7Block, #7Block, 7 Blocks, and 7th Block: Branding Lessons From Web3 Native Studios

Here’s a handy guide for picking, safeguarding, and growing your Web3 brand name in today’s landscape. We’ll cover everything from DNS and ENS to Farcaster, token tickers, app stores, and SEO. This way, you won't waste precious time or lose your credibility due to mix-ups or impersonators. Let's dive in! The examples below take a look at a fictional brand called "7Block" and lay out what you should do in 2026.

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TL;DR (description)

So, if you’re getting ready to launch or give a fresh look to a blockchain product, keep in mind that “7Block,” “#7Block,” “7 Blocks,” and “7th Block” are actually four distinct namespaces. Each one has its own set of rules, so it’s important to treat them separately.
This guide breaks down everything you need to know, covering the nitty-gritty like USPTO search syntax, options for ENS Name Wrapping, policies for Farcaster usernames, how to check CAIP-19 tickers, Organization schema, and verification processes on platforms like X, LinkedIn, Telegram, and Discord. Plus, we’ll throw in all the important updates for 2024-2026 that you really shouldn’t miss out on! (uspto.gov).

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Why Web3 brands need a “multi-namespace” strategy now

By 2026, finding things and building trust won’t just be in one simple index. The quickest-growing Web3-native studios really see brand names as part of a bigger system.

So, we're talking about DNS and web stuff here, including classic domains and how Google Search fits into the picture.

• Onchain identity, like ENS (Ethereum Name Service) and Solana Name Service, is a growing trend.
• Social identity, like your Farcaster usernames, X handles, and LinkedIn pages.
• Token identity, which includes tickers and symbols across different chains, is based on CAIP-19.
• We're all about community platforms like Telegram and Discord, and we're making sure we have solid verification in place to keep things secure.

Every namespace comes with its own set of rules, risks, and timeframes. Think of a simple name like "7Block" as just the starting point. The real magic happens with the system you put in place--it helps you steer clear of issues like name clashes, domain squatting, and getting stuck in SEO traps. (docs.ens.domains).

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What changed since 2024 that affects your brand plan

So, Google has combined its "helpful content" system with the core ranking process and has also made some stricter spam policies. This shift really changes the way branded searches show up in the results and how different schemas can help clarify what your entity is all about. Let's focus on creating clear and engaging AI overviews, while making sure our brand pages stay helpful, quick to navigate, and super straightforward. (developers.google.com). Farcaster has come a long way, evolving from those initial “Frames” to now having fully functional mini-apps and payment features. It's pretty impressive to see how much they've grown! Even if you're not all about social media, your username and the names you choose for your mini-apps can really affect how things like search, wallets, and support processes work. (theblock.co). Hey folks! Just a heads up that ENS has started working on ENSv2 and the L2 migration. Before you go ahead and permanently lock any wrappers or fuses, make sure you fully grasp what this migration means for you. It’s better to be safe than sorry! (support.ens.domains). So, ICANN is planning to open its next gTLD application window in April 2026. This is a great opportunity for you to think about defensive strategies and get involved! brand TLD strategy. (newgtldprogram.icann.org). So, X (formerly Twitter) has rolled out its pricing for Premium Organizations. This move is all about giving brands those nifty affiliation badges to help tackle impersonation. Pretty smart, right? LinkedIn just rolled out some new options for Page verification and recruiter verification. (help.x.com).

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The name itself: 7Block vs #7Block vs 7 Blocks vs 7th Block

Think of them as distinct surfaces.

• 7Block (primary legal/brand)
• #7Block (campaign/UGC tag)
• 7 Blocks (you can use the plural version; it works well in casual writing).
• 7th Block (this is the ordinal version; it might run into some place names).

When you're on site, make sure to add “alternateName” aliases in your Organization schema. This helps Google clearly understand all the different versions of your entity. After that, create a go-to “Name Variants” explainer page. You can use this page in your bios and support macros, making it a handy resource! (developers.google.com).

Here’s an example of Organization JSON-LD you can use for disambiguation--just pop this on your About or Home page!

