How long does it take for BIMI logo to show in Yahoo and where is the BIMI status added?
Matthew Whittaker
Co-founder & CTO, Suped
Published 29 May 2025
Updated 16 Aug 2025
7 min read
Getting your brand's logo to appear in recipient inboxes through Brand Indicators for Message Identification (BIMI) can be a significant boost for brand recognition and trust. However, it's common to wonder about the timeline, especially with major providers like Yahoo. I often hear questions about how long it takes for the BIMI logo to show up and where exactly its status is recorded. Let's delve into these aspects.
The implementation of BIMI involves setting up specific DNS records that point to your verified brand logo. Once these records are in place, the process of the logo becoming visible can vary. It's not always instantaneous, and several factors can influence the display time.
Display time for BIMI logo
How long until your BIMI logo shows in Yahoo
After successfully publishing your BIMI DNS record and ensuring all BIMI requirements for SVG files and Yahoo are met, the waiting game begins. For most email providers, including Yahoo, it can take up to 48 hours for your BIMI logo to start appearing. This period allows for DNS propagation globally and for mailbox providers to update their cache.
However, Yahoo specifically mentions that if you've just updated your BIMI record, it can take some time for the changes to propagate across their systems. Checking on the web with a clear cache is often the best approach to verify the display. It's not uncommon for it to take a few days, or even up to a week, before the logo is consistently visible, as Yahoo Sender Hub FAQs explain.
Factors such as your domain's sending reputation and the specific email client used by recipients can also play a role. Yahoo generally displays BIMI logos for commercial and transactional emails, but not for personal mail.
Typical propagation timeframe
DNS propagation: Changes to DNS records, including BIMI TXT records, can take up to 48 hours to fully propagate across the internet.
Cache updates: Email providers like Yahoo cache DNS information, and it may take time for their systems to refresh and recognize the new BIMI record. This could range from a few days to a week.
BIMI status in email headers
Where is the BIMI status added?
The BIMI status itself isn't typically added to email headers in the same way that SPF, DKIM, and DMARC authentication results are. BIMI is primarily a DNS TXT record, and its validation happens on the receiving mail server's side, rather than being explicitly stamped into the email's raw message headers by the sending or receiving server, with a few exceptions. This is a common point of confusion for those new to BIMI.
While some niche email providers or intermediate mail servers might add a bimi= header to the Authentication-Results field, major players like Gmail and Yahoo do not typically do this. They conduct their internal checks based on your DNS record to decide whether to display your logo in their respective applications.
The core of BIMI resides in your DNS (Domain Name System) settings as a TXT record. This record contains the URL to your SVG logo file and optionally a VMC (Verified Mark Certificate) if your mailbox provider requires it. When an email reaches a BIMI-supporting mailbox provider, the provider looks up this DNS record for the sending domain.
BIMI record location
Your BIMI record is a DNS TXT record published at a specific subdomain, usually default._bimi.yourdomain.com. It directly points to your logo file and VMC (if applicable). This is where the core information for BIMI lives.
Unlike SPF, DKIM, and DMARC, BIMI status is generally not written into the email headers by major mailbox providers. Instead, the logo appears directly in the email client's interface after successful validation against the DNS record. Some providers, however, might include a bimi= tag in Authentication-Results.
Factors impacting BIMI logo display
What affects BIMI logo display?
Even with a correctly configured BIMI record, several factors can influence whether your logo is displayed, especially with a service like Yahoo. These go beyond just the DNS record itself and touch on the broader aspects of email deliverability and sender reputation.
DMARC policy: For BIMI to work, your domain must have a DMARC policy set to enforcement (p=quarantine or p=reject). A p=none policy will prevent BIMI from displaying.
Domain reputation:Mailbox providers, including Yahoo, often consider your domain's sending reputation. Even with all technical configurations correct, a poor reputation (e.g., being on a blacklist or blocklist) can hinder logo display. Yahoo has explicitly stated that BIMI display is also based on reputation.
SVG file format: The SVG logo file must meet specific technical requirements (e.g., SVG Tiny PS format, square dimensions, HTTPS hosting). Incorrect formatting is a common reason for logos not showing. You can use tools to validate your BIMI SVG.
VMC usage: While some providers might display BIMI without a Verified Mark Certificate, Yahoo generally requires a VMC for logo display, ensuring an extra layer of trust and verification.
If your BIMI logo isn't displaying, it's crucial to go through a systematic troubleshooting process. Check your DNS records, confirm DMARC enforcement, validate your SVG, and ensure your domain reputation is healthy. Sometimes, patience is also key, as propagation can indeed take time.
Maximizing BIMI visibility
Tips for reliable BIMI display
Start with DMARC enforcement: Ensure your DMARC policy is set to p=quarantine or p=reject for your organizational domain, as BIMI heavily relies on this foundation.
Use a VMC: Obtain a Verified Mark Certificate from a recognized authority. This is often a prerequisite for major mailbox providers like Google and Yahoo for BIMI logo display.
Monitor your domain reputation: Keep an eye on your sender reputation. A good reputation significantly increases your chances of BIMI logo display. Regularly check for any blocklist (or blacklist) listings.
By addressing these points, you can significantly improve the chances of your BIMI logo appearing consistently across various email clients, including Yahoo.
Views from the trenches
Best practices
Maintain a strong DMARC enforcement policy of p=quarantine or p=reject to meet BIMI's foundational requirement.
Regularly check your domain's reputation and avoid practices that could lead to being added to a blocklist.
Ensure your SVG logo strictly adheres to the BIMI specifications, including the SVG Tiny PS format.
Common pitfalls
Setting a DMARC policy to p=none, which will prevent your BIMI logo from displaying.
Using an SVG file that doesn't meet the precise technical requirements, causing it to fail validation.
Expecting instantaneous BIMI logo display; propagation and caching can take several days.
Expert tips
Verify your BIMI record's DNS propagation using public DNS lookup tools to ensure it's visible globally.
Test your BIMI setup by sending emails to various providers to confirm consistent logo display across different clients.
Monitor your DMARC reports for any authentication failures that could negatively impact BIMI visibility.
Expert view
Expert from Email Geeks says that Gmail does not include BIMI status in email headers.
2022-03-15 - Email Geeks
Expert view
Expert from Email Geeks noted that Fastmail is one of the few providers that might include BIMI status in headers.
2022-03-15 - Email Geeks
Final thoughts on BIMI visibility
Navigating the nuances of BIMI implementation, especially concerning display times and status indicators, requires patience and a solid understanding of its underlying mechanisms. While Yahoo and other major providers may take a few days to fully reflect BIMI changes, the investment in time and effort is well worth it for the added brand visibility and trust. Remember, a robust DMARC policy and a strong sender reputation are the bedrock upon which successful BIMI display is built.
Keeping these factors in mind, you can set realistic expectations and ensure your brand's logo consistently enhances your email presence. For more in-depth troubleshooting, you can refer to our guide on troubleshooting BIMI logo not displaying in Yahoo Mail.
Yahoo. I often hear questions about how long it takes for the BIMI logo to show up and where exactly its status is recorded. Let's delve into these aspects.
Yahoo
Gmail and Yahoo do not typically do this. They conduct their internal checks based on your DNS record to decide whether to display your logo in their respective applications.
Google and Yahoo for BIMI logo display.
Yahoo and other major providers may take a few days to fully reflect BIMI changes, the investment in time and effort is well worth it for the added brand visibility and trust. Remember, a robust DMARC policy and a strong sender reputation are the bedrock upon which successful BIMI display is built.
