What is the typical cost of a VMC certificate and are there ways to reduce it?

Key findings

• Annual expense: VMC certificates typically incur an annual fee exceeding $1,000 USD, with variations based on the provider and subscription duration.
• No free options: Due to the mandatory identity and trademark validation, there are no free VMC alternatives available.
• Provider specific: While Gmail and Apple Mail require a VMC for logo display, other providers such as Yahoo and Fastmail currently do not.
• Limited providers: VMCs are primarily issued by a limited number of accredited Certificate Authorities, notably Entrust and DigiCert.

Key considerations

• Investment justification: Evaluate the return on investment for your brand, considering the enhanced trust and recognition a VMC provides.
• Multi-year plans: Some CAs offer slight per-year savings if you purchase a multi-year subscription, although this does not significantly reduce the overall cost.
• BIMI requirements: Ensure your domain meets all BIMI prerequisites, including a DMARC policy at enforcement (p=quarantine or p=reject), before investing in a VMC.
• Alternative display methods: Explore whether alternative methods for logo display, such as setting up a Gmail profile picture for the sending address, might suffice for your current needs, though these are not official BIMI implementations and may not be permanent. For general information on BIMI, you can refer to the BIMI Group FAQs.

Key opinions

• Cost is a barrier: Many marketers find the $1,000+ annual fee for a VMC to be a substantial hurdle, particularly for new ventures operating on tight budgets.
• Perceived fairness: Some feel the pricing structure is unfair or exploitative, given the limited number of issuing authorities.
• Startup relevance: For true startups, the critical importance of a VMC is often debated, suggesting it may not be a top priority compared to core business functions.
• Provider comparison: Marketers note the distinction that some major mailbox providers, like Gmail, mandate VMCs for logo display, while others, like Yahoo, do not.

Key considerations

• Budget allocation: Consider if the visual impact of a brand logo in the inbox justifies reallocating budget from other email deliverability or marketing initiatives.
• Strategic importance: Assess the strategic importance of a verified logo for your specific brand identity and customer trust, especially when considering the business value and ROI of implementing BIMI.
• Alternative options: Investigate all avenues for displaying logos, including whether a simpler Common Mark Certificate (CMC) could suffice for your needs, or if temporary workarounds are viable for non-critical campaigns. You can compare VMC costs at The SSL Store.
• Long-term commitment: Understand that VMCs are an annual recurring cost, requiring ongoing renewal and validation to maintain logo display.

Key opinions

• Cost is standard: Experts confirm that VMC costs, often exceeding $1,000 annually, are typical and there are no direct methods to significantly reduce this fee.
• No workaround for key providers: Without a VMC, brand logos will not display in Gmail or Apple Mail, making it a strict requirement for these prominent inboxes.
• Contextual value: The value of a VMC is subjective and depends on whether the investment aligns with a startup's or company's specific goals and brand visibility needs.
• Provider pricing: Specific price points for Entrust and DigiCert VMCs are cited, typically around $1,299/year and $1,499/year respectively, highlighting Entrust as slightly cheaper.

Key considerations

• Strategic investment: View a VMC as a strategic investment in long-term brand trust and authenticated email delivery, rather than a mere discretionary expense.
• BIMI readiness: Ensure your domain has robust DMARC, SPF, and DKIM authentication in place as these are foundational for any BIMI implementation, whether a VMC is used or not.
• Temporary Gmail logo: While there is a temporary workaround to display a logo in Gmail by setting a Gmail profile picture, experts caution that this is not a permanent or officially supported BIMI solution and its longevity is uncertain. You can find more details on this temporary method at Spamresource.com.
• Issuing authorities: Investigate which accredited Certificate Authorities best suit your organization's needs and budget, as slight cost differences exist.

Key findings

• Authentication purpose: VMCs are digital certificates that validate and authenticate a company's logo, linking it to the sender's domain for enhanced email security and trust.
• Trademark mandate: A legally registered trademark for the brand logo is a strict prerequisite for obtaining a VMC, ensuring brand legitimacy.
• Validation process: The issuance process involves thorough validation of the applicant's identity and trademark ownership by accredited CAs.
• Cost determinants: The cost of VMCs is influenced by factors such as the issuing CA, subscription term, and the extensive manual validation required.

Key considerations

• Technical specifications: Adhere to the precise technical specifications for your logo's SVG format to ensure compatibility with the VMC and BIMI standards. This is critical for display in supporting email clients.
• DMARC policy: Ensure your domain's DMARC policy is set to enforcement (p=quarantine or p=reject) as this is a mandatory technical requirement for BIMI with a VMC. Without it, the logo will not display.
• CA selection: Choose a trusted Certificate Authority that is accredited by the BIMI Group for VMC issuance, such as DigiCert or Entrust, to ensure compliance and reliability.
• Renewal process: Understand that VMCs require annual renewal, which includes ongoing validation steps, making it an recurring commitment rather than a one-time setup.