What is the pricing structure for Validity's Feedback Loop (FBL) service and how does it work?
Michael Ko
Co-founder & CEO, Suped
Published 14 Jul 2025
Updated 17 Aug 2025
9 min read
Understanding the pricing structure and operational aspects of Validity's Feedback Loop (FBL) service is crucial for email senders. FBLs are a vital tool for maintaining a healthy sender reputation, as they provide insights into how recipients are interacting with your emails. Specifically, they report instances where subscribers mark your emails as spam, allowing you to suppress those users from future mailings and prevent your sending infrastructure from being blocklisted (or blacklisted).
Recently, Validity (formerly Return Path), a significant player in the email deliverability space, announced changes to its Universal FBL service, moving from a free model to a paid one for many users. These changes have sparked considerable discussion within the email community, raising questions about accessibility and the financial impact on businesses that rely on this data. This shift underscores the increasing complexity and cost associated with maintaining strong email deliverability in today's landscape.
What is Validity's Feedback Loop (FBL)?
A Feedback Loop (FBL) is a system set up by mailbox providers like Google and Yahoo to notify email senders when their recipients click the 'report spam' button. This notification, typically an Abuse Reporting Format (ARF) message, contains details about the offending email, enabling senders to identify and remove disengaged users from their mailing lists. This proactive measure is essential for preventing further complaints and protecting sender reputation, which directly impacts inbox placement.
Validity's Universal FBL (UFBL) has historically aggregated FBL data from various internet service providers (ISPs) and mailbox providers (MBPs), providing a centralized source of complaint data for email marketers. This service became a cornerstone for many organizations needing a comprehensive view of their complaint rates across a wide range of providers. Before the recent changes, access to this consolidated data was largely free, making it an indispensable resource for managing email programs effectively.
The availability of this FBL data helps senders understand potential issues with their email programs, such as sending to unengaged users or content that triggers spam complaints. Without FBL data, senders would be largely blind to recipient feedback, potentially leading to higher spam rates, damage to sender reputation, and ultimately, messages landing in the spam folder rather than the inbox. This directly relates to how email blacklists actually work, as high complaint rates are a common trigger for being listed.
Understanding the new pricing structure
Validity's announcement signaled a significant shift in the Universal FBL pricing model. Previously, the service was mostly free, but as of September 2023, Validity began charging for access to message-level complaint data, particularly for those not subscribed to their other premium services. The core offering, as detailed in their official blog post, is priced at USD $1,500 annually for up to 100,000 complaints. This change prompted many senders to re-evaluate their strategies and budgets for email deliverability tools.
Beyond the base annual fee, there are additional costs for higher complaint volumes. For every additional block of 10,000 complaints beyond the initial 100,000, senders incur an extra charge of $150. This tiered structure means that high-volume senders, or those with higher complaint rates, could face substantially increased costs for accessing crucial FBL data.
It's important to note that certain Validity clients are exempt from these new charges. Customers subscribed to Validity's Everest platform or Sender Certification program continue to receive message-level complaints at no additional cost. Additionally, Validity has stated that they will offer free FBL service for not-for-profit companies through their Validity Cares program. These exceptions provide some relief, but a large segment of the email sending community is now impacted.
The operational mechanics of Validity's FBL service remain largely similar, despite the pricing changes. Senders continue to receive ARF messages containing critical information such as the original email headers, the reported complaint reason, and the subscriber's email address. This data is essential for identifying the specific messages that triggered complaints and for segmenting users who do not wish to receive further emails.
Upon subscribing to the paid service, senders gain access to these detailed, message-level complaint reports. These reports are typically delivered via an automated feed, often to a designated email address or through an API, which can then be processed by an email service provider (ESP) or an internal system. The key is to act on this data promptly, suppressing complaining users to prevent further negative feedback. For more details on this process, review how ESPs process FBL emails to manage suppressions effectively.
