Ethereum Name Service partners with GoDaddy to link domain names and blockchain addresses

BLOCKCHAIN

Ethereum Name Service, a blockchain-based naming system, today announced a partnership with the domain name registrar and web hosting service GoDaddy Inc. to link ENS-enabled names to web domains for users without the need for technical know-how.

ENS works to simplify complex blockchain wallet addresses, which can be represented by up to 40 alphanumeric characters, into human-readable names. This means that instead of having to copy/paste complex codes every time a user wants to buy, sell or trade cryptocurrency, a user merely needs to remember something like “matthew.eth” or “thisismywallet.eth.”

GoDaddy provides a similar service for Internet Protocol addresses using the Domain Name Service, which allows the transition of machine-readable IP addresses such as “8.8.8.8” into human-readable addresses such as “dns.google.” This allows for the creation of domain names for web pages for example “www.google.com” and “www.microsoft.com,” which in turn DNS transforms back into machine-readable IP addresses.

“With this milestone, we are furthering our mission to build a more secure, decentralized and user-friendly internet,” said ENS founder Nick Johnson. “ENS, much like DNS, is a public good and a core part of the internet infrastructure. By pairing up ENS names and GoDaddy domains, we will streamline the way users interact with web domains, blending the familiarity of the DNS with the potential of blockchain technology.”

Blockchain technology is at the center of what is called Web3, or the decentralized web. It allows services to work peer-to-peer, allowing users to transfer cryptocurrency and messages without the need for centralized services or intermediaries. That enables developers to create applications that eschew intermediaries and do not rely on centralized servers or services, so as long as one portion of the network remains, it will continue operating.

With the new partnership between ENS and GoDaddy, users will now be able to link their ENS names such as the “matthew.eth” above into web addresses free of charge. That will make it simple for ENS users to quickly create their web addresses so that they can benefit from web services, such as setting up web pages.

ENS also deployed new blockchain smart contracts to allow the owners of DNS domain names to use them as names in ENS. That means any domain name, from “.com” to “.net,” can be both a web address and also a name that links to a decentralized profile and wallet address.

Ethereum Name Service said that this linkage will help foster a sense of trust in digital identities by allowing the owners of domain names to link their crypto wallets and their domains together, building a bridge between digital properties.

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