.eat, .fly and .here Domains: Google's New Extensions, Launch Dates and How to Pre-Register

.eat, .fly and .here are three new, unrestricted domain extensions from Google Registry, and anyone can register them at the standard price from 17 November 2026 at 16:00 UTC, when General Availability opens. Until 9 November only trademark holders with a Trademark Clearinghouse record can register (Sunrise), and from 10 November until then anyone can buy early by paying a one-time Early Access fee that falls as the opening approaches. Google requires HTTPS on all three, so a website on them needs an SSL certificate to load. You can pre-register or file a Sunrise request on our .EAT, .FLY and .HERE domain pages.

Dates and rules checked on 17 October 2026 against Google Registry’s launch announcement (27 July 2026) and its Startup, Registration and Pricing policies for each extension. Google says every phase begins and ends at 16:00 UTC. Launch prices change by the day, so this guide explains how the cost is structured instead of listing figures.

.eat, .fly and .here launch dates at a glance

The three extensions share one calendar. Google published it on 27 July 2026, the same dates appear in the launch filings at ICANN, and nothing had changed when we checked on 17 October.

Phase	Dates (2026)	Who can register	How names are allocated	Cost compared with a normal registration
Qualified Launch Program	Before and during Sunrise	Only registrants invited by Google Registry, up to 100 names per extension	Chosen by the registry to promote the extension	Set by the registry
Sunrise	1 September – 9 November, 16:00 UTC	Trademark holders with a Trademark Clearinghouse (TMCH) record, for the exact match of the mark	First come, first served (a “start-date” Sunrise)	A separate Sunrise fee
Early Access Period (EAP)	10 November, 16:00 UTC – 17 November, 16:00 UTC (7 days)	Anyone	First come, first served	Standard fee plus a one-time EAP fee that depends on the day and decreases towards GA
General Availability (GA)	From 17 November, 16:00 UTC	Anyone	First come, first served	Standard fee; premium names cost more every year
Trademark Claims	From 10 November, with no end date	Anyone	A notice is shown if a name matches a TMCH mark, and the mark holder is told when it is registered	—

Three details that registrar summaries usually leave out. First, ICANN only requires a Trademark Claims period of 90 days after General Availability; Google runs a permanent Claims service that also lets brand owners monitor up to 50 previously abused variants of each mark. Second, Claims starts on 10 November, not 17 November, because Google’s ICANN filing treats Early Access as “the first pricing phase of General Availability”. Third, Sunrise here is a start-date Sunrise: Google’s filing says trademark owners register “on a first come, first served basis”, instead of applications being collected and ties settled at the end. If two brands share a name, the first valid request is the one that counts.

What 16:00 UTC on 17 November means where you are

City	General Availability opens
Los Angeles	Tuesday 17 November, 08:00 (PST)
New York	Tuesday 17 November, 11:00 (EST)
São Paulo	Tuesday 17 November, 13:00
London	Tuesday 17 November, 16:00 (GMT)
Berlin / Paris	Tuesday 17 November, 17:00 (CET)
Mumbai	Tuesday 17 November, 21:30 (IST)
Singapore	Wednesday 18 November, 00:00
Tokyo	Wednesday 18 November, 01:00
Sydney	Wednesday 18 November, 03:00 (AEDT)

Which one fits you: .eat, .fly or .here

None of the three has eligibility rules: individuals, companies and foreign applicants can all register them. What differs is the audience Google has in mind, which is also what visitors will assume when they see the address.

Extension	Who Google says it is for	Uses Google mentions	Established alternatives we also sell
.eat	“Culinary creators, local restaurants, and food lovers everywhere”	Family recipes, food tours, new restaurants, chefs and culinary brands	.restaurant, .food, .menu, .recipes, .cafe
.fly	“Frequent flyers, travel platforms, aviation enthusiasts, and adventurers”	Travel guides, booking portals, adventure blogs, airlines and travel agencies	.travel, .flights, .tours
.here	“Local businesses, community guides, and location-based creators”	Local business listings, event landing pages, neighbourhood directories	.place, .city

A practical way to choose: .eat and .fly work as a verb after a brand or a place (paris.eat, lisbon.fly), while .here works as an answer to “where?” (pizza.here, openmic.here). If your audience searches by city or neighbourhood, .here is the closest fit; if they search by cuisine or route, .eat or .fly reads better. For more ideas by sector, see our guide to domain extensions by industry.

The HTTPS rule: what a “secure namespace” means for your site

Google Registry’s Registration Policy for each of the three extensions requires registrars to warn buyers, before purchase, that the extension is “a secure namespace” and that HTTPS must be configured “in order for domains to work in web browsers”. It is the same model Google uses for .app and .dev.

In practice the rule is enforced by browsers through the HSTS preload list, which tells Chrome, Firefox, Safari and Edge to connect to a domain over HTTPS only. On 17 October 2026 the list showed a difference between the three:

Extension	On the HSTS preload list (17 Oct 2026)	What happens today
.eat	Yes, the whole extension, including subdomains	Browsers refuse plain HTTP; a site without a valid certificate will not open
.fly	Yes, the whole extension, including subdomains	Same as .eat
.here	Not yet listed	Google’s policy still requires HTTPS; plan for it as if it were enforced

What this changes for you:

• A certificate is not optional. Most hosting plans and website builders issue one automatically; check before you point the domain. We also sell SSL certificates.
• Forwarding and parking need HTTPS too. If the domain only redirects to another site, the server doing the redirect must present a valid certificate for the new name, or the browser stops before the redirect happens.
• Email is not affected. HSTS applies to web browsing only, so you can use the domain for email, including our free email forwarding, without a certificate.

