Is a VMC certificate always required to display a logo via BIMI?

While VMCs are generally seen as the gold standard for brand verification in email, they are not always strictly required for BIMI. Some email clients may display a logo without a VMC if a strong DMARC policy is in place, or with a Common Mark Certificate (CMC) if supported. The necessity depends on your target audience's email clients and your brand's specific needs for high assurance.

What is the main difference between a VMC and a CMC, besides cost?

The primary difference lies in the trademark requirement and the validation process. VMCs require a globally registered trademark for the logo and undergo a rigorous validation, which is why they are more expensive. CMCs, on the other hand, are for logos protected by prior use and have a simpler, more affordable validation process, making BIMI more accessible.

Why are VMC certificates so expensive compared to other types of digital certificates?

The cost of VMC certificates is primarily driven by the extensive manual validation process performed by Certificate Authorities (CAs) to verify trademark ownership and the organization's identity. This rigorous process is designed to prevent brand impersonation and ensure the integrity of the displayed logo, demanding significant resources from the issuing CAs. The limited number of authorized issuers also contributes to the pricing.

Will a VMC purchased for my main domain also work for my subdomains?

Yes, while a VMC is specific to a single domain, some CAs offer options to include subdomains within the certificate, or you may need a separate VMC for each distinct subdomain from which you send emails with a unique logo. It's crucial to consult with your chosen CA to understand their specific policies and options regarding subdomain inclusion or separate certificates.

Are there truly cheaper alternatives to VMC certificates for displaying a brand logo in emails?

While there isn't a direct "cheaper alternative" that provides the exact same level of verified trust as a VMC without meeting its requirements, Common Mark Certificates (CMCs) are a more affordable option for displaying logos based on prior use. Additionally, simply having a strong DMARC policy at enforcement (p=quarantine or p=reject) can enable logo display on some email clients, even without a VMC or CMC.

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Technical

What is the cost of VMC certificates and are there cheaper alternatives?

Matthew Whittaker

Co-founder & CTO, Suped

Published 29 Jul 2025

Updated 16 Aug 2025

6 min read

For many businesses, displaying a verified brand logo directly in the email inbox is a powerful way to build trust and recognition. This is where Brand Indicators for Message Identification (BIMI) comes into play, often requiring a Verified Mark Certificate (VMC) to ensure the logo's authenticity. However, the perceived cost of VMC certificates can be a significant barrier for many organizations.

I've often heard concerns about the price tag associated with VMCs, with some quotes pushing upwards of $1,000 annually. It's natural to wonder if such an investment is justified or if there are more affordable ways to achieve similar brand visibility and email security. In this guide, I will break down the costs involved, explore alternatives like Common Mark Certificates (CMCs), and help you understand the full picture of investing in email brand identity.

The cost of VMC certificates

VMC certificates typically range from $899 to $1,668 annually. This cost reflects the stringent validation process required to verify that an organization genuinely owns the trademarked logo it wishes to display. Only a few Certificate Authorities (CAs), such as DigiCert and Sectigo (which acquired Entrust's TLS/SSL business), are authorized to issue VMCs. These CAs conduct thorough checks to verify trademark ownership.

The pricing can vary depending on the specific CA and the duration of the certificate. For example, some providers offer discounts for multi-year subscriptions. You can find current pricing information from vendors like SSL2Buy.

It's crucial to understand that the VMC fee is only one part of the total cost. A VMC requires a globally registered trademark for your logo, which involves significant legal expenses for registration and maintenance. These are often ongoing yearly fees that add to the overall investment.

Understanding the value and associated investments

Despite the cost, VMCs offer significant benefits, primarily enhancing brand trust and security. Displaying a verified logo helps recipients identify legitimate emails, reducing phishing risks and improving engagement rates. This enhanced trust can lead to tangible business value and a positive return on investment for BIMI.

The cost of a VMC certificate is often a small part of the total investment in email authentication. To fully leverage BIMI with a VMC, a strong DMARC policy (at p=quarantine or p=reject) is required. This itself involves careful DMARC monitoring and management, which can involve additional software licensing fees.

Considering the hidden costs

Trademark registration: Legal fees for registering your logo with a qualified intellectual property office.
DMARC implementation: Moving your DMARC policy to enforcement (quarantine or reject) requires careful analysis of DMARC reports, often necessitating dedicated tools or professional services.
Ongoing maintenance: Ensuring all sending sources pass DMARC alignment consistently is an ongoing task, especially for complex email infrastructures.

