EnCirca, an internet domain registrar is introducing an Ethereum naming service (ENS) to offer domain names at .eth locations. The firm is in the pre-registration phase and will accept applications until August 10, as per a press release on July 18. 

EnCirca also stated that they are the first registrar approved by the Internet Corporation of Assigned Names and Numbers (ICANN) to accept applications for Ethereum domain websites.

Based on its website, ICANN is a non-profit organization that serves to coordinate and develop a policy for internet naming conventions.

Just like the domain name system (DNS) currently available on the web, ENS will link to alphanumeric ethereum addresses via “human-readable” names based on the statement. These domain names work like Classic URLs, can be searched on any browser, and link to Ethereum web pages that exist either on or off-blockchain.

The extra layer of web identity will allow people to associate their brands, companies, or persons with Ethereum accounts. 

Based on the press release, EnCirca was encouraged to start along with blockchain-related extensions in its registrar because of the lack of regulation of these extension names.  The firm said in a statement:

“Blockchain domain names are not regulated like .com or .org domain names… The implication that Encirca wishes to convey is brand owners should act defensively to protect their trademarks in the .eth top-level domain.”

One person stated that there are no security measures currently available to prevent cyber-squatting for brand names, which are available via trademark protection.

Tom Barnett, president of EnCirca, stated that the increasing number of blockchain wallets has encouraged for applying brand security mechanisms for blockchain-related firms. He said,

“Billions of internet users will soon have blockchain wallets for sending and receiving cryptocurrencies [...] In response, EnCirca has made it easy for brand owners to protect their trademarks on the blockchain.”

Based on the press release, URLs ending with “.ETH” and starting with a preceding string length of 7 or more characters are available publically since 2017. Also, EnCirca states that around 300,000 domains names like this are registered.

In the case of short names with 3 to 6 characters, EnCircla will give priority to pre-existing URLs registered under the domain like .com or .org. As per the announcement, that applicant who has shown the longest continuous use of the name will get the same “.ETH” name.