0
0
Google is testing a new Email Verification Protocol (EVP) for Chrome that aims to simplify online account registration by eliminating the need for one-time passwords (OTPs) and magic links. The experimental feature is designed to reduce sign-up friction while improving the accuracy of first-party customer data.
Currently available through Chrome’s Origin Trial program, EVP allows Chrome to verify that a user owns an email address using cryptographic proof from the email provider, without requiring users to leave the website to check their inbox. If an email provider does not support the protocol, websites can continue using traditional verification methods.
By keeping the verification process within the browser, the protocol is expected to reduce abandoned registrations caused by multi-step sign-up flows. Businesses could benefit from higher conversion rates by minimizing interruptions between user interest and account creation.
The new approach also strengthens data quality by confirming email ownership before account creation. This can help organizations reduce fake accounts, typographical errors, and disposable email addresses from entering CRM and marketing automation systems, resulting in more reliable first-party customer data.
As businesses increasingly rely on first-party data in a privacy-focused digital landscape, Google’s browser-based verification technology could become an important tool for improving customer onboarding and streamlining digital identity verification if it is widely adopted.
