Acceptable Use Policy

Last Updated: July 3, 2026

Overview.

This Acceptable Use Policy (“AUP”) establishes the standards that apply to all use of the Services, including all email campaigns, outreach sequences, AI-assisted communications, and other activities conducted through the platform. These standards are a condition of Your use of the Services and supplement the obligations in the Terms of Service, and any applicable service-specific terms.

ReplyApp Inc. (“Reply”) builds and operates the platform for responsible, personalized outreach at scale. The standards in this AUP protect both platform integrity and Your sender reputation, and reflect the requirements of applicable law. Capitalized terms used but not defined in this AUP have the meanings given to them in the Terms of Service.

Campaign Quality Standards.

The following standards apply to all campaigns and outreach activity conducted through the Services. These thresholds reflect platform integrity requirements and applicable deliverability standards. Reply monitors compliance with these standards and may suspend or restrict access to the Services where thresholds are exceeded.

Bounce Rate.

Your overall bounce rate must not exceed 8% at any time across Your Reply account. A high bounce rate indicates low-quality or outdated contact data and damages Your sender domain reputation. You are responsible for maintaining contact list hygiene to keep Your bounce rate within this threshold.

Spam Bounce Rate.

Your spam bounce rate — the ratio of emails bounced for spam-related reasons to all emails sent in Your account — must not exceed 1%. Exceeding this threshold may result in immediate account suspension. A high spam bounce rate is