{
  "@context": "https://schema.org",
  "@type": "Organization",
  "name": "7Block Labs",
  "alternateName": ["7Block", "7 Blocks", "7th Block", "#7Block"],
  "url": "https://example.com",
  "logo": "https://example.com/logo.png",
  "sameAs": [
    "https://x.com/7block",
    "https://www.linkedin.com/company/7block",
    "https://warpcast.com/7block",
    "https://github.com/7block"
  ]
}

Google definitely suggests using a solid Organization schema on your homepage. This helps them pick the right logo and understand your name better. It's a smart move to boost your visibility! (developers.google.com).

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Legal clearance and “collision math” you can do today

Before you dive into design and copy lock-in, make sure to do a solid trademark search using the USPTO's new system. Just a heads up, the old TESS is no longer in the picture! You should use both exact matches and regex options for singulars and plurals, as well as for numbers and words. For example, you might want to include “seven block” as one of the variations. (uspto.gov).

Practical sequence (U.S.):

1. Sure! So, we need to focus on the exact phrase "CM:7block." After that, let’s also give a shot at some variations like “7 block,” “seven block,” “7 blocks,” and “7th block.” 2. Hey there! Just a quick note about regex expansion for lookalikes: CM:/. That should be pretty straightforward for you. If you have any questions or need more details, feel free to ask! *7. ?block. */ and CM:/. *seven. ?block. */. 3. If you want to check out those bustling neighborhoods, just switch to Expert mode and combine your results using AND/OR. It's a simple way to find the liveliest spots! (uspto.gov). 4. When it comes to classes, you can usually look for Class 9, which covers downloadable software. Then there’s Class 42 for SaaS, but make sure to be specific about what the software actually does. And don’t forget about Class 36 if you're dealing with certain financial services--it often pops up too! If you’re dealing with “SaaS” labels that are a bit too vague, they’re going to get shot down. Make sure to stick to the exact wording from the ID Manual, and don’t forget to use the ID Assistance Tool for help! (uspto.gov).

Just a heads up: The USPTO has completely switched over to a cloud-based search, which has taken the place of TESS. They're also rolling out new features regularly, including something called "search builder." "Your team should definitely do a thorough check for any conflicts, but these steps can help you spot a lot of issues early on." (uspto.gov).

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Onchain identity: ENS today, ENSv2 tomorrow

Make sure you really get the hang of fuses before you start wrapping or passing things off to someone else. The ENS Name Wrapper takes names and turns them into ERC-1155 tokens while also adding some cool irreversible “fuses.” "It’s perfect for assigning subnames to different communities, but the locking feature could really restrict your options for moving to another L2 in the future." Hey there! Just a heads up--if you're thinking about burning fuses for trustless subnames on Namechain (ENSv2), the latest ENS docs suggest being a bit cautious. It's definitely worth a careful look! (docs.ens.domains).

• So, for 7Block, we’re looking at a solid approach for the first half of 2026. Hey there! Go ahead and snag the domains 7block.eth and 7blocklabs.eth on Layer 1. First things first, go ahead and set up a Subname Registrar on the testnet. Hey there! So, we're thinking of using some pilot subnames for our staff, like "alice.7block.eth." but we want to avoid any permanent locks until we get the Namechain details sorted out and stable. Sounds good? (docs.ens.domains).

Here are the use cases that ENS supports right out of the box with the Wrapper:

• Hand out subnames to NFT holders or employees, making sure to set up detailed “fuse” permissions--like a CANNOT_TRANSFER option--for compliance purposes. (docs.ens.domains).

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Onchain identity (Solana): .sol that actually resolves in browsers

The Solana Name Service, or SNS, allows you to easily map a... So, when you’re dealing with the .sol domain, you can link it up to URLs, IPFS, or even Arweave. Plus, the Brave browser makes things super smooth by natively resolving SNS names, which really helps with the wallet experience. If “7block.sol” is up for grabs, it’s a pretty affordable way to secure your investment. Plus, it lets you take advantage of web resolution through the SNS resolver gateway. (brave.com).

