ENS Handshake Unstoppable A Comparative Protocol Overview

As Web3 gains traction and decentralized technologies become increasingly embedded in digital identity, three naming protocols have emerged as leading contenders in redefining how users interact with the internet: Ethereum Name Service (ENS), Handshake, and Unstoppable Domains. Each offers a unique approach to decentralized domain naming, rooted in different technical architectures, governance philosophies, and integration strategies. While they share the common goal of challenging the centralized authority of traditional domain systems, their implementations differ significantly, with implications for security, censorship resistance, interoperability, and user experience.

Ethereum Name Service (ENS) is tightly integrated with the Ethereum blockchain and operates by associating human-readable names ending in .eth with Ethereum addresses and other types of metadata. ENS names are represented as non-fungible tokens (NFTs) that conform to the ERC-721 standard, allowing users to transfer, sell, and manage domain ownership directly from their Ethereum wallets. ENS leverages Ethereum smart contracts to manage domain registration, resolution, and metadata, making it inherently programmable and composable with other decentralized applications (dApps). This deep integration enables ENS names to function as more than just domains—they serve as identity primitives across Web3, allowing users to receive tokens, sign messages, display profiles, and interact with DeFi protocols all under a single unified label.

Handshake, by contrast, takes a more foundational approach by focusing on replacing the DNS root zone itself. It uses a native blockchain to manage top-level domains (TLDs), meaning users are bidding for control over entire namespaces, such as .blog or .wallet, rather than individual subdomains. Handshake domains are distributed via an auction system where the winning bid is burned, reducing token supply and preventing perpetual domain squatting. The Handshake blockchain serves as its own root naming system, enabling trustless verification of domain ownership without reliance on central authorities like ICANN. This model emphasizes decentralization at the protocol layer, aiming to build a permissionless and globally distributed alternative to DNS. However, because it does not integrate directly with Ethereum or other smart contract platforms, Handshake lacks the composability and programmability that ENS users enjoy, making it more aligned with infrastructure-level use cases than with application-layer identity.

Unstoppable Domains occupies a middle ground, blending elements of ENS and Handshake while introducing a more commercially structured experience. Built initially on Ethereum and later expanded to other chains like Polygon, Unstoppable Domains offers users the ability to register domains such as .crypto, .nft, or .x that resolve to blockchain addresses and can serve as digital identifiers. Like ENS, these domains are minted as NFTs and offer multi-chain support, enabling users to receive payments across multiple blockchain networks with a single name. What distinguishes Unstoppable is its business model and governance: unlike ENS or Handshake, it operates through a private company that manages domain issuance and resolves disputes internally. This approach allows for faster development, streamlined customer support, and easier onboarding for non-technical users, but it also introduces centralization trade-offs that may conflict with Web3’s trust-minimization principles.

The resolution mechanisms across the three protocols further highlight their differences. ENS relies on Ethereum’s smart contract logic and off-chain resolvers that map names to metadata like IPFS hashes or other addresses. This allows for highly flexible and dynamic domain behavior, at the cost of requiring Ethereum gas fees for updates. Handshake employs a custom name resolution system based on DNSSEC-compatible records, enabling seamless integration with existing internet infrastructure. It can be configured with traditional DNS resolvers to serve content over HTTP, making it possible to run websites with Handshake domains via modified browsers or DNS settings. Unstoppable Domains uses a hybrid resolution model, with core records stored on-chain but accessible via centralized gateways and browser extensions, providing convenience while still leveraging blockchain-based ownership.

Interoperability also plays a critical role in evaluating these protocols. ENS enjoys broad ecosystem support, with integrations across major wallets like MetaMask, browsers such as Brave, and dApps including OpenSea and Uniswap. This network effect reinforces ENS’s utility as a universal naming layer for Ethereum-native identities. Handshake, while more limited in dApp support, has attracted attention from DNS infrastructure enthusiasts and privacy advocates who value its potential as a root-zone alternative. Unstoppable has prioritized mainstream adoption by striking partnerships with browser vendors, enabling native resolution in browsers like Opera and Brave, and offering simplified UX flows for managing domains via web interfaces without needing to interact directly with smart contracts.

Governance and decentralization philosophies further distinguish these platforms. ENS is governed by a decentralized autonomous organization (ENS DAO), which allows token holders to vote on protocol upgrades, funding proposals, and ecosystem grants. This governance model emphasizes community-driven development and protocol neutrality. Handshake takes decentralization to an extreme by removing human governance entirely from domain allocation, relying solely on protocol rules and auctions. This approach maximizes trustlessness but offers little recourse for addressing malicious behavior or name collisions. Unstoppable, in contrast, exercises centralized control over TLD issuance, domain management, and dispute resolution, which may appeal to enterprise users and regulators but introduces a single point of failure and censorship risk.

From an economic perspective, the pricing models vary widely. ENS domains require annual renewal fees, designed to prevent name squatting and fund the ENS DAO. Handshake names, once acquired, are permanently owned, which incentivizes early adoption but can lead to domain hoarding. Unstoppable Domains takes a one-time purchase model, marketing lifetime ownership with no renewal fees, appealing to users seeking long-term value without recurring costs. Each model reflects different assumptions about sustainability, user incentives, and market behavior.

In practice, many users and developers do not choose a single protocol but instead leverage the strengths of each depending on their goals. ENS remains dominant for Ethereum-based identities and dApps, offering seamless composability and strong network effects. Handshake appeals to those interested in DNS-level decentralization and domain infrastructure innovation. Unstoppable provides a more user-friendly entry point for individuals and organizations looking to adopt blockchain-based domains without deep technical knowledge. As the Web3 space continues to evolve, it is likely that these protocols will coexist and specialize further, serving different layers of the decentralized internet stack—from application-facing user identity to root-zone-level domain sovereignty. Understanding the specific trade-offs and design choices of each system is essential for developers, portfolio owners, and policymakers shaping the next generation of digital naming.

As Web3 gains traction and decentralized technologies become increasingly embedded in digital identity, three naming protocols have emerged as leading contenders in redefining how users interact with the internet: Ethereum Name Service (ENS), Handshake, and Unstoppable Domains. Each offers a unique approach to decentralized domain naming, rooted in different technical architectures, governance philosophies, and integration…