ENS vs Unstoppable Domains: Which Web3 Name Service Wins?

• ENS is an open standard on Ethereum, resolved by many wallets/dapps via EIP-137 and friends (EIP-634 text records, EIP-2304 reverse records, EIP-3668 CCIP-Read). It uses rent-style registrations for .eth (renew annually), offers the Name Wrapper and Fuses for safe subdomain programs, and can bridge DNS via DNSSEC. It’s the most interoperable naming layer inside the Ethereum ecosystem.
• Unstoppable Domains popularized one-time purchase “Web3 domains” (no renewal fees) for TLDs like .crypto, .nft, etc., with strong consumer UX, single-pane dashboards, app integrations, and off-chain + on-chain records depending on the TLD/version. It’s more vendor-managed than ENS and historically less “protocol first,” but it focuses on mainstream usability and partnerships.
• Who wins? For Ethereum-native identity, on-chain composability, developer standards, subdomain programs, and DNS proofs → ENS usually wins. For one-time fee simplicity, multi-chain branding, and consumer-friendly dashboards → UD is compelling. Many teams do both: ENS for core on-chain identity and UD for consumer-facing naming/marketing where it’s supported.

1) Primer: How Web3 naming works (ENS vs UD)

A Web3 name turns a human-readable string (e.g., you.eth, you.crypto) into machine-readable records: wallet addresses, profile text keys, avatars, and website locators. When a wallet/dapp “resolves” a name, it discovers a resolver contract or a service and fetches the record. The sharpest differences between ENS and UD are not just features, but who you trust and where the data lives.

If your priority is Ethereum-native composability (DeFi, NFTs, DAOs, AA, on-chain permissions), ENS is the canonical base layer. If your priority is a consumer-friendly, one-time-purchase, multi-TLD Web3 “personal domain” with a managed experience, UD provides a strong onramp and wide brand recognition across non-developer audiences.

2) Governance, trust & standards

ENS: public standards on Ethereum

• Core spec: EIP-137 (ENS), with EIP-634 (text records), EIP-2304 (reverse), and EIP-3668 (CCIP-Read for off-chain data)
• Docs: docs.ens.domains; registry and resolvers are on Ethereum L1
• Open-source ethos; any wallet/dapp can integrate resolution by following EIPs
• Name Wrapper & Fuses (ENS extension) add granular on-chain permissions for names/subdomains

Unstoppable Domains: vendor-managed web3 namespaces

• Consumer-first product with TLDs like .crypto, .nft, .x, etc.
• One-time fees (no annual renewals) for many TLDs, with UD acting as coordinator and resolver provider
• Integrations and SDKs oriented to mainstream apps and wallets; on-chain vs off-chain storage can vary by TLD/version
• Common goal: make naming easy for non-technical users (templates, profiles, email-like UX)

Implication: If your organization needs auditable, permissionless, standard-driven operations with on-chain policy guarantees, ENS’s EIP-based model is ideal. If you prioritize convenience and simple pricing for a broad user base, UD’s managed model can be a net positive.

3) Namespaces & TLDs

For developer ecosystems and DAO treasuries, .eth is an “expected” identity and often integrated by default. For consumer brand campaigns or influencer-centric identities, a memorable UD TLD might be easier to distribute.

4) Resolution support (wallets, dapps, browsers)

Names are only useful if other apps resolve them. ENS integrates through public EIPs that many wallets/dapps already implement. UD integrates via partnerships and SDKs. Browser-level support is distinct: traditional browsers resolve DNS by default; ENS sites typically use gateways (e.g., eth.limo) unless a browser adds native ENS.

[Interoperability spectrum]
Open EIPs & on-chain standards ──────────────────────────────► Vendor SDK + App Partnerships
            (ENS)                                                             (UD)
    

Takeaway: If you need the maximum chance that your name works across DeFi, multisig dashboards, and Ethereum infra, ENS remains the safest bet. If your audience lives in specific partner apps (social wallets, creator tools) where UD has official integration, UD gives a nicer turnkey UX.

