The Changes Have Started: Google’s New Email Checks Are Now Live
From 1st December, Google began applying the first stage of its stricter authentication rules. Although the full enforcement date is set for November 2025, many businesses are already noticing changes to their deliverability.
This early rollout is tightening checks on how messages are authenticated and how closely a sender’s identity matches the systems behind the email. The result is that some emails that delivered reliably last month are now landing in spam or being filtered more aggressively.
Google is not alone. Yahoo, Apple and Microsoft are aligning with the same standards, meaning every major provider is increasing scrutiny at the same time.
Why Deliverability Is Dropping Now
Google is moving gradually towards full enforcement. By tightening the filters early, they can monitor how legitimate organisations respond and reduce the risk of mass disruption later.
However, this staging means many businesses are seeing issues before the “official” deadline.
The most common early symptoms include:
- Messages being marked as spam despite correct authentication
- Inbound filtering becoming more sensitive to small misconfigurations
- Reduced inbox placement for bulk senders
- Problems when several tools send from the same domain
This shift is not a temporary glitch. It is the beginning of a long-term change in how mailbox providers handle email.
What Google Now Expects to See
The rules themselves have not changed since they were announced in 2023, but the level of enforcement has. The systems checking your messages now require:
- SPF, DKIM and DMARC to be correctly configured
- Your “From” domain to match one of your authenticated sending domains
- Spam complaint rates consistently below 0.3%
- A working one-click unsubscribe for promotional messages
- Alignment across all the systems and platforms that send on your behalf
If any of these elements are inconsistent or misaligned, deliverability will drop.
Why Even “Correct” Setups Are Struggling
Many organisations have SPF, DKIM and DMARC set up.
But the issue today is that Google’s checks are becoming far stricter about:
- How many tools send email from your domain
- Whether those tools are aligned correctly
- Whether the sending domain matches the visible “From” address
- Whether your DMARC record applies to every platform you use
- Whether promotional email includes a compliant unsubscribe
This is where businesses are now being caught out.
A domain that looked perfectly fine in November may now fail checks simply because one system has not been updated.
Microsoft and Others Are Making the Same Shift
Microsoft began enforcing similar rules earlier in 2025. These include:
- SPF, DKIM and DMARC for every sending domain
- TLS encryption for all outbound traffic
- Consistent sending identities
- Low complaint and bounce rates
With every major provider moving together, the overall landscape for deliverability is changing fast.
What Businesses Should Do Immediately
If you are seeing the impact already, the best steps are simple and practical:
- Review SPF, DKIM and DMARC for each system you use
- Ensure domain alignment across all email platforms
- Check that unsubscribe links work and are easy to find
- Reduce complaint rates by making opt-outs simple
- Use Google Postmaster Tools to monitor authentication and reputation
- Confirm that all marketing, CRM, booking and invoicing systems use aligned domains
Taking action now will protect your deliverability as enforcement becomes stricter throughout 2025.
What to Expect Over the Next Year
The early rollout is a sign of what is coming.
Throughout 2025, Google will continue ramping up enforcement until November, when non-compliant messages may be rejected entirely.
Organisations that prepare early will experience far less disruption.
Those who wait may find critical messages — from invoices to booking confirmations — filtered out without warning.
The change has begun.
Checking your setup now will help keep your emails reaching your customers over the year ahead.