Probably a registration by ITV Studios, the TV production arm of ITV. The label exactly matches the brand name and fits a trademark-first priority-window .PAY filing, though it could also be a corporate defensive registration.
.PAY domain
mumi.pay
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Frequently asked questions about mumi.pay
For mobile money, can I transfer a .PAY LRP domain to someone else?
A .PAY name registered during an LRP may be transferred only to a new registrant that fulfills the same LRP eligibility criteria. For registration or pre-order assistance, start at domain.pay: https://domain.pay/register. Do not buy or sell LRP names without confirming eligibility.
How do I set up email on mumi.pay?
To send and receive mail at mumi.pay, choose a mailbox provider, then add their MX records to your DNS plus SPF, DKIM, and DMARC TXT records for deliverability. Mail won't flow until the MX records for mumi.pay propagate. Manage the domain's DNS from /domains.
What are the current .PAY launch dates in 2026 and 2027 for an ecommerce brand?
Current ICANN dates: .PAY Sunrise is April 13–July 20, 2026; LRP1 is July 20, 2026–February 1, 2027; Trademark Claims is February 1–May 2, 2027. For registration or pre-order action, use domain.pay: https://domain.pay/register.
Should I pay for VIP if mumi.pay has low competition?
If mumi.pay appears to have little contention, VIP priority handling is optional and mainly useful when timing is tight at the drop. You can still secure mumi.pay at the $100 standard or premium mumi rate without it. Weigh the options at https://domain.pay/pricing.
When should a crypto or DeFi product pre-order a .PAY domain for a crypto or DeFi product?
Current ICANN dates: .PAY Sunrise is April 13–July 20, 2026; LRP1 is July 20, 2026–February 1, 2027; Trademark Claims is February 1–May 2, 2027. For registration or pre-order action, use domain.pay: https://domain.pay/register.
Availability is checked live and re-verified before payment. Pre-orders are first-day registration attempts — registration is not guaranteed; 100% credit toward another domain (or 80% cash refund) if unsuccessful.