What are the pricing tiers for Validity's Universal Feedback Loop (UFBL) ARF reports, and how do they compare?
Matthew Whittaker
Co-founder & CTO, Suped
Published 26 May 2025
Updated 17 Aug 2025
7 min read
The email deliverability landscape is constantly evolving, and keeping track of all the changes can be a full-time job. One of the significant shifts that garnered attention recently was Validity's decision to start charging for its Universal Feedback Loop (UFBL) Abuse Reporting Format (ARF) reports. Previously, this service was largely free for many users, so the introduction of fees has naturally raised questions about the new pricing tiers and how they compare, particularly for businesses that rely on these critical reports for their sender reputation.
For many, the UFBL has been an essential tool, providing insights into spam complaints that help manage email lists and maintain good standing with Internet Service Providers (ISPs). Understanding who needs to pay, how much, and what exceptions exist is crucial for anyone involved in email marketing or operations. It's about ensuring your emails reach the inbox without incurring unexpected costs or harming your sender reputation.
This change underscores the growing complexity of email deliverability, where access to vital data often comes with a price tag. It also highlights the importance of keeping a close eye on your domain reputation and complaint rates, as they directly impact your costs and deliverability success.
The universal feedback loop pricing overview
When Validity first announced its decision to monetize its Universal Feedback Loop service, the primary pricing point communicated was $1,500 US annually for up to 100,000 complaints. This baseline gives a starting point for understanding the cost for senders with moderate complaint volumes.
For individual complaints, the pricing was approximated at around $150 per 10,000 complaints, which is consistent with the annual rate. This means that if you anticipate receiving 10,000 complaints or fewer, your cost would be approximately $150 per year for access to the ARF reports. However, it's important to note that the primary pricing model is in blocks of 100,000 complaints.
It's worth noting that the pricing structure is specifically aimed at those who subscribe to ARF reports without any other existing relationship with Validity. If you're a client with other Validity products, such as Everest, the ARF subscription may be bundled or otherwise exempted from this direct charge.
Complaint Volume Tier
Annual Cost
Cost Per Complaint (at tier base)
Up to 100,000
$1,500
$0.015 (for 10,000)
250,001 - 1,250,000
$10,000
$0.04 (for 250,000)
2,500,001 - 12,500,000
Negotiable, higher cost
Cost per complaint decreases
Unpacking the volume-based pricing
While the initial announcement of $1,500 per 100,000 complaints seemed straightforward, deeper insights into Validity’s pricing structure reveal complexities, particularly at higher volumes. For senders with complaint volumes ranging from 250,001 to 1,250,000 ARF FBLs, the quoted annual cost rises to $10,000. This jump introduces a significantly different per-complaint cost, especially at the lower end of this higher tier.
Calculating the per-complaint cost for the $10,000 tier at its base of 250,000 complaints, you'd find it's $0.04 per complaint. This figure is notably higher than the $0.015 per complaint suggested for the 10,000 complaint sub-tier within the initial $1,500 block. This means that for some volume ranges, the cost per complaint actually increases before potentially decreasing at much higher volumes within the broader tier, creating a pricing curve that isn't always intuitive or graduated as expected.
Many in the industry have expressed concerns about this lack of a smooth, graduated scale, pointing out that an intermediate tier (e.g., between 100,000 and 250,000 complaints) isn't readily available or clearly priced. This can leave senders in that middle ground without a transparent cost structure, forcing them into a much higher tier than their actual usage might justify. The broad ranges within the higher tiers, such as 2.5 million to 12.5 million, also add to the uncertainty for large-volume senders trying to predict their expenses accurately.
The perceived disparities in pricing raise important questions for senders about the value proposition, particularly when considering how essential FBL data is for maintaining a healthy sender reputation and avoiding blacklists. For more details on the reasons behind these changes, you can refer to our article on why Validity is charging for Universal Feedback Loop ARF reports.
The impact of FBLs
Feedback loops are a cornerstone of effective email deliverability, enabling senders to quickly identify recipients who mark their emails as spam. Neglecting this data can lead to higher complaint rates, which in turn can significantly damage your sender reputation and lead to your emails being directed to spam folders or even blocklisted. Investing in FBL access can be crucial for long-term email program health.
Who is exempt from UFBL charges?
