If you compile a benign binary yourself which has no malware, Chrome and Windows Defender will flag it as suspicious.

I was hacking on some open source stuff targeting win32, I posted some binaries on GitHub releases, I try to share with others... People tell me it's flagged as malware. It isn't malware. What do I tell them?

I hear code signing helps the heuristics to not get it flagged, but doesn't remove it.

If people working on said software want the warnings to be taken seriously, they should work on reducing false positives.