Wish & the BIMI Technology Standard

Since our inception in 2011, the Wish shopping app has taken the e-commerce world by storm by making online shopping easy and affordable. We connect manufacturers and small businesses to millions of global consumers,so it’s no surprise that we have quickly become the sixth largest e-commerce company in the world!5

We consistently seek ways to enhance the Wish experience – and we’ve done it again! We are excited to be an early adopter of a new technology standard called Brand Indicators for Message Identification (BIMI).BIMI will increase the security of our communications to our customers, and also improve the customer experience with our email messages.

How Did BIMI Come to Be?

BIMI was (and continues to be) developed by the Authindicators Working Group.

BIMI has its foundations in the DMARC (Domain-based Message Authentication, Reporting & Conformance) technology standard.DMARC.org defines the technology as “an email authentication, policy, and reporting protocol.” It builds on the widely deployed SPF and DKIM protocols – adding linkage to the author “From:” domain name, published policies for recipient handling of authentication failures, and reporting from receivers to senders, to improve and monitor protection of the domain from fraudulent email.

But What Exactly IS BIMI?

BIMI sets a standard for marketers to send trusted communications — by way of a verified brand logo. This same logo can be incorporated into various internet-based platforms (email, messaging or social media applications, etc)2. This article will focus on just email.

BIMI is bundled with:

  1. A sender’s domain name that has a DMARC policy (at Wish, we have a DMARC reject policy)
  2. Defined DNS record instructions for the same domain name (with a URL for the respective logo file location)
  3. A trusted “authenticated” brand logo supported by (1) and (2)

BIMI thus enables more trustworthy and reliable marketing communications across multiple Internet-based platforms (email, messaging/social media applications, etc), employing safeguards from identity-related fraud.2If an email is found to be in breach of BIMI’s rules on the receiver’s end, the email will either not be delivered at all — or will be quarantined for review2— protecting the receiver from malicious emails and generating reports that alert the sender about flagged email messages.4

The BIMI program is currently in the beta testing phase — utilized by Yahoo! Mail.If you currently own or use a Yahoo email address, you will be able to see the Wish brand logo across the mobile, web and desktop applications for Yahoo! Mail.

Email provider participation is necessary for BIMI to work, and so only people who use Yahoo! Mail will be able to take advantage of BIMI for the time being. As more email providers adopt the BIMI standard, more end users will experience its benefits!

What Does BIMI Mean For The Wish Experience?

With BIMI, our customers that utilize Yahoo! Mail have an extra way to easily identify legitimate Wish email communications just by looking for the Wish logo beside the sender “from” email address in their inbox.We are proud to say this technology has been live since early April 2018!

Brand Indicators - Wish

Wish’s other brands (Geek, Cute, Mama, and Home) will eventually reflect the BIMI technology in their respective email messages as well. We are excited to be part of this new technology standard’s beta project and look forward to improving the email communication experience for our customers!


  1. “Brand Indicators.” Brand Indicators. Brandindicators.org. Web. <www.brandindicators.org>. Accessed 18 Apr. 2018
  2. “Brand Indicators – FAQs.” Brand Indicators. Brandindicators.org. Web.<www.brandindicators.org/faq>. Accessed 18 Apr. 2018
  1. “DMARC.org.” DMARC.org. Web. <dmarc.org>. Accessed 18 Apr. 2018
  2. Wikipedia Contributors. “DMARC.” Wikipedia, the Free Encyclopedia. Wikipedia, the Free Encyclopedia, 17 Apr. 2018. Web. Accessed 18 Apr. 2018, <https://en.wikipedia.org/wiki/DMARC>
  1. Wikipedia Contributors. “Wish (company).” Wikipedia, the Free Encyclopedia. Wikipedia, the Free Encyclopedia, 10 Apr. 2018. Web. Accessed 18 Apr. 2018, <https://en.wikipedia.org/wiki/Wish_(company)>
  1. “Wish Careers.” Wish. Web. <www.wish.com/careers#aboutwish>. Accessed 18 Apr. 2018