What’s Up With .ETH? A Plain‑English Guide to Ethereum Names (ENS)

• .eth names come from ENS (Ethereum Name Service)—they map a human name (like rulemobile.eth) to wallet addresses and profile data.

• They’re NFTs you control, but with annual renewals (by design).

• Use cases today: payments, on‑chain identity, dapp display names, and decentralized sites (name.eth.limo).

• Future: more app integrations, better gas‑optimized records, and broader enterprise identity tooling.

The simple idea

ENS does for crypto what contacts do for your phone. Instead of sending funds to 0x54Ae…642e, you send to rulemobile.eth. Apps can also read text records—avatar, website, X/Instagram, email—and show your name when you connect.

How .eth works (without the jargon)

• Registry + resolvers: Smart contracts on Ethereum keep track of who owns a name and where it should point.

• Your .eth is an NFT: You hold it in your wallet, and you can transfer it like any other asset.

• Records:

  • Crypto addresses (ETH, BTC, SOL, etc.)

  • Text records (links, avatar, description)

  • Content hash (IPFS/Arweave) for a decentralized site

• Primary Name: Flip one setting so dapps show yourname.eth instead of a hex address when you connect.

Costs & renewals (what to expect)

• 5+ characters: low annual fee

• 4 characters: higher

• 3 characters: premium
  Plus normal Ethereum gas when you register or update. ENS uses renewals to deter squatting and keep names circulating. You can prepay multiple years to avoid calendar clutter.

What people use .eth for today

1. Payments & tipping:
   Creators and brands publish name.eth so fans/customers can send safely without copying addresses.

2. On‑chain identity:
   Your .eth becomes the name that appears in Web3 apps, games, DAOs, and marketplaces.

3. Decentralized sites:
   Point to content on IPFS and share it at name.eth.limo, which works in any browser.

4. Sub‑names for teams:
   Create pay.rulemobile.eth, press.rulemobile.eth, or dev.rulemobile.eth for departments or campaigns.

5. Bridging Web2 & Web3:
   If you already own yourbrand.com, you can connect it to ENS so wallets treat it like a Web3 identity—nice for mainstream users who recognize your .com.

ENS vs. Unstoppable (quick snapshot)

FeatureENS (.eth) Unstoppable (.x, .wallet, etc.) GovernanceOpen Ethereum protocol/DAOCompany-provided Web3 naming Renewal model Annual renewal Buy once, no renewals Browser reachWorks in many wallets; sites via name.eth.limo; some browsers resolve natively Resolves in Web3 browsers; gateways/extensions for othersSweet spot Crypto‑native identity inside the Ethereum ecosystem Own‑forever handles for payments + cross‑app identity

Use both: rulemobile.eth for the Ethereum crowd and rulemobile.x as a universal Web3 handle you never renew.

Set up your .eth in 6 steps

1. Register your name for 1–5 years.

2. Set your ETH address (and other chains if you accept them).

3. Add text records: site, socials, support email.

4. Set Primary Name so apps display your .eth.

5. (Optional) Upload a simple IPFS page and share it via name.eth.limo.

6. Test: Send a tiny transaction to yourname.eth and confirm it lands.

CEO lens: why .eth belongs on your roadmap

• Trust & payment UX: Customers type a name, not a hash. Fewer mis‑sends; faster checkout.

• Brand protection: Own your brand’s .eth and a few obvious variations.

• Analytics & CRM: Tie wallet addresses and on‑chain events to a single, human identifier (with consent).

• Future‑proofing: ENS is becoming a fabric many Web3 apps read by default—your name will “just work” in more places over time.

Risks & good hygiene

• Key security: Store owner keys offline; use a hardware wallet or multisig.

• Renewal alarms: Add calendar reminders or use auto‑renew services so you never lose the name.

• Trademark diligence: Standard brand rules still apply.

• User education: When you publish a .eth, also share the .eth.limo link so every browser can visit your page.

Where .eth is heading

• Cheaper updates & L2 tooling: Gas‑friendly ways to update records and manage names.

• Richer identity: More standardized records (badges, verified links, credentials).

• Deeper app support: More wallets, games, marketplaces, and social apps treat .eth as the primary display name.

FAQ

• Is .eth a website domain like .com?

  Not in the DNS sense. It’s an Ethereum name that apps/wallets understand. For websites, share name.eth.limo or use a Web3‑aware browser.

• Can I keep my .com and use .eth too?

  Yes. Keep .com for SEO and email; use .eth for payments and identity inside Web3.

• What happens if I forget to renew?

  After a short grace window, the name can be released for others to register. Set reminders and consider auto‑renew.

• Can I create team names like pay.brand.eth?

  Yes—sub‑names are great for departments, campaigns, or dedicated wallets.

The executive summary

.eth is the address book for Web3. It replaces unreadable wallet strings with names humans can remember, and it shows up across dapps automatically. Pair it with your .com for reach and your .x for own‑forever identity, and your brand will be discoverable in today’s web and tomorrow’s.