History of the TLD

.today is a generic top-level domain introduced as part of ICANN’s New gTLD expansion and was delegated in 2013. It was designed to provide a clear and descriptive option for content that emphasizes immediacy and relevance. Since launch, it has been adopted globally for a wide range of timely and update driven use cases. The TLD is operated by a large established registry with experience managing multiple generic extensions.

Main Use and Industry Position

.today is primarily used for websites focused on current information, daily updates, announcements, news, promotions, and event related content. It is commonly adopted by media publishers, bloggers, marketing campaigns, businesses sharing updates, and organizations highlighting daily activity. The extension positions itself as a content forward and time sensitive namespace rather than an industry restricted one.

Comparison to Other TLDs

Compared to legacy extensions such as .com or .net, .today communicates immediacy and freshness rather than permanence. It differs from niche industry TLDs by remaining broadly applicable across sectors. While it does not carry the same universal recognition as older TLDs, it offers stronger contextual meaning for content centered on what is happening now.

Pros and Cons of the TLD

Pros

• Clearly signals timely and up to date content

• Open registration with no industry or geographic restrictions

• Strong branding value for news and daily focused projects

Cons

• Lower general recognition compared to legacy TLDs

• May be perceived as less suitable for evergreen content

• Some premium names may carry higher pricing
  
  

Registration Criteria

Registration for .today is open to individuals, businesses, and organizations worldwide. Domains are registered on a first come first served basis with no special documentation or eligibility requirements.

Summary

.today is a modern generic TLD built for content that prioritizes relevance and immediacy. It is well suited for news, updates, campaigns, and daily publishing across many industries. With open eligibility and clear semantic meaning, it offers an alternative branding option for projects focused on the present moment.