It's important to consider all these factors when evaluating the overall investment in BIMI. The goal is to maximize email deliverability and recipient trust, which can have a substantial return on investment through improved engagement and reduced brand impersonation attempts.

Common Mark Certificates: A viable alternative

For those seeking a more budget-friendly option, Common Mark Certificates (CMCs) emerged as an alternative. CMCs allow organizations to display logos that are protected by prior use, rather than requiring a strict registered trademark. This can significantly reduce the initial legal hurdle and cost. To learn more, read our guide on the differences between CMC and VMC certificates.

The validation process for CMCs is less stringent, which translates to a lower cost and simpler acquisition. This makes BIMI more accessible to a broader range of businesses, including small businesses and non-profits, that may not have registered trademarks but still want to leverage brand display. The BIMI Group announced Common Mark Certificates as an alternative to VMCs.

Feature	Verified Mark Certificate (VMC)	Common Mark Certificate (CMC)
Annual Cost	$1,000 - $1,700 per year	$100 - $300 per year
Trademark Requirement	Globally registered trademark	Prior use trademark acceptable
Validation Process	Strict, manual, extended due diligence	Simpler, often automated
Primary Issuers	DigiCert, Sectigo	Multiple CAs

While CMCs are a good alternative, it's crucial to understand their acceptance among email clients. Not all email clients support CMCs in the same way they do VMCs, but major players like Gmail have embraced them, making them a viable option for many.

Strategic considerations and future outlook

Deciding between a VMC and a CMC depends on your specific needs, budget, and trademark status. If your primary goal is maximizing brand visibility with the highest level of trust across all supporting email clients, a VMC might be the way to go, especially if you have an internationally registered trademark.

If the cost of a VMC and the registered trademark requirement are prohibitive, a CMC offers a valuable stepping stone into BIMI. Even without a VMC or CMC, implementing strong DMARC, SPF, and DKIM remains fundamental for email security and deliverability. It's important to remember that VMC is not mandatory for BIMI in all cases, particularly for clients that do not require it.

The market for mark certificates is still evolving. While prices for VMCs are likely to remain relatively high due to the extensive validation involved, increased adoption and competition among Certificate Authorities (CAs) might lead to some adjustments over time. Staying informed about the latest developments is key.

Views from the trenches

Best practices

Ensure your brand's logo is registered as a trademark in the appropriate jurisdiction to meet VMC requirements.

Prioritize a strong DMARC policy at 'p=quarantine' or 'p=reject' before pursuing BIMI, as it's a prerequisite.

Utilize DMARC reporting tools to monitor email authentication and prevent disruptions when enforcing policies.

Common pitfalls

Underestimating the total cost of VMC implementation, including trademark registration and DMARC management.

Attempting to implement a 'p=reject' DMARC policy without sufficient monitoring, which can block legitimate emails.

Expecting immediate, universal logo display across all email clients without understanding VMC/CMC support variations.

Expert tips

Stay updated on which email clients support CMCs, as adoption is expanding, providing more visibility opportunities.

If VMC costs are prohibitive, start with a solid DMARC implementation, as it provides significant anti-spoofing benefits independently.

Don't rush the DMARC enforcement phase, carefully analyze reports to identify all legitimate sending sources.

Marketer view

Marketer from Email Geeks says that Entrust and DigiCert are the only two CAs currently authorized by Google to sell VMCs.

2021-07-13 - Email Geeks

Expert view

wise_laura from Email Geeks says the VMC cost is relatively cheap compared to other associated expenses, such as significant professional services fees and software licensing to reach and maintain a DMARC p=reject policy, as well as the legal fees for trademark acquisition and defense.

2021-07-13 - Email Geeks

Making an informed decision on mark certificates

The decision to invest in a VMC or explore alternatives like a CMC is a strategic one, balancing cost with the desire for enhanced brand visibility and email security. While VMCs represent a premium investment due to their rigorous validation and trademark requirements, they offer the highest level of brand assurance in the inbox.

Common Mark Certificates provide a more accessible entry point to BIMI for many organizations, making brand display more achievable without a registered trademark. Ultimately, strengthening your overall email authentication, including DMARC, SPF, and DKIM, remains paramount for deliverability, regardless of your choice in mark certificates.