Can’t stand the spam?

Well, if you’re a Gmail user, it’s going to get easier to unsubscribe with just one click. 

Beginning February 2024, Google will roll out new rules for senders who email more than 5,000 messages a day to Gmail addresses, requiring them to authenticate outgoing email, avoid sending unsolicited or unwanted email, and make it easier for consumers to opt out.

While Google already has measures in place to help keep spam out of their inboxes and for users to report, the new rules are aimed senders.

What's in it for Gmail users

In a Google blog post, the company is requiring large senders to give Gmail users the option to unsubscribe with one click and process the request within two days.

The company is adding another layer of protection to keep inboxes spam-free by requiring senders to keep sending rates below 0.3%, which it said keeps Gmail recipients from being bombarded with unwanted messages.

Google also is shifting its focus to email validation, to make sure the sender is who they claim to be.

“As basic as it sounds, it’s still sometimes impossible to verify who an email is from given the web of antiquated and inconsistent systems on the internet,” according to the post.

The company began requiring senders to show some form of authentication last year, and it resulted in a 75% decrease in unauthenticated messages to Gmail users, the company wrote, and the measure helped block malicious messages from bad actors.

Senders are being asked to start following guidelines before the rules are instituted next year, so they don’t get marked as spam which could leave them unable to send emails.

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Yahoo joins the spam fight

Yahoo, also an email service provider, is looking to make similar changes.

"No matter who their email provider is, all users deserve the safest, most secure experience possible,” said Marcel Becker, senior director of product at Yahoo. “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."