Sunrise: the window for trademark owners (until 9 November)

Sunrise is the only phase where an existing brand can claim its name before the public. Google’s Startup Policy sets the conditions:

• The mark must be recorded in the Trademark Clearinghouse, and the request must carry a valid Signed Mark Data (SMD) file from it.
• The domain must be an identical match to the recorded mark.
• Names are allocated first come, first served (start-date Sunrise), so filing early matters.
• For 10 days after a Sunrise registration is accepted, a third party can challenge it under Google’s Sunrise Dispute Resolution Policy, for example if the mark was not a national or regional registration when the domain was registered, or if the domain does not match the mark.

If you have a trademark but no TMCH record yet, you need to record the mark in the Clearinghouse and obtain its SMD file before 9 November. You can file a Sunrise request through our Sunrise registration page; if you hold a trademark but not the validation code, contact us before the deadline. Once Sunrise ends, a brand owner competes with everyone else in the Early Access Period or at General Availability.

Early Access: paying to go first (10–17 November)

The Early Access Period lets anyone register before General Availability. According to Google’s Pricing Policy for the three extensions:

• the EAP fee “will depend on the date of registration” and is added on top of the normal registration fee, and it falls each day as GA approaches;
• it is a one-time fee: “additional years of registration and renewals will be charged at the domain’s standard registration fee”;
• if an EAP registration is deleted within the 5-day add grace period, the standard fee is not charged but the EAP fee is not refunded.

Google does not publish the day-by-day fee table; registrars set their own retail prices for each day, so compare before you buy. EAP makes sense for a short, generic name that you expect others to want on day one, such as a city, a cuisine or an airport code. For a name that combines your brand with a word, the risk of losing it in the first week is low and the premium is hard to justify.

Sunrise, Early Access or pre-registration: which route to take

One fact worth knowing first: Google Registry’s own FAQ says that when it launches a new extension “it does not offer pre-registrations” and points buyers to registrars. A pre-registration is therefore a registrar service, not a registry phase. Ours works like this: you place the order at the normal fee, we file it when General Availability opens on 17 November, and if we cannot secure the name we refund the payment in full.

Your situation	Route	When	Main risk
You own a trademark recorded in the TMCH	Sunrise	Until 9 November	Another holder of the same mark files first; a 10-day challenge window after acceptance
You want a short, generic name and will pay to go first	Early Access, through a registrar that offers it	10–17 November	A one-time premium that is not refunded if you delete the name
You want the name at the standard price	Pre-registration, filed at GA	Order now; filed on 17 November	The name can be taken earlier in Sunrise or EAP; no registrar can guarantee it
You are not in a hurry	Register at General Availability	From 17 November, 16:00 UTC	Popular names go in the first minutes

The rules once you hold the domain

Rule	.eat, .fly and .here	Source
Who can register	Anyone, including individuals, companies and foreign applicants	Google Registry policies; our .EAT, .FLY and .HERE pages
Name length	3 to 63 characters	Our .EAT, .FLY and .HERE pages
Registration period	1 to 10 years	Our .EAT, .FLY and .HERE pages
WHOIS privacy	Available (private registration)	Our .EAT, .FLY and .HERE pages
Premium names	Yes; their annual fee is higher than the standard fee, at renewal too	Google Registry Pricing Policy
Two-letter names	Allowed, but the holder must not imply a link with a government or a country-code registry that does not exist	Google Registry Registration Policy
Reserved names	Olympic (IOC), Red Cross and intergovernmental organisation names only for those organisations	Google Registry Registration Policy
After expiry	45-day auto-renew grace period, then a 30-day redemption period after deletion	Google Registry Pricing Policy
HTTPS	Required for websites (see above)	Google Registry Registration Policy

Three things other sites get wrong

• “.fly opens in 2027.” An earlier .fly launch plan filed with ICANN in October 2025 put Sunrise in January 2027 and General Availability on 23 February 2027, and some sites still quote it. Google’s announcement of 27 July 2026 and ICANN’s current Sunrise listing for .fly both give the same dates as .eat and .here: Sunrise from 1 September and GA on 17 November 2026.
• “.here belongs to HERE, the maps company.” It does not. The IANA root zone database lists Charleston Road Registry Inc. (Google Registry) as the manager of .here, and it is an open extension, not a closed brand extension.
• “General Availability starts on 10 November.” 10 November is the start of Early Access, when names still carry the EAP fee. General Availability at the standard price starts on 17 November at 16:00 UTC.

Are .eat, .fly and .here part of the 2026 new gTLD round?

No. All three were applied for in ICANN’s 2012 round by Charleston Road Registry, the Google subsidiary that operates Google Registry. It signed the ICANN contracts in 2014 (.eat on 23 January, .here on 6 February, .fly on 8 May), the extensions entered the root zone in August and September 2014, and the contracts were renewed for another 10 years in 2024. They stayed closed to the public for about 12 years. .fly faced a formal objection during the 2012 evaluation, which Google won. The 2026 round is a separate process: ICANN published its 1,615 applications on 7 October 2026, and none of those strings can be registered before 2027. We track that list in New gTLD applications 2026, and another 2026 launch, .dot, in our .dot launch guide.

Checklist before 17 November

1. Decide the route by 9 November if you hold a trademark: Sunrise closes then.
2. Write down two or three names per extension: short generic names may go in Early Access, between 10 and 17 November.
3. Check that your host or website builder issues SSL certificates for a new domain; on .eat and .fly the site will not open without one.
4. Look at the established alternatives (.restaurant, .travel, .place) if you need a site live before November.
5. Place a pre-registration or a Sunrise request on our .EAT, .FLY or .HERE page, or compare every new extension on our pre-registration page.