On its behalf, the Internet Corporation for Assigned Names and Numbers (ICANN), responsible for creating domain endings like .com or .org, is in the process of developing a whole bunch of new endings, including .eco, a statement from the WWF said.
Every email and website created that ends in .eco will send a powerful signal that its owner is in some way "environmentally-friendly", "sustainable" or simply "green," said the statement.
The idea is to use the power of the web for the good of the planet and its people. That's why WWF and a group of other NGOs, individuals and organisations are working out a way to manage the .eco domain responsibly on behalf of all those striving towards a more sustainable world, it said.
"It is critical that the rules for operating .eco - including who can buy names, how proceeds are used, what it stands for, and how trust is maintained - are transparent, accountable, community based and designed for the long-term benefit of people and the environment," the statement adds.