Diversifying into Alternate Naming Systems Handshake and Unstoppable

As the internet evolves to embrace decentralization, new naming systems have emerged to challenge the long-standing dominance of the traditional Domain Name System managed by ICANN. Among these alternatives, Handshake and Unstoppable Domains have gained traction by offering blockchain-based naming protocols that claim to improve censorship resistance, user ownership, and security. For domain investors, developers, and digital entrepreneurs, diversifying into these alternate systems presents both an intriguing opportunity and a complex set of considerations. Unlike conventional domain names that exist within a centralized registry framework and operate under well-established rules, blockchain-based domains function under entirely different assumptions and infrastructures. Understanding how to navigate and leverage these alternate naming ecosystems is increasingly becoming a mark of advanced domain name literacy.

Handshake is a decentralized, permissionless naming protocol built on a blockchain, specifically designed to replace the root zone file traditionally administered by ICANN. Instead of relying on a central authority to assign TLDs, Handshake allows users to bid on and own TLDs outright via an on-chain auction mechanism. This model fundamentally alters the economics of domain ownership. In the Handshake system, owning a TLD means full control over the namespace beneath it. For example, if an individual wins the TLD .mybrand, they can issue and manage any second-level domains like store.mybrand or wallet.mybrand without intermediaries or recurring renewal fees. This ownership structure appeals to those looking for sovereignty over their digital identity and the ability to build independent naming ecosystems.

Unstoppable Domains, by contrast, focuses primarily on creating human-readable names that can replace long crypto wallet addresses and integrate with Web3 applications. Using extensions like .crypto, .x, .wallet, and .nft, Unstoppable Domains functions more like a registry that issues domains tied to the Ethereum and Polygon blockchains. Once purchased, the domain is minted as a non-fungible token (NFT) and stored in the user’s digital wallet. This model positions Unstoppable Domains not as a direct replacement for the DNS but as a parallel naming system with utility in decentralized apps, crypto payments, and censorship-resistant websites hosted on IPFS (InterPlanetary File System). Unlike traditional domains, Unstoppable Domains are sold with a one-time purchase model, eliminating annual renewal fees and offering lifetime ownership.

For investors considering diversification into these systems, the first challenge lies in understanding the lack of interoperability with the traditional web. Domains on Handshake or Unstoppable are not recognized by default in browsers like Chrome or Firefox without special configuration or browser extensions. While some integrations exist—such as Brave browser supporting Unstoppable Domains natively or plugins enabling Handshake resolution—mass adoption remains limited compared to .com or .org domains. This limits the resale potential and practical utility of blockchain domains in the current environment, especially for end users who require broad accessibility. Nevertheless, the pace of Web3 adoption and browser innovation could shift this balance over time, making early participation potentially lucrative.

From a risk perspective, these systems operate outside traditional intellectual property enforcement mechanisms. There is no UDRP or centralized registrar oversight to resolve disputes or handle fraud. On Handshake, trademarked TLDs can be acquired by anyone through an open bidding process, and while there are community-driven norms discouraging bad-faith registrations, there is no formal recourse for brands to reclaim their identities. Unstoppable Domains has implemented some protections through verified partnerships and reserved names for major brands, but these measures are voluntary and not legally binding. As such, investors must exercise caution and strategic foresight when acquiring names, being mindful of potential legal exposure and ethical considerations.

Another dimension to consider is utility integration. Handshake names can be configured to resolve to websites hosted on decentralized platforms or to traditional web infrastructure with gateway support. They can also function as login credentials or identifiers within emerging peer-to-peer networks. However, the technical overhead of configuring DNS records via smart contracts or bridging domains with IPFS means that practical deployment requires a higher level of technical literacy. Unstoppable Domains, meanwhile, offers more turnkey integration for crypto wallets and Web3 apps, with major wallet providers like Coinbase Wallet, Trust Wallet, and MetaMask supporting address resolution via Unstoppable’s domains. This makes them particularly appealing to users and developers active in the DeFi, NFT, and DAO ecosystems.

Market liquidity in alternate naming systems is still developing. Traditional domain aftermarket platforms like Sedo or Afternic do not currently list Handshake or Unstoppable names, meaning sales must occur through community channels, Discord groups, or blockchain-specific marketplaces like OpenSea. This limits exposure to mainstream buyers and imposes additional friction in price discovery, escrow, and transaction closure. However, the NFT nature of these domains also enables features such as provenance tracking, automated royalties, and decentralized auctions, which could redefine how domain assets are bought and sold in the future. Early investors with an understanding of crypto market dynamics may find these features advantageous, provided they accept the volatility and lower predictability of these ecosystems.

The monetization model also differs from conventional domain investing. While .com domains may generate income through PPC (pay-per-click) parking or leasing arrangements, blockchain domains require different monetization strategies. These might include bundling with Web3 tools, selling integrated digital identity packages, or offering hosting and development services for decentralized websites. Additionally, as Web3 identity becomes more standardized, domains from Handshake or Unstoppable may be linked to user profiles, reputation scores, or decentralized authentication systems—further enhancing their value in identity-centric use cases.

For enterprises and digital strategists, incorporating alternate naming systems into their domain portfolio strategy can serve as a hedge against censorship or centralized deplatforming. By securing a brand in these decentralized ecosystems, companies gain the ability to operate independently of traditional DNS infrastructure if needed. Moreover, the symbolic and marketing value of early adoption—particularly among tech-savvy or crypto-native audiences—can signal innovation and align with communities that value privacy, decentralization, and ownership.

In conclusion, diversifying into alternate naming systems such as Handshake and Unstoppable Domains represents both a speculative opportunity and a calculated risk. These platforms challenge many of the assumptions underpinning traditional domain investing, from centralized control to renewal economics and dispute resolution. Yet they also open new frontiers in digital identity, decentralized web development, and blockchain-based asset ownership. For those with the expertise to evaluate technological utility, legal ambiguity, and emerging user behavior, these naming systems offer a way to position oneself at the vanguard of internet evolution. As adoption grows and tools mature, the boundary between DNS and blockchain-based naming may blur, rewarding those who took the time to understand and invest in the alternate roots of tomorrow’s internet.

As the internet evolves to embrace decentralization, new naming systems have emerged to challenge the long-standing dominance of the traditional Domain Name System managed by ICANN. Among these alternatives, Handshake and Unstoppable Domains have gained traction by offering blockchain-based naming protocols that claim to improve censorship resistance, user ownership, and security. For domain investors, developers,…