What is BIMI and Why is it Important for Email Security?

Brand Indicators for Message Identification (BIMI) is an email standard that allows the sender’s logo to be displayed directly in the recipient’s inbox. It is designed to enhance email credibility and help combat phishing and spam attacks.

BIMI leverages existing email security technologies such as SPF, DKIM, and DMARC, with DMARC needing to be set to "p" mode as either "quarantine" or "reject." Additionally, it requires a Verified Mark Certificate (VMC) to authenticate logo and brand ownership.

How Much Does a BIMI Certificate (VMC) Cost?

The cost of a Verified Mark Certificate (VMC) depends on the provider. The main issuers include DigiCert and Entrust. Approximate prices are:

• DigiCert VMC: around $1,500 – $2,000 per year

• Entrust VMC: approximately $1,500 per year

Apart from the certificate cost, additional expenses may include DMARC implementation and potential consultations with an email security specialist.

How to Set Up BIMI in DNS?

Once all requirements are met, a BIMI record must be added to the DNS. This record contains the URL of the logo in SVG format and an optional link to the VMC certificate.

Example of a BIMI Record in DNS:

default._bimi.example.com IN TXT "v=BIMI1; l=https://example.com/logo.svg; a=https://example.com/cert.pem"

Explanation of the parameters:

• v=BIMI1 – version of the BIMI standard

• l= – URL of the SVG logo that meets BIMI specifications

• a= – (optional) link to the VMC certificate

BIMI is a powerful tool to enhance email credibility, but its implementation requires meeting strict security standards. Although a VMC certificate represents a significant investment, for brands with high email volume, it can offer valuable benefits by increasing email open rates and trustworthiness.