How do I implement a blue check mark on Gmail with BIMI and VMC?

Key findings

• BIMI foundation: BIMI allows organizations to display their trademarked logos next to their authenticated email messages in supported inboxes.
• VMC requirement for blue checkmark: While BIMI itself enables logo display, Gmail's blue checkmark specifically requires the additional verification of a Verified Mark Certificate (VMC). Other providers might support BIMI without a VMC.
• Prerequisite for DMARC: A strong DMARC policy (p=quarantine or p=reject) is a fundamental prerequisite for implementing BIMI and, consequently, achieving the blue checkmark.
• Trademarked logo: Your brand logo must be registered as a trademark with a recognized intellectual property office to qualify for a VMC.
• Technical setup: Implementation involves creating a BIMI DNS TXT record that points to your VMC and an SVG version of your logo.

Key considerations

• Cost investment: Obtaining a VMC involves a significant financial investment, often hundreds to over a thousand dollars annually per domain, plus trademark registration fees.
• DMARC enforcement: Ensuring your DMARC policy is at an enforcement level (p=quarantine or p=reject) is crucial. You can learn more about setting up DMARC for BIMI.
• Logo specifications: The logo must be in a specific SVG format and meet certain technical requirements to be accepted by VMC providers and displayed correctly by mailbox providers.
• Mailbox provider support: Not all mailbox providers support BIMI, or require a VMC for its display. Google and iCloud are prominent examples that do require a VMC for the blue checkmark. The BIMI Group offers comprehensive resources on this.
• Reputation matters: Even with all technical configurations correct, good sender reputation is essential for the logo and checkmark to display consistently.

Key opinions

• Brand trust: Marketers view the blue checkmark as a critical trust signal for recipients, particularly in an era of increasing phishing attempts.
• VMC's role: The checkmark is generally understood to be a direct result of obtaining and implementing a Verified Mark Certificate, especially for Google and iCloud.
• Cost is a factor: The cost associated with VMCs is a notable point of discussion, with specific price ranges often mentioned as a barrier for some.
• Prerequisites are key: Achieving the checkmark requires preliminary steps like trademarking the brand logo and having a robust DMARC policy in place.
• Not just for gmail: While the focus is often on Gmail, marketers recognize that BIMI, and by extension the blue checkmark, can impact display across other supporting email clients.

Key considerations

• Strategic investment: Marketers should evaluate the potential ROI of a VMC, considering increased brand recognition, open rates, and reduced phishing risks.
• Technical team involvement: Successful implementation heavily relies on collaboration with webmasters or IT teams to handle DNS records and server configurations. Our guide on BIMI implementation requirements offers more detail.
• Trademark process: Starting the trademark registration early is essential, as this can be a lengthy process and is a hard requirement for VMC.
• Long-term commitment: VMCs are typically annual subscriptions, so consider the ongoing costs. For more details on the financial aspect, see our page on BIMI implementation costs.
• Consistency with authentication: The blue checkmark is a visible sign of robust email authentication (SPF, DKIM, DMARC), which itself is crucial for overall email deliverability.

Key opinions

• BIMI is central: The blue checkmark is inherently tied to BIMI implementation, which is a standard designed to verify sender identity.
• VMC for google: While some providers may display BIMI logos without a VMC, Google (and iCloud) specifically mandate a VMC for their blue checkmark feature.
• No manual approval: Experts clarify that there isn't a manual 'approval' process from Google for the checkmark to show; it's an automatic display based on technical eligibility and sender reputation.
• Costs are specific: Exact costs for VMCs can vary and are often higher than some initial estimates, particularly for the first domain.
• Beyond Google: The checkmark benefits extend beyond Google, as BIMI aims for broader adoption across other email platforms.

Key considerations

• Technical accuracy: Ensure all DNS records (SPF, DKIM, DMARC, BIMI) are correctly configured and aligned, as any misconfiguration can prevent the checkmark from appearing. Our guide on BIMI for Gmail and Yahoo can assist.
• Reputation is paramount: A good sending reputation is a silent but critical factor. Even with perfect technical setup, a poor reputation might impede the display. Understanding your email domain reputation is vital.
• Resource utilization: Leverage official BIMI Group resources, which provide comprehensive FAQs and step-by-step documentation for implementation details.
• VMC cost variation: Be aware that VMC costs can differ between certificate authorities and depending on whether it's a new or additional domain.

Key findings

• DMARC enforcement policy: Documentation consistently states that a domain must have an active DMARC policy set to 'quarantine' or 'reject' to be eligible for BIMI with VMC.
• Trademark requirement: The logo intended for BIMI display and VMC inclusion must be officially trademarked with an accepted intellectual property office.
• SVG format: The logo needs to be converted into a specific, secure SVG Tiny 1.2 format, hosted on a secure server (HTTPS), and referenced in the BIMI DNS record.
• BIMI DNS record: A TXT record, often prefixed with default._bimi, must be published in the domain's DNS, containing the location of the SVG logo and the VMC.
• VMC issuance: VMCs are issued by Certificate Authorities (CAs) accredited by the BIMI Group, which verify the trademark ownership and domain control.

Key considerations

• Strict adherence to standards: Deviations from DMARC, SVG, or VMC standards will prevent the logo and checkmark from displaying.
• CA selection: Only VMCs from BIMI-accredited Certificate Authorities are recognized by supporting mailbox providers like Google.
• Continuous authentication: The display of the logo and checkmark is dynamic and dependent on ongoing successful DMARC authentication for every email sent.
• Logo accessibility: The SVG logo URL in the BIMI record must be publicly accessible via HTTPS. Our article on BIMI logo setup and SVG troubleshooting can provide further assistance.
• Monitor and troubleshoot: Regularly monitor DMARC reports and use BIMI validators to ensure continuous compliance and troubleshoot any display issues. The Google Workspace Updates Blog is a good place to stay informed on Google's specific updates.