of commerce, publishing, and everyday communication across every sector, and is not tied to any trend, technology, or single company.
1. Mission and Objectives
Good is a fundamental English adjective expressing positive meanings such as "excellent," "beneficial," and "virtuous." In the global context, "good" carries a universal consensus ranging from quality assessment to value affirmation, serving as the most basic standard of judgment across languages and cultures. The mission of .good is to establish a namespace on the global Internet built upon the concept that "good" represents, transforming "good" from a subjective evaluation into a recognizable and selectable digital identifier, thereby helping Internet users efficiently discover quality content and trustworthy services. The goal is to make .good a widely recognized symbol of quality and a bridge of trust connecting dedicated creators with genuine seekers.
Intended Registrants: Open to the public.
Intended users: Global Internet users.
Relevant activities: LeapSense Limited will conduct market promotion and awareness-building activities for the .good domain, including cooperative showcases with content creators, using real cases to enhance public recognition of the .good domain; and will establish routine abuse monitoring and rapid response mechanisms to safeguard the credibility of the namespace.
2. Long-Term Sustainability
The long-term sustainability of .good rests on three pillars:
First, the enduring nature of cultural consensus. Good as a value judgment transcends geographical, generational, and industry boundaries. No matter how technology evolves, the human pursuit of positive values remains unchanged. This provides .good with a cultural foundation that extends beyond business cycles.
Second, the structural growth of market demand. With the deepening of the digital economy, user demand for high-quality content and trustworthy services continues to rise. As a simple entry point for building trust, .good naturally aligns with this trend, laying a foundation for sustained growth in registrations and user needs.
Third, the robustness of the business model. LeapSense Limited possesses sufficient financial resources and a professional operations team to ensure the long-term stable operation of .good, fully meeting ICANN's security, stability, and compliance requirements. As an open TLD, .good does not rely on any single industry, and will achieve commercial self-sustainability through reasonable pricing and organic registration growth. LeapSense Limited will actively collaborate with registrars in abuse governance, making .good a quality identifier that users can rely on for the long term.
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.
The mission of .GOOD is to provide a namespace associated with the applied-for string. The .GOOD 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 .GOOD is to enable registrants to establish online identities using domain names that correspond to this concept. To achieve this purpose, Mystic Hammer, LLC will make .GOOD 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 .GOOD 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.
1. Mission and Purpose of the Applied-for gTLD
.good helps purpose-driven brands, charities, and quality-focused ventures create a clear and memorable online presence for the positive value they deliver. The word carries two intertwined meanings: quality (something well made, dependable, and worth choosing) and virtue (something beneficial, ethical, or contributing to others). This dual sense makes .good a natural home for brands and causes that want their online identity to feel human and reassuring rather than transactional.
Whether you are an ethical brand such as coffee.good proving that quality and conscience belong together, a wellness brand such as feel.good helping people live and rest better, or an everyday blogger looking to spread positivity with allthings.good, the .good namespace is designed for people who want their online identity to say something meaningful. It is built for those whose work is defined by the quality of what they make or the good they set out to do.
Another strength of .good is that the word completes a natural spoken phrase, something most extensions simply cannot do. Names like sounds.good and so.good read as everyday expressions people already say out loud, giving brands a fun, memorable way to show up online and turn a familiar phrase into a recognizable identity.
Intended Registrants: Charitable organizations, social enterprises, ethical consumer brands, community initiatives, wellness and lifestyle ventures, and individuals building purpose-driven or feel-good projects.
Related Activities Supporting the Purpose:
• Awareness-building that connects the .good name with quality, positive impact, and everyday reassurance.
• Registrar distribution to make the string broadly accessible to mission-led and consumer-facing registrants.
• Registrant education highlighting how a short, affirmative address can strengthen recognition.
• Community outreach with nonprofit, social enterprise, and lifestyle communities.
• Responsible registry operations that keep the namespace available and reliable for its intended registrants.
2. Sustainability of the Purpose Over Time
The durability of .good rests on cultural relevance: "good" functions as the baseline vocabulary societies use to distinguish what is worth choosing and supporting. What reinforces its continued relevance is the constant social act of evaluation. Consumer movements toward ethical sourcing, social responsibility, and quality assurance repeatedly resurface under new labels, yet each cycle returns to the same underlying word to express approval and confidence. The term absorbs new meaning without losing its core, which is why it stays legible across shifting expectations.
Its relevance also persists because "good" carries emotional and moral weight that specialized language cannot replace. Words describing categories can fall out of use as industries change, but the vocabulary of value endures because judging quality and virtue is intrinsic to how people make decisions. A parent choosing a service, a donor selecting a cause, and a buyer comparing brands all reach for the same affirmation.
Because the word belongs to no single industry, .good is insulated from the decline of any particular category. As new causes, products, and ethical priorities emerge, the string remains an accurate and appealing expression for them. Its meaning is broad enough to stay current and specific enough to signal intent, giving it a relevance that regenerates rather than erodes.
The mission of .good is to provide a positive namespace for individuals, businesses, organizations, products, services, communities, and initiatives associated with quality, benefit, responsible conduct, or social value. Intended uses include commerce, charitable work, sustainability, education, lifestyle, and personal initiatives. Its mission is sustainable because quality and beneficial outcomes are universally recognized objectives.