Are you struggling to decide between AutoSPF and UniversalSPF by Fraudmarc for managing unlimited SPF records across your client domains? You’re not alone.
For Managed Service Providers (MSPs), managing SPF records is one of the most time-consuming, error-prone, and risky parts of email security. A single broken SPF record can disrupt email deliverability across dozens of users—or even multiple client businesses—leading to frustration and downtime.
In this comprehensive comparison of AutoSPF vs UniversalSPF, we’ll break down:
- How each platform manages unlimited SPF records.
- Key differences in features, automation, and usability.
- Pricing structures and scalability for MSPs.
- Real-world user experience, including dashboards and integrations.
- Alternative solutions in the market.
By the end, you’ll know exactly which solution is the best fit for your MSP email authentication workflows.
Why Unlimited SPF Management Is Essential for MSPs
SPF (Sender Policy Framework) is one of the most important DNS records for email authentication and deliverability. However, it comes with strict limitations:
- SPF Lookups Limit: Only 10 DNS lookups are allowed. Exceeding this limit breaks SPF validation.
- Multiple Vendors: Clients often use Microsoft 365, Google Workspace, Salesforce, Mailchimp, SendGrid, etc.—all requiring SPF entries.
- Ongoing Changes: Vendors update IPs and policies frequently, requiring constant SPF updates.
- Scaling Issues for MSPs: Managing dozens—or hundreds—of client SPF records manually is inefficient and nearly impossible at scale.
Unlimited SPF tools solve these issues by:
✅ Consolidating multiple entries into a single flattened SPF record.
✅ Automating updates when vendors change their sending infrastructure.
✅ Ensuring ongoing compliance with SPF lookup limits.
Both AutoSPF and UniversalSPF offer unlimited SPF management—but the way they approach MSP needs is very different.
AutoSPF vs UniversalSPF: Key Features Breakdown
| Feature | AutoSPF | UniversalSPF (Fraudmarc) |
| Unlimited SPF Records | ✅ Yes | ✅ Yes |
| MSP Multi-Domain Dashboard | ✅ Yes | ❌ No |
| White-Label Branding | ✅ Yes | ❌ No |
| Automation of Vendor Updates | ✅ Fully Automated | ⚠️ Partial |
| Reporting & Monitoring | ✅ MSP-wide reports | Limited |
| Integrations | ✅ Cloudflare, GoDaddy, AWS, APIs | Limited DNS support |
AutoSPF: Tailored for Managed Service Providers
AutoSPF is built specifically for MSPs, offering an automated, scalable, and white-labeled way to manage unlimited SPF records across multiple client domains.
Core Strengths
- MSP Dashboard – A centralized view of all client SPF records in one place. Bulk management reduces repetitive tasks.
- Automated Updates – When Google, Microsoft, or other vendors update their SPF records, AutoSPF updates your client records automatically.
- White-Labeling – Rebrand AutoSPF as part of your own MSP service offering.
- Advanced Reporting – Identify misconfigurations, lookup failures, or blocked mail flows before they become client-facing issues.
- Compliance Guarantee – Always keeps SPF within the 10-lookup limit.
UniversalSPF by Fraudmarc: Compliance-Focused
Fraudmarc’s UniversalSPF provides unlimited SPF records with a strong emphasis on keeping domain owners compliant with the SPF 10-lookup rule.
Core Strengths
- Unlimited SPF Flattening – Consolidates multiple vendor entries into one simplified SPF record.
- Compliance Assurance – Ensures email passes SPF checks without exceeding lookup limits.
- Direct Domain Focus – Designed primarily for individual organizations, not multi-tenant MSPs.
- Straightforward Setup – Good for a single domain owner who wants a “set it and forget it” SPF record.
Limitations for MSPs
- No Multi-Domain Dashboard – Each domain must be managed separately.
- Limited White-Label Options – Cannot be branded as part of MSP services.
- Manual Oversight Required – Less automation compared to AutoSPF for vendor updates.
Pricing Plans Comparison
AutoSPF: Transparent, MSP-Friendly Pricing
- Per-Domain Pricing: Simple, predictable costs with volume discounts for MSPs.
- Unlimited SPF Included: No “premium” upsells—unlimited SPF is standard.
- MSP Discounts: Tiered pricing allows agencies and MSPs to scale affordably.
- White-Labeling: Built-in, not a costly add-on.
👉 This makes AutoSPF highly cost-effective for MSPs managing 50+ domains.
UniversalSPF by Fraudmarc: Per-Domain Focus
- Flat Per-Domain Cost: Straightforward pricing for individual domain owners.
- No MSP Bundling: Lacks multi-tenant discounts or MSP-specific pricing tiers.
- Not White-Label Ready: Designed for direct end users.
👉 Works fine for single-domain owners, but costs add up quickly for MSPs managing dozens of clients.
User Experience
AutoSPF: MSP-Optimized UX
- Centralized Control: One dashboard for all clients.
- Simple Interface: Minimal learning curve for technicians.
- Alerts & Monitoring: Automated notifications for SPF misconfigurations.
- Mobile-Friendly: Manage SPF changes on the go.
UniversalSPF: End-User Simplicity
- Straightforward Setup: Great for a single domain owner with minimal DNS expertise.
- Manual Scaling: Not practical for 50+ domains.
- Designed for Individuals: Lack of bulk editing or MSP oversight features.
Integrations
- AutoSPF: Works seamlessly with Cloudflare, GoDaddy, AWS Route 53, Azure DNS, and API integrations for automation. Perfect for MSPs standardizing across multiple DNS providers.
- UniversalSPF: Supports basic DNS integrations but lacks the API-driven bulk management MSPs require.
Alternatives to AutoSPF & UniversalSPF
While these two tools dominate the Unlimited SPF space, MSPs may also consider:
- dmarcian – Excellent DMARC reporting, but SPF flattening requires manual maintenance.
- Valimail – Powerful enterprise option, but expensive and often overkill for SMB-focused MSPs.
- PowerDMARC – Offers SPF/DKIM/DMARC solutions, but pricing is geared toward larger corporations.
- EasyDMARC – User-friendly, but lacks MSP multi-tenant automation.
SEO-Friendly FAQ
What is Unlimited SPF?
Unlimited SPF refers to solutions that bypass the SPF 10-lookup DNS limit by flattening and optimizing SPF records dynamically. This ensures email authentication works even with multiple vendors like Google, Microsoft, and Mailchimp.
Why do MSPs need SPF management tools?
MSPs often manage dozens of client domains. Without automated SPF management, DNS lookups exceed limits, breaking email authentication. Tools like AutoSPF solve this at scale.
What happens if SPF records exceed the lookup limit?
If SPF records exceed 10 lookups, SPF fails and email may be marked as spam or rejected entirely. Unlimited SPF tools prevent this.
Is AutoSPF better than UniversalSPF?
For MSPs, yes. AutoSPF provides automation, multi-domain dashboards, and white-label branding. UniversalSPF works for individual domain owners but is not optimized for multi-client MSP workflows.
Final Verdict: AutoSPF vs UniversalSPF
Both solutions solve the SPF lookup limitation, but their target users differ dramatically:
- AutoSPF is the best choice for Managed Service Providers, offering automation, bulk management, and MSP-ready branding.
- UniversalSPF by Fraudmarc is a good fit for individual domain owners who want compliance without advanced multi-client workflows.
👉 If you’re an MSP managing multiple client domains, AutoSPF is the clear winner. It saves time, reduces risk, and allows you to deliver SPF management as part of your branded security services.