The HSTS preload rule, and why it should decide your choice
Most extensions are marketing. .dev is one of the few with a technical property baked into it: the entire TLD is on the HTTP Strict Transport Security preload list that ships inside browsers. Google Registry, which operates .dev along with .app and several other technology extensions, had the TLD added at the top level, so the rule applies to every name under it from the moment it is registered.
What that means in practice: a browser will not make a plain HTTP request to a .dev address at all. It upgrades to HTTPS before any request leaves the machine, and if the certificate does not validate it shows a security interstitial the user cannot click through. There is no fallback and no per-name exemption. ICANN's registration policy for .dev even requires registrars to disclose this before purchase, which is why you are reading it here rather than after checkout.
For anything we host, this is a non-issue — TLS certificates are issued and renewed automatically on our platform. It matters if you plan to point a .dev name at infrastructure you run yourself, or at a legacy internal service, or at a staging box someone set up with a self-signed certificate. On .dev those all fail closed.
Where .dev earns its place
The extension communicates audience. A documentation site, an API endpoint, a CLI's homepage or an engineering portfolio on .dev needs no explanation to the people who will actually use it, and short names remain available where the .com equivalent went years ago.
It is a poor fit for anything aimed at a non-technical buyer, who will read it as a typo or as unfinished. If your customers are Swiss SMEs rather than engineers, .ch does that job and .dev works better on the developer-facing subdomain than on the front door.
Who runs it, and why some names cost more to keep
IANA names Charleston Road Registry Inc. of Mountain View as the sponsoring organisation for .dev; the company trades as Google Registry and is still very much operating, having announced .eat, .fly and .here for launch in autumn 2026. The extension was delegated in November 2014 but held back for years. Google Registry published the schedule on 12 November 2018: a sunrise for Trademark Clearinghouse holders from 16 January to 19 February 2019, an Early Access period from 19 to 28 February 2019 during which anyone could register for an extra fee that fell each day, and general availability from 28 February 2019.
That launch history still shapes what is left and what it costs to hold. Google Registry's published .dev pricing policy defines a premium tier, and the distinction between the two kinds of extra charge is the one to understand before you buy. The Early Access fee was a one-off, charged once and never again; a premium name is different, carrying a higher annual registration fee that applies to every renewal for as long as you keep the name. The same policy obliges the registry to give registrars a way to identify a name's price before registering it, which is why the figures shown above are specific to the name you searched rather than a standard rate. Check the renewal line, not just the first year, on any short .dev word.