We tested identical campaigns -- one with a rooted .com anchor domain, the other with a newly launched .ae vanity shell. The difference in user behavior was immediate. CPL rose 3% on the vanity domain. Not a spike, just a consistent drag.

Vanity shells are fragile. They lack the trust metrics embedded in user memory. Brand signals decay when passed through a domain that looks unfamiliar. Especially in Gulf markets, where lineage and repetition matter.

The anchor domain carried years of implicit endorsement. Search clickthroughs held. WhatsApp shares doubled. Meanwhile, the .ae link got flagged more often in Gmail's promotions tab.

In high-trust segments, familiarity isn't just comfort. It's conversion fuel.

A pretty URL doesn't perform better. A remembered one does.