History of the TLD

.direct is a generic top-level domain (gTLD) introduced as part of ICANN's new gTLD program. It was delegated to the DNS root zone in 2014 and became available for public registration in 2015. The TLD is managed by Binky Moon, LLC and administered through Identity Digital as the registry operator.

Main Use and Industry Position

.direct is designed for businesses and individuals who want to convey directness and immediacy. It is often used for landing pages, direct links, campaign URLs, and brand-oriented websites where “direct” reinforces the purpose or value of the content. It serves a niche among new gTLDs for organizations seeking an alternative to legacy extensions.

Comparison to Other TLDs

Compared with traditional extensions like .com or .net, .direct has lower adoption but offers clear semantic branding. Among new gTLDs, it stands out for simplicity and direct messaging, whereas extensions like .shop or .online may target broader commercial uses. It does not have geographic significance like country code TLDs.

Pros and Cons of the TLD

Pros

• Strong semantic meaning for direct communication and brand clarity
  

• Open registration with no specific eligibility restrictions
  

• Suitable for landing pages and campaign-specific URLs
  

Cons

• Lower adoption compared with legacy TLDs
  

• Broad meaning may lack specificity for some brands
  

• Less widely recognized by general audiences than .com
  
  

Registration Criteria

Registration is open to individuals and organizations worldwide without special eligibility requirements. Registrations must comply with general domain naming policies and applicable laws.

Summary

.direct is a generic top-level domain offering a branding opportunity for entities emphasizing directness and clarity in web addresses. Managed by Binky Moon, LLC through Identity Digital, it supports broad commercial and personal use and aligns with ICANN’s new gTLD expansion goals.