# Allowlist (whitelist): what it is and how it works
> An allowlist (whitelist) is a list of trusted senders, domains or IPs whose messages are accepted without applying all filters.
URL: https://www.zorraquino.com/en/dictionary/digital-marketing/whitelists.html

# Allowlist (whitelist)

An allowlist, traditionally called a whitelist, is a list of senders, domains or IP addresses that a user or system trusts and whose messages it accepts without applying all blocking filters

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

In email, adding a sender to an allowlist, for instance by saving them as a contact or marking them as safe, helps their messages reach the inbox and display images. This is why many brands ask new subscribers to add them as a contact after signing up.

Being on an allowlist does not replace domain authentication (SPF, DKIM, DMARC), a good sending reputation or consent; mailbox providers still assess every message. In computing, “allowlist” is increasingly preferred to “whitelist”, and the opposite concept is the blocklist.

Also known as

Whitelist, Safe senders list

Topics

[Marketing and sales](https://www.zorraquino.com/en/dictionary/category/marketing-y-ventas)

## Related concepts

- [Blocklist (blacklist)](https://www.zorraquino.com/en/dictionary/digital-marketing/blacklists.html)
- [Email deliverability](https://www.zorraquino.com/en/dictionary/digital-marketing/deliverability.html)
- [Email marketing](https://www.zorraquino.com/en/dictionary/digital-marketing/email-marketing.html)