Here’s a handy tip for you: make sure to point 7block.sol’s URL to your main brand site. This little move can really help cut down on phishing attempts by guiding Solana users straight to where they need to be. It’s a smart way to keep everything secure and on track! (bonfida.org).

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Social identity: Farcaster usernames are identity primitives now

There are two main types of names you can use. First up, we've got offchain fnames, which are free and can be revoked anytime, and these go under fcast.id. Then, there's the onchain ENS names, like 7block.eth. Apps really should honor whatever you choose as your primary option. Just a heads up, there’s a character limit of 16, and make sure it’s all in lowercase! (docs.farcaster.xyz). Make sure to grab both the 7block (fname) and 7block.eth (ENS) and link them to the same fid. Make sure to grab a short brand handle for easy use, and keep "7blocklabs" as a backup just in case! (github.com). Farcaster just rolled out a cool update! They’ve added in-app payments using USDC and leveled up their Frames feature into more interactive mini-apps. If you're involved in shipping commerce flows or on-chain support, keep in mind that your username and app name are officially product names now. So, give them the attention they deserve! (theblock.co).

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Token tickers: avoid collisions with CAIP-19, not just a cute 3-5 letters

Ticker collisions are rampant. So, "BLK" is already taken by BlackCoin. If we go with BLK for our 7Block token, it could really throw off exchanges, explorers, and wallets. We don’t want to mix things up and create confusion, right? With CAIP-19, you get this universal Asset ID that makes it super easy to identify your token, no matter which chain it’s on. It's a handy way to keep track of things across different platforms! (coingecko.com).

Alright, so here’s the deal: if you pick the symbol “7BLK” on Ethereum using the address 0xabc… and then go for Base at 0xdef…, just go ahead and publish those canonical CAIP-19s.

• eip155:1/erc20:0xabc...
• eip155:8453/erc20:0xdef...
  Make sure to add these to your website, your documentation, and in your EAS attestation below. Trust me, it’ll really help clear up a lot of confusion around scam tokens! (chainagnostic.org).

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Publish onchain “official brand” attestations (EAS)

The Ethereum Attestation Service, or EAS for short, is a cool public-good protocol designed for making attestations on both the mainnet and layer 2 solutions. It's all about keeping things neutral and accessible for everyone! Alright, here’s the plan. We need to put together a “BrandProfile” schema that covers a few important details like our official domains, ENS names, social media handles, and token CAIP-19s. Once we've got that all lined up, we'll go ahead and get a signed attestation from our treasury multisig. Sound good? Let’s make it happen! Wallets, partners, and auditors can all check things directly on the blockchain. (attest.org).

Here are some handy deployed addresses you might want to check out, like the Ethereum mainnet EAS and SchemaRegistry:

• EAS: 0xA1207F3BBa224E2c9c3c6D5aF63D0eb1582Ce587
• SchemaRegistry: 0xA7b39296258348C78294F95B872b282326A97BDF (github.com)

Here’s a quick rundown of the example EAS schema and a sketch of the attestation in TypeScript (using SDK v1 or later):

import { EAS, SchemaRegistry, SchemaEncoder } from '@ethereum-attestation-service/eas-sdk';

const schema = "string domain,string ens,string farcaster,string x,string linkedin,string caip19_eth,string caip19_base";
const schemaEncoder = new SchemaEncoder(schema);

// After registering the schema via SchemaRegistry, encode your official values:
const encodedData = schemaEncoder.encodeData([
  { name: "domain", value: "https://example.com", type: "string" },
  { name: "ens", value: "7block.eth", type: "string" },
  { name: "farcaster", value: "7block", type: "string" },
  { name: "x", value: "7block", type: "string" },
  { name: "linkedin", value: "company/7block", type: "string" },
  { name: "caip19_eth", value: "eip155:1/erc20:0xabc...", type: "string" },
  { name: "caip19_base", value: "eip155:8453/erc20:0xdef...", type: "string" }
]);

// Submit attestation with your signer to EAS on mainnet/Base/OP…

EAS operates on some big Layer 2s like Base and Optimism. You can easily mirror attestations for each chain and refer to them in the documentation whenever you need! (github.com).

