Google and Yahoo’s Latest Email Authentication Requirements Unveiled for 2024

email authentication

Google and Yahoo have recently announced a bold step towards creating a safer and more secure email experience for their users, setting new standards for bulk email senders to reduce spam in inboxes. The primary focus is on enhancing email standards to combat spam, ensure sender authenticity, and empower users to have more control over their inboxes. This major update is set to take effect in the first quarter of 2024, and will significantly impact the way emails are sent and received. The emphasis is on the importance of email authentication and aims to provide Gmail and Yahoo users with a more secure and streamlined email experience.

Why the change?

In the ever-evolving landscape of cybersecurity, email security remains a critical concern for individuals and businesses alike. One notable development in this arena is the push by Google and Yahoo towards the widespread adoption of DMARC (Domain-based Message Authentication, Reporting, and Conformance).

Email plays a crucial role in our daily communication routines, be it for personal use or professional use, and this is why the security of emails is paramount. However, with its widespread use, the risk of malicious emails and spam has also increased.

To address these evolving challenges, Google and Yahoo are implementing new guidelines for bulk senders—those who send more than 5,000 emails to Gmail addresses within a single day. This measure aims to enhance the safety of the recipient inbox, creating a more secure and spam-resistant email environment.

Google and Yahoo New Requirements

Requirement for all sendersAdditional Requirements for sending more than 5,000 messages/day
You must set up SPF or DKIM email authentication for your domains.You must set up both SPF and DKIM email authentication for your domains.
Ensure valid forward and reverse DNS records (PTR records) for your domains or IPs.You must ensure DMARC authentication for the sending domain. (initially p=none)
Use TLS connection for transmitting email to Gmail accounts.DMARC alignment is required for passing authentication.
Keep spam rates in Postmaster Tools below 0.10% and avoid exceeding 0.30%.Your marketing and subscribed messages must feature one-click unsubscribe.
You must format your messages according to the Internet Message Format standard (RFC 5322). 
Avoid impersonating Gmail From: headers to prevent email delivery issues as Gmail will be at p=quarantine. 
Add ARC headers for forwarded emails; mailing list senders add List-id: header. 
*Note: All requirements will be effective from February 2024.

Not sure if you are ready for Google and Yahoo’s new email requirements for 2024?

Don’t let uncertainty hold you back. Contact our email authentication expert right now to review your DMARC setup to make sure you are not falling behind.

How EmailAuth can help?


It is the easiest uplift in email security you can implement overnight because we believe security should be easy to achieve. EmailAuth MEASURE, ENSURE, MAINTAIN and FEDERATE more than 99.9% of spoofing & phishing attacks.

deploying emailauth

EmailAuth is one of the world’s best platform for Email Authentication and has been serving customers since the introduction of DMARC in 2012. It has been termed as the “Simplest” dashboard by Security Professionals and is also vastly appreciated by other industry experts. Our ability to convert complicated DMARC reports into plain English is what makes us one of the leading providers globally.

Google and Yahoo’s new requirements for creating a secure email ecosystem align perfectly with the mission of EmailAuth — to make email communication secure and trustworthy.

The Importance of Email Validation

One of the key focuses is on ensuring that emails come from legitimate sources. Many bulk senders neglect to properly secure and configure their systems, creating opportunities for attackers to exploit vulnerabilities. To counteract this, Gmail has already seen a 75% reduction in unauthenticated messages by requiring some form of authentication for emails sent to Gmail addresses.

A safer e-mail experience

Both Google and Yahoo are on a mission to streamline the email experience, making sure users only receive the messages they want and need. To achieve this, they are introducing three important changes that will set a new standard for email security and efficiency.

Strengthening Email Authentication

Google and Yahoo recognises the importance of ensuring that emails come from legitimate sources. To achieve this, all bulk senders will be required to implement stronger email authentication using industry standards like SPF, DKIM, DMARC and BIMI. This step will significantly reduce the chances of receiving harmful or deceptive emails, creating a more secure environment for users.

Easy Unsubscription in One Click

Have you ever wanted to unsubscribe from unwanted emails but found the process inconvenient? Google and Yahoo are addressing this common frustration by requiring senders to support a one-click unsubscribe feature. This means users can effortlessly opt out of emails they no longer wish to receive, enhancing the overall convenience of managing their inboxes.

Filtering Out Unwanted Emails

In line with their commitment to a clutter-free inbox, Google and Yahoo will enforce a threshold to ensure users receive only the emails they want. This move will significantly reduce spam and irrelevant messages, contributing to a more secure and user-friendly email experience.

