Every Monday when users log in after a weekend break, a majority of them see a rather familiar sight. Their personal Gmail inboxes are loaded with emails and most of them are not even useful. But now, Google says it is working to reduce this clutter so that there is a cleaner inbox.
Google noted that while Gmail’s AI-powered defences stop more than 99.9% of spam, phishing and malware from reaching inboxes and block nearly 15 billion unwanted emails every day, the threats now are more complex and pressing than ever.
To solve this problem, the company has announced that it is introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day. These rules will help keep users’ inbox safer and more spam-free.
Email validation is the key
Google said that many bulk senders don’t appropriately secure and configure their systems, which provides attackers a place to easily hide in their midst. To help fix that, the company will now ensure validation that a sender is who they claim to be.
“Last year we started requiring that emails sent to a Gmail address must have some form of authentication. And we’ve seen the number of unauthenticated messages Gmail users receive plummet by 75%, which has helped declutter inboxes while blocking billions of malicious messages with higher precision,” the company announced.
Three new requirements for bulk senders
Gmail will start to require bulk senders to fulfil three requirements by February 24. These include:
Authenticate their email: Those who send significant volumes will have to ‘strongly authenticate’ their emails following well-established best practices. This will essentially close loopholes exploited by attackers that threaten everyone who uses email.
Enable easy unsubscription: Users have a hard time unsubscribing these unwanted emails. Google wants this to happen with just one click, hence, it is making it mandatory for large senders to give Gmail recipients the ability to unsubscribe from commercial email in one click. Furthermore, bulk senders must process unsubscription requests within two days.
Ensure they’re sending wanted email: Google is also enforcing a spam rate threshold that senders must stay under to ensure Gmail recipients aren’t bombarded with unwanted messages.
“We aren’t the only ones pushing for these changes. Our industry partners also see the pressing need to institute them, the company said, announcing that it is working with Yahoo on this front.
“In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard,” said Marcel Becker, senior director of product at Yahoo.
Google noted that while Gmail’s AI-powered defences stop more than 99.9% of spam, phishing and malware from reaching inboxes and block nearly 15 billion unwanted emails every day, the threats now are more complex and pressing than ever.
To solve this problem, the company has announced that it is introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day. These rules will help keep users’ inbox safer and more spam-free.
Email validation is the key
Google said that many bulk senders don’t appropriately secure and configure their systems, which provides attackers a place to easily hide in their midst. To help fix that, the company will now ensure validation that a sender is who they claim to be.
“Last year we started requiring that emails sent to a Gmail address must have some form of authentication. And we’ve seen the number of unauthenticated messages Gmail users receive plummet by 75%, which has helped declutter inboxes while blocking billions of malicious messages with higher precision,” the company announced.
Three new requirements for bulk senders
Gmail will start to require bulk senders to fulfil three requirements by February 24. These include:
Authenticate their email: Those who send significant volumes will have to ‘strongly authenticate’ their emails following well-established best practices. This will essentially close loopholes exploited by attackers that threaten everyone who uses email.
Enable easy unsubscription: Users have a hard time unsubscribing these unwanted emails. Google wants this to happen with just one click, hence, it is making it mandatory for large senders to give Gmail recipients the ability to unsubscribe from commercial email in one click. Furthermore, bulk senders must process unsubscription requests within two days.
Ensure they’re sending wanted email: Google is also enforcing a spam rate threshold that senders must stay under to ensure Gmail recipients aren’t bombarded with unwanted messages.
“We aren’t the only ones pushing for these changes. Our industry partners also see the pressing need to institute them, the company said, announcing that it is working with Yahoo on this front.
“In the interconnected world of email, that takes all of us working together. Yahoo looks forward to working with Google and the rest of the email community to make these common sense, high-impact changes the new industry standard,” said Marcel Becker, senior director of product at Yahoo.
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