Donuts Launches TrueName To Block Homographs

Donuts has launched a new service to improve the security of the 4.5 million domain names registered in their 242 top-level domains. The new service, called TrueName, will prevent homographs. These are lookalike domain names that substitute letters or numbers with characters from Latin, Greek, and Cyrillic script tables for the purpose of malicious activity.

TrueName domain names include a robust security technology – at no additional cost to customers – that blocks malicious domain imposters proactively.

“TrueName is a big win for customers, who can now register memorable, meaningful domain names with the same SEO performance as legacy domain extensions,” said Mina Neuberg, Chief Marketing Officer, Donuts, Inc. “Additionally, the benefit of homographic blocking means that consumers will have increased peace-of-mind knowing they won’t be victims of phishing attacks. It’s an even bigger win for registrars, who will benefit from offering customers value that translates into short and long-term revenue opportunities.”

Security is a big issue for domain name registrants, particularly businesses where brand reputation can be at risk from malicious domain name registrations, including those that use homographs. Donuts say businesses have told them that website security concerns are top-of-mind, with good reason: in 2019, 76% of businesses reported being a victim of a phishing attack. was the first registrar to offer TrueName into their domain search and shopping cart experiences. Their TrueName launch improved key point-of-sale performance, as well as an increase in lifetime customer value.

Customers who conducted searches on were presented results including a TrueName tag and hover messaging alongside each Donuts TLD listed. If the customer added a TrueName domain to cart, the TrueName messaging was reinforced in the shopping cart. Within a few weeks of testing, reported:

  • 3% increase in visits that resulted in purchase
  • 3.7% increase in average bookings per visit
  • 5% increase in expected customer lifetime value
  • 31% increase in average revenue per domain.

TrueName applies to all Donuts top-level domains (TLDs) and it will be available through registrar and reseller partners soon.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.