United States June 30, 2005: The Direct Marketing Association told e-mail marketers about the innovation. E-mail delivery firms also announced it to their customers.

The sender whose e-mails sent by MSN Hotmail cannot be verified will be sent to customers' junk e-mail folder or deleted along with spam filters.
It seems like Yahoo! is discussing a similar program.

Ken Takahashi, director of e-mail delivery management at DoubleClick, said, "They're taking the first step, saying we're going to make this happen for our mail. Hopefully, the industry follows."

Jerry Cerasale, DMA vice president, government relations, said, "Compliance with authentication programs necessary to protect both corporate brands and consumer confidence.