No Auth, No Entry” should not come as a surprise for most industry experts. For secure and trustworthy email communication, authentication is the key. The phrase emphasises the critical importance of implementing robust authentication standards like SPF, DKIM, DMARC and BIMI. Without proper authentication the emails you send are at risk of being treated as suspicious or even malicious, facing rejection at the DNS layer. Just as a password is required to securely enter an account, ensuring email authentication is the virtual passcode that grants messages access to the recipient’s inbox, safeguarding users from potential threats and enhancing the overall integrity of the email ecosystem.

The Push Effect

The collaborative efforts of Google and Yahoo in promoting DMARC have created a ripple effect. The industry leaders’ endorsement has encouraged other companies to reassess their email security strategies and consider adopting DMARC. This collective push is instrumental in creating a safer online environment for businesses and individuals.

Challenges and Solutions

While the benefits of DMARC are clear, businesses may face challenges during the implementation process. These challenges could include technical complexities and the need for thorough staff training. To address these issues, companies should invest in robust cybersecurity measures and leverage available resources to ensure a smooth transition to DMARC.

The adoption of DMARC goes beyond compliance as it is a proactive step towards protecting a company’s brand reputation. By reducing the risk of email fraud and spoofing, businesses can enhance their customer trust and confidence. DMARC serves as a shield against cyber threats, allowing companies to focus on their core operations without the constant fear of email-based attacks.

Practical Steps for Implementation

We believe that implementing DMARC should not be a daunting task. That’s why we have created a DMARC setup guide for the most popular DNS providers for everyone who is looking to adopt and implement DMARC successfully. From configuring SPF and DKIM to monitoring DMARC reports, companies can follow these practical steps to enhance their email security posture.

First, create a DMARC record for your domain using our free DMARC Record Generator tool.

You can follow a step-by-step guide that we have put together for you to publish the DMARC record in your DNS.

If you want us to help you with the setup, book a call today with one of our experts below:

10 Alarming Phishing Statistics

If you are still unsure if you should start email authentication or not, here are 10 alarming phishing statistics that underscore the crucial role of email authentication.

  1. 97 percent of people around the world cannot identify a sophisticated phishing email. (Source: Intel)
  2. 30 percent of phishing messages get opened by targeted users and 12 percent of those users click on the malicious attachment or links. (Source: Verizon)
  3. Only three percent of targeted users report malicious emails to management. (Source: Verizon)
  4. 95 percent of all attacks on enterprise networks are the result of successful spear phishing. (Source: Network World)
  5. Business Email Compromise (BEC) scams have cost companies over two billion in the past two years. (Source: FBI)
  6. Over 2.6 billion personal records were breached in 2021 and 2022 (1.1 billion in 2021 and 1.5 billion in 2022). (Source: Apple Report by Professor Stuart E. Madnick)
  7. After your company is breached, 60 percent of your customers will think about moving and 30 percent actually do. (Source: Aviva)
  8. One-third of consumers said they would stop dealing with a business following a cyber-security breach, even if they do not suffer a material loss. (Source: Deloitte)
  9. The average cost of a data breach reached an all-time high in 2023 of USD 4.45 million. (Source: IBM)
  10. Phishing, stolen or compromised credentials and Business Email Compromise remains the most common initial attack vector as per the Cost of a Data Breach Report 2023 by IBM. (Source: IBM)

How EmailAuth Fits In

In conclusion, the proactive push by Google and Yahoo for DMARC adoption marks a significant leap forward in the world of email communication. By implementing DMARC, businesses and organisations can fortify their defenses against email-based threats, ultimately contributing to a safer digital ecosystem. As we applaud the efforts of industry leaders, businesses of all sizes must prioritize email security for the well-being of their brand and their customers.

In response to these changes, EmailAuth is poised to play a crucial role in supporting email senders as they adapt to the new standards. As a leading DMARC email authentication service, EmailAuth offers robust solutions that align with Google and Yahoo’s objectives, ensuring that emails are not only secure but also adhere to evolving industry standards.

Don’t have a DMARC Protection in place for your organisation yet?

DMARC authentication is now a mandatory implementation for organizations and businesses. EmailAuth is here to assist you on your DMARC journey.
Book a free demo today with our email authentication experts.

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Google & Yahoo’s new bulk email sender requirements coming live on February 1, 2024. Are you ready?