Who do these requirements apply to?

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Gmail and Yahoo - the email service providers responsible for more than 40% of the market share - have recently implemented new requirements to enhance user security, privacy, and overall email experience. With cyber threats and phishing attacks becoming increasingly sophisticated, these industry titans have taken action by mandating new measures that will begin taking effect on February 1, 2024.

If you're a business using email as part of your marketing plan, wrapping your head around the new requirements may seem daunting. But rest assured, if you've followed best practices, you're likely already in phone number lead compliance. Read on to ensure your email efforts continue unencumbered, and learn the nuts and bolts of these new measures and what they entail. Here's what you need to know:

You're already in the clear if your email lists have yet to reach the thousands. The new rules imposed by Gmail and Yahoo are aimed at bulk senders, defined as those sending 5,000 emails or more per day.