History of the TLD

.plus is a generic top-level domain launched as part of ICANN’s New gTLD Program and was delegated to the DNS root zone in 2014. The registry operator is Donuts Inc. The TLD was created to serve organizations, businesses, and individuals who want to emphasize positivity, added value, or the concept of “more” in branding and online presence.

Main Use and Industry Position

.plus is used by a wide variety of entities including businesses, nonprofits, personal brands, and creative projects that want to highlight added benefits, premium services, or a positive message. Its flexible meaning allows it to be applied across multiple sectors such as education, health, technology, and lifestyle.

Comparison to Other TLDs

Compared to traditional TLDs like .com or .net, .plus offers thematic branding potential rather than generic commercial intent. It differs from other gTLDs like .pro, .shop, or .life by emphasizing enhancement, positivity, and added value, providing a broad but conceptually strong branding angle.

Pros and Cons of the TLD

Pros

• Supports broad conceptual branding tied to positivity and added value

• Open registration with no special eligibility restrictions

• Compatible with standard domain security features including DNSSEC and WHOIS privacy

Cons

• Conceptual focus may be abstract for some businesses or audiences

• Less universally recognized than legacy TLDs like .com or .net

• May require additional branding effort to clearly convey purpose

Registration Criteria

Registration of .plus domains is open to anyone. There are no special eligibility requirements beyond standard domain naming rules.

Summary

.plus is an active generic top-level domain delegated in 2014 and managed by Donuts Inc. It provides a versatile namespace for businesses, individuals, and organizations seeking branding that emphasizes enhancement, added value, or positivity. Open registration, DNSSEC support, and WHOIS privacy make it accessible for diverse uses.