Why does Gmail require a VMC for BIMI, but Yahoo and AOL don't always?

While Yahoo and AOL may display BIMI logos without a Verified Mark Certificate (VMC), Gmail typically requires a VMC for consistent logo display. The primary reason for this difference is Google's stricter validation process for brand identity. You can learn more about VMC requirements for Gmail .

What are the most common technical issues preventing BIMI logo display?

A common reason is an incorrectly formatted SVG Tiny PS file. It must not contain any embedded raster images (like PNG or JPEG) or external links. Errors in your BIMI DNS TXT record or a DMARC policy that is not set to p=quarantine or p=reject can also prevent display. Additionally, low sender reputation or insufficient email volume can be factors for some providers.

How long does it typically take for a BIMI logo to appear across all email clients?

It varies by provider. While Gmail might show it relatively quickly with a VMC, Yahoo and AOL may take longer, especially if you have a new domain or low sending volume. Propagation delays for DNS changes can also affect visibility. Expect it to take anywhere from a few hours to several days, or even longer if reputation issues are present. For more on this, see how long BIMI takes .

Does sender reputation affect BIMI logo display, even if all technical steps are met?

Yes, sender reputation is crucial, especially for providers like Yahoo and AOL. If your domain has a low reputation, high complaint rates, or is on a blacklist (or blocklist) , your BIMI logo may be suppressed. Maintaining good sending practices and monitoring your domain's reputation are vital for consistent logo display.

Why is my BIMI logo only showing in Gmail and not Yahoo or AOL? - Troubleshooting - Email deliverability - Knowledge base

It can be frustrating when your Brand Indicators for Message Identification (BIMI) logo appears perfectly in Gmail but seems to vanish in Yahoo or AOL mailboxes. I understand the effort that goes into setting up BIMI, and when it does not perform consistently across all major providers, it raises questions. While BIMI aims to standardize brand logo display, the reality is that each mailbox provider implements the standard with its own set of rules and considerations.

Achieving consistent BIMI logo display is not always straightforward. We often see differences in how mailbox providers (like Yahoo and AOL) interpret and apply the BIMI standard, especially concerning factors beyond the basic DNS record setup. This can lead to your logo showing up in some inboxes, while being absent in others, even when your DMARC, SPF, and DKIM records are correctly configured.

Core BIMI requirements

BIMI, or Brand Indicators for Message Identification, allows organizations to display their trademarked logo next to authenticated email messages in supporting inboxes. For your logo to show up, it requires strong email authentication, specifically DMARC enforcement, alongside SPF and DKIM. The DMARC policy must be set to either p=quarantine or p=reject to signal a strong commitment to email security.

Beyond authentication, your logo itself needs to adhere to specific technical requirements. It must be in SVG Tiny Portable/Secure (SVG Tiny PS) format. This specialized SVG format ensures the logo is static and secure, preventing any embedded scripts or external references that could pose security risks. The BIMI record, a TXT record in your DNS, points to the URL where this SVG file is hosted.

While some mailbox providers, particularly Yahoo and AOL, support BIMI without a Verified Mark Certificate (VMC), Google and Apple Mail generally require a VMC for the logo to display. A VMC is a digital certificate that verifies your brand's logo is indeed your registered trademark, adding an extra layer of trust and validation.

Mailbox provider policy differences

The primary reason your BIMI logo might appear in

Gmail but not in

Yahoo or AOL (Verizon Media Group) often boils down to differing policies and display criteria. While the BIMI standard provides a framework, each mail provider has its own interpretation and additional conditions.

For instance, Yahoo and AOL typically support BIMI without a VMC. However, they place significant emphasis on sender reputation and consistent sending volume. If your domain is new, has low sending volume, or a less-than-stellar reputation, your logo may not appear, even with a valid BIMI record. They might also have internal thresholds or trust metrics that need to be met before they display your logo automatically. Conversely, Gmail's primary differentiating factor is the strong preference, or often requirement, for a VMC.

The display of BIMI logos is not instantaneous and can vary based on a provider's caching mechanisms and how frequently they check DNS records. It might take time for changes to propagate, and some providers may only display logos in specific interfaces, such as mobile apps, before rolling out wider desktop support. Refer to each provider's sender guidelines for specific display criteria and typical rollout times. You can find Yahoo's BIMI requirements on their official sender hub.

Provider	VMC requirement	Additional factors
Gmail	Generally required (for consistent display)	Strong domain/IP reputation, DMARC enforcement.
Yahoo and AOL	Optional (logos may display without)	Good sender reputation, consistent sending volume, specific app support.

