Guides

The Action Era: Why Your Next Shortcut Should End in .new

2026-04-22 · OSIR Team

In the old days of the web, a domain was an address. You gave it to people so they could find your "house" (your website), walk through the front door (the homepage), and look around.

But today's internet is about speed. Your users don't want to "browse" — they want to do.

That's why we're thrilled to offer .new domains. This isn't just a web address; it's a call to action. When someone types yourbrand.new, they aren't just visiting you; they are launching a task. Whether it's starting a workout, opening a fresh design canvas, or beginning a new order, .new tells the world that your brand is built for productivity.

Why .new is a game-changer

• Zero-click utility: Skip the marketing fluff and get users straight to work.
• Instant brand recall: Your customers will remember invoice.new much faster than a complex sub-URL.
• Secure by default: Every .new domain is on the HSTS preload list, meaning HTTPS is mandatory. Your users' data is protected from the very first millisecond.

Real-world examples: the gold standard of .new

To understand the power of this TLD, look at how the world's biggest brands are already using it to shave seconds off their users' workflows:

These aren't vanity URLs. Each one eliminates 3 to 5 clicks from a user's workflow. That kind of friction reduction translates directly into higher engagement and retention.

Is your idea compliant?

Google Registry, which operates the .new TLD, has a strict Action Policy. To keep your .new domain, you must ensure:

1. Immediate action: No homepages. No "About Us" sections. No landing pages.
2. Creation flow: The user must be able to create or generate something immediately.
3. The 100-day rule: You have 100 days from registration to make the domain live and compliant.

Pro tip: If your service requires a login, that's okay. You can send logged-out users to a sign-in page, but once they enter their credentials, they must be "teleported" directly to the action — not a dashboard.

How do registrars actually enforce this?

You might think there's a complicated "approval interview" before you can buy a domain, but the process is actually much more automated and reactive.

No pre-approval (usually)

Most registrars let you buy the domain immediately. However, the Registry (Google) monitors these names. If your domain doesn't lead to an "action flow" within that 100-day window, it can be suspended.

The "conspicuous notice"

During checkout, we are required to show you a warning. You must acknowledge that you understand the domain is for shortcuts only. This isn't a suggestion; it's a contract.

Monitoring and takedowns

Google Registry uses automated crawlers to visit .new sites. If the bot detects a standard homepage, a 404 error, or a parked page, it flags the domain for review. Additionally, if your service is behind a paywall, you must grant Google free access upon request to verify you are following the rules.

The bottom line: Registrars don't act as the "police" before the sale; we act as the "informant" who tells you the rules. Google Registry acts as the "judge" who executes the takedown if you don't follow through.

Ready to turn your service into a shortcut?

Search for your .new domain today and join the productivity revolution. With OSIR, you get free WHOIS privacy, DNSSEC, and instant provisioning on every registration — including .new.