In the tech industry, creating convincing pranks on April 1 is commonplace. However, this April Fool’s Day, news of mass rejection of emails sent to Gmail account holders will be no joke. In just 14 days, new Google rules will begin in earnest that could see swathes of incoming mail blocked. Here's what you need to know about this impending, and important, change.
Google has been making it explicit since October 2023 that new email sender authentication rules will result in some messages to Gmail accounts being rejected and bounced back to the sender en masse. Google announced that “starting in 2024, we’ll require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.” Some of these new protections are scheduled to start in 14 days and will impact every holder of a personal Gmail account in a very positive way.
