.app Domain Guide 2026: Mobile-First, HTTPS-Enforced, Brand-Safe

What is a .app Domain?

.app is a generic top-level domain (gTLD) operated by Google Registry, launched publicly in May 2018. It was the first TLD ever to require HTTPS for every site via inclusion on Chrome's HSTS preload list.

The target audience: mobile app teams, web apps, SaaS products and any business whose primary product is an application. The semantic value is enormous — visitors immediately understand the URL points to an app.

A Short History

2015 – .app is awarded to Google at auction for a reported $25 million — the largest publicly known auction price for a single TLD at the time.
May 2018 – Public launch with HTTPS enforcement baked in.
2018–2019 – Hundreds of thousands of registrations within months.
2020–2026 – Mainstream adoption across app marketing pages, fintech, and emerging app categories like AI assistants and creator tools.

Pricing: Registration, Renewal, Premium

| Tier | Typical Price (USD, 2026) | |------|---------------------------| | New registration (1 yr) | $14–$22 | | Renewal (1 yr) | $16–$24 | | Transfer | $14–$22 | | Premium aftermarket (avg) | $1,500–$8,000 | | Top-tier single-word | $100k – $5M+ |

Notable public sales include money.app, chat.app and launch.app in five to six figures. Google retains thousands of premium one-word .app domains for tiered release.

Notable Sites Using .app

whatsapp.app — owned by Meta
money.app — defensive owned by Cash App parent Block
figma.app, notion.app, slack.app, zoom.app — most major SaaS apps hold their .app
photoroom.app, captions.app — modern AI-native consumer apps
android.app, chrome.app — Google itself
Thousands of mobile-app marketing landing pages

Who Should Use .app?

.app is ideal for:

Mobile applications — iOS and Android product pages, deep-link landing pages.
Progressive web apps (PWAs) — HTTPS enforcement is already a PWA requirement.
Web apps and SaaS — when the focus is the application, not the marketing site.
App marketing campaigns — productname.app reads more app-like than the .com.
Domain hacks — tracker.app, notes.app, health.app.

Less ideal for:

Pure content / publishing sites.
Local businesses that have nothing to do with apps.

SEO and AIO Considerations

.app is treated by Google as a generic TLD with no geographic targeting. Key signals:

Forced HTTPS = baseline trust and security signal automatically satisfied.
High brand legibility for AI engines and humans alike: the suffix tells you what the entity is.
We've observed that app-marketing pages with strong SoftwareApplication schema combined with .app domains earn outsized AI citation share.
The TLD itself is not a ranking factor, but the auto-HTTPS removes one common ranking blocker.

For more on how branding affects AI visibility, see How AI is Changing the Domain Industry.

.dev vs .app: Quick Comparison

| Aspect | .dev | .app | |--------|------|------| | Operator | Google Registry | Google Registry | | HTTPS required | Yes (HSTS preload) | Yes (HSTS preload) | | Best for | Developer tools, docs | Mobile / web applications | | Typical buyer | Engineers, OSS, dev portals | App makers, SaaS, AI apps | | Price tier | Slightly cheaper | Slightly more expensive | | Brand vibe | Code / technical | Product / consumer-tech |

If in doubt: internal-facing or technical → .dev. External-facing or consumer-facing → .app.

Risks and Things to Watch

1. HSTS preload is permanent

All subdomains under .app must serve valid HTTPS. Plan certificate automation (Let's Encrypt or your platform's auto-cert) before you spin up subdomains.

2. Premium tiers

Many short and dictionary-word .app names are premium, with elevated annual renewal fees. Always confirm pricing tier.

3. Confusion with App Stores

Users may type appname.app expecting it to be an App Store listing, then bounce when they get a marketing site. Set clear hero CTAs that match the suffix's promise.

4. Defensive registration overhead

If you're a SaaS, you typically need .com + .app + sometimes .io + .ai for full brand protection. Budget for it.

Alternatives to .app

.com — universal default.
.io — broader "tech" vibe (see .io guide).
.dev — developer-focused (see .dev guide).
.ai — AI-native applications (see The .ai TLD Boom).
.page — Google's content/landing-page TLD, also HTTPS-only.

Frequently Asked Questions

Why is .app HTTPS-only?

Google preloaded the entire .app namespace on Chrome's HSTS list at launch in 2018, enforcing HTTPS for every visitor automatically.

Do I need to be a registered company to buy .app?

No. Individuals, students, indie developers — anyone can register .app domains.

Is .app better than .com for an app product?

It depends. .com carries more universal trust; .app carries more semantic clarity and HTTPS guarantees. Many companies hold both and redirect.

Will my .app domain rank lower in Google?

No. Google treats .app as a standard generic TLD. The HTTPS enforcement may even help marginally by ensuring the ranking signal is always satisfied.

Can I use .app for an internal tool?

Yes, with the caveat that you must serve valid HTTPS even internally. Use a private cert chain or your enterprise PKI.

Building an app? Use our AI domain generator to find the perfect available .app and .com combo. Also see How to Create a Memorable Brand Name.