Technical considerations and common errors

Even with a well-configured BIMI record, subtle technical missteps can prevent your logo from showing up reliably across all clients. One common issue is an incorrectly formatted SVG logo file. While it might look correct to the naked eye or pass some basic validators, it must strictly adhere to the SVG Tiny PS profile. This includes ensuring no raster images (like JPEGs or PNGs) are embedded within the SVG, as these are not permitted. Malformed SVGs are a frequent cause of BIMI display problems.

Another point to check is your DMARC policy. While Gmail might be more forgiving in some scenarios, many mailbox providers will only display the BIMI logo if your DMARC record is at an enforcement policy (p=quarantine or p=reject). A p=none policy, while useful for monitoring, will generally prevent BIMI logos from showing up.

Finally, ensure your BIMI DNS TXT record is correctly published and accessible. Typographical errors, incorrect subdomains, or issues with your DNS provider can all impede discovery of the BIMI record. You can use online tools to validate your BIMI record and SVG file. The BIMI Group's official website provides helpful resources for implementation and troubleshooting. For more specific guidance on implementing BIMI, remember to double-check every step.

Common technical pitfalls

Incorrect SVG format: Ensure your logo is in SVG Tiny PS and does not contain embedded raster images or external links.
DMARC policy: Your DMARC policy must be at p=quarantine or p=reject.
DNS record errors: Double-check your BIMI TXT record for any typos or misconfigurations.

Sender reputation and volume

Sender reputation plays a crucial role in whether your BIMI logo displays, particularly with Yahoo and AOL. These providers use a variety of signals to assess your domain's trustworthiness, including sending history, complaint rates, spam trap hits, and blocklist (blacklist) listings. A poor sender reputation can lead to your emails being marked as spam, throttled, or even rejected, which will certainly prevent your BIMI logo from showing up.

Volume is another factor. If you're sending low volumes of email, especially to Yahoo or AOL, your domain might not trigger their systems to actively look for and display your BIMI logo. While there's no official minimum volume, consistent and legitimate sending helps build the trust needed for logo display. Conversely, sending too much, too fast, or with poor engagement can damage your reputation, leading to your emails being placed on a blocklist or sent to the spam folder, thereby hiding your logo.

To improve your chances, focus on consistent sending practices, maintain a clean email list, and ensure high engagement. Regularly monitor your sender reputation through tools like Google Postmaster Tools. Remember that even if all technical requirements are met, reputation and volume can still be the determining factors for BIMI logo display on Yahoo and AOL.

Focus on good reputation

Consistent sending: Maintain a steady email volume and frequency.
Engagement: Encourage opens, clicks, and replies to improve sender scores.
List hygiene: Regularly clean your email lists to remove inactive or invalid addresses.

Impact of low reputation or volume

Hidden logos: Mailbox providers may suppress logo display for domains with low trust.
Blocklist impact:Being on an email blacklist (or blocklist) can severely impact deliverability and logo display.
Volume sensitivity: Very low sending volumes might not trigger BIMI checks from some providers.

Views from the trenches

Best practices

Ensure your SVG logo strictly adheres to the SVG Tiny PS profile for maximum compatibility.

Maintain a DMARC policy of p=quarantine or p=reject on your domain.

Consistently monitor your sender reputation and email deliverability rates.

Common pitfalls

Using a bitmap image (like PNG or JPG) embedded within your SVG logo file.

Operating with a DMARC p=none policy, which prevents BIMI logo display.

Neglecting sender reputation, leading to suppressed logo display by mailbox providers.

Expert tips

For Yahoo and AOL, building a strong, consistent sending history is crucial for BIMI visibility.

If your logo isn't showing up, consider reaching out to the specific mailbox provider's sender support, especially for smaller sending volumes.

Always validate your SVG file and BIMI record with official tools before and after publishing.

Expert view

Expert from Email Geeks says that each mailbox provider has unique rules concerning reputation, volume, and other proprietary factors when deciding whether to display a BIMI logo.

2022-07-13 - Email Geeks

Expert view

Expert from Email Geeks says that if you do not have a Verified Mark Certificate (VMC), it is often the reason for inconsistent BIMI behavior, especially with Gmail.

2022-07-13 - Email Geeks

Ensuring consistent BIMI logo display

In conclusion, achieving universal BIMI logo display requires more than just meeting the basic technical requirements. While Gmail often prioritizes the presence of a VMC, Yahoo and AOL typically focus on the holistic sender reputation and consistent sending practices. Each mailbox provider operates with its unique algorithms and policy thresholds, making logo display a dynamic rather than static outcome.

For the best chance of your BIMI logo appearing consistently across all major providers, ensure your DMARC is at enforcement, your SVG is perfectly formatted, and you maintain an excellent sender reputation. Patience is also key, as changes in DNS records and reputation metrics can take time to propagate and be recognized. Continued monitoring and adherence to best practices will help maximize your brand's visibility in the inbox.