The AuthIndicators working group said on its BIMI website: “[This is] an emerging email specification that enables the use of brand-controlled logos in supported email clients. BIMI, by bringing brand identity to customers’ inboxes, Takes full advantage of the work organizations have done in deploying DMARC protection. In order to display the brand’s logo, emails must pass a DMARC certification check to ensure that the organization’s domain name has not been impersonated.”
Google introduced the same BIMI feature for Gmail, starting in 2020. This means that when users see a company’s logo in a specific location in an email, they can know that the email is genuine.
While any spam company can copy a logo, it won’t be displayed unless the message passes a series of certification tests called DMARC (Domain-based Message Authentication Reporting and Conformance).
As spotted by Twitter user Charlie Fish, the beta version of iOS 16 displays the logo wherever a regular user’s photo or initials appear.
The picture shows the verification mark of Chase Bank
BIMI requires the support of email client developers, such as Apple’s own mail app for iOS. However, it also depends on whether the company sending the email has also gone through the certification process.
The Apple Mail app is starting to support the existence of BIMI, which may encourage more companies to get involved.