Google Mandates Unsubscribe Button in Emails For Those Sending Over 5,000 Daily Messages

Google plans to make it harder for spammers to send messages to Gmail users. From a report: The company said it will require emailers who send more than 5,000 messages per day to Gmail users to offer a one-click unsubscribe button in their messages. It will also require them to authenticate their email address, configuring their systems so they prove they own their domain name and aren't spoofing IP addresses. Alphabet-owned Google says it may not deliver messages from senders whose emails are frequently marked as spam and fall under a "clear spam rate threshold" of 0.3% of messages sent, as measured by Google's Postmaster Tools. Google says it has signed up Yahoo to make the same changes, and they'll come into effect in February 2024. The moves highlight the ongoing fight between big tech companies and spammers who use open systems such as email to send fraudulent messages and annoy users. For years, machine learning techniques have been used to fight spam, but it remains a back-and-forth battle as spammers discover new techniques to get past filters.

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