While Twitter seems intent on essentially devaluing the integrity of the blue checkmark as an indicator of trust, Google steps up to the plate and is implementing its own blue checkmark system, with Gmail users now set to see new blue ticks appearing next to approved brand profiles in their inbox.
Google Blue
As Google explains:
“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.”
From this, it would seem that businesses that have adopted Google’s brand verification process, which requires registration of your logo with a VMC, and a higher level of account security, will now also receive a blue checkmark on Gmail, providing additional assurance for recipients that you are who you say you are, which should help alleviate certain troubles regarding bot and spam accounts.
Right off the bat, this is a good update, especially considering the amount of email spam that, as alluded to in the statement above, is circulating these days. However, we can help but wonder whether or not Twitter’s decision to ‘sell’ verification check marks will degrade trust in Google’s version as an indicator, to some degree.
Meta’s also now selling blue ticks, and the more people are able to purchase these types of indicators, the less it represents verified, confirmed identity. As such, that could reduce its overall effectiveness – but still, with an actual verification system or format in place, perhaps that won’t have as big an impact on user perception as expected, which will ensure these new ticks remain as valid indicators.
The Wrap
It’ll be worth it for brands to implement this, if possible, to distinguish themselves from email scammers and spammers. Google says that the new Gmail check marks are available to all Google Workspace customers, including personal Google Accounts, as well as legacy G Suite Basic and Business customers. It’s worth exploring, and if you already noticed a blue check appear in your inbox, then consider yourself one of the lucky ones to give Google’s new legitimacy prompts a whirl.
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