Getting your Google Verified Checkmark - VMC - Step 3 of 4

Welcome to Step 3 of our four-part guide on securing the Google Verified Checkmark. After delving into DNS and BIMI Configuration in Step 1 and exploring Logo & Trademark in Step 2, we now focus on Verified Mark Certificates. Be sure to continue following along, as we will wrap up the series with BIMI Records in Step 4.

What will be covered in Step 3?

• What is a Verified Mark Certificate (VMC)?
• Applying for a VMC
• Understanding the Costs and Timelines for VMC
• Future of VMC: Including Non-Trademarked Logos
• Frequently Asked Questions about the VMC

What is a Verified Mark Certificate (VMC)?

Establishing a brand identity and ensuring the legitimacy of communication channels have become pivotal for businesses. One tool that assists in these goals is the Verified Mark Certificate (VMC). Our comprehensive guide will provide an overview of the VMC, its importance in email marketing, the steps for obtaining one, and any future updates on VMC eligibility. Obtaining your VMC is the holy grail to finally getting your BIMI record.

A Verified Mark Certificate (VMC) is a digital certificate that verifies the ownership of a logo. Issued by a Certificate Authority, the VMC validates that your organization is the legal owner of your brand logo.

Applying for a VMC

1. Select a Certified Authority (CA):

Verified Mark Certificates (VMC) can be obtained from recognized Certificate Authorities (CA). This certificate is a key that unlocks the ability to display your logo on verified emails and showcases the verified checkmark in email clients that support this feature, such as Gmail.

If you need help deciding which Certificate Authorities to work with, complete our short form here and our team will help you figure out which CA is the best fit for your company.

2. Establish DMARC Enforcement :

Before your logo can be displayed, email clients need assurance that your organization is adhering to Domain-based Message Authentication, Reporting, and Conformance (DMARC) standards. These standards help curb phishing and spoofing attacks, providing your organization with more control over its email communications. Our previous Step 1 guide has all the instructions you will need to set up your DMARC policy.

3. Upload Your Trademarked and Validated Logo:

After demonstrating compliance with DMARC, you're eligible to upload your validated and trademarked logo for display within supporting email clients. If your company uses multiple logos, you can specify which one should appear for each type of communication.

4. Decide on Logo Hosting:

You have the option to either self-host your logo or have the chosen CA manage the hosting for you. Consider your organization's resources and technical capabilities when making this decision. Either way, your logo needs to be easily accessible and retrievable by email clients for the BIMI standard to work effectively.

Understanding the Costs and Timelines for VMC

The process of obtaining a VMC involves both financial and time investments, which can vary depending on the Certificate Authority (CA) you choose and the country in which your organization operates.

1. Costs: The price of a VMC is set by the CA you choose. As of 2023, costs can range from several hundred to over a thousand dollars annually. It's important to consult directly with your chosen CA for accurate pricing details. Remember, this is an annual cost that you will need to budget for if you plan on continuing to use BIMI and VMC.
2. Timelines: The time it takes to process a VMC application can also vary. Generally, you should expect the process to take between a few days to several weeks. This timeline depends on multiple factors, including the efficiency of your chosen CA, the complexity of verifying your trademark, and the completeness of the information and documents you provide.
3. Renewal: VMCs are not perpetual and will need to be renewed periodically. The renewal process is similar to the initial application, although it may be quicker because your information and trademark are already on file with the CA. Be sure to keep track of your VMC's expiration date to avoid any interruption in your logo display.

Understanding these costs and timelines will help you plan and budget for your VMC application effectively. It's recommended to start this process well in advance of when you want your logo to start appearing in your outbound emails.

Future of VMC: Including Non-Trademarked Logos

The Verified Mark Certificate (VMC) landscape is evolving, and one significant anticipated change is the inclusion of non-trademarked logos. Currently, a VMC requires a registered trademark for your logo, validating your organization as the legal owner. This approach strengthens email security and trust, as it makes logo spoofing more difficult for malicious entities.

However, this stipulation may change in the future. The BIMI Group, the entity responsible for developing and maintaining BIMI standards, is considering expanding the eligibility criteria to include logos that are not trademarked. This change will make the VMC and its associated benefits accessible to a wider range of organizations, particularly smaller businesses or nonprofits that may not have registered trademarks.

This potential change is an exciting development in the world of email security and branding. It underscores the ongoing commitment to making email communication more secure and visually engaging, all while maintaining a high level of trust between organizations and their email recipients.