Google Registry’s .EAT, .FLY and .HERE: Launch Dates to Know

Google Registry’s .EAT, .FLY and .HERE extensions are in their trademark Sunrise phase. That phase runs through November 9, 2026, before an Early Access Period on November 10–16 and General Availability from November 17. The dates matter because eligibility and fees differ by phase.

Three launch phases

Google Registry published the launch schedule on July 27. As of October 17, the three extensions remain in Sunrise. Eligible trademark holders with a valid Signed Mark Data (SMD) file from the Trademark Clearinghouse can seek a matching name during this phase, which runs from September 1 through November 9, 2026. An SMD file identifies the labels eligible for Sunrise; a trademark alone does not replace that credential.

The Early Access Period runs from November 10 through November 16. Google Registry says anyone may apply for an available name then, but an additional Early Access fee applies and decreases as the period progresses. General Availability begins November 17 for available names without that Early Access fee. Google Registry states that phase boundaries are at 16:00 UTC.

Which extension fits your project?

.EAT speaks directly to food and culinary projects; .FLY suits travel or aviation ideas; and .HERE can work for a local or location-focused service. The extension is a naming choice, not a promise of search ranking or availability.

What to check before applying

If you are considering Sunrise, confirm that your Trademark Clearinghouse record is verified and that your SMD file covers the exact label you want. The NicNames pages for all three extensions show the Sunrise dates and SMD requirement; contact NicNames support for help with a Sunrise application. An ordinary domain search is not a substitute for the required SMD file.

If you plan to wait for Early Access or General Availability, compare the current terms and the exact-name price when the relevant phase opens. The Early Access fee is separate from standard registration pricing. For a broader cost check, see how to compare registration and renewal prices on NicNames.