Managing email authentication at scale has become one of the most important technical challenges for digital agencies. Every client you onboard brings with them a unique mix of DNS providers, third-party email services, and compliance requirements. Without a streamlined system, staying under the SPF 10-lookup limit while ensuring deliverability can feel impossible.
Two solutions that often come up in these discussions are AutoSPF and UniversalSPF by Fraudmarc. Both tools aim to simplify SPF record management, but their approaches are very different.
This guide offers a side-by-side comparison of AutoSPF vs UniversalSPF, breaking down their features, automation capabilities, pricing, user experience, and suitability for agencies. By the end, you’ll know exactly which platform is the best fit for your agency’s email authentication workflows.
Why SPF Management Is Crucial for Agencies
Before diving into the comparison, let’s ground ourselves in why SPF (Sender Policy Framework) matters:
- Email deliverability: Misconfigured SPF records increase the likelihood of client emails being flagged as spam.
- Security: SPF helps prevent spoofing and phishing, two of the biggest threats to client reputation.
- Scalability: Agencies often juggle dozens or even hundreds of domains. Manual SPF management doesn’t scale.
- Compliance: With new authentication requirements from Gmail and Yahoo (effective 2024–2025), failing to meet SPF/DKIM/DMARC requirements can mean emails never reach inboxes.
Agencies need tools that not only fix SPF once but keep it compliant continuously. That’s where AutoSPF and UniversalSPF come in.
AutoSPF vs UniversalSPF: Feature Breakdown
| Feature | AutoSPF | UniversalSPF (Fraudmarc) |
| SPF Flattening | ✅ Real-time dynamic flattening | ⚠️ Static flattening, must regenerate |
| Multi-Domain Management | ✅ Central dashboard for agencies | ⚠️ Limited, built for single domains |
| Macros | ✅ Advanced macros for scaling | ⚠️ Basic support only |
| Automation | ✅ 100% set-and-forget | ⚠️ Semi-automated, manual steps needed |
| Alerts & Monitoring | ✅ Real-time issue detection | ⚠️ Limited alerting |
| Pricing | ✅ Transparent, predictable | ⚠️ Variable usage-based |
| Support | ✅ Agency-first onboarding, white-label options | ⚠️ General support, no agency tier |
AutoSPF: Built for Agencies That Scale
1. Dynamic SPF Flattening
AutoSPF automatically rewrites SPF records to stay under the 10-DNS-lookup limit. Unlike static flatteners, it updates in real time whenever a client adds a new email-sending service. This prevents stale records and eliminates delivery risk.
2. Macros for Agencies
With reusable SPF macros, agencies can apply consistent templates across all client domains. For example, you can build one macro for “standard marketing tools” (Mailchimp, HubSpot, Salesforce) and roll it out instantly across 50+ clients.
3. Centralized Dashboard
Instead of logging into each client’s DNS separately, AutoSPF provides a centralized, agency-friendly interface. This gives account managers and IT staff visibility into every client domain at a glance.
4. Real-Time Monitoring
AutoSPF includes continuous monitoring and alerting. If a DNS misconfiguration or expired service entry threatens deliverability, you’ll know immediately.
5. Predictable Pricing
AutoSPF charges a flat, transparent monthly fee per domain. For agencies, this means no surprises—budgeting is simple even as client numbers grow.
UniversalSPF by Fraudmarc: A Legacy SPF Flattener
1. Static Flattening
UniversalSPF takes a static approach: it generates a flattened SPF record at a point in time. If your client adds or removes services, you need to manually regenerate and update DNS. This creates opportunities for human error and delivery failures.
2. Limited Macros
UniversalSPF supports basic macros but lacks the flexibility agencies need for large-scale rollout. Managing multiple client domains often requires repetitive, manual updates.
3. Partial Automation
While UniversalSPF handles initial SPF flattening, ongoing updates still fall on the agency or client. This increases overhead and creates risk when changes aren’t updated promptly.
4. Generalized User Experience
The platform is more suited for individual businesses managing their own domain rather than agencies managing many. Bulk workflows and dashboards are limited.
5. Variable Pricing
Pricing is based on usage and record size, which can be unpredictable. For agencies managing dozens of clients, costs can fluctuate unexpectedly.
Pricing Comparison: AutoSPF vs UniversalSPF
AutoSPF Pricing
- Free Plan: Perfect for small agencies or trials—includes core flattening and monitoring.
- Pro Plan: Flat monthly fee per domain. Includes unlimited SPF lookups, automation, and full macro support.
- Agency Tier: Discounts for bulk domains, priority support, and white-label features for agencies that want to resell SPF management as part of their services.
UniversalSPF Pricing
- No free tier.
- Charges based on DNS lookups and usage frequency.
- Costs increase as record size grows.
- Less predictable for agencies managing many client domains.
Verdict on Pricing: AutoSPF’s flat, transparent model is far easier for agencies to scale with.
User Experience Comparison
AutoSPF: Simplicity + Scale
- Designed for agencies from the ground up.
- Clean UI, minimal learning curve for non-technical users.
- Real-time automation reduces manual effort.
- Centralized domain view is ideal for account managers handling multiple clients.
UniversalSPF: Technical and Manual
- Geared toward single-domain users or IT teams.
- Requires more DNS knowledge to manage effectively.
- Manual regeneration creates extra workload.
- Not optimized for bulk management.
Integrations
- AutoSPF: Works with major DNS providers (Cloudflare, GoDaddy, AWS Route 53, Google DNS). Provides APIs for advanced agency workflows and integrations with email security platforms.
- UniversalSPF: More limited. Lacks deep integrations for agencies that want automation baked into their processes.
Alternatives to AutoSPF and UniversalSPF
If you’re exploring SPF management solutions, here are some alternatives worth noting:
- DMARCian – Strong reporting and compliance tools. Good for single organizations, but less focused on agency automation.
- Valimail Enforce – Enterprise-grade solution with DMARC enforcement. Powerful but often cost-prohibitive for agencies.
- PowerDMARC – Full suite of authentication tools, but SPF flattening is not as streamlined as AutoSPF.
- MXToolbox – Excellent for diagnostics and troubleshooting but not a long-term SPF automation solution.
Final Verdict: Which One Is Best for Agencies?
For digital agencies juggling multiple clients, AutoSPF is the clear winner over UniversalSPF:
- Automation-first approach eliminates manual DNS management.
- Macros built for scaling save hours of repetitive work.
- Predictable pricing helps agencies grow without financial surprises.
- Agency-focused support ensures you’re not left solving client issues alone.
UniversalSPF may work for smaller organizations managing a single domain, but agencies that value scalability, security, and client confidence will find AutoSPF the superior choice.
FAQs
Why is AutoSPF better for agencies than UniversalSPF?
Because AutoSPF is designed specifically for agencies. It automates SPF management across multiple clients, provides reusable macros, and offers centralized dashboards. UniversalSPF requires more manual work and is less flexible.
Does AutoSPF eliminate the SPF 10-lookup limit?
Yes. AutoSPF automatically flattens and optimizes SPF records so they stay compliant with the 10-lookup limit—no manual intervention required.
Can AutoSPF be white-labeled for clients?
Yes. Agencies can rebrand AutoSPF and offer it as part of their client security packages.
How does UniversalSPF compare in terms of automation?
UniversalSPF uses static flattening, which means every time a client changes their email provider, you must regenerate the record manually. AutoSPF updates dynamically in real time.
What happens if an SPF record is misconfigured?
With AutoSPF, you receive real-time alerts and recommendations. With UniversalSPF, misconfigurations can persist until someone manually intervenes.