Emoji domains explained: a data-driven analysis

Where do emoji domains come from?

The modern history of emoji domain names began in 2001, when the first emoji domains—☮️.com, ♨️.com, and ♨️.net—were registered. These domains were made possible by the use of Punycode, which converts Unicode characters like emojis into ASCII, allowing them to function within the Domain Name System (DNS).

While these were just a novelty at first, emoji domain names gained real traction around 2015 as mobile internet usage soared and emojis became a more central part of everyday digital communication. Emoji domain names are managed by only a few registries, and the most frequently used are .ws (Western Samoa’s country code top-level domain), .to (the ccTLD is assigned to the Kingdom of Tonga) and .fm (the ccTLD of the Federated States of Micronesia).

Emoji domain names provide an opportunity for creative and memorable branding. Budweiser, for example, registered the domain 🍺.ws, cleverly aligning its product with the universally recognized beer mug emoji. Similarly, Coca-Cola previously launched an innovative marketing campaign by registering all variations of the happy face emoji: a creative example of how to use emoji domains as a fun tool for modern marketing.

The data behind emoji domains

But just how many emoji domains are out there? In our database, we detect 8,262 domains with an emoji in the main name—however, the vast majority have no active website associated. As of September 2024, only 423 emoji domains have a working website, and of these, 27% are websites that provide informational content and 5% are associated with a business or company (see Figure 1). The remaining websites are placeholders, parked domains of low content websites, which typically only have one page and little overall information. Close to 1,600 emoji domains are redirects, while the rest—a large majority—return no response when queried. These low numbers suggest that emoji domains are definitely not a trend (yet), but it also means that plenty of prime domains are still up for grabs and likely to be reasonably affordable. You can check the availability and prices of emoji domains with this handy tool at i❤️.ws.

Next, let's take a look at the top-level domains (TLDs) associated with emoji domains. Only three registries actively allow registering domains with any emoji: .fm, .to and .ws. Having said that, there are certain types of symbols that can be classified as emojis, such as © or ®, that are allowed as part of other TLD registration policies. Figure 2 shows the top 10 TLDs (by number of emoji domains) that feature at least one emoji in the domain name.

Indeed, ©, ® and ™ are the top 3 most frequently occurring when we look at emojis used in .com domains. Many of you might say these are not ‘real’ emojis, but don’t fret! We’ll give you the top 20 most frequently occurring real emojis across all TLDs in Figure 3.

Our favorite red emoji tops the ranks, which is both reassuring and perhaps a little surprising. If you’ve lost faith in humanity, it’s nice to know that the internet still has heart(s). Perhaps this would be more reassuring if the laptop emoji wasn’t ranked second—the machines are catching up. 

Some emojis listed in the top 20 make sense and are in agreement with observations reported elsewhere, such as the fire or rocket emoji, and the notorious eggplant emoji being popular is not unexpected. Less obvious are the bikini emoji or the bride with a veil, but perhaps these (and a few others) hint at a certain adult-themed trend among emoji domains.

Curiously, we didn’t find a single emoji face in the top 20: no 🙂, 😆, 😂, or even a 😡, which is contrary to what we’d expect given their frequent usage in short messages or social media posts.  

Emoji domains in the wild 

Digital creatives are already making use of emoji domains to push the boundaries of the ‘usual’ internet. Take full-stack developer Ben Stokes, for example: he decided that if emoji domains were possible, then emoji email domains should be possible too… After some tests and trials, Mailoji was born. Ben writes:

Check out Ben Stokes' work here.

Since emoji domains transcend language barriers, providing a universally understood mode of communication, there’s a cultural impact to consider. This languageless-ness makes them particularly attractive for brands and initiatives aimed at diverse global audiences. The simplicity and directness of emojis can convey emotions and ideas more effectively than words in some cases, enhancing the appeal of emoji domains in a multicultural digital world. However, there maybe challenges across cultural and generational lines if groups interpret the same emojis differently: what looks like a friendly domain for eggplants to one person, could represent something else entirely to another. Similarly, not all emojis are displayed equally across devices and operating systems. And, the fact that emojis still need to be translated to text means they are often displayed as just a random selection of letters. For example, the domain name 🍺.ws mentioned above is converted to https://xn--xj8h.ws/—which looks a lot less appealing and trustworthy, defeating the purpose of recognizability.

The future of emoji domains

Emoji domain names face certain limitations and challenges, despite their charm. For one, not all top-level domains (TLDs) support emojis, restricting their widespread adoption. Nevertheless, as technology continues to advance and internet usage becomes even more integrated into daily life, the demand for distinctive and memorable digital identities is likely to grow. It'll be interesting to see if more registries open emoji domain registrations in the future, and there's also the possibility of introducing emoji TLDs. We've written extensively about new generic TLDs: over the past years, more than 2000 new TLDs have been created, from .ninja to .dog and .yoga—there is now likely a TLD for your favorite hobby or industry. Is it just a matter of time until ICANN introduces the first emoji TLD? 

Ultimately, emoji domain names represent an intriguing intersection of technology, communication, and creativity. From their humble beginnings in the early 2000s to their current status as a novel branding tool, these domains are carving out a unique niche in the digital landscape. Emoji domains offer a playful and powerful way to stand out online, and while challenges remain, the future holds potential for further expansion and increased adoption. As emojis continue to permeate our digital interactions, the allure of emoji domain names is likely to grow and makes them an exciting area to watch in the world of internet domains.