What is a sunrise period?
A sunrise period is a pre-launch registration phase for new top-level domains (TLDs) that gives trademark holders priority access to register domain names matching their marks before the general public. This ICANN-mandated phase typically lasts 30-60 days and requires proof of valid trademark registration. Sunrise periods protect brand owners from cybersquatting and domain speculation on new extensions.
Sunrise period timeline
New TLD Launch Phases:
├── Sunrise Period (30-60 days)
│ └── Trademark holders only
├── Landrush Period (optional, 7-30 days)
│ └── Premium pricing, first-come
├── Early Access (optional)
│ └── Decreasing premium fees
└── General Availability
└── Open to everyone
Eligibility requirements
Trademark Clearinghouse (TMCH)
To participate in sunrise, trademark holders must:
1. Register mark in ICANN's Trademark Clearinghouse
2. Pay TMCH registration fee ($150-500/year)
3. Provide proof of valid trademark registration
4. Match domain exactly to registered mark
Accepted trademarks
| Type | Accepted |
|---|---|
| Nationally registered | Yes |
| Court-validated marks | Yes |
| Treaty-protected marks | Yes |
| Common law trademarks | Usually no |
| Pending applications | No |
Sunrise registration process
Steps to register
1. Verify TMCH enrollment: Ensure trademark is registered
2. Obtain SMD file: Signed Mark Data file from TMCH
3. Find participating registrar: Not all registrars offer sunrise
4. Submit application: During sunrise window
5. Pay premium fee: Sunrise pricing often higher than GA
6. Await validation: Registry verifies trademark claim
Typical costs
TMCH Registration: $150-500/year
Sunrise Domain Fee: $50-500+ (varies by TLD)
vs General Availability: $10-50 typical
Dispute resolution
Sunrise Dispute Resolution Policy (SDRP)
If multiple trademark holders apply for same domain:
- Priority may go to first applicant
- Some registries use auction format
- Disputes resolved through SDRP process
Challenge grounds
- Applicant's mark doesn't match domain
- Invalid trademark registration
- Bad faith application
Benefits for brand owners
1. Priority access: Register before speculators
2. Brand protection: Secure matching domains
3. Multiple TLDs: Apply across many new extensions
4. Legal standing: Documented trademark claim
Considerations
Pros
- Guaranteed access for legitimate trademark holders
- Prevents cybersquatting on new TLDs
- Establishes clear ownership records
Cons
- Higher costs than general registration
- TMCH registration required
- Limited to exact trademark matches
- Time-sensitive deadlines
TMCH claims service
After sunrise, TMCH provides ongoing protection:
- Claims period: Alerts when someone registers matching domain
- Notification: Both parties notified of trademark claim
- Duration: Typically 90 days after GA launch
Sunrise periods are essential for brand protection strategy, giving trademark owners the first opportunity to secure their marks in new domain extensions before general availability.