History of the TLD

The .agency generic top-level domain was created as part of ICANN’s New gTLD Program and was delegated into the DNS Root Zone in January 2014. It was applied for and is sponsored by Donuts Inc through its subsidiary Steel Falls LLC. The introduction of .agency expanded domain choices available to brands and service providers beyond legacy extensions.

Main Use and Industry Position

The .agency extension is positioned as a clear identifier for agencies and service-based organisations. It is commonly adopted by advertising agencies, digital marketing firms, recruitment and talent agencies, consulting practices, design studios, and similar service providers. The extension helps signal the nature of the business directly in its web address and supports branding and search relevance for agency‑centric services.

Comparison to Other TLDs

Compared with general purpose TLDs such as .com or .net, .agency provides a more descriptive and category‑specific identity. Unlike legacy gTLDs that do not convey industry meaning, .agency explicitly signals professional services and expertise. Compared with other industry‑oriented TLDs such as .marketing or .consulting, .agency is broader in representing full agency operations across multiple sectors. It is less niche than some speciality extensions but more contextually relevant than generic alternatives.

Pros and Cons of the TLD

Pros

• Clearly communicates the nature of the business to visitors.
  

• Enhances brand clarity and positioning online.
  

• Open registration with no restrictions enables broad use.
  

Cons

• May be less familiar to end users compared with .com, potentially impacting memorability.
  

• Some services and forms may not always accept newer TLDs, affecting email deliverability or account setup.
  

• Premium registrations can carry higher costs at certain registrars.
  
  

Registration Criteria

Anyone worldwide can register a .agency domain without business or documentation requirements. It is available on a first‑come, first‑served basis and has no specific eligibility restrictions beyond standard domain name policies.

Summary

The .agency TLD is a generic top‑level domain introduced in 2014 under ICANN’s New gTLD Program. It is intended for use by agencies and service providers across sectors. It offers a descriptive alternative to general TLDs and supports branding and professional positioning. The extension features open registration, no strict eligibility criteria, and broad global availability.