Google has introduced new measures to make Gmail safer and reduce spam. They are focusing on verifying the identity of email senders to improve security. Many bulk email senders don’t adequately protect their systems, making it easy for attackers to use their platforms.
To address this issue, Google is emphasizing email validation, which means making sure that the sender is who they claim to be. Google reported that Gmail’s AI defenses prevent over 99.9% of spam, phishing, and malware, blocking almost 15 billion unwanted emails daily.
Last year, Google began requiring authentication for emails sent to Gmail addresses, and this reduced unauthenticated messages by 75%, making inboxes cleaner and blocking billions of malicious emails.
The new requirements for bulk senders include:
1) Authentication: Google will require bulk senders to authenticate their emails using established security practices. This will help prevent attackers from exploiting email vulnerabilities that affect everyone.
2) Easy Unsubscription: Bulk senders must allow Gmail recipients to easily unsubscribe from commercial emails with just one click. They should also process these requests within two days. These requirements are based on open standards and benefit all email users.
3) Avoiding Spam: Google will enforce a clear spam rate threshold for senders to prevent unwanted messages from flooding Gmail inboxes. This is an industry-first initiative to reduce spam.
Google is offering guidance to help senders implement these changes before they become mandatory in February 2024. It’s important to note that other email providers, like Yahoo, are also pushing for similar improvements.
Beginning in February 2024, Gmail will impose the following requirements on senders who send 5,000 or more messages daily to Gmail accounts.
Announcing the updates, Neil Kumaran, Group Product Manager, Gmail Security & Trust, said:
Consider these practices as fundamental aspects of email etiquette, with many senders already adhering to most of these guidelines. These modifications can be likened to a tune-up for the realm of email, where minor adjustments under the hood can ensure its smooth operation.
However, akin to a tune-up, this is not a one-off task. Maintaining an email system that is secure, user-friendly, and free from spam necessitates ongoing cooperation and alertness from the entire email community. We will continue to collaborate to ensure the safety of your inbox.