How can I expedite the VMC certificate issuance process?

Key findings

• Prerequisites are crucial: Before applying, ensure your domain has a DMARC policy at enforcement (p=quarantine or p=reject), and your logo is a registered trademark in a supported jurisdiction. Without these, the application cannot proceed.
• CA relationships matter: Major Certificate Authorities like DigiCert and Entrust are the primary issuers of VMCs. Having an existing relationship or a dedicated account manager can sometimes help in navigating the process more smoothly.
• Verification takes time: The validation process involves legal and organizational verification, which is inherently time-consuming. This includes confirming trademark ownership and organizational legitimacy.
• Alternatives exist: For Gmail, certain methods like Google Profile or Annotation-based logos can display your logo without a VMC, offering a temporary or complementary solution while you pursue BIMI.

Key considerations

• Pre-application checklist: Thoroughly check all requirements, including notarization needs, before initiating the VMC application.
• Engage early with CAs: Contact an accredited BIMI certificate provider to understand their specific process and estimated timelines.
• Trademark strategy: Ensure your logo is trademarked in a country supported by BIMI. This is a non-negotiable step and can take significant time if not already completed.
• DMARC compliance: Your DMARC policy must be at enforcement (p=quarantine or p=reject) prior to VMC issuance. This is a fundamental security requirement.

Key opinions

• Expect delays: Many marketers note that the VMC process takes time, often longer than initially anticipated, due to the detailed verification steps.
• Prerequisites are blockers: The lack of DMARC enforcement or a valid trademark is frequently cited as the main hurdle preventing quick VMC issuance.
• Client involvement is key: Marketers often rely on their clients' legal and IT teams to provide necessary documentation and facilitate the trademark process, which can introduce delays if not managed proactively.
• Look for temporary solutions: While awaiting VMC, exploring other methods like Google Profile logos can offer interim brand visibility.

Key considerations

• Start early: Initiate the VMC process as soon as BIMI is on your roadmap, understanding the potential timeline for each step, especially trademark registration.
• Internal alignment: Ensure your legal and brand teams are fully aware of and committed to the VMC requirements, including the trademark verification process.
• Maintain DMARC: Ensure your DMARC records are correctly configured and remain at an enforcement policy. For more details on this, see our guide to DMARC, SPF, and DKIM.
• Set realistic expectations: Communicate to stakeholders that VMC issuance is a formal, multi-step process that cannot be rushed indefinitely.

Key opinions

• CAs control issuance: DigiCert and Entrust (now part of Sectigo) are the primary entities controlling VMC issuance, and their processes are standardized.
• Validation is mandatory: The steps involving notary services and logo verification are non-negotiable and contribute significantly to the timeline.
• Pre-existing relationships help: If a client has an established relationship with a CA, they might be able to leverage that for slightly faster processing, but it won't bypass core validation.
• Google Profile/Annotation logos as alternatives: These methods offer 100% logo coverage in Gmail and are expected to continue working, providing a viable option while waiting for VMC.

Key considerations

• Understand CA requirements: Familiarize yourself with the specific documentation and validation steps required by the chosen CA to avoid back-and-forth delays. Learn which certification authorities are recommended.
• Prepare all documentation: Having all legal and company registration documents ready and in order will prevent slowdowns during the verification phase.
• Leverage existing relationships: Encourage clients to utilize their current contacts at Certificate Authorities if they have them, as this can smooth out communications.
• Explore parallel strategies: While VMC is being processed, implement alternative logo display methods for immediate impact, like the Gmail Profile/Annotation method described by PeakInbox.

Key findings

• Standardized process: VMC issuance follows a predefined set of validation steps by Certificate Authorities, ensuring consistent security standards.
• Trademark requirement: A legally registered trademark for your logo is a fundamental and non-negotiable requirement for VMC eligibility.
• DMARC enforcement policy: Domains must have an active DMARC policy set to 'quarantine' or 'reject' for VMC to be issued, ensuring strong email authentication.
• SVG file format: The logo submitted for the VMC must be in a specific SVG Tiny PS format, requiring careful conversion and validation.

Key considerations

• Adherence to guidelines: Strictly follow the VMC application guidelines provided by your chosen Certificate Authority to avoid rejections and delays.
• Early DMARC implementation: Ensure your DMARC is correctly configured and at an enforcement policy well in advance of applying for a VMC. For a deeper understanding of VMC and BIMI costs, consult our guide.
• Trademark validation process: Understand the full scope of trademark verification, which may include legal opinions and notary attestations.
• Utilize official tools: Use tools like the official BIMI Group BIMI Inspector to check certificate deployment and SVG file compliance.