If a friend sends you the link rent.here, you probably do not need to click it to guess what it is for. That is the feeling behind the three new domain endings Google Registry just launched: .eat, .fly and .here. According to the official announcement on the Google blog, registration has been open since November 10. To find a registrar that sells them, head to Google Registry's registration page.
My first reaction after reading the announcement was that the news is not three more domain endings, but that web addresses can now work like a short sentence. For anyone running a restaurant, a travel business or a local service, that is genuinely useful. Below I will explain what the three domains are, walk through the schedule and the registration steps, and then share whether I think they are worth grabbing.
What are .eat, .fly and .here?
.eat, .fly and .here are three new top-level domains from Google Registry that let the end of a web address say what a site is about. Unlike .com, each ending arrives with a clear purpose. According to the official Google Registry announcement, .eat is for restaurants, culinary creators and food lovers, .fly is for frequent flyers, travel platforms and aviation fans, and .here is for local businesses, community guides and location-based creators. Google Registry already runs themed endings like .app, .dev and .page, so this is more of the same strategy.
One thing is easy to miss: the three domains are open to everyone. Individuals and companies can both register, with no trademark and no eligibility checks. Several registrars also point out that Google Registry domains normally require HTTPS, so you need an SSL certificate ready or browsers may refuse to load your site. For a simple landing page that is a small hurdle, but it is better to know before you pay.
What do these domains look like in real life?
In practice, these domains work by putting a brand name, a service or an action straight into the web address. Starting with .eat, Wingstop uses wingstop.eat for its brand, Xook takes orders for its robotic salad kiosk at xook.eat, and Kinro helps restaurant owners compare insurance at insurance.eat. I find insurance.eat the most interesting one, because it picks a very specific service inside the broader idea of food. Clayton Farms goes further with america.eat, a map of where America can and cannot get fresh food, and the address already tells you the topic.
Next, .fly turns out to be more flexible than you might expect. Caddy runs a personal AI inside iMessage and WhatsApp at caddy.fly, so one text can plan a trip and book flights and hotels. Voltair shows off long-range drones that inspect power lines at voltair.fly, while Onfly splits its name into on.fly for an AI business travel assistant. Canary is the odd one out: it verifies AI-generated code, has nothing to do with aviation, and still chose canary.fly. To me that suggests .fly can also signal speed for tech brands.
The one closest to daily life is .here. Zillow splits home hunting into rent.here and sell.here, and the two addresses read like commands. Rocket Lawyer uses lawyer.here, SiPhox Health offers at-home blood tests at bloodtest.here, and Apply matches candidates with jobs at apply.here. In effect the brand name disappears and the action becomes the address, which gives big brands an easy-to-remember short link.
How are the three domains different, and which one should you pick?
The difference between .eat, .fly and .here is the situation each one fits: eating, moving and local life. The table below puts the official positioning, the official examples and my own take side by side. All three are open to everyone, so what really separates them is how naturally the name reads.
| Domain | Official positioning | Official examples | Reads like | My take |
|---|---|---|---|---|
| .eat | Restaurants, culinary creators, food lovers | wingstop.eat, xook.eat, insurance.eat | Brand name plus the verb eat | Very intuitive for restaurants, recipe blogs, delivery and food services |
| .fly | Frequent flyers, travel platforms, aviation fans, adventurers | caddy.fly, voltair.fly, on.fly | Brand name plus the verb fly, or a hint of speed | Best for travel and aviation, with room for wordplay from tech brands |
| .here | Local businesses, community guides, location-based creators | rent.here, lawyer.here, bloodtest.here | An action plus the word here | Works best for services with a clear action or place, like renting, sign-ups or testing |
If you are undecided, say the address out loud and see whether it sounds like a sentence. Combinations such as paris.eat or pizza.here make sense the moment you hear them, while a long string of brand initials in front of the ending throws away the main advantage of these domains. One practical catch is that these endings are English words, so if your brand name is not in English you may need an English name or a transliteration, which takes some thought.
When can you register .eat, .fly and .here?
.eat, .fly and .here are in Early Access right now, and they open to the public at the base annual price on November 17 at 16:00 UTC. According to the official announcement, anyone can register during Early Access, but you pay a one-time fee on top of the yearly price, and that fee drops every day. Once public registration starts, the extra fee disappears. For reference, 16:00 UTC is 11:00 a.m. in New York, 8:00 a.m. in Los Angeles and 4:00 p.m. in London.
| Phase | Dates | Who can register | Cost |
|---|---|---|---|
| Sunrise (trademark priority) | September 1 to November 9, already over | Trademark holders whose marks are recorded in the Trademark Clearinghouse | Set by each registrar |
| Early Access | From November 10 until November 17 at 16:00 UTC | Anyone | Base yearly price plus a one-time fee that drops daily |
| General Availability (public launch) | November 17 at 16:00 UTC (11:00 a.m. New York, 8:00 a.m. Los Angeles, 4:00 p.m. London) | Anyone, first come first served | Base yearly price |
The Early Access price is the part I would watch. On the Canadian registrar Webnames.ca, the one-time fee is listed as dropping from 16,535 to 205 US dollars over the period. So a very popular word like food.eat could easily be priced sky-high at first, and the realistic move for most people is to pick a less contested name or wait for public registration. Keep in mind that the Early Access fee is not refunded, even if you delete the domain later. Registrars also convert time zones differently, so some pages say November 9 and others November 10 for the start, and the page of the registrar you use is the one to trust.
How do you register a .eat, .fly or .here domain?
Registering a .eat, .fly or .here domain means picking a registrar that supports the ending, searching for a name, checking the price and paying. According to the official announcement, Google points buyers to the registrar of their choice rather than selling directly. Google Registry's FAQ adds that it does not take pre-registrations when it launches a new domain, so pre-orders are a registrar service. That makes the first step choosing a registrar, not visiting Google.
| Step | What to do | Heads-up |
|---|---|---|
| 1. Pick a registrar | Choose one from the registrar list below or from the official Google Registry list | Make sure the checkout page really lists .eat, .fly and .here |
| 2. Search for a name | Type the name you want in the search box, for example yourbrand.eat | The same name can show a different price at a different registrar |
| 3. Check the phase and fee | During Early Access the page shows the base yearly price plus a one-time fee | The one-time fee is not refundable |
| 4. Choose a term and pay | Add the name to your cart, pick the number of years and check out | At Gandi, Early Access is limited to 1 year, while public registration allows 1 to 10 years |
| 5. Set up DNS and HTTPS | Point the domain at your site or host and install an SSL certificate | Without a certificate, browsers may refuse to open your site |
If you would rather wait for public registration, you do not have to stay up for it. Registrars such as Webnames.ca and Gandi offer pre-orders, which means they submit your request the moment registration opens. Webnames.ca says you are not charged if they cannot secure the name, but rules differ, so read the refund terms before you order.
Which registrars are selling them?
Registrars that already show .eat, .fly or .here registration or pre-order information include 101domain, Gandi, Webnames.ca and Register.Domains, and the full list is on the official Google Registry page. The table below links to the pages I found. Prices and availability vary by registrar and by country, so treat the checkout page as the final word.
| Registrar | Info page | Notes |
|---|---|---|
| Google Registry official list | registry.google/register-a-domain | The registration entry point named in the official announcement, listing supported registrars |
| 101domain (.eat) | 101domain.com/eat.htm | Lists $21.99 per year to register and $27.99 per year to renew, with a one-time fee added during Early Access |
| 101domain (.fly) | 101domain.com/fly.html | Same prices as .eat, Early Access from November 10, open to everyone |
| 101domain (.here) | 101domain.com/here-information-help.htm | This is the information page for .here, so search for your name on the site to buy |
| Gandi (.here) | gandi.net/en-US/domain/tld/here | Shows pre-registration and Early Access as open, lists a registration price of 37.57 (currency depends on checkout), and limits Early Access to 1 year |
| Webnames.ca | blog.webnames.ca explainer | Canadian registrar offering pre-orders, with no charge if the name cannot be secured |
| Register.Domains | register.domains explainer | Explains pre-registration and offers a route for Sunrise trademark requests |
Some better-known names such as GoDaddy and Namecheap are listed by a third-party site as supporting .fly, but I did not confirm that all three endings are live there, so search their sites yourself. Everything here comes from the official announcement and registrar information pages, and I did not place a test order. If your country or card type is not accepted at one registrar, the official list is the quickest way to find another.
Is it worth grabbing a .eat, .fly or .here domain right now?
Whether a new domain is worth grabbing depends on whether you want to protect a brand or actually build a business on it. Picture a brunch place called Sunny whose menu QR code points to sunny.eat: a customer sees the address and knows it is about food, which beats a long .com with a path. The same logic works for bad actors, though, because someone who registers sunny.eat first can put up a lookalike site that looks especially convincing. So if you already have a brand, at least search whether your name is taken.
If you only want to experiment, I would wait for public registration on November 17, since the base price is much lower than Early Access and there is no reason to pay a queue-jumping fee. If you have a short word you really want, Early Access is paying to buy time, so ask yourself whether that money would do more elsewhere. Also, a memorable address will not rescue weak content, and I would not buy a new domain just hoping for better search rankings.
For bloggers and creators, I think .here and .eat are the easiest to have fun with, for example a local food map or an event sign-up page with a short memorable address. Then again, redirects from an existing domain can do much of the same job, so the real question is whether you are willing to pay a bit more each year for something easier to remember. My advice is to write down the project first, then decide whether to buy.
So are .eat, .fly and .here worth paying attention to?
A domain ending is the last few characters of an address, yet it is the first clue people use to guess who you are and what you do. By turning three casual words, eat, fly and here, into endings, Google makes an address read like something you can say out loud. Early users such as Wingstop, Zillow and Caddy show that big brands already treat these as marketing tools. For most people, the practical step right now is to search for your own brand name and then decide whether it is worth paying. New domain endings are not here to replace .com; they give specific industries one more memorable path.
What do people ask most about .eat, .fly and .here?
This FAQ answers the six questions people ask most about .eat, .fly and .here before and after registration opens. It covers how they differ from .com, pricing, availability by country and whether switching is worth it. Every answer draws on the official announcement and registrar information pages. Prices and timing may still change, so double-check before you pay.
How are .eat, .fly and .here different from .com?
.com is not tied to any purpose and everyone knows it, but most memorable names are long gone. These three endings are themed, so the address itself carries the meaning of eating, flying or being here, and several registrars say HTTPS is required. I would treat them as a complement to .com rather than a replacement.
How much do they cost?
Google did not publish prices in its announcement, so each registrar sets its own. For example, 101domain lists $21.99 per year to register and $27.99 per year to renew. During Early Access a one-time fee is added on top and drops daily, and after public registration opens on November 17 at 16:00 UTC you pay only the base price.
Can I register from my country?
The official announcement sets no regional limit, and the domains are open to individuals and companies alike, so in principle anyone can register. In practice it depends on the registrar, since each one decides which countries, currencies and payment methods it accepts. Add the name to the cart and check the payment options before you commit.
Should I pay for Early Access or wait for public registration?
If you want a very popular short word and are happy to pay a non-refundable extra fee, Early Access lets you claim it first. If you have no specific name in mind, waiting for public registration on November 17 at 16:00 UTC is much cheaper. You can also place a pre-order with a registrar that offers it, and they submit your request when registration opens.
Does my website have to use HTTPS?
Several registrars say Google Registry requires HTTPS for these domains, so install an SSL certificate before you launch. They report that .eat and .fly are already on the browser HSTS preload list, which means sites without a certificate will not load. For .here, one registrar says it is listed and another says not yet, so plan as if HTTPS is mandatory.
Should I switch my existing .com site to one of these domains?
I would not move a whole site, because switching means handling redirects, search engine indexing and every printed card or sign with the old address. A more practical approach is to use the new domain for a campaign page or short link that points to your existing site. Watch how it goes for a while before expanding.