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Google is testing a new Chrome feature that could remove one of the biggest sources of friction in customer acquisition: email verification. It’s also another step toward making the browser itself a trusted source of identity.
The experimental Email Verification Protocol (EVP) allows Chrome to verify that someone controls an email address without sending a one-time password or magic link. If EVP became a standard Chrome feature, it would speed up signup workflows while improving the quality of first-party customer data.
The feature is currently available through Chrome’s Origin Trial program, where developers can test it on live websites before Google decides whether or not to add it to the browser. Given Chrome’s market share and Google’s dominance in email, Google’s support alone would give the protocol a significant head start.
Fewer steps to complete a registration
Email verification interrupts the moment someone is ready to convert. Users submit a form, switch to their inbox, wait for an email, then return to complete their registration. Every additional click is another chance of losing them.
EVP keeps this process in the browser. Instead of sending an email, Chrome obtains cryptographic proof from the user’s email provider and transmits it directly to the website. If the email provider does not support the protocol, the site simply reverts to current verification methods.
For marketers, the result is simple: less friction between interest and conversion.
The protocol also changes the way companies collect customer data.
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Better first party data
Instead of confirming ownership via email, websites receive proof that the person filling out the form controls the email address. This can reduce fake accounts, typos, and disposable email addresses before they reach CRM and marketing automation systems.
Verified email ownership also improves the quality of first-party data that marketers increasingly rely on as third-party identifiers disappear.
EVP is part of a larger shift in how the web manages identity.
Browsers already replace passwords with passwords and support technologies like Federated Credential Management (FedCM). EVP extends this role by allowing the browser to verify email ownership instead of pushing users to their inbox.
This is important as marketers increasingly rely on the browser to remove friction from the customer journey. If Google makes EVP a web standard, email verification stops being something marketers optimize and becomes something the browser simply handles. This leaves marketers free to focus on what happens after someone signs up.
The position Google is testing a way to make email signups easier appeared first on MarTech.
