Google Plans New Privacy Feature for Gmail: ‘Shielded Email’ Takes Aim at Spam

Google is advancing its efforts to bridge the privacy and security gap between Android and iPhone ecosystems. In a surprising move, the tech giant is reportedly developing a new feature for Gmail’s two billion users that could fundamentally change how email is used and protected from spam and unwanted contact.

Apple’s “Hide My Email” feature allows users to mask their personal email addresses, protecting them from data brokers who compile and sell email lists. These lists fuel spam and telemarketing campaigns, which have become a persistent nuisance. Google appears to be taking a similar route. According to Android Authority, “Gmail is an absolute champ at filtering out spam, but every time you share your email with someone even a little bit shady, do you feel like you’re playing with fire and risking a whole bunch of unwanted contact? Google may just have a solution in the works, at least by the looks of our latest teardown.”

Apple’s “Hide My Email” provides users with randomly generated email addresses that forward messages to their primary inbox. Apple explains, “With Hide My Email, you can generate unique, random email addresses that forward to your personal email account, so you don’t have to share your real email address when filling out forms or signing up for newsletters on the web, or when sending email.” This feature integrates seamlessly with Apple’s Mail and Safari apps, allowing users to send emails directly from these masked addresses and effortlessly generate aliases when prompted to input an email in Safari forms.

Google’s take on this concept, reportedly called “Shielded Email,” was uncovered during a teardown of the latest Google Play Services APK version 24.45.33. Android Authority revealed, “Upon cracking it open, we found a whole boatload of strings referencing and in support of something called ‘Shielded Email.’” This feature would enable the creation of single-use or limited-use email aliases that forward emails to a primary Gmail account. While similar to Apple’s feature, Google seems to be focusing on integrating Shielded Email into Android apps that request email addresses, indicating its specific application in the Play Services ecosystem.

Although Shielded Email could potentially expand beyond Gmail, its full functionality will likely be limited to Gmail accounts, where Google retains direct control over its implementation. This approach mirrors Apple’s strategy with iCloud but adapts it for the Android environment. Such a feature could greatly benefit the majority of Android users, who often rely on Gmail as their primary email service.

The potential addition of Shielded Email aligns with Google’s ongoing security updates, such as real-time threat detection and spam call warnings. If successful, Shielded Email could enhance Android’s privacy standards, much like Apple’s Hide My Email has done for iOS users. “This is a laudable move on Google’s part, and if it catches on as Apple’s Hide My Email has done, then it is a huge improvement for Android users, most of which will have one or more Gmail addresses associated with their accounts,” noted Android Authority.

Further details about Shielded Email hint at its possible integration with Android’s autofill system and the Google Password Manager. As 9to5Google observed, “The experience looks to be integrated with Android’s autofill and presumably the Google Password Manager… It remains to be seen whether Google will charge for Shielded Email. Besides encouraging people to sign up for Google One, making it paid could be a way to make sure functionality isn’t abused.” A subscription-based model for Shielded Email might follow Apple’s approach of bundling Hide My Email with iCloud+ services, creating an additional revenue stream while preventing misuse.

Despite its potential, questions remain about the rollout timeline and accessibility of this feature. Google has a history of launching new updates on its Pixel devices first, which could delay availability for other Android users. This has been a concern for Samsung users, who often wait longer to receive the latest Android features.

The introduction of Shielded Email underscores Google’s commitment to narrowing the privacy and security gap with Apple. The ongoing rivalry between the two companies continues to push innovations that benefit users on both platforms. However, Android users will be watching closely to see how quickly Shielded Email is deployed and how extensively it is supported across different devices.

With Shielded Email on the horizon, Gmail’s robust spam-filtering capabilities may soon be complemented by an added layer of privacy. If successfully implemented, this feature could mark a significant milestone in Android’s journey toward achieving parity with Apple in terms of privacy and security.