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SEO: win branded search in an AI Overviews world

Hey there!

Let's create a simple "Brand and Variants" page that covers the differences between 7Block, 7 Blocks, and 7th Block. It would be great to throw in some FAQs too, like "Is #7Block official?" Don’t forget to link to your EAS attestation and the CAIP-19 IDs for easy access. This way, everything’s all in one spot! Make sure to use the Organization schema and include alternateName and sameAs like we discussed earlier. Keep the page straightforward but informative--aim for something quick, reliable, and truly useful for your visitors. So, Google's March 2024 update really gives a nod to this. (developers.google.com).

• Keep an eye on how AI Overviews show up in Search Console since Google has made it clearer how these are recorded. Don't go overboard trying to "optimize for AIO" with unnecessary fluff. Just focus on keeping your branded assets consistent and strong. (developers.google.com).

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Social verification and impersonation controls that actually matter

• X Premium Organizations: Start promoting your product by teaming up with the right folks! Make sure to showcase your support and squad in a way that lets your followers spot those yellow affiliate badges. Just a heads up, you might want to set aside around $1,000 a month if you're targeting the U.S. market. That's an extra $50 for each affiliate, which breaks down to $10,000 a year plus $600 for every affiliate you bring on board. Make sure to include these costs in your brand-protection budget for 2026. (help.x.com). Hey there! Exciting news for LinkedIn users! If you’re looking to get your LinkedIn page verified, the eligibility criteria have just expanded. It’s not just for Premium members anymore! Now, pages that show real engagement or have solid commercial relationships--like ads or job postings--can also qualify for verification. So, if you've been putting in the work to connect and engage, you might just have a shot at getting that shiny verification badge! Hey there! Just a heads-up: if you’re looking to make changes in the Page settings, you’ll need to have control over the domain. Verified Pages make it super easy to check if employees are legit. (linkedin.com). Hey there! So, did you know that on Telegram, there's this cool feature called third-party verification? It lets trusted services add unique verification icons right next to your account name. This can really help boost your brand's credibility, especially in those crypto communities. Pretty neat, right? (theverge.com). Hey there! Just a quick heads-up: Discord has hit pause on their official server verifications for now. So, it’s important to bump up your server's verification levels across the board. Also, make sure that all your admins have mandatory two-factor authentication switched on for extra security. Oh, and don’t forget to link your server to your domain and any verified social media accounts to show that you're the real deal! Just a heads up about the risk of the age-verification vendor breach in 2025. It's really important to cut back on data collection wherever we can, and don't forget to make sure our security contacts are easy to find and published.
  (support.discord.com).

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DNS and .brand TLD: timelines and why it’s relevant for 7Block

Defensive DNS registrations really help cut down on phishing and clear up any confusion in the marketplace. com,. io,. xyz,. app,. Hey there! Just a quick note that you’re working with data that's up-to-date until October 2023. If you're looking for information on hiring in specific ccTLDs, I've got you covered! WIPO just hit another incredible milestone with a record number of UDRP filings this year! Now, it’s time to get our budgeting in place for monitoring and recovery efforts. (wipo.int).

• If you're part of a growing brand or thinking about scaling up, take a moment to assess option a. So, in the upcoming ICANN round in 2026, we're talking about brand TLDs, right? So, the Applicant Guidebook came into play at the end of 2025. If you’re looking to apply, mark your calendars--the application window kicks off in April 2026, and you’ll have about 12 to 15 weeks to get your submissions in. A. brand (e.g.,. 7block brings trust and policy together in one spot. (icann.org).

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Web3 domain collisions: what to do about UD/alt-TLDs

Unstoppable Domains has got your back when it comes to safeguarding trademarked names. They offer a brand-protection program that you can tap into if your mark qualifies. So, if you think your brand fits the bill, definitely look into their protected brands program for some added peace of mind! While this isn't meant to replace ENS or SNS, it does help clear up a lot of the confusion surrounding their top-level domains. (support.unstoppabledomains.com).