5) Records & features (addr, text, avatars, contenthash, CCIP-Read)

ENS records

• Address records: multi-coin support via Public Resolver (ENS docs)
• Text records: EIP-634 (email, url, social links, avatar, custom keys)
• Reverse record: EIP-2304 (address → name, for display)
• contenthash: decentralized site pointers (IPFS/Arweave). See ENS websites guide in docs.
• CCIP-Read: EIP-3668 for off-chain data with on-chain verification
• Name Wrapper & Fuses: ERC-1155 wrapper adds on-chain permissions for safe subdomain programs

UD records

• Address records for multiple chains and tokens
• Profile fields (socials, websites) managed via dashboards and SDKs
• Website routing through UD tools or partner gateways/hosting
• Some TLDs or early generations may use off-chain storage or vendor infrastructure—check per TLD

Developer angle: ENS favors a “protocol first, build with EIPs” approach. UD favors “product first, integrate the basics for you”. Neither is “wrong,” but the former optimizes composability/auditability; the latter optimizes time-to-value for non-technical users.

6) Pricing, renewals & business model

Finance note: Corporate buyers like the predictability of UD’s one-time fee. Protocol natives accept ENS renewals as part of on-chain sovereignty and are happy to register during off-peak gas. For compliance (US/global), treat names like intangible assets; coordinate with legal (trademarks) and IT (renewal automation).

7) DNS bridging (DNSSEC, CCIP-Read, hybrid sites)

If your brand already controls brand.com, ENS lets you import that DNS name into ENS with DNSSEC proofs so wallets can verify you’re the same owner. Developers can also serve off-chain data to ENS using CCIP-Read.

• ENS DNSSEC docs: docs.ens.domains
• Cloudflare Web3: docs.cloudflare.com/web3
• CCIP-Read spec: EIP-3668

UD focuses less on DNSSEC imports and more on vendor-managed routing and social integrations. If DNS parity is a must-have, ENS has the native path.

8) Subdomains, programs & team operations

Subdomains are how you scale naming to teams and communities (alice.brand.eth, ops.brand.eth). ENS’s Name Wrapper adds Fuses—on-chain permissions you can burn to guarantee behavior (e.g., parent cannot change resolver). That’s critical if you distribute identities to users and need to enforce predictable rules.

UD supports subdomains via its own product flows and APIs (check current docs per TLD). The difference is philosophical: ENS allows permissionless programs that any dev can build/verify; UD favors curated experiences for non-technical admins.

9) Smart accounts, session keys & Account Abstraction (EIP-4337)

With Account Abstraction (AA), users adopt smart accounts that support social recovery, spending limits, session keys, and gas sponsorship (paymasters). ENS already maps cleanly to smart accounts: set addr to the smart account, set the reverse record from that same account, and you now have a name that represents a policy-rich wallet. For consumer flows, UD names can also point to smart accounts as those UIs adopt AA-aware interactions.

• EIP-4337: eips.ethereum.org/EIPS/eip-4337
• Smart wallets sign as contracts via EIP-1271

Practical advice: If AA is central to your roadmap (consumer app with session keys, gasless), ENS offers the most granular policy primitives today (wrappers/fuses, CCIP-Read). UD will remain usable where partner apps implement AA + UD resolution.

10) Security, scams & brand safety

Most user losses come from phishing, blind signing, misconfigured records, or brand impersonation—not protocol bugs. Whether you choose ENS or UD, adopt the same hygiene:

• Bookmark official apps; avoid sponsored search links. ENS docs: docs.ens.domains
• Double-check EIP-712 typed-data prompts; revoke stale approvals at revoke.cash
• For brands, avoid infringing names (USPTO TESS, EU TMview, WIPO Brand DB)
• Host avatars on IPFS/Arweave (IPFS; Arweave) and set reverse records properly

Brand safety: ENS + DNSSEC gives you a cryptographic link between your .com and your ENS name—useful in legal and enterprise settings. UD’s one-stop dashboard simplifies non-technical orgs that want fewer knobs. Each reduces different risks.

11) Operations: setup checklists

A) ENS quick-start (personal or org)

1. Open official docs: docs.ens.domains; use links there to the app.
2. Register name.eth off-peak (see Etherscan Gas Tracker).
3. Set resolver to Public Resolver; set addr to your smart account (or EOA temporarily).
4. Set reverse record from that same account (EIP-2304).
5. Add text records (url, avatar, socials). Prefer ipfs:// avatar.
6. (Optional) Set contenthash to IPFS/Arweave site. Gateways: eth.limo.
7. For brands: connect DNS via DNSSEC import (ENS docs) to prove control of brand.com.
8. Wrap the name; burn relevant Fuses before issuing subdomains; publish policy.
9. Automate renewals (calendar + scripts); quarterly record review.

