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/her of this domain name activation so that he/she 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. The service lasts indefinitely during the duration of their trademark record registration within the Trademark Clearinghouse.