Which certification authorities are recommended for BIMI VMC authentication?

Key findings

• Limited providers: The primary Certificate Authorities (CAs) currently issuing Verified Mark Certificates for BIMI are DigiCert and Entrust. While other vendors may emerge, these two are the established players.
• Reseller options: Many companies acquire VMCs through resellers who partner with DigiCert or Entrust, often providing additional services or simplified processes.
• Trademark requirement: A VMC requires your logo to be a registered trademark in the jurisdiction where your business operates, a fundamental aspect of the verification process for BIMI implementation.
• Manual verification: The VMC application process involves rigorous manual verification by the CA to confirm logo ownership and brand authenticity, unlike some other digital certificates.
• Pricing and service: Costs and service levels can vary between direct CA purchases and reseller offerings, with some resellers providing white-glove service or competitive pricing.

Key considerations

• Brand recognition goals: Consider how important displaying your logo directly in email inboxes is for your brand's visibility and trustworthiness. BIMI and VMCs are key tools for achieving this.
• Budget and support: Evaluate the cost of the VMC itself, as well as any associated service fees from resellers. Also, factor in the level of technical support you anticipate needing during the application and implementation process. More information on the requirements for VMC and BIMI can be found on the BIMI Group website.
• Company size: Some VMC providers or resellers may cater more to large enterprises, while others might be better suited for smaller organizations. Ensure the provider aligns with your company's scale and needs.
• Provider communication: The VMC application can be complex, involving multiple steps and verifications. Choose a provider or reseller known for clear and responsive communication to avoid delays.
• Ongoing monitoring: After obtaining a VMC, it is important to continuously monitor your DMARC and BIMI records to ensure proper authentication and logo display.

Key opinions

• Value of visual trust: Marketers appreciate that BIMI with VMC can enhance brand recognition and build trust by displaying their official logo directly in the recipient's inbox, which can set their emails apart.
• Process complexity: The application process for a VMC is often perceived as detailed and requiring significant attention to documentation and verification steps.
• Reseller preference: Many marketers prefer working with resellers who can offer guidance and streamline the VMC purchasing process, especially for those who are new to setting up BIMI.
• Cost versus benefit: While VMCs are an investment, marketers weigh the cost against the benefits of increased brand visibility and perceived authenticity, often concluding it's worthwhile for established brands.
• Patience is key: Due to the rigorous validation, the VMC issuance can take time, requiring patience during the approval phases.

Key considerations

• Trademark status: Ensure your logo is a registered trademark, as this is a non-negotiable prerequisite for obtaining a VMC. Without it, you cannot proceed with a VMC.
• Provider choice: While DigiCert and Entrust are the main CAs, consider which reseller (if any) provides the best service and support for your specific needs, especially for smaller organizations that might benefit from white-glove service. The SSL Store provides a guide on this process.
• Long-term strategy: Integrate VMC acquisition into your broader email authentication and brand security strategy, including robust DMARC policies. A VMC alone will not solve all deliverability issues, but it reinforces trust.
• Communication expectations: Be prepared for potentially slow or challenging communication with some VMC providers, and factor this into your project timeline.
• Alternatives: For specific use cases or if a VMC is not feasible, explore alternatives like self-signed BIMI if supported by your target mailbox providers, though a VMC offers the highest level of verification and broader adoption. Learn more about the requirements and alternatives for VMC.

Key opinions

• Limited but established options: Experts confirm that DigiCert and Entrust are the primary (and currently only) Certificate Authorities issuing VMCs, signifying a concentrated market.
• Communication challenges: Some experts express dissatisfaction with the communication quality from existing VMC providers, advising clients to be prepared for potential delays or difficulties in correspondence.
• Reseller advantage: Working with a reputable reseller can offer a 'white-glove' service, potentially simplifying the VMC acquisition process and providing better support compared to direct CA interaction.
• Target market alignment: VMC solutions from certain providers or resellers are often geared towards larger enterprises, suggesting that smaller companies might need to seek out specific tailored services.
• DigiCert often preferred: Despite general communication concerns, DigiCert is frequently mentioned as the preferred option among the two main CAs for VMC acquisition.

Key considerations

• Due diligence on resellers: If opting for a reseller, ensure they provide transparent pricing and added value in terms of service and support, especially for complex processes like VMC application. Be sure to understand your BIMI accredited certificate providers.
• Trademark clarity: Confirm your logo is a properly registered and valid trademark. Any issues with trademark registration will halt the VMC process, as it's a mandatory prerequisite.
• Scalability needs: Consider your organization's size and future growth plans when choosing a VMC path. Some solutions might be more robust for larger enterprises, while others are more agile for smaller businesses. This often factors into whether DigiCert is the only VMC issuer.
• Post-issuance monitoring: Once a VMC is obtained, continuous monitoring of DMARC alignment and BIMI record health is essential to ensure consistent logo display and email authentication effectiveness.
• Realistic expectations: Understand that VMC acquisition is not a quick process due to the manual verification steps, so allocate sufficient time for implementation.

Key findings

• MVA role: Mark Verifying Authorities (MVAs) are responsible for verifying the association of logos with domains and issuing Verified Mark Certificates that integrate into BIMI records. This is a core function.
• Digital certificate nature: A VMC is fundamentally a digital certificate issued by a Certificate Authority (CA) that specifically confirms logo ownership, crucial for BIMI's visual authentication.
• DMARC prerequisite: Successful BIMI implementation, especially with a VMC, mandates a strong DMARC policy, typically at 'quarantine' or 'reject', to ensure email authentication prior to logo display.
• No free options: The manual verification steps required for VMCs mean that free or low-cost options like Let's Encrypt are not feasible for this type of certificate.
• Post-setup monitoring: After deploying a BIMI record and VMC, continuous testing and monitoring of the domain's authentication status are recommended to ensure proper functioning.

Key considerations

• Trademark registration: The documentation consistently highlights that your logo must be a registered trademark to qualify for a VMC. This is the cornerstone of the verification process.
• SVG format: Adhere strictly to the specified SVG tiny P/S format for your logo. Any deviation can lead to display issues or rejection during validation. Consult a guide to validating your BIMI SVG.
• DNS configuration: Proper configuration of your BIMI DNS record, pointing to both your VMC and logo, is critical for successful implementation. The BIMI Group maintains information about current MVAs.
• CA selection: While options are limited, ensure the chosen CA is recognized by the BIMI Group and supports the current standards for VMC issuance.
• Understand the process: Familiarize yourself with the entire VMC application process, including all validation checks, to streamline your submission and avoid common pitfalls.