New York requires every LLC to have a unique, distinguishable name. Here's how the rules work, where to search, and how to reserve a name before you file.
Every state writes its own LLC naming rules. New York's rules cover three areas: what words you have to include, what words you can't use, and how distinct your name has to be from every other New York entity on file.
New York will reject a name that is the same as — or confusingly similar to — an existing New York LLC, corporation, partnership, or reserved name. "Confusingly similar" is a judgment call made by the NY Division of Corporations, not an algorithm; small differences like "Acme Holdings LLC" vs. "Acme Holding LLC" can be rejected.
New York has a publication requirement: within 120 days of formation, your LLC must publish a notice in two newspapers — one daily, one weekly — designated by the county clerk, for six consecutive weeks. After publication you file a Certificate of Publication with the Department of State. Costs vary by county and are steepest in Manhattan, where total publication expense routinely exceeds $1,500.
The New York business entity search lives at dos.ny.gov. Look for "Business Entity Search" or "Name Availability Search" in the main navigation.
Don't just search the full name — try the distinctive keyword alone, the keyword with and without the "LLC" ending, and the plural/singular forms. A name that passes a "begins with" search can still collide on a "contains" search.
The New York database only tracks state entity names — it does not check federal trademarks. For a business you plan to brand nationally, also run a USPTO TESS search before committing.
If the exact match .com is taken by a competitor, treat that as a warning flag — not about state availability, but about everyday confusion in the market.
New York allows name reservation for a fee, typically held for 60 to 120 days. If you're ready to file within a week or two, there's no reason to reserve — just file the Articles directly and the name locks when the LLC is approved. Reservation makes sense if you've picked a name, need to secure it, but aren't ready to file (for example, because you're still finalizing the operating agreement or capital structure).
When you reserve with us, we file the New York name-reservation form and hand you the confirmation. Reservation fees are a pass-through New York state cost; our service fee is still $299 whether or not you reserve.
A formation specialist runs the New York database before submitting your Articles. If your first choice is taken or likely to be rejected for similarity, we call before filing — we do not submit a filing that isn't going to clear. You tell us your preferred name plus two alternates on the reservation form and we work through them in order.
Reservation takes three minutes. A formation specialist in Albany handles the rest.