Beyond .com: How Real Businesses Are Using .dev and .app Domains

For decades, .com was the default choice for almost every business website. If your ideal name was taken, you added a hyphen, tacked on a word like “get” or “hq”, or paid a premium to buy it from someone else.

That landscape has changed. Newer domain extensions now give businesses more room to find short, memorable names that also signal what they do. Two of the most interesting are .dev and .app, both operated by Google Registry and both designed with security built in from day one.

These extensions aren’t just for hobby projects or experimental side ventures. Established companies use them for real, revenue-generating websites. A long-running web design and digital marketing agency in Idaho, for example, runs its entire business site at mws.dev, using the .dev extension to reinforce its focus on web development while keeping its address short and easy to remember.

So what makes these extensions different, who are they best suited to, and what should you consider before choosing one?

What are .dev and .app?

Both .dev and .app are generic top-level domains (gTLDs) released through ICANN’s new gTLD programme and run by Google Registry.

The .app extension came first. It opened to the public in 2018 and was positioned as a home for app developers and software products. Google reportedly paid more than $25 million for the rights to operate it at auction, an indication of how much potential it saw in the name.

The .dev extension followed, entering general availability on 28 February 2019 after a sunrise period for trademark holders and an early access phase. Google had used .dev internally for years before opening it up to everyone.

Google has used .dev for some of its own developer resources, including web.dev. Other well-known organisations followed: Mozilla registered mdn.dev, and GitHub uses github.dev for its browser-based code editor.

Security Is Built In

The biggest technical difference between these extensions and older ones like .com is security.

Both .dev and .app are included on the HTTP Strict Transport Security (HSTS) preload list, which is built into modern browsers. In practice, this means every website on these extensions must load over HTTPS. There’s no unencrypted version, and browsers will refuse to connect without a valid SSL/TLS certificate.

For website owners, this has a few implications:

• You’ll need an SSL certificate before your site works properly. Many hosting providers and platforms now issue these automatically, often free of charge.
• Visitors get a secure connection by default, which helps protect data such as login details and contact form submissions.
• It signals professionalism. A security-first extension aligns well with businesses that handle client data or build software.

This requirement occasionally surprises developers who are used to testing sites over plain HTTP, but for most modern websites, HTTPS is already standard practice.

Who Uses .dev and .app, and Why

These extensions are especially popular among businesses whose work centres on technology. Common uses include:

Web design and development agencies. For agencies, a .dev domain immediately communicates what they do. It also offers a better chance of securing a short name, such as a set of initials, that would be long gone in .com.

Software and SaaS products. A .app domain can make a product’s name instantly clear. Something like “invoicing.app” tells visitors what to expect before they even click.

AI tools and startups. As AI products multiply, founders are using .app and .dev domains to launch tools under descriptive, keyword-rich names that would be expensive or unavailable elsewhere.

Developer documentation and portfolios. Developers often use .dev domains for personal portfolios, open-source projects and technical documentation, where the extension signals the audience instantly.

Product microsites. Companies sometimes launch individual tools, demos or campaigns on their own .app or .dev domains while keeping their main brand on another extension.

The common thread is relevance. A domain extension can work like a subtle label, helping visitors understand what kind of business or product they’re dealing with.

What to Consider Before Choosing One

While .dev and .app offer real advantages, they’re not right for every business. A few factors are worth weighing.

Know your audience. Developers, tech-savvy users and younger audiences generally recognise these extensions immediately. A general consumer audience may still default to typing .com, so clear branding and consistent marketing become more important.

Protect your brand. If your business name is valuable, consider registering matching versions on other key extensions where possible. This can stop competitors or bad actors from using a closely related address.

Factor in costs. Standard .dev and .app registrations typically cost somewhere between $12 and $20 a year at major registrars. Short or highly desirable names may carry premium pricing set by the registry, and names sold on the secondary market can cost considerably more.

Plan your setup. Because HTTPS is mandatory, make sure your hosting provider or developer configures your SSL certificate correctly before launch.

Think long term. Changing domains later can affect search rankings, branding and customer familiarity. Choose a name you’re comfortable building on for years.

A Domain Is Only the Starting Point

A great domain can make your business easier to find, remember and trust, but it’s only one piece of a successful online presence. Search engines still evaluate websites on factors such as content quality, technical performance, mobile usability, security and relevance to what users are searching for.

That’s why the most effective .dev and .app websites pair a strong name with thoughtful design, useful content, solid technical SEO and a clear user experience. Whether you’re launching an AI tool, a SaaS product or an agency website, the domain should support a broader strategy rather than replace one.

The Bottom Line

The internet has moved well beyond the era when .com was the only serious option. Extensions like .dev and .app give businesses access to shorter, more meaningful names, with HTTPS security built into every address.

For developers, agencies, software companies and AI startups especially, these extensions can be a smart way to stand out and signal expertise from the very first click. As more established businesses adopt them, they’re increasingly seen as credible, professional choices rather than alternatives to settle for.

Guest Author