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esther.dot

Premium · Available

Open to everyone

Pre-order — be first in line

from $345 + $245/yr renewal

Pre-pay to reserve a first-day registration attempt. We attempt to register on the first day of broader availability — projected around February–March 2027.

Pre-order now

Not guaranteed. 100% credit toward another domain (or 80% cash refund) if unsuccessful.

Own a registered trademark? Fast-track today

Register inside the .DOT priority window instead of waiting. Premium retail fees still apply on premium names.

I have a TMCH SMD file

from $445 + $245/yr renewal

You bring the SMD — we handle the registrar submission during the priority window.

Continue with my SMD

I don't have TMCH/SMD yet

from $2,745 + $245/yr renewal

Full priority package — lawyer-supported TMCH submission, SMD issuance, registrar handling.

Continue with full priority

Frequently asked questions about esther.dot

As an ecommerce brand, is .PAY Sunrise first-come, first-served for trademark holders?

.PAY Sunrise is a Start-Date Sunrise, so eligible trademark registrations are allocated on a first-come, first-served basis when policy requirements are met. Start the request at domain.pay: https://domain.pay/register. Waiting can increase the risk that another eligible party gets the matching label first.

What is HSTS and should I enable it on esther.dot?

HTTP Strict Transport Security tells browsers to always load esther.dot over HTTPS, blocking downgrade attacks. Enable it with a response header once esther.dot reliably serves valid SSL, and only after confirming every subresource is HTTPS. Start with a short max-age before committing esther.dot to a long policy.

For point-of-sale payments, can a trademark owner register a matching .PAY domain now?

Trademark owners can register matching .PAY names during the priority/Sunrise path if they meet TMCH/SMD and identical-match rules. Start at domain.pay: https://domain.pay/register. If you are not a trademark holder, use the pre-order path for broader access instead.

How do I make sure my SMD matches the exact label in esther.dot?

Open your TMCH record to see the validated mark text, then compare it against the esther.dot string in esther.dot character by character before submitting. NicNames only grants priority when the SMD-encoded mark matches that label for esther.dot. A mismatch routes you to standard pre-order at https://domain.pay/pricing.

Can .PAY be used for a branded checkout URL for online checkout?

merchant.pay may be a useful .PAY direction if it matches your brand and payment journey, but availability is not guaranteed. Check and pre-order through domain.pay: https://domain.pay/domains. Prefer simple labels that customers can remember and trust.

Availability is checked live and re-verified before payment. Pre-orders are first-day registration attempts — registration is not guaranteed; 100% credit toward another domain (or 80% cash refund) if unsuccessful.