What Box? Holdings LLC (WBH) will be the Registry Operator for new generic Top Level Domains (gTLDs) secured by WBH. WBH will wholesale domain names to Registrars. What Box? Technologies Inc. (WBT), a separate entity with WBH being its sole initial investor, will develop industry specific CMS platforms, coupled with industry/sector/category domain verticals, to build demand for the Registry while generating add-on fee and content related revenue.