One area of concern for many users revolved around the billing process and the immediate impact of exceeding complaint thresholds. Validity clarifies that detailed pricing and upgrade steps become available upon logging into the Universal FBL service, with specific tax information and user-specific standing (like non-profit status or existing Everest subscriptions) clarifying individual costs. However, the exact payment terms, such as whether payment is in arrears or pre-paid, were initially a source of confusion for many senders as the changes rolled out.
The pricing is usage-based, meaning that the cost will fluctuate depending on the volume of complaints received. This model requires senders to have a clear understanding of their historical complaint rates to accurately predict their expenses. Without a comprehensive understanding of their complaint volume, companies found it challenging to budget for this new expense, highlighting a need for transparency and predictability in billing for essential deliverability services.
Impact on email senders and the industry
The introduction of fees for Validity's Universal FBL has significant implications for the email industry. For many businesses, particularly small to medium-sized enterprises or those with tight marketing budgets, this new cost presents a considerable challenge. Access to FBL data is not merely a 'nice-to-have' but a fundamental component of maintaining a positive sender reputation and ensuring messages reach the inbox. Without this data, senders are at a higher risk of being placed on a blocklist (or blacklist), impacting their entire email program.
The news that Validity would start charging for FBL access created a buzz in the email industry, with many experts and marketers expressing concerns about the implications. As reported by ISIPP, the move sparked debates about whether senders would absorb the cost, seek alternative complaint reporting mechanisms, or scale back their email sending. This pricing model forces companies to weigh the cost of FBL access against the potential damage to their deliverability and business outcomes if they opt out.
This situation highlights the importance of diversifying data sources and not relying solely on a single provider for critical deliverability insights. While Validity's FBL is a significant aggregate, exploring direct FBLs from major providers (like Google and other ISPs) and using other deliverability monitoring tools becomes increasingly vital. This ensures that even with changes from specific providers, your email program can continue to operate with full visibility into its performance.
Views from the trenches
Best practices
Monitor complaint rates diligently to maintain a healthy sender reputation and avoid blacklisting.
Implement clear unsubscribe options in all emails, giving recipients an easy way to opt-out.
Segment your audience and tailor email content to improve engagement and reduce spam complaints.
Regularly clean your email lists to remove inactive or problematic addresses and minimize complaints.
Common pitfalls
Ignoring FBL data can lead to increased blocklist listings and significant deliverability issues.
Failing to adjust sending practices despite rising complaint rates, leading to further reputation damage.
Not understanding the nuances of how different FBLs report data, causing misinterpretations.
Over-relying on a single FBL provider, potentially missing critical insights from other sources.
Expert tips
Automate the processing of FBL reports to quickly suppress complaining users from your mailing lists.
Integrate FBL data with your CRM or marketing automation platform for a comprehensive view of subscriber interactions.
Proactively seek feedback from subscribers before they resort to marking your emails as spam.
Invest in robust email authentication methods like DMARC to protect your domain and sender reputation.
Marketer view
Marketer from Email Geeks says Validity's blog states the ARF service will cost $1,500 US annually for up to 100,000 complaints.
2023-09-12 - Email Geeks
Marketer view
Marketer from Email Geeks says there is an automatic charge of $150 for each additional 10,000 blocks of complaints beyond the initial tier.
2023-09-12 - Email Geeks
Navigating the evolving landscape of FBLs
The changes to Validity's Universal FBL pricing represent a significant evolution in how email deliverability is managed and budgeted for. While the core function of an FBL (providing critical feedback on spam complaints) remains indispensable, senders now face a direct cost for this service unless they qualify for exemptions. This shift underscores the need for robust email marketing practices that prioritize recipient engagement and list hygiene to minimize complaints and optimize FBL usage. Ultimately, understanding these costs and integrating FBL data efficiently will be key to maintaining high deliverability rates and avoiding issues like being placed on a blocklist or blacklist.
