The three phases of new gTLDs are Sunrise, Landrush, and General Availability phases. Sunrise phase refers to the period for a domain to be registered by the corresponding trademark holder before it is available for the general public.  Landrush Phase: After the trademarked domain names have been made available to buy, companies are permitted to buy non-trademarked names. Prices are usually high in both of these phases. General Availability: when the landrush phase is over, the registrars are allowed to register domain names of their choices for a particular price and are free to offer any price on their websites. For every domain string purchased, ICANN is paid a specific amount.