How can I expedite the VMC certificate issuance process?
Michael Ko
Co-founder & CEO, Suped
Published 24 May 2025
Updated 16 Aug 2025
7 min read
Getting a Verified Mark Certificate (VMC) can sometimes feel like a marathon when you're aiming for a sprint. Many organizations, especially those in high-stakes environments, need to display their brand logo in the inbox as quickly as possible. While the VMC issuance process involves rigorous validation steps to ensure trust and security, there are indeed ways to streamline the journey and potentially cut down on the waiting time.
The core of VMC, Brand Indicators for Message Identification (BIMI), and DMARC (Domain-based Message Authentication, Reporting, and Conformance) is about verifying your brand's identity to prevent spoofing and enhance email trust. This means the Certificate Authorities (CAs) need to be thorough, but preparedness on your end can significantly influence the speed of issuance. Let's explore how you can accelerate this critical process.
Prepare your prerequisites thoroughly
The foundation of a speedy VMC issuance lies in meticulous preparation. Before you even submit an application, ensuring all prerequisites are met is paramount. This includes establishing a robust DMARC policy, having a properly registered trademark, and preparing your logo in the correct format.
First, your domain must be DMARC compliant at an enforcement policy (p=quarantine or p=reject). This is a non-negotiable step for VMC eligibility. If your DMARC is still set to p=none, the VMC process cannot proceed. I've found that having a strong DMARC policy greatly reduces the chances of your emails landing in the spam folder, protecting your sending reputation, and laying the groundwork for VMC. You can learn more about DMARC policy examples and how to safely transition to quarantine or reject.
Next, your logo must be a registered trademark in a recognized jurisdiction. This is a strict requirement for VMCs. If your logo isn't trademarked, you'll need to go through that process first, which can add significant time. The CA will verify this trademark, and any discrepancies or lack of proper registration will halt the issuance. Make sure your logo is prepared in the SVG Tiny PS format, as this is the specific vector image format required for BIMI.
Finally, ensure your BIMI record is prepared but not necessarily published yet. You'll need to publish it with your VMC, but having the record ready, pointing to your logo's SVG file, means one less step after the certificate is issued. This proactive approach can shave off valuable time in the overall deployment.
Efficiently navigate the certificate authority validation
Once your prerequisites are in order, the interaction with your chosen Certificate Authority (CA) becomes the next critical phase. Your ability to respond quickly and accurately to their requests will directly impact how fast your VMC is issued. CAs like DigiCert and Entrust are authorized VMC issuers, and they follow a strict validation process.
CAs typically require identity verification, which might involve video calls or notarized documents. Having the correct legal entity documents, proof of domain ownership, and clear trademark registration details readily available will prevent delays. Any back-and-forth due to incomplete or incorrect information will add days, if not weeks, to the process. Be proactive in asking the CA exactly what they need for your specific case.
If your organization has an existing relationship or account manager with a CA, leverage that connection. Sometimes, an established relationship can facilitate smoother communication and potentially prioritize your application, although the fundamental validation steps cannot be skipped. It's about efficiency, not bypassing security. Knowing which certification authorities are recommended can also help you choose a responsive provider.
For very large organizations (e.g., Alexa Top 500), CAs might have dedicated teams or expedited services due to the volume of business or the high-profile nature of the client. It's always worth inquiring if such an option is available. However, for smaller entities, focusing on perfect preparation and rapid response to CA queries will be your best strategy.
Accelerators
DMARC Enforcement: Ensure your DMARC policy is at p=quarantine or p=reject well in advance. This is a foundational step, and neglecting it will halt the process.
Trademark Readiness: Have your logo legally trademarked in a recognized jurisdiction. The CA will verify this, so ensure all documentation is current and accessible.
SVG Format: Prepare your logo in the exact SVG Tiny PS format. Misconfigured SVG files are a common cause of delays. You can use the BIMI Group's official guidelines.
Anticipate and overcome common delays
Even with meticulous preparation, the validation process can sometimes hit snags. Knowing common issues and how to proactively address them can help keep things moving. One typical challenge is the verification of organizational details and domain ownership. CAs often use public databases and require additional documentation if information is inconsistent.
