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Google and Yahoo bulk sender requirements: what you need to do
Since 2024, Gmail and Yahoo require SPF, DKIM and DMARC from bulk senders, plus easy unsubscribe and low spam rates. A checklist of what to set up.
What changed
In February 2024, Google and Yahoo began requiring more from the senders that reach their users. Rules for the largest senders are stricter, and some apply to everyone. Microsoft announced similar requirements for its consumer mailboxes in 2025. Providers adjust the details over time, so check their current documentation before you rely on a number here.
Who counts as a bulk sender
Google defines a bulk sender as one that sends close to 5,000 or more messages a day to personal Gmail addresses, counted across all of a domain’s mail. Once you are counted as a bulk sender you stay one, even if your volume drops.
The checklist for every sender
Authenticate with SPF or DKIM. Have valid forward and reverse DNS for your sending IPs. Use TLS for the connection. Keep your spam complaint rate low: Google asks for under 0.10% and says to never reach 0.30%.
The checklist for bulk senders
Set up SPF and DKIM, and publish a DMARC record. The minimum policy is p=none, but the From domain must align with SPF or DKIM, which is where most failures happen. Marketing and subscribed mail also needs one-click unsubscribe (the List-Unsubscribe-Post header) and a visible unsubscribe link, and requests must be honored within two days.
What to do in order
Publish DMARC at p=none with a reporting address. Read the reports to find every service that sends as you. Make sure each one signs with an aligned DKIM key. Then tighten the policy when reports show your legitimate mail passing.
Meeting the requirement is the start, not the finish. A domain at p=none is allowed by these rules but is still open to spoofing.