What Nova Registry does

Nova Registry Ltd. is a privately held, Malta-domiciled company (Company Registration Number C100966) that operates as the registry operator for the .link generic top-level domain under ICANN oversight, managing the authoritative DNS infrastructure, registration policies, DNSSEC security extensions, and WHOIS service for the entire .link namespace. The company was founded by a collective of tech entrepreneurs and domain industry professionals, is led by General Manager Vaughn Liley and Director Manuel Debono, and is headquartered in Valletta, Malta, with a wholly-owned Chinese subsidiary — Beijing Nova Xingyu Technology Co., Ltd. (北京新星域局科技有限公司) — that holds an MIIT (Ministry of Industry and Information Technology) Internet Domain Name Service License to manage the .link TLD inside China.

The business runs a wholesale, channel-first go-to-market and does not sell .link domains directly to end users. Distribution is concentrated in two motions: (1) registrar partnerships with ICANN-accredited resellers including Porkbun.com, GMO, WordPress.com/Automattic, domain.link, Logo.com, and Instamojo, which resell .link domains as part of their standard catalog; and (2) bundled platform partnerships with link-related product companies — link management (Bitly, Dub, Textla), social/link-in-bio (HeyLink.me, Feed.link), SMS marketing (Tapni), payment links (Instamojo), QR codes, digital business cards (StartADAM with a.link), Web3 identity (ENS Labs), and profile platforms (Gravatar by Automattic) — where .link domains are offered inside partner product flows. GTM is tagged as both channel_partners and api_first, indicating Nova exposes integration pathways for partners to plug .link registrations into their own platforms.

Revenue is generated through two streams: per-transaction domain registration fees paid by registrars for .link domains sold to end registrants, and recurring partner-bundling revenue from platform partners that sell .link domains as part of their subscription products. Reported customer outcomes include a 39% higher click-through rate for .link URLs, a 2x conversion-rate uplift at Feed.link, a 238x increase in .link registrations over six months when bundled with a link-in-bio solution, and a 1856% one-month registration spike when bundled with a digital business card product. In July 2025, Nova launched a portfolio of more than 600,000 premium .link domains targeted at brand protection and campaign use cases, distributed through TMCH (Trademark Clearing House) agents and registrar partners. The company holds no disclosed funding rounds, has no parent company, and operates as a founder/management-led private entity.

Name

Nova Registry

Legal name

Nova Registry Ltd.

Website

https://nova.link

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Nova Registry Ltd. is a Malta-based registry operator that runs the ICANN-accredited .link generic top-level domain, distributing domains wholesale through registrar and platform partners serving link management, social, and digital identity use cases.

Ownership category

akta.pro rank

Headquarters

HQ city

Valletta

HQ country

Malta

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Domain Registration Fees: Registry operator earning fees from domain registrations within the .link TLD. Registrars purchase domains from the registry and resell to end customers.
2. Partner Bundling Revenue: Revenue generated through partnerships where .link domains are bundled with partner platforms (link management, social links, payment links, QR codes, digital business cards). Unique win-win commercial model creates recurring revenue streams.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels7 records

Core offering

Nova Registry operates the .link generic top-level domain (gTLD) as the ICANN-designated registry operator, maintaining the authoritative database, DNS infrastructure, DNSSEC security, and WHOIS lookup for the namespace. The company monetizes .link exclusively through B2B channels, selling wholesale domain inventory to accredited registrars and via a Partner Program that enables product platforms to bundle .link domains with their link-related offerings (link shorteners, link-in-bio, QR codes, payment links, digital business cards).

Product overview

Nova Registry Ltd. operates as the registry operator for the .link generic top-level domain, providing the core infrastructure for domain name registration and DNS management within the .link namespace. The company offers its .link TLD as a standalone product alongside a Partner Program that enables registrars, product platforms, and resellers to bundle and sell .link domains through their own channels. Additional infrastructure services include DNSSEC for DNS security, WHOIS lookup services, and an Acceptable Use Policy to govern domain usage. The company focuses on positioning .link as the standard TLD for link-related use cases including link in bio, branded links, QR codes, payment links, and digital business cards.

Differentiator

Problem solved

Functional benefit

Products and services

• .link TLD (Top-Level Domain) The .link generic top-level domain operated by Nova Registry as the designated registry operator. It serves as the authoritative infrastructure for domain name registration, DNS resolution, policy enforcement, and DNSSEC security within the .link namespace, enabling registrars, platform partners, and end registrants to register and use .link domain names for link-related use cases such as branded links, link-in-bio profiles, QR codes, payment links, and digital business cards.
• .link Partner Program A B2B partnership initiative that enables registrars, product platforms, and resellers to sell .link domains at scale through a win-win commercial model. Partners receive support for new product initiatives, co-development of strategic campaigns, and access to Nova Registry's channel network to drive .link domain sales. Partners can integrate .link domains via API and bundle them with their link management, link-in-bio, QR code, payment link, SMS, or digital business card products to convert free subscribers into paying customers.
• Premium .link Domains A curated portfolio of more than 600,000 premium .link domains released for brand protection, memorable campaigns, product launches, and niche-targeted microsites. Marketed to TMCH agents and registrars and designed to enable marketers and brands to secure relevant, authoritative .link domain inventory for digital marketing campaigns and brand consistency.
• WHOIS Service Public WHOIS lookup service for .link domains, providing access to domain registration information including registrant details, nameservers, and registration dates for the .link namespace.
• DNSSEC Policy The DNS Security Extensions policy and implementation for the .link TLD, providing cryptographic verification of DNS responses to prevent spoofing and cache poisoning attacks on .link domain names.

Quantifiable outcome

• 39% higher click-through rate with .link domains
• +4 more outcomes

Named customers15 records

Segments8 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

16 partnerships are on record, tiered core and strategic.

