Paul Stahura, photo courtesy ICANNwiki

Paul Stahura, photo courtesy ICANNwiki

Donuts Inc. is making a name for itself in the world of generic top-level domain names. The Bellevue-based company registered its 1 millionth gTLD this week, just 10 months after opening for general registration.

Heavenly.coffee is the 1 millionth Internet address from Donuts, although¬†the domain’s website is not yet live.

“It’s exciting to reach such a major landmark so soon, but what’s even better is what those million addresses represent,” said Paul Stahura, Donuts co-founder and CEO, in a statement. “Each one of those names represents countless opportunities for engagement, outreach and branding in a digital world free from artificial scarcity. With new gTLDs, users choose the names that are meaningful to them, their audiences and their customers, rather than picking from a short list of virtually meaningless options.”

The domain name industry is run by the Internet Corporation for Assigned Names and Numbers. ICANN is holding its 51st annual conference in Los Angeles this week, and the New gTLD Program will be a major part of the discussion.

Approximately 1,000 new gTLDs will become available by the end of the year. By comparison, there were only 22 functioning extensions in 2012.

Domain registration began on Jan. 12, 2012, and ICANN rolled out new gTLDs at a steady pace “so as not to disrupt the (domain name system),” according to ICANN’s website.

Donuts Inc. was founded in 2011 and applied for 307 top-level domains in 2012. Kirkland’s Rightside, which filed for IPO in August, applied for 26.

ICANN describes itself as a not-for-profit, public-benefit corporation that works to develop competition and develop policy to keep the Internet “secure, stable and interoperable.”

Because of its governing role, it has a significant impact on the expansion and evolution of the Internet, including the way websites are named.

Even though ICANN operates as a governing body for the Internet, it actually is responsible for very little.

“Frankly all we’re responsible for is the coordination of the unique identifiers, which are namely IP addresses,” Fadi Chehade, ICANN president and CEO, told Quartz recently.

Also on the table for discussion at the conference is the withdrawal of U.S. government oversight from ICANN, which is meant to be an independent organization.