Whenever someone has activated a domain name in a new gTLD that exactly matches a term that is recorded in the Trademark Clearinghouse, the trademark holder will receive an e-mail informing him of this domain name activation, so he can take the necessary steps. It comes at no additional cost. The service is non-mandatory, leaving each trademark holder or agent to decide whether they wish to activate it. It lasts during the duration of their trademark record registration with the Trademark Clearinghouse.