Google is introducing new security measures for Gmail that aim to reduce the amount of spam in users’ inboxes.
Starting in 2024, senders who send more than 5,000 emails to Gmail users in one day will need to verify their identities and include an unsubscribe button in their emails. This move will also help combat malware attacks by preventing Gmail users from visiting fraudulent websites.
Senders will have to process unsubscribe requests within two days. Additionally, Google may choose not to deliver emails from senders that are frequently marked as spam and exceed the company’s spam threshold.
While this change may impact legitimate mass marketers, the ultimate goal is to reduce unwanted spam and declutter Gmail users’ inboxes. Google announced that other email service providers, including Yahoo, will implement similar changes in February 2024.
“These practices should be considered basic email hygiene, and many senders already meet most of these requirements. For those who need assistance in improving their systems, we are providing clear guidance before enforcement begins in February 2024,” said Neil Kumaran, Gmail security and trust product manager, in a blog post.
“All users, regardless of their email provider, deserve the safest and most secure experience. In the interconnected world of email, it is crucial for all of us to work together. Yahoo is excited to collaborate with Google and the rest of the email community to establish these common sense, high-impact changes as the new industry standard,” stated Marcel Becker, senior product director at Yahoo.
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