History of the TLD .guru

.guru is a generic top-level domain (gTLD) that was delegated into the Domain Name System in 2013 and became publicly available shortly thereafter. It was originally operated by Donuts and later became part of Identity Digital’s portfolio. The TLD was launched as part of one of the early batches of new gTLDs under ICANN’s expansion program. Initial uptake was notable, with tens of thousands of registrations within weeks of general availability. Over time the new gTLD market did not expand as broadly as some expected, but .guru has maintained a niche presence, particularly among individuals and small businesses that want to signal expertise or advisory focus.

Main Use and Industry Position

.guru is positioned as a domain extension to convey expertise or authoritative advice. It is commonly used by consultants, coaches, educators, bloggers, and specialists across a wide range of subjects who want to brand themselves as a “guru” in their respective fields. Its flexible, non‑industry specific nature differentiates it from targeted TLDs like .tech, .health, or .photography, while still providing personality and thematic relevance for sites focused on knowledge sharing, thought leadership, or advisory services.

Comparison to Other TLDs

Compared to legacy TLDs like .com or .net, .guru is more niche and branding oriented. It does not carry the universal recognition or default credibility of .com, but it offers more thematic relevance for expertise‑focused sites. Against other expressive or niche gTLDs like .expert or .ninja, .guru occupies a similar positioning but often with a perception of broader everyday language appeal rather than strictly technical or stylized nuance. The open general availability model also contrasts with restricted TLDs such as .law or .bank that require verified credentials.

Pros and Cons of the TLD

Pros

• Offers strong thematic branding for expertise and advice

• Open registration with no eligibility restrictions

• Supports modern DNS features including DNSSEC and IDNs

Cons

• Less universal recognition than legacy TLDs like .com or .org

• Potential for higher registration pricing at some registrars

• Niche appeal may limit perceived authority in broader markets

Registration Criteria

Registration of .guru domains is open to any individual or organisation on a first‑come, first‑served basis without special eligibility requirements. Standard domain name rules apply regarding character set, length, and formatting.

Summary

.guru is a generic TLD introduced in 2013 that serves individuals and organisations seeking a domain name that highlights expertise, guidance, or professional authority. It supports modern DNS features, is available globally with minimal restrictions, and has carved out a niche position among new gTLDs despite not achieving mass adoption. It remains relevant for personal brands, consultancies, educators, and advisory services that want to signal knowledge and specialization online.