Another area where delays occur is trademark verification. Ensure the registered trademark exactly matches the organization name, or that you have clear legal documentation explaining any variations. If your logo trademark is pending or in a non-recognized jurisdiction, it will delay or prevent VMC issuance.
I've seen situations where communication breakdowns between the applicant and the CA lead to significant delays. Assign a dedicated point person responsible for the VMC application who can respond to CA inquiries promptly. Being reachable and providing clear, concise answers to their questions will prevent unnecessary waiting periods.
Expedited path
Pre-validation checks: Conduct internal audits of DMARC, trademark status, and SVG format before applying. Resolve any issues identified.
Dedicated contact: Designate one person to manage all CA communications and document submissions.
Pre-existing CA relationship: If you have one, utilize it to facilitate communication and potentially accelerate processing.
Common roadblocks
Incomplete documentation: Missing or incorrect legal, trademark, or domain ownership papers.
DMARC policy: Not at p=quarantine or p=reject. This is a frequent issue.
Unresponsive communication: Slow replies to CA requests for information or clarification.
Post-issuance steps and ongoing maintenance
Once your VMC is issued, the final step for displaying your logo is publishing your BIMI DNS record. While this technically happens after issuance, having it ready can expedite the full implementation. The BIMI record is a TXT record that points to your VMC and your SVG logo file. Misconfigurations here can also cause your logo not to display, even with a valid VMC.
The SSL Store has a guide on obtaining and implementing your VMC, which includes detailed steps on publishing your BIMI record. Ensure the URLs for both your SVG and VMC are publicly accessible and correctly referenced in the BIMI TXT record. Incorrect paths or server configurations can prevent mail providers from retrieving your logo.
After publishing, use a BIMI inspector tool to verify that your record and logo are correctly configured. This can help you quickly identify any issues. Staying on top of your email authentication, including DMARC monitoring and blocklist (or blacklist) monitoring, is key to maintaining good sender reputation and ensuring your VMC-enabled logo continues to display reliably.
Views from the trenches
Best practices
Maintain an updated DMARC policy at enforcement for optimal email authentication.
Ensure your trademark is registered in a jurisdiction recognized by Certificate Authorities.
Prepare your logo in the correct SVG Tiny PS format before submitting your VMC application.
Designate a single, responsive point of contact for all communications with the Certificate Authority.
Leverage existing relationships with Certificate Authorities for potentially smoother processing.
Common pitfalls
Having a DMARC policy not at enforcement (p=none) will halt the VMC issuance process.
Submitting an application with an unregistered or incorrectly trademarked logo causes significant delays.
Using an SVG file that does not adhere to the strict SVG Tiny PS format will lead to rejection.
Slow or inconsistent communication with the Certificate Authority can prolong the validation period.
Not having all required legal and organizational documents prepared in advance before applying.
Expert tips
Proactively verify all corporate and trademark information with your Certificate Authority before formal submission.
For large organizations, inquire about dedicated support or expedited paths to streamline VMC validation.
Keep digital copies of all supporting documentation readily accessible for quick submission.
If using a third-party email service, ensure their setup aligns with DMARC enforcement policies.
Consider a phased DMARC rollout to enforcement to avoid deliverability issues before VMC application.
Marketer view
A marketer from Email Geeks says that while the client should have handled the VMC certification, all prerequisites were in place, except for the BIMI TXT record, and the company is a Top 500 Alexa brand, indicating high readiness.
2021-07-19 - Email Geeks
Expert view
An expert from Email Geeks explains that DigiCert and Entrust control the VMC certificates, suggesting that leveraging existing relationships with these providers might expedite the process.
2021-07-19 - Email Geeks
Final thoughts on VMC issuance
While there's no magic button to instantly issue a VMC, a combination of thorough preparation, proactive communication, and an understanding of the validation process can significantly expedite the journey. Focus on DMARC enforcement, securing your trademark, and ensuring your logo is in the correct SVG format well before you apply. Remember, a smooth application is a fast application.
By eliminating potential roadblocks and being responsive to your chosen Certificate Authority, you can minimize delays and get your brand's verified logo displayed in inboxes as efficiently as possible. This not only enhances your email security but also builds brand trust and recognition with your recipients.
