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Naming in Web3: ENS, Unstoppable, and Freename Compared
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The quest for digital identity in Web3 isn't a zero-sum game. As we navigate this evolving landscape, three major naming services have emerged—each with unique strengths that serve different segments of the ecosystem rather than competing for total dominance.
ENS established itself as the crypto-native standard, deeply integrated with Ethereum culture and infrastructure. When you see a .eth address, you immediately recognize someone who lives and breathes on-chain. With names as NFTs and flexible resolvers, ENS offers battle-tested identity solutions for those embedded in the Ethereum ecosystem, despite traditional renewal requirements and gas considerations.
Unstoppable Domains took a different approach by creating a consumer-friendly experience with familiar interfaces and one-time purchases. They've focused on removing barriers through extensive integrations across wallets, browsers, and applications. Their strategy positions Web3 naming as an accessible product rather than a complex technical concept, making them an ideal gateway for mainstream adoption.
Freename stands apart by treating naming as a customizable ecosystem. Beyond personal domains, they offer the unique opportunity to own top-level domains (TLDs)—transforming users from participants to platform creators. This shift enables brands, DAOs, and communities to design identity layers that support their specific needs while creating network effects and potential revenue streams through each new registration.
The most strategic approach isn't choosing one service exclusively but leveraging the unique advantages of each. Own personal domains that represent you across platforms, diversify your digital identity portfolio, and for those building communities or brands, consider the transformative power of owning a TLD where your audience can gather.
As Web3 matures, naming will become invisible infrastructure—powering logins, payments, and identity verification seamlessly in the ba
Freename.io is the leading Domains platform in Web3. Users can mint their own customized Web3 TLDs.
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My name is Marcus Andrews aka” WenAirDrop”, founder of IHeartDomains LLC, and since 2022 we have been a leading resource for News, Innovations, Education, Alpha and Business Development in the Web3 Domain & Digital Identity space.
If you're interested in Web3 domain insights, development, and news, don't miss our upcoming TECH Talk episodes featuring industry builders. Join our live discussions on Twitter/X spaces and engage with our community on platforms like Warpcast and Link3 for real-time updates and valuable ALPHA. Your journey into the future of digital identity begins with us!
LINKS
Chapters
1. Introduction and Updates (00:00:00)
2. Which Name Service Will Rule Them All? (00:06:38)
3. ENS: The Crypto Native Standard (00:10:42)
4. Unstoppable Domains: Consumer-Friendly Approach (00:12:35)
5. Freename: The Customizable Ecosystem (00:14:59)
6. The Value of TLD Ownership (00:20:05)
7. Future of Web3 Naming and Closing (00:24:20)
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