Is VMC mandatory for BIMI implementation?

Key findings

• Conditional requirement: A VMC is not universally mandatory for BIMI, but it is required by major email service providers (ESPs) such as Gmail and Apple Mail to display your logo. Other providers, like Yahoo and Fastmail, may support BIMI without a VMC.
• Enhanced trust: The primary benefit of a VMC is the added layer of trust it provides. It verifies that your brand logo is authentically associated with your sending domain, which helps combat phishing and spoofing.
• Trademark prerequisite: To obtain a VMC, your brand logo must be a registered trademark in an accepted jurisdiction. This adds a layer of legal protection and brand identity before certification.
• DMARC enforcement: Before considering a VMC, your domain must have a properly configured and enforced DMARC policy (at `p=quarantine` or `p=reject`). This is a fundamental requirement for BIMI to function at all. Learn more about DMARC setup for BIMI.

Key considerations

• Cost and complexity: Acquiring a VMC involves a financial cost and a manual verification process with an accredited Certificate Authority (CA), which can be complex. While it is not free, the investment can yield significant brand benefits.
• Gmail logo display: If displaying your logo in Gmail is a priority, a VMC is essential. This is often a key driver for brands pursuing full BIMI implementation. Understand whether VMC is mandatory for Gmail logo display.
• Brand credibility: Even where not strictly required, a VMC significantly boosts brand credibility and recipient trust. This can lead to better engagement and inbox placement by showing your brand is authenticated.
• Provider-specific requirements: Always check the specific requirements of the email clients you are targeting. Some, like Google, have pioneered the VMC pilot and made it a firm prerequisite. The official BIMI Group website provides up-to-date information on participating providers at BIMI Group.

Key opinions

• Visibility with major providers: Many marketers find that a VMC is practically essential for their logo to appear in major email clients, even if technically BIMI can exist without it.
• Credibility booster: The verified checkmark enabled by a VMC provides a significant trust signal to recipients, potentially increasing open rates and engagement.
• Investment for full advantage: While there's a cost involved, marketers often view the VMC as a necessary investment to fully leverage BIMI's branding and security benefits, especially for high-volume senders.
• Streamlined process: Some marketers have found resources, like a guide from Stripo, helpful in navigating the VMC acquisition process.

Key considerations

• Gradual implementation: Marketers may choose to implement BIMI first without a VMC to see its effects on clients that don't require it, before investing in the certificate for broader coverage.
• Trademark considerations: Ensure your logo is officially trademarked in an acceptable jurisdiction, as this is a non-negotiable step before applying for a VMC. For a full breakdown of requirements, see our guide on BIMI implementation steps.
• Prioritize DMARC: Achieving an enforced DMARC policy is critical before even considering a VMC, as BIMI relies on DMARC authentication. Without it, BIMI cannot be fully deployed.
• Provider-specific impact: Recognize that the impact of a VMC on logo display varies significantly by email client. Gmail, in particular, has made it a key requirement for their verified checkmark.

Key opinions

• Google's requirement: Google, being a pioneer in the VMC pilot, has made it an absolute requirement for displaying logos in Gmail, shaping the industry's approach.
• Provider variation: Most experts agree that only a few mailbox providers, like Yahoo and Fastmail, currently do not require a VMC for BIMI, making it largely necessary for global reach. For more information on client support, see which email clients support BIMI.
• Trademark jurisdiction: The accepted trademark jurisdictions for VMC issuance are limited, a crucial detail to verify before beginning the process. You can find a list of accepted jurisdictions here.
• Brand verification: A VMC serves as essential brand verification, providing visual assurance to recipients that an email truly originates from the claimed sender.

Key considerations

• Prerequisite for adoption: For serious brand identity and widespread adoption across major email clients, a VMC is considered a crucial, almost mandatory, step in the BIMI implementation journey.
• Long-term investment: Despite the upfront cost and manual verification process, experts often advise that the long-term benefits of enhanced trust and brand recognition outweigh these considerations for businesses.
• DMARC enforcement first: Ensuring a DMARC policy is set to 'quarantine' or 'reject' is a foundational step that must be completed before a VMC can even be considered for BIMI.
• Strategic value: The strategic value of a VMC lies in its ability to visibly authenticate a brand, which can lead to better user engagement and potentially influence inbox placement algorithms positively, reducing the chances of emails landing in spam or being caught by blocklists.

Key findings

• Verification standard: The BIMI Group states that a VMC is the standard mechanism for verified logo display, especially for email receivers that prioritize strict brand identity confirmation. Find out more at BIMI Group.
• CA issuance: VMCs are issued exclusively by authorized Certificate Authorities (CAs) to establish a trusted link between a trademarked logo and a specific sending domain. This process ensures the legitimacy of the visual brand asset. Discover more about BIMI accredited certificate providers.
• Trademark requirement: A key technical finding is that the logo must be a registered trademark in a recognized jurisdiction for VMC eligibility.
• DMARC enforcement: Documentation consistently states that an enforced DMARC policy is a prerequisite for any BIMI implementation, including those leveraging a VMC.

Key considerations

• Full BIMI potential: To fully unlock the visual benefits of BIMI and ensure your logo appears consistently across major inboxes, documentation implies a VMC is the recommended path.
• Proof of ownership: The VMC serves as undeniable proof of logo ownership and brand authenticity, directly addressing the need for enhanced email security and sender trust.
• Alignment with standards: Implementing a VMC aligns your email program with the highest standards of email authentication and visual branding, as defined by the BIMI working group.
• Future-proofing: As more email clients adopt stricter authentication measures, having a VMC future-proofs your brand's presence in the inbox.