The mission of .PRIVATE is to provide an accessible namespace for individuals, businesses, organizations, communities, projects, and other entities that identify with or wish to be associated with the concept of privacy, discretion, exclusivity, personal use, restricted access, or private enterprise. The purpose of .PRIVATE is to enable registrants to establish distinctive online identities through domain names that reflect the concept represented by the applied-for string. To achieve this purpose, ENDPOINT DOMAINS, INC. will make .PRIVATE available for registration through accredited registrars and other appropriate distribution channels; maintain 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 .PRIVATE is sustainable over time because “private” is a broadly recognized term with enduring relevance across personal, commercial, technological, financial, legal, social, and community contexts. It may be associated with private individuals, private businesses, private communications, private networks, private events, private services, private communities, and privacy-oriented products or projects, while remaining flexible enough to serve new forms of private activity as technology and methods of communication evolve.
Registered Agents Inc's mission for .private is to provide a stable, open, general-use namespace for lawful personal, organizational, private-sector, limited-audience, and other uses associated with the ordinary meaning of "private." Intended registrants include individuals, businesses, organizations, and service providers; intended users are the people and systems that locate and interact with those registrants online. To carry out this purpose, Registered Agents Inc will distribute registrations through ICANN-accredited registrars under published, non-exclusive policies; support standard registration lifecycles and rights-protection mechanisms; maintain resilient DNS, DNSSEC, RDAP, data escrow, and registry operations through its selected RSP arrangements; and operate abuse intake, investigation, and response controls. Registrar onboarding, service support, and measured marketing will develop awareness and lawful use. The purpose is sustainable through a shared six-TLD operating platform, committed internal funding, scalable infrastructure and provider capacity, and a conservative registration-fee model. Registration in .private does not make activity, content, identity, or data private, anonymous, confidential, secure, or protected.