While Twitter seems intent on undermining the integrity of the blue checkmark as an indicator of trust, Google’s implementing its own blue checkmark system. Now Gmail users will see new blue ticks appear next to approved brand profiles in their inbox.
According to Google:
“In 2021, we introduced Brand Indicators for Message Identification (BIMI) in Gmail, a feature that requires senders to use strong authentication and verify their brand logo in order to display a brand logo as an avatar in emails. Building upon that feature, users will now see a checkmark icon for senders that have adopted BIMI. This will help users identify messages from legitimate senders versus impersonators.”
Businesses that have adopted Google’s brand verification process, are required to register their logo with a VMC, and a higher level of account security. Then they will be able to get a blue checkmark on Gmail, providing additional assurance for recipients that approve that you are who you claim. This a very good update, for Gmail.
Additionally, Meta is also now selling blue ticks, and the more that people are able to simply buy these indicators, the less it represents verified confirmed identity. That could also reduce its effectiveness overall – but still, with actual verification in place, maybe that won’t have a big impact on user perception, which will ensure this remains a valid indicator.
Brand, it’ll be worth implementing this, in order to separate themselves from email spammers and scammers. Google mentioned, that the new Gmail checkmarks are available to all Google Workspace customers, including personal Google Accounts, as well as legacy G Suite Basic and Business customers.
It could be worth exploring. The new checkmarks will be rolling out to Gmail inboxes from now on.
Source: Social Media Today
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