EnCirca, an internet domain registrar, is launching an ethereum naming service (ENS) to provide domain names at .eth locations. The firm is in the pre-registration phase and will accept domain applications until August 10.

Similar to the domain name system (DNS) currently in play on the web, ENS will link to alphanumeric ethereum addresses through “human-readable” names, according to a statement. These domains appear like traditional URLs, are searchable on any web browser, and will link to ethereum web pages that exist either on or off the blockchain.

This additional layer of web identity will enable people to associate their brands, companies, or persons with ethereum accounts.

The announcement also acts as a call to action for pre-existing brands to stake their claim before domain-name squatters take valuable internet real-estate like apple.eth or ibm.eth.

The company writes in a statement:

“Blockchain domain names are not regulated like .com or .org domain names… The implication that Encirca wishes to convey is brand owners should act defensively to protect their trademarks in the .eth top-level domain.”

The firm said that short names, between 3 and 6 characters, will be reserved for brands that can show the longest continuous use of a particular URL on a pre-existing domain like .com or .org. While addresses starting at 7 characters or more will be auctioned off.

The company did not respond to a request for comment.

Encirca is a participant in the Internet Corporation for Assigned Names and Numbers, a non-profit that coordinates domain name listings, and has received a SOC-2 rating for privacy and security standards.

DNS image via ShutterStock