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Farcaster mini-apps and payments: naming is product

When you launch a Farcaster mini-app (which used to be called Frames) for things like claims, billing, or customer support, people will see its short title and domain-like identity pop up in social settings. Make sure your naming is consistent across your ENS and website. When you're thinking about names for Frames or Mini Apps, keep 7block.app in mind. Also, using USDC for things like support refunds or incentive payouts can really help streamline the process and make it smoother for everyone involved. (cointelegraph.com).

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30/60/90-day checklist for “7Block”

30 days (foundational)

• Legal: Go ahead and perform USPTO exact searches along with regex knock-out searches for all 7Block variants. Make sure to focus on shortlisting classes 9, 42, and 36, and use the ID Manual and ID Assistance Tool to nail down those precise identifications. (uspto.gov).
• DNS: Register 7block. Hey there! So, here’s what you need to do: make sure to cover the basics like setting up those domains--think .com, .io, .xyz, and the app dev stuff. Don’t forget to enable HSTS for better security! Oh, and it’s a good idea to publish a security.txt file too. It helps everyone know how to reach out if there are any security issues. Just a little checklist to keep things safe and sound!
• For ENS/SNS, go ahead and register 7block.eth and 7block.sol. Don’t forget to set those primary ENS records! And just a heads up, hold off on burning those irreversible fuses for now. (support.ens.domains).
• Social: Go ahead and grab 7block on Farcaster (just use fname +). Hey there! Just a heads-up: make sure to pin a post with the official links, including CAIP-19 IDs for places like Eth, X, LinkedIn, and GitHub. This way, everyone can easily find the info they need! (docs.farcaster.xyz). Alright, so here’s the plan: we’re going to set up a JSON-LD schema for a ship organization. This will include things like “alternateName” and “sameAs.” Plus, let’s create a snazzy “Brand & Official Links” page to go along with it. Sound good? (developers.google.com).

60 days (trust hardening) Alright, here’s the deal: you’ll want to set up a BrandProfile schema. Make sure to publish those signed attestations that link your official domains, ENS, social media accounts, and CAIP-19s for each blockchain you’re using. (github.com).

• X/LinkedIn: Consider upgrading to X Premium for your organization. Don't forget to ask for verification of your LinkedIn Page and make sure to affiliate any staff accounts too! (help.x.com).
• For Discord and Telegram, let's make sure we're really locking things down. We should have the strongest verification methods in place for our moderators, plus two-factor authentication (2FA) to keep everything secure. Also, don't forget to apply for that third-party verification on Telegram through an approved verifier. It's all about keeping our community safe! (support.discord.com).

You've got a solid 90 days to work on both scaling and defense.

• Farcaster mini-app: Set up a support or claims mini-app for 7Block that allows for USDC micro-payments. Also, keep an eye on username collisions and make sure to outline your name policy clearly. (theblock.co).
• Being ready for ICANN: If you're thinking about going for it... Hey team, let’s make sure we get everyone on the same page about the brand TLD. We need to sync up on the budget and check out our Registry Service Provider options before that April 2026 deadline rolls around. Sound good? (newgtldprogram.icann.org).
• Web3 domains: If it makes sense, collaborate with Unstoppable Domains to secure any important trademarks. Also, remember to keep the main ENS/SNS visible to help users not get mixed up. (support.unstoppabledomains.com).

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A concrete example: resolving a ticker conflict before it hurts you

Let’s say you came up with the idea for “BLK” as part of the 7Block token initiative. A quick check reveals that “BLK” corresponds to BlackCoin across various data providers. That’s a hard no. Sure thing! Just go ahead and pick “7BLK” and then let’s get it all set up.

• Website footer: "Check out the official token IDs," with CAIP-19 details listed for each chain.
• For EAS attestation, make sure to include both the symbol and the CAIP-19s. Hey there! Just a quick note about the Explorer readme. Make sure to include the contract addresses and the CAIP-19s. Oh, and don’t forget to link back to the attestation and the documentation. Happy exploring!

This helps cut down on mistakes when listing on exchanges, prevents wallet mix-ups, and keeps phishing attacks at bay. (coingecko.com).

