Australian web addresses are set to get shorter as the .au domain is seeing many businesses dropping the in favour of the simpler .au direct.  Until 20th September 2022 businesses who hold domain names registered as (eg: will be able to apply for Priority Allocation to receive an exact match .au domain (eg:  All businesses are on notice that if there is no priority allocation request received that their domain name may be ‘up for grabs’ from 3 October 2022, so now is the time to register.

“The .au direct names launched on 24th March 2022.  On the day of the launch all current domain names were placed onto priority hold, meaning that the owner of, for example, is the only entity that can set up a domain” explains ACAPMAs Elisha Radwanowski.

“That priority hold is coming to an end on 20th September 2022, so any business that has not yet completed the Priority Allocation Application for a .au direct domain exact match is at risk of losing their opportunity” continued Elisha.

There is no requirement to change domains – domains will continue to work.

In most cases the .au direct domain will be allocated quickly after application, however where there are multiple applications a determination will be made following a consultative process.

“On 3rd October 2022 anyone will be able to apply for any domain name with a .au, regardless of any previous connection with the existing owner of a matched domain, so if a business does not want to be gazumped by their competitors they should be completing their Priority Allocation Application right now” concludes Elisha.

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Elisha Radwanowski BCom(HRM&IR)