If you’re running a digital agency, you know how critical it is to keep your clients’ email campaigns deliverable, authenticated, and secure. Yet one technical barrier causes headaches for agencies worldwide: the SPF 10-DNS-lookup limit.
Go over this limit, and suddenly your clients’ perfectly legitimate emails risk failing authentication checks, leading to deliverability issues, blocked campaigns, or even exposure to phishing attacks. For agencies managing multiple domains, it’s not just an inconvenience—it’s a business risk.
That’s why tools like AutoSPF and UniversalSPF by Fraudmarc have become essential. Both claim to solve the SPF lookup problem, but they take very different approaches. In this detailed comparison, we’ll look at their features, pricing, user experience, integrations, and scalability so you can choose the right solution for your agency.
Why SPF Management Matters for Agencies
Before we compare the tools, let’s briefly recap why SPF is mission-critical for agencies:
- SPF (Sender Policy Framework) is part of email authentication, helping prevent domain spoofing and phishing.
- To pass SPF checks, a domain’s DNS record must include every authorized email sender (think: Google Workspace, Microsoft 365, Mailchimp, HubSpot, CRMs, custom servers, etc.).
- The catch? SPF allows a maximum of 10 DNS lookups. Large agencies often exceed this when clients use multiple email platforms, ad tools, and automation services.
- Once the limit is breached, SPF fails—and with it, email deliverability and client trust.
That’s where automation comes in. Instead of manually pruning DNS entries (a tedious and error-prone task), agencies are turning to solutions that flatten SPF records and keep them compliant automatically.
AutoSPF vs UniversalSPF: Key Features Breakdown
AutoSPF – Automated, Scalable, and Built for Agencies
AutoSPF is a fully automated SPF flattening and monitoring tool built with agencies in mind. Rather than handing over control to a vendor, AutoSPF dynamically rewrites and optimizes each client’s SPF record in real time.
What makes AutoSPF stand out:
- ✅ Hands-free SPF automation – Once set up, no manual edits are needed.
- ✅ Real-time DNS monitoring – Constantly checks for new or removed senders.
- ✅ Always compliant – Guarantees SPF records stay under the 10-lookup limit.
- ✅ Agency scaling – Manage dozens or hundreds of client domains from one dashboard.
- ✅ Full control – You own and control your clients’ DNS; no lock-in to a hosted vendor.
For agencies that want reliability at scale without extra workload, AutoSPF is a “set it and forget it” solution.
UniversalSPF by Fraudmarc – Hosted and Vendor-Managed
UniversalSPF by Fraudmarc takes a different approach. Instead of dynamically updating DNS directly, it provides a hosted SPF record. You point your client’s DNS to a UniversalSPF entry, and Fraudmarc manages it on their servers.
Key highlights of UniversalSPF:
- ⚡ Consolidated SPF record – Simplifies setup with a single DNS entry.
- ⚡ Vendor-managed SPF maintenance – Fraudmarc ensures the record stays valid.
- ⚡ Ease of onboarding – No need for advanced DNS knowledge to get started.
However, this model introduces trade-offs. Agencies lose some control, relying on Fraudmarc’s infrastructure and policies. Customization and fine-tuned adjustments may be limited.
Feature-by-Feature Comparison
| Feature | AutoSPF (Dynamic & Automated) | UniversalSPF (Hosted Record) |
| SPF Flattening | Automated in real time | Vendor-managed, static |
| DNS Lookup Compliance | Always guaranteed under 10 | Vendor-controlled compliance |
| Scalability | Ideal for agencies with 10–500+ domains | Usable but less flexible at scale |
| Maintenance | Zero manual upkeep | Vendor dependency required |
| Control | Agency retains full control | Vendor dictates structure |
| Integrations | API support, agency workflows | Limited customization options |
Pricing Considerations
- AutoSPF: Built with agencies in mind, AutoSPF offers flexible pricing tiers that scale based on the number of domains. The biggest cost advantage? Automation saves billable hours. Instead of paying staff to constantly troubleshoot SPF errors, agencies let AutoSPF do the heavy lifting.
- UniversalSPF: Generally priced per domain. For small setups, this can be manageable. But for agencies managing dozens—or hundreds—of client accounts, costs can multiply quickly. Plus, vendor dependency means less flexibility when budgets or client needs shift.
💡 Bottom line: If you manage a handful of domains, UniversalSPF may be fine. But at agency scale, AutoSPF provides stronger ROI.
User Experience and Workflow
AutoSPF
- Interface: Clean, intuitive, and agency-focused.
- Setup: One-time configuration per client, then it runs automatically.
- Ongoing effort: Minimal—just monitor from a dashboard.
- Best for: Agencies juggling multiple client campaigns who want peace of mind and zero micromanagement.
UniversalSPF
- Interface: Simple but less customizable.
- Setup: Easy onboarding—add one entry and let the vendor manage.
- Ongoing effort: Must rely on vendor for changes or troubleshooting.
- Best for: Agencies that prioritize simplicity over granular control.
Integration and Ecosystem Fit
- AutoSPF works directly with existing DNS systems (Cloudflare, GoDaddy, AWS Route53, etc.). It’s also API-ready, meaning agencies can integrate SPF monitoring into larger security or deliverability dashboards.
- UniversalSPF functions more like a black box—what you gain in simplicity, you may lose in transparency and flexibility.
Alternatives Worth Mentioning
If you’re still weighing options, here are other approaches agencies sometimes use:
- DIY SPF Flattening Scripts – Free scripts can flatten SPF records, but they require constant maintenance and risk human error. Not practical at scale.
- General DMARC Vendors with SPF Helpers – Some DMARC platforms provide SPF simplification, but often as a side feature, not a dedicated solution.
- Manual DNS Management – Editing records by hand works for one domain, but for agencies, it’s a never-ending nightmare.
Final Verdict: AutoSPF vs UniversalSPF – Which Wins for Agencies?
Both AutoSPF and UniversalSPF address the SPF 10-lookup limit problem, but they’re built with different philosophies in mind:
- AutoSPF is best for digital agencies that need:
- True automation at scale
- Ongoing compliance without staff overhead
- Full control of client DNS without vendor lock-in
- UniversalSPF is best for smaller setups where:
- Simplicity is more important than flexibility
- The agency doesn’t mind outsourcing SPF management to a vendor
👉 For agencies serious about email deliverability, scalability, and client trust, AutoSPF is the clear long-term solution. It saves time, reduces technical debt, and ensures no client ever loses deliverability because of SPF limits again.
Start with AutoSPF today and take control of SPF management for your clients—without the headaches.