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Decision guide: when to use 7Block vs #7Block vs 7 Blocks vs 7th Block

• Product/UI strings: Just “7Block.”
• Community campaigns: Think of something like "#7Block" for user-generated content or events. Just a heads up, we don’t touch on legal stuff or documentation here.
• SEO/editorial: Make sure to use “7 Blocks” and “7th Block” throughout your content in a natural way. However, it’s important to link all those different versions back to your “Official Brand & Variants” page. This helps keep everything cohesive and avoids splitting up the brand equity.
• Legal filings: Start with “7Block” as the main trademark. We can always add some cool designs or stylized versions later on.

Let’s connect everything to one main page called "Official Links." We’ll also make sure to include EAS attestation and use Organization schema. (developers.google.com).

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Emerging best practices (2026 edition)

• I really think on-chain attestations are way better than PDFs for those “official links.” "They're tougher to fake and pretty simple to incorporate." (attest.org). Hey, just a heads up--hold off on locking those ENS fuses until we’ve figured out all the details for ENSv2 and Namechain that apply to your situation. It’s better to wait until everything’s sorted! Try out some subname registrars on Sepolia. (docs.ens.domains).
• Budget for verification. If you're handling support on social media, X org verification isn't just a bonus anymore--it's a must-have. (help.x.com). Make sure to publish CAIP-19s for every asset and chain you work with. It’s a good idea to link to them in your documentation, user interfaces, and support responses. This way, everything stays clear and easy to reference! (chainagnostic.org). Keep an eye on the AI Overviews clicks in Search Console. Remember, the aim here is to make sure things are clear and distinct--not just to chase after quick summaries. (developers.google.com). Sure! If you have the scale, just go ahead and... a. Think of brand TLD as your guiding light for links and verification throughout your entire setup. It's a good idea to start doing your homework now to get ready for that April 2026 deadline! (newgtldprogram.icann.org).

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Wrap-up

Building a brand in Web3 goes way beyond just slapping a logo on something; it's really about creating a whole system. Think of it this way: when you combine all variations like 7Block, #7Block, 7 Blocks, and 7th Block into one solid, verifiable identity graph, you're setting yourself up for success. By grounding it in things like the Organization schema, CAIP-19, EAS attestations, and keeping your handles consistent, you’ll build trust and improve your search results. Plus, it helps prevent any confusion and keeps support issues to a minimum. It's a win-win! First off, get your clearance and schema sorted. Then, when you’re ready, carefully add in ENS/SNS. Don’t forget to lock in your social verification and publish those attestations. And if you feel confident, go ahead and seek a! brand TLD in 2026. The compounding effect is definitely a thing, and it's backed by solid reasoning.

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References and further reading

• So, there's a Google update coming in March 2024, and it looks like they're tightening up their spam policies. Also, they've got some new guidelines on how to log AI overviews. (developers.google.com). The USPTO’s trademark search system (TESS has been retired) includes tools like the search builder and various search strategies to help you out. (uspto.gov). Just a heads-up about the ENS Name Wrapper and ENSv2--there are a few things to be careful about. Also, don’t forget to check out the Subname Registrar while you're at it! (docs.ens.domains). So, we’ve got some cool stuff going on! We're looking at Farcaster usernames, which is pretty exciting. Plus, there’s the whole ENS integration happening. Don’t forget about the Frames and Mini Apps that are in the mix. And of course, we can’t overlook payments--definitely a big part of the picture! (docs.farcaster.xyz).
• Let’s talk about the Solana Name Service and how it works with browser resolution. (brave.com).
• So, we've got those CAIP-19 asset IDs to talk about. And as for examples of the BLK ticker, we can definitely dive into that too! (chainagnostic.org).
• EAS contracts, documents, and the SDK. (github.com).
• X Premium Organizations pricing and how to get your LinkedIn Page verified. (help.x.com).
• So, when it comes to the new gTLD round for ICANN in 2026, here are the important timelines you need to keep in mind. (newgtldprogram.icann.org).
• WIPO UDRP filings for 2023. (wipo.int).

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