You want it, you got it - Things about new ‘.au' domain names you should know

Since March 2022, the way domain names are registered in Australia has changed. It is the biggest change in domain names in the last 20 years.

So what is the change here? 

Australians have access to shorter and simpler domain names with the introduction of direct .au domain names. Which means you’re now able to register and use a shorter domain name, such as yourbusiness.au rather than yourbusiness.com.au.

Who is eligible for a .au domain?

To be eligible for a .au domain, you must have a current Australian presence. This includes:

• an Australian registered company
• an Australian partnership or sole trader
• an owner of an Australian registered trade mark
• an Australian registered charity
• an Australian registered political party
• a trust where the trustee is an Australian citizen
• a foreign company licensed to trade in Australia
• a permanent Australian resident or citizen (not supported at the time of launch)

What is Priority Status?

When .au direct launches on 24 March 2022, registrants of eligible .au domain names (such as .com.au and .net.au) have until 20 September 2022 to indicate whether you intend to apply for the exact match of their names in .au direct via the Priority Allocation process. If you choose not to apply for the exact match of a name it will become generally available.

So, for example, if FnC owns financeandcoffee.com.au, we have until 20 September 2022 to register financeandcoffee.au as well.

After this priority period, the .au domain will become available to the general public on a ‘first come, first served’ basis. Read on for more information about the process here: https://www.auda.org.au/au-domain-names/au-direct/priority-allocation-process

What are the benefits of a .au domain name for your business?

• This new category of domain name allows users to register shorter, more memorable online names.
•  This can be useful for branding, marketing, and advertising – after all, the more memorable your brand is, the better.
• Registering the different variations makes it easier for people to find your website and provides you with the simplest website possible for your branding and marketing.

Things you should aware if you don't want a .au domain name

It’s important to consider the risks of not doing so, including cybersecurity risks. If you don’t register the .au alternative, it’s also possible that someone else could step in and take it. Consider this risk carefully and how it might affect your business and its operation in the future.

This could create an opportunity for someone to impersonate your business and conduct fraudulent cyber activity, such as creating a fake website or sending emails to people pretending to be your business.

Your clients might not spot that the invoice they’ve just received was from accounts@yourbusiness.au and not your actual email address accounts@yourbusiness.com.au.

The new .au domain names can be a good opportunity for you to secure a shorter website name for your business, helping you appeal to customers, create trust and improve your marketing.

However, it’s also important to protect your business, your clients or customers, and yourself during this process.

Take this opportunity and secure your .au name through your existing domain name registrar, or by visiting any auDA accredited registrar – and share this information with friends and fellow business owners to ensure they’re ready as well.