Issue the uniform
Deploy a custom Handshake TLD as your brand's namespace. Every customer who buys in earns their call sign — like shawn.bartender — a badge that says they're part of your unit.
Alpha battalion recruiting
Mobilize your customers.
Build your brand's army.
Pump Army is the command center for ecommerce brands deploying Handshake TLDs to their customers. Every purchase recruits a soldier — armed with their own domain, community access, and a foothold on the agentic web.
Active deployment
dotbartender.com →
Mission brief
Loyalty programs retreat.
Armies advance.
Discount codes expire. Email lists get ignored. A Handshake TLD gives your best customers something they carry forever — rank, identity, and belonging in the army you're building around your brand.
Fortify the ranks
This isn't a mailing list. It's a battalion. Your TLD grants members exclusive access, shared identity, and territory your brand owns outright — not leased from Big Tech.
Arm them for the agentic web
Agentic domains are the next weapon in the arsenal. Identity, payments, credentials, AI agents — all routed through a name your soldiers can shout across a crowded room.
Battle plan
Three maneuvers to mobilize your customers
From first purchase to full enlistment — how brands turn buyers into soldiers.
Secure your territory
Claim a Handshake extension that matches your brand — .bartender, .chef, .maker. Your TLD. Your namespace. Your rules of engagement.
Deploy at checkout
Pump Army integrates with your ecommerce operation. When customers purchase qualifying gear, they earn the right to enlist and claim their call sign on your extension.
Grow the army
Every new recruit strengthens the battalion. Their domain becomes dog tags — identity, access credentials, tip jar, portfolio, and forward base for everything you build next.
Field report
First deployment: .bartender
dotbartender.com was
our inaugural mission. Bar brands arm customers who buy their products with the .bartender
Handshake extension — issuing call signs like shawn.bartender to soldiers in the field.
- Call sign — A namespace that broadcasts "I'm in the unit"
- Field payments — "Send it to shawn.bartender" beats fumbling with wallet addresses in a firefight of a Friday night bar
- First-mover advantage — Handshake TLDs are the .com land grab of the mid-90s. Position now.
- Base access — The domain is the keycard to member benefits and operations still being built
Intel briefing
Powered by Handshake (HNS)
Handshake is a decentralized naming protocol — sovereign territory outside traditional DNS. Your brand doesn't rent namespace from registrars. You own the extension. You command the ranks.
Browser support is still deploying (Chrome compatibility inbound). That's the window. The brands that secured .com in 1995 didn't wait for everyone else to catch up. Neither should you.
HNS Sovereign TLDs
Agentic Armed identities
Beta Live exercises
Recruiting alpha officers
Command the first wave.
Launch your brand's army.
Pump Army is in early experimental beta — live exercises, not polished war games. We're recruiting ecommerce brands ready to deploy Handshake TLDs and build real battalions, the way dotbartender.com mobilized the bar industry.
- You've got a product line and customers passionate enough to enlist
- You're done with loyalty programs that feel like surrendering to platforms
- You're willing to move first while the territory is still unclaimed
Tell us your brand, your product line, and what TLD you'd deploy. This is a hands-on alpha — we review every application personally.