• DubcoreTechnology or IntegrationDub is a link management platform providing branded link experiences for creators and businesses. Nova Registry enables Dub users to register custom .link domains effortlessly, resulting in increased user engagement and improved conversion rates. Partnership described as integral to unlocking next-level growth and monetization.
• BitlycoreTechnology or IntegrationBitly is a link management platform with connections Platform suite. Partnership with .link expanded Bitly's ability to provide best-in-class custom domains to customers. Customers can now connect .link domains for custom short links, QR Codes and BitlySites.
• GravatarcoreTechnology or IntegrationGravatar is a globally recognized profile platform by Automattic. Nova Registry partnered to empower users with true digital identity ownership and memorable URLs. Gravatar users can select and register custom .link domain directly within the platform, with first year free. Thousands of users have embraced .link domains.
• WordPress.com (Automattic)coreTechnology or IntegrationWordPress.com is a major website platform. Nova Registry partnered to build something truly unique based on trusting partnership. Nova dedicated to bringing web2 space to web3 with investments and strategic thinking. Multiple partnerships through Automattic including WordPress.com and Jetpack.
• HeyLink.mecoreTechnology or IntegrationHeyLink.me is a link in bio/social links platform. Partnership focused on professionalism, adaptability, and unwavering commitment to mutual growth. Nova Registry described as exemplary with transparency of communication and ability to align on common vision.
• TextlacoreTechnology or IntegrationTextla is a link management platform. Nova Registry described as ideal partner, operating as Sherpa guiding into high-value mutually beneficial partnerships that changed trajectory of business dramatically.
• ENS LabsstrategicTechnology or IntegrationEthereum Name Service is a Web3 naming service. Nova Registry (.link) described as natural bridge between Web2 and Web3. Partnership is highly collaborative, creative, professional, and categorically dedicated to doing the right thing by partners.
• Feed.linkcoreTechnology or IntegrationFeed.link (Embed Social) is a social link platform. Nova Registry described as partner that is always one step ahead, inspiring innovation, and consistently bringing extra value. Adoption of .link domains doubled conversion rates for Feed.link.
• TapnicoreTechnology or IntegrationTapni is an SMS marketing platform. Nova Registry described as thinking big and always going extra mile to make personal connection with partners.
• StartADAM (a.link)coreTechnology or IntegrationStartADAM is a digital business card platform. Nova Registry supported acquisition of a.link domain. Partnership instrumental in shaping digital identity, with a.link pages serving as pivotal aspect of brand, seamless connectors between businesses and clients.
• Porkbun.comcoreChannel Partner/ Reseller/ DistributorPorkbun is an ICANN-accredited domain registrar. Nova Registry described as professional and effective innovators with shared vision to be anywhere a link is shared. Implemented partnerships pairing unique strengths of .link with companies outside typical domain sales channel.
• Logo.comcoreChannel Partner/ Reseller/ DistributorLogo.com is a domain registrar competing head-on with billion-dollar competitors. Nova Registry partnership initiative prioritized win-win opportunities with deep understanding of registry-registrar partnerships that must benefit all parties.
• GMOcoreChannel Partner/ Reseller/ DistributorJapanese domain registrar. Word 'link' commonly used in Japan as English word, making .link domain very well received. Nova Registry described as thinking outside the box with innovative solutions to new challenges.
• domain.linkcoreChannel Partner/ Reseller/ DistributorDomain services platform. .link extension adds significant value to brand, reinforcing vision for customers to utilize domain.link connecting domains with behaviors. Nova Registry provides connections above and beyond other firms.
• InstamojocoreChannel Partner/ Reseller/ DistributorIndian payment link platform and registrar. Partner for .link domain distribution in Indian market.
• TMCH (Trademark Clearing House)strategicStrategic or Co-development PartnerTMCH partnership discussion around brand protection and launch of new premium .link domains. Vaughn Liley, GM of Nova Registry, joined Kenny and Donna from TMCH to discuss branded links and partnership opportunities benefiting TMCH agents and registrars.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Peers

• CentralNic Registry:

Direct peers

• Identity Digital: Identity Digital operates one of the largest new-gTLD portfolios (including .link-adjacent niches) under ICANN registry agreements. It is the most direct peer because, like Nova Registry, it runs multiple niche gTLDs, partners with registrars and platforms, and monetizes through registration fees and premium domain sales.
• Radix Registry: Radix operates new gTLDs such as .online, .store, and .tech, pursuing category-specific TLD adoption much like Nova Registry's .link. Its business model — wholesale registry fees to a global registrar network and premium inventory — closely mirrors how .link is monetized.

Broad incumbents

• GoDaddy Registry: GoDaddy Registry is a large, established registry operator running multiple TLDs and is also the parent of Uniregistry. It is a broad incumbent comparable to Nova Registry because both monetize TLDs via registrar channels and platform partnerships, but GoDaddy operates at far greater scale and across many TLDs.
• Google Registry: Google Registry operates gTLDs such as .app, .dev, .page, and .xyz under ICANN agreements. It is a broad incumbent comparable to Nova Registry's role as a registry operator, though Google Registry benefits from integration with Google products that Nova does not have.
• VeriSign: VeriSign is the registry operator for .com and .net under ICANN oversight and is the dominant registry business globally. While its scale dwarfs Nova Registry, it is the canonical comparable for an ICANN-accredited registry monetizing wholesale domain registrations.
• Public Interest Registry: Public Interest Registry operates the .org gTLD under an ICANN agreement. It is comparable to Nova Registry as a single-TLD registry operator monetizing registration fees through a global registrar channel, though with very different scale and mission positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/novadotlink
• LinkedInlinkedin.com/company/novaregistry

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nova Registry