Not all users of Validity's Universal Feedback Loop will be subject to the new charges. Validity has clarified that certain groups are exempt from direct payment for ARF reports. Primarily, clients who have an existing subscription to other Validity products, such as Everest, will find the ARF service bundled into their existing package. This means that for comprehensive deliverability suite users, the FBL data remains part of their current investment.
Furthermore, Email Service Providers (ESPs) are also currently exempt while Validity works with the ESP community to establish a path forward. This temporary exemption acknowledges the critical role ESPs play in the email ecosystem and the need for a collaborative solution regarding FBL data. For senders who leverage an ESP, this means their access to FBL data may continue uninterrupted through their provider, depending on the ESP's arrangements with Validity.
However, those who have been subscribing to the ARF report as a standalone service, without other Validity products or an ESP intermediary, are the ones who will now face charges. This transition means that independent senders, or those managing their own email infrastructure without a full deliverability suite, need to factor in these new costs. You can find further clarification in various industry updates regarding this change. This adjustment reflects a broader trend where valuable email data, once freely available, is becoming a paid commodity, emphasizing the growing importance of feedback loops in managing sender reputation and avoiding blocklists.
Before the change
Accessibility: Many senders, particularly those not using other Validity products, could access UFBL ARF reports for free.
Cost factor: Direct monetary cost for FBL data was generally not a consideration for these users.
Integration: Senders directly integrated with the UFBL program to receive complaint data.
After the change
Accessibility: Standalone users now face annual fees based on complaint volume.
Cost factor: Budgeting for FBL access becomes a necessity, with varying tiers and potentially non-linear per-complaint costs.
Considerations: Senders may explore alternatives or adjust their email practices to manage complaint volumes efficiently.
Navigating the new landscape of FBL pricing
The introduction of pricing tiers for Validity’s Universal Feedback Loop ARF reports marks a significant shift for senders worldwide. While the core purpose of FBLs – to provide essential complaint data for maintaining a healthy sender reputation – remains unchanged, the financial implications for some users have become a new reality.
It’s evident that Validity is moving towards a more structured, tiered pricing model based on complaint volume, with exemptions for existing integrated clients and ESPs. However, the reported non-linear cost per complaint at certain volume thresholds, and the wide gaps between tiers, suggest that transparency and a smoothly graduated scale are still areas for development. Senders, particularly those with complaint volumes between 100,000 and 250,000, might find themselves navigating an unclear pricing landscape.
For email marketers and deliverability professionals, this change underscores the imperative of proactive list hygiene and careful management of complaint rates. Understanding these new costs is vital for budgeting and strategy, especially as feedback loops remain a critical signal for avoiding the spam folder and staying off email blacklists.
Views from the trenches
Best practices
Monitor your complaint rates closely to understand your usage and potential costs.
If you're an ESP, engage with Validity to understand the long-term plan for your FBL access.
Explore if consolidating deliverability services with a single vendor could bundle FBL access.
Regularly clean your email lists to reduce complaints and lower your FBL costs.
Prioritize engagement over volume to keep recipients happy and complaint rates low.
Common pitfalls
Assuming FBL data remains free without verifying your account status or relationship with Validity.
Ignoring the per-complaint cost at different tiers, leading to unexpected high expenses.
Not accounting for the wide gaps in reported pricing tiers when forecasting budgets.
Failing to adapt list management practices, resulting in continued high complaint volumes and costs.
Overlooking alternative methods for monitoring sender reputation if FBL costs become prohibitive.
Expert tips
Use FBL data not just for suppression, but for deeper insights into audience engagement and content relevance.
Automate the processing of ARF reports to ensure timely unsubscribes and suppressions.
Combine FBL data with other deliverability metrics for a holistic view of your email program's health.
For large senders, consider direct relationships with ISPs that offer FBLs if Validity's pricing doesn't align.
Regularly review your email authentication (SPF, DKIM, DMARC) to build trust with mailboxes and reduce spam complaints.
Marketer view
A marketer from Email Geeks says they found the pricing of $1,500 per year for up to 100,000 complaints to be the standard rate, and wondered about pricing for volumes exceeding that.
2023-09-01 - Email Geeks
Marketer view
A marketer from Email Geeks says that Validity has indicated they only offer blocks of 100k complaints currently, but they might introduce smaller chunks later, with the overall pricing remaining around $150 per 10,000 complaints.
Validity products, such as Everest, the ARF subscription may be bundled or otherwise exempted from this direct charge.