B) UD quick-start (personal or org)

1. Purchase a suitable TLD/name from UD’s official site (verify URL from UD docs).
2. Point addresses for ETH, BTC, preferred chains; test resolution in supporting wallets/apps.
3. Fill profile fields; connect socials; upload avatar/media as recommended by UD docs.
4. Explore website routing options or partner hosting; test from multiple clients.
5. If distributing subdomains (where supported), document policies and verify user flows.
6. Maintain a change log; re-verify after wallet migrations or app permission changes.

12) Decision trees: which should you choose?

Need: DeFi/DAO/NFT composability, on-chain policies, DNS proofs
→ Choose ENS (.eth) for primary identity
→ Add DNSSEC import if you own brand.com
→ Optional: also buy a UD name for consumer marketing channels that support it
      

Need: Easy distribution, one-time fee, partner app display
→ Buy a UD TLD that fits your persona (e.g., .nft, .x)
→ Also register you.eth for Ethereum-native reach
→ Map both to the same smart account; publish a single "official links" page
      

Need: Auditability, legal proofs, team subdomains, identity SLOs
→ ENS with DNSSEC and Name Wrapper (fuses)
→ Separate ops/treasury names; renewal automation
→ Optionally acquire a UD name for consumer UX; document which channels resolve which
      

13) Migration & coexistence playbooks

A) From UD → ENS (add ENS as primary on-chain identity)

1. Register brand.eth (ENS). Set addr to your primary smart account; set reverse record.
2. Mirror profile text records; store avatar on IPFS/Arweave. Verify with a second resolver.
3. Wrap and fuse if issuing subdomains. Publish policy and documentation for users.
4. Keep UD name for marketing; point to the same address; update “official links” page.

B) From ENS → UD (add UD for consumer reach)

1. Acquire a UD TLD that matches your brand voice; configure addresses and profile.
2. Ensure both names resolve to the same wallets; verify in target partner apps.
3. In public comms, state both identities and link to a canonical page.
4. Monitor support changes; keep a quarterly audit of records on both systems.

C) Coexistence guardrails

• Never publish a name until you have verified reverse record and the same address across resolvers.
• Prefer smart accounts as your canonical addr so both names inherit AA features.
• Maintain a single “official links” URL on DNS that lists both names and their addresses.

14) FAQ

15) Official docs & further reading

• ENS Documentation — docs.ens.domains
• EIP-137 (ENS) — eips.ethereum.org/EIPS/eip-137
• EIP-634 (Text Records) — eips.ethereum.org/EIPS/eip-634
• EIP-2304 (Reverse Records) — eips.ethereum.org/EIPS/eip-2304
• EIP-3668 (CCIP-Read) — eips.ethereum.org/EIPS/eip-3668
• EIP-1271 (Contract sigs) — eips.ethereum.org/EIPS/eip-1271
• EIP-4337 (AA) — eips.ethereum.org/EIPS/eip-4337
• Cloudflare Web3 (gateways, ENS) — docs.cloudflare.com/web3
• IPFS Docs — docs.ipfs.tech; Arweave Docs — docs.arweave.org
• Etherscan Gas Tracker — etherscan.io/gastracker
• Trademark Search (US) — USPTO TESS | EU — TMview | Global — WIPO Brand DB
• Revoke stale approvals — revoke.cash
• Unstoppable Domains (learn/support) — search the official UD help center & developer docs

Recap

• ENS: protocol-driven, EIP-based, Ethereum-native. Best for composability, on-chain policies (wrappers/fuses), DNS proofs, and developer ecosystems.
• UD: consumer-first, one-time fees, curated UX. Best for simple onboarding, multi-TLD branding, and specific partner apps.
• Most durable strategy: Use both: ENS for canonical on-chain identity and UD where your audience benefits. Publish one canonical “official links” page and verify records after every change.

Want a hands-on identity hardening pass (ENS wrapper, fuses, DNSSEC, UD co-branding, AA-ready wallets)?