Ethereum Name Service (ENS) has announced that Domain Name System (DNS) users can now integrate directly on the ENS mainnet.

The integration would allow website owners on the DNS platform to import the same name for use on ENS without changing to a name that ends with .eth. For example, users who own “example.com” on DNS can import it into ENS as the same example.com and not example.eth.

The ENS team believes this would help users keep their details while benefiting from all the functionalities that a .eth address has to offer.

DNS is how the internet organizes itself and is often referred to as the phonebook of the internet. The DNS links domain names like Google.com to IP addresses for people to find and browse websites easily. DNS has been in operation for decades.

ENS, on the other hand, is a distributed, open, and extensible naming system based on the Ethereum blockchain. It is identical to DNS but has different architecture due to the capabilities and constraints provided by the Ethereum blockchain.

ENS also acts as an Ethereum address which means instead of using a long alphanumeric string type of address to send funds to, you can simply send to the .eth address on ENS.

In a separate blog post, ENS Director of Operations, Brantly Millegan, explained that one of the advantages of the new DNS integration is that imported names won't pay any ENS fee.

With .eth names, the shorter the chosen name, the more expensive it is. However, DNS names imported to ENS have no ENS protocol fee at all. Also, while.eth names cannot be revoked, DNS names can be.

Developed by non-profit organization True Names (TLD) in 2017, ENS' funding has mostly come from grants. In the recent announcement, the platform acknowledged the support from the Ethereum Foundation and the ETC Labs.

Although the ENS protocol appears to be a relatively untapped sector, things are changing quickly. ENS is witnessing growing adoption as more developers and firms are turning to build applications on the platform.

Popular American beer brand Budweiser recently purchased a domain name on the decentralized naming system. The domain name dubbed beer.eth was sold for 30 Ether ($96,000) according to Opensea marketplace records.

Although ENS services are still in an infantile stage, Budweiser could use the beer.eth ENS name to build a variety of different applications.

Two ENS domain names named artist.eth and artcollector.eth recently also got sold for 10 Ether each, according to a Reddit post.

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