Google today has announced the .app HTTPS-default top-level domain. The company purchased the TLD in 2015 for approx $25 million, and it is launching it today with apps, developers, and security as the primary objective.
With the .app domain name, it’s easy for people to find and learn more about apps. Developers can use the domain as a landing page to share trustworthy download links, keep users up to date, and deep link to in-app content. Google says that the key benefit of the .app domain is security that is inbuilt. The big difference is that HTTPS is required to connect to all .app websites, helping protect against ad malware and tracking injection by ISPs.
It also provides safeguard against spying on open WiFi networks. The .app will be the first TLD with enforced security made available for general registration. Furthermore, the .app top-level domain is included on the HSTS preload list. The .app domains will be available for registration as part of the Early Access Program on Google Registry starting today.
Early partners include Square’s Cash app and a handful of other smaller startups and services. Google says that the domains will become available to the general public on May 8th.