Brand Indicators for Message Identification

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Short description: Email verification system

Brand Indicators for Message Identification, or BIMI (/ˈbɪmi/), is a specification allowing for the display of brand logos next to authenticated e-mails.

Design

There are two parts to BIMI: a method for domain owners to publish the location of their indicators, and a means for Mail Transfer Agents (MTAs) to verify the authenticity of the indicator.[1][2]

To implement BIMI, companies need a valid DMARC DNS record with a policy of either quarantine or reject, an exact square logo for the brand in SVG Tiny P/S format,[3] and a DNS TXT record for the domain indicating the URI location of the SVG file. The only supported transport for the SVG URI is HTTPS.[1] The BIMI DNS record is in the following format:

default._bimi TXT "v=BIMI1; l=https://example.com/image.svg; a=https://example.com/image/certificate.pem"

Additionally, services such as Gmail require that a Verified Mark Certificate (VMC) be acquired and presented with the TXT record in order for the brand logo to be displayed in the inbox.[4] These factors alone will not guarantee a BIMI logo will be displayed as heuristics (like spam and spoofing) and reputation will be a key part in BIMI validity.[5]

To query the value of the default._bimi TXT record for a given domain, one can use the Dig command-line tool. For example, the following command will query the TXT record for the example.com domain: dig +short default._bimi.example.com TXT.

Implementations

A working group of several companies named "BIMI Group" has formed to develop and support standardization of BIMI in IETF.[6][7]

As of June 2023 the following e-mail services have implemented support for BIMI:[8]

Email clients supporting BIMI
Client Requires VMC Notes
AOL Mail Unknown [9]
Apple Mail Yes [10][11]
Fastmail No [12][13]
Gmail Yes [14][15]
La Poste No [16] Domains without VMCs must be submitted and manually verified by La Poste.[16]
Yahoo! Mail No [17] Only for bulk emails from high reputation domains.[17]

References

  1. ↑ 1.0 1.1 "Brand Indicators for Message Identification (BIMI) Draft". IETF Trust. https://datatracker.ietf.org/doc/html/draft-brand-indicators-for-message-identification-03. 
  2. ↑ "BIMI Up, Scotty! A look at Brand Indicators for Message Identification (BIMI) Adoption with R and the Alexa Top 1m" (in en-US). 2020-02-21. https://securityboulevard.com/2020/02/bimi-up-scotty-a-look-at-brand-indicators-for-message-identification-bimi-adoption-with-r-and-the-alexa-top-1m/. 
  3. ↑ "Implementation Guide". https://bimigroup.org/implementation-guide/. 
  4. ↑ "Get your Verified Mark Certificate (VMC) - Google Workspace Admin Help". https://support.google.com/a/answer/10911028?hl=en. 
  5. ↑ Group, BIMI (2021-09-10). "VMCs Aren’t a Golden Ticket for BIMI Logo Display" (in en-US). https://bimigroup.org/vmcs-arent-a-golden-ticket-for-bimi-logo-display/. 
  6. ↑ "BIMI Working Group". BIMI Group. https://bimigroup.org/. 
  7. ↑ "Google’s Gmail Is Getting Support For A New Email Feature That Allows Brands To Display Their Logos In The Avatar Slot". https://www.digitalinformationworld.com/2020/07/googles-gmail-is-getting-support-for.html. 
  8. ↑ "BIMI Support by Mailbox Provider". https://bimigroup.org/bimi-infographic/. 
  9. ↑ "BIMI support in AOL Mail". https://help.aol.com/articles/bimi-support-in-aol-mail. 
  10. ↑ "Prepare your email server for BIMI support in Apple Mail". https://developer.apple.com/support/bimi. 
  11. ↑ "BIMI Rolling Out to All Apple Inboxes in Fall 2022". https://bimigroup.org/bimi-rolling-out-to-all-apple-inboxes-in-fall-2022/. 
  12. ↑ "Using BIMI in Fastmail". https://www.fastmail.help/hc/en-us/articles/7002542139663-Using-BIMI-in-Fastmail. 
  13. ↑ "BIMI for Non-Trademarked Logos". https://bimigroup.org/bimi-for-non-trademarked-logos/. 
  14. ↑ "Advancing email security for Gmail and beyond with BIMI". https://workspace.google.com/blog/product-announcements/bringing-bimi-to-gmail-in-google-workspace. 
  15. ↑ "Add a brand logo to outgoing email with BIMI". https://support.google.com/a/answer/10911320?hl=en. 
  16. ↑ 16.0 16.1 "La Poste Announces Support for BIMI". https://bimigroup.org/la-poste-announces-support-for-bimi/. 
  17. ↑ 17.0 17.1 "BIMI, Mail". https://senders.yahooinc.com/bimi/. 



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