Does it make sense to create a .META new gTLD and why?

It would be challenging to create a .META new generic Top-Level Domain (gTLD), and it's highly likely that Meta Platforms, Inc. would be the only entity to successfully apply for and operate it. The rationale behind this is primarily centered on trademark and intellectual property rights.

Why It's Unlikely for Others to Create .META

The primary hurdle is that META is a highly recognized and protected trademark owned by Meta Platforms, Inc. The Internet Corporation for Assigned Names and Numbers (ICANN), the organization responsible for managing the new gTLD program, has mechanisms in place to protect trademarks and intellectual property during the application process.

• Legal Rights Objection: A central part of the new gTLD application process is the "Legal Rights Objection." If another entity were to apply for the .META gTLD, Meta Platforms, Inc. could file a formal objection, arguing that the string infringes on their existing legal rights. Given the global recognition and massive investment in the "Meta" brand, this objection would almost certainly be successful.
• "DotBrand" gTLD Category: The ICANN new gTLD program has a specific category for "DotBrand" gTLDs. These are TLDs created for a single company's exclusive use, such as .google or .apple. This is the most logical path for a company like Meta to secure and manage its own brand-specific TLD. The application process for a DotBrand requires the applicant to demonstrate ownership of the trademark and a plan for its use.

The Business Case for Meta Platforms, Inc.

For Meta Platforms, Inc., creating a .META gTLD makes perfect business and strategic sense, and is in line with what other major corporations have already done.

• Brand Protection and Consolidation: A .META gTLD would allow Meta to consolidate its online presence and protect its brand from cybersquatting, phishing, and other malicious activities. They could create domains like connect.meta, about.meta, or jobs.meta, ensuring that all official content is hosted under their exclusive TLD.
• Enhanced Trust and Security: An exclusive TLD signals to users that the website is officially associated with the company. This helps build trust and ensures that users are not visiting a fake or fraudulent site.
• Marketing and Branding: A branded TLD is a powerful marketing tool. It reinforces the brand identity and creates a memorable, unique online address.
• Control and Flexibility: Owning the gTLD gives the company complete control over its domain name policy, naming conventions, and future expansion. It provides a flexible platform for innovative uses that are not possible with traditional TLDs.

In conclusion, while it's technically possible for an entity to apply for the .META gTLD, the application would likely be rejected due to legal rights objections from Meta Platforms, Inc. For Meta, however, creating a .META gTLD is a logical and strategic move for brand protection, security, and marketing.