Summary
Verified Mark Certificates (VMCs) are a key component of the Brand Indicators for Message Identification (BIMI) standard, allowing businesses to display their trademarked logo next to their sender name in supporting email clients. The cost of VMC certificates can be substantial, often ranging from $900 to over $1,500 per year, primarily due to the rigorous verification process involved and the limited number of authorized Certificate Authorities (CAs). While these costs may seem high, especially for smaller businesses, they are often seen as part of a larger investment in brand trust and email authentication, including prerequisites like robust DMARC implementation. There is ongoing discussion about whether prices will decrease as more CAs enter the market or if the specialized nature of VMCs will keep costs elevated.
Key findings
- High cost: VMC certificates typically cost between $900 and $1,500 annually. This price reflects the extensive validation process required to verify trademark ownership and brand identity.
- Limited providers: Currently, only a few Certificate Authorities, such as DigiCert and Entrust, are authorized by major email providers like Google to issue VMCs. This limited competition contributes to the higher pricing.
- Part of a larger investment: The VMC cost is often a smaller part of the overall investment in advanced email authentication, which includes establishing a DMARC policy at enforcement (p=quarantine or p=reject). Learn more about implementing BIMI and its costs.
- Trademark requirement: A legally registered and valid trademark for the logo is a mandatory prerequisite for obtaining a VMC.
Key considerations
- Alternative options: You can implement BIMI without a VMC, but your logo will only appear in a limited number of email clients that support Common Mark Certificates (CMCs) or do not require a VMC for logo display. The BIMI Group recently announced the introduction of Common Mark Certificates to provide greater flexibility for brands (see: BIMI Group). This is a more affordable path.
- Long-term investment: Consider VMCs as a long-term investment in brand recognition and email trust. The visual assurance of a verified logo can enhance subscriber engagement and reduce phishing attempts.
- DMARC readiness: Before considering a VMC, ensure your domain has a robust DMARC policy set to enforcement (p=quarantine or p=reject). This is a foundational requirement for BIMI. Our guide on DMARC implementation and maintenance costs can provide further insight.
- Market evolution: While current prices are high, the VMC market is still evolving. It is possible that prices may become more competitive as adoption grows and more Certificate Authorities become authorized.
What email marketers say
Email marketers grappling with VMC certificate costs often express a mix of sticker shock and resignation. Many acknowledge the high price tag but recognize it as a necessary investment for enhanced brand visibility and trust, especially within the context of overall email authentication efforts. The discussion frequently revolves around whether the current costs are sustainable or if competition among Certificate Authorities will eventually drive prices down.
Key opinions
- High but accepted: Many marketers find the VMC cost significant, but they accept it as a reality given the current market and the benefits of brand display.
- Contextualized cost: Some view the VMC fee as minor compared to other substantial costs associated with email deliverability, such as DMARC implementation and ongoing compliance.
- Waiting for alternatives: There's a desire for cheaper options or more authorized CAs to emerge, hoping for market regulation to bring prices down.
- BIMI without VMC: Marketers note that it's possible to implement BIMI without a VMC for display on some platforms (like FastMail and Yahoo/Verizon Media Group, VMG), although it may limit broader logo visibility on major platforms like Gmail. The SSL Store provides further details on using BIMI without a VMC.
Key considerations
- Annual recurring cost: VMCs are typically a yearly subscription, adding a recurring expense to the email marketing budget. This is a common aspect of email deliverability tools, as seen in our overview of email list validation costs.
- Return on investment: Marketers should evaluate the potential ROI of displaying a verified logo, considering factors like increased brand recognition, trust, and potentially higher engagement rates. More insights on this can be found in our guide to BIMI ROI.
- DMARC reporting: For DMARC policy enforcement, marketers typically rely on SaaS applications to parse DMARC XML reports, which also incurs a licensing cost. This software helps ensure legitimate emails aren't blocked when the DMARC policy is set to p=reject.
- Current market conditions: The price is influenced by the current limited competition among CAs authorized to issue VMCs. Expecting a significant price drop in the near term may be unrealistic, as the verification work is extensive.
Marketer view
Marketer from Email Geeks indicates that Entrust intends to sell VMCs for around $1,000, and believes that DigiCert will charge $899, which is $100 less than Entrust.
Marketer view
Marketer from The SSL Store highlights that BIMI certificate costs can be as low as $1089 for Common Mark Certificates and $1550 for Verified Mark Certificates, often with additional discounts available.
What the experts say
Industry experts highlight that the cost of VMC certificates is largely driven by the rigorous validation processes mandated by standards bodies and email service providers. They generally concur that while the price point may seem high, it reflects the specialized nature of the service, which involves extensive legal and brand verification. Experts also discuss the current market dynamics, emphasizing the limited number of authorized Certificate Authorities, which contributes to maintaining higher price levels.
Key opinions
- Validation complexity: The price reflects the significant work required to verify a brand's ownership of a logo or wordmark, ensuring authenticity and preventing misuse.
- Market forces: With only a few Certificate Authorities currently authorized to issue VMCs, the market dictates higher prices. Increased competition could lead to some price regulation, but not necessarily drastic drops.
- Comparison to EV certs: VMCs are often compared to Extended Validation (EV) SSL certificates, which historically have been more expensive due to similar rigorous verification processes.
- Prerequisite for trust: Experts emphasize that VMCs are a crucial step in building email trust, but they require a solid foundation of other authentication protocols like DMARC. Learn more about advanced email authentication.
Key considerations
- Strategic investment: Businesses should view VMC expenditure as a strategic investment in their brand's digital identity and deliverability, rather than a mere IT expense.
- Future of email branding: As email clients increasingly adopt BIMI, VMCs are likely to become a more critical component for brand recognition in the inbox. This trend underscores the growing importance of proper technical solutions for deliverability.
- Vendor selection: When selecting a VMC provider, consider their reputation, support, and integration with your existing email infrastructure, beyond just the price.
- Comprehensive DMARC: Before pursuing a VMC, ensure your DMARC implementation is robust and stable at an enforcement policy. This groundwork is essential for VMC effectiveness and can incur significant, initial DMARC setup costs.
Expert view
Expert from SpamResource emphasizes that VMCs are not merely about displaying a logo, but about establishing a high level of digital trust. The rigorous validation process that underpins the certificate is what justifies its cost, as it significantly reduces the likelihood of brand impersonation.
Expert view
Expert from WordToTheWise states that the current VMC market is highly specialized, with limited providers able to meet the stringent requirements set by email service providers and industry consortia. This limited competition inherently keeps prices at a premium.
What the documentation says
Official documentation and technical specifications for BIMI and VMCs consistently emphasize the rigorous requirements and processes involved in issuing these certificates. They detail the need for a verified trademark and a DMARC policy at enforcement, underscoring the VMC's role in enhancing email security and brand trust. The documentation also outlines the role of Certificate Authorities in validating ownership and compliance, a process that inherently contributes to the overall cost.
Key findings
- Validation process: Documentation specifies that VMCs require a thorough validation process by an authorized Certificate Authority to confirm trademark ownership and authenticate the brand's right to use the logo.
- Mandatory DMARC: BIMI implementation with a VMC strictly requires the sender's domain to have a DMARC policy at enforcement (p=quarantine or p=reject). This ensures robust email authentication before a logo is displayed. Our guide on safely transitioning your DMARC policy offers practical steps.
- Trademark requirement: An active, registered trademark is a prerequisite. The VMC binds this trademarked logo to the authenticated email domain.
- BIMI ecosystem role: VMCs play a critical role in the BIMI ecosystem by providing a strong, cryptographically verifiable link between an email sender and their brand logo, enhancing sender reputation and trust. You can also explore our guide to BIMI accredited certificate providers.
Key considerations
- Standardization: The BIMI Group and Certificate Authorities are actively working to standardize VMC issuance, which could eventually streamline the process and potentially influence pricing.
- Technical compliance: Compliance with the technical specifications for BIMI, including SVG logo requirements and DNS record setup, is critical for VMC functionality. Proper BIMI certificate cost comparisons often include these technical setup aspects.
- Ongoing updates: The BIMI standard and VMC requirements may evolve, necessitating ongoing adjustments and potentially additional costs for businesses to maintain compliance.
- Certificate renewal: VMCs are typically issued for a finite period and require annual renewal, which means recurring costs and periodic re-validation of trademark ownership.
Technical article
Documentation from BIMI Group announces the introduction of Common Mark Certificates (CMCs), stating that this shift provides greater flexibility and more affordable pathways for brands of all sizes, especially those who may not yet have a registered trademark for a VMC.
Technical article
Documentation from SSL2BUY outlines features and benefits for Verified Mark Certificates, including competitive pricing, expert customer support available 24/7, fast and hassle-free certificate issuance, secure payment options, and a 30-day money-back guarantee.
Related resources
10 resources
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What are the costs and steps for implementing BIMI (Brand Indicators for Message Identification)?
What is the pricing and approach behind VMC (Verified Mark Certificates) and BIMI (Brand Indicators for Message Identification)?
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Is DigiCert the only working VMC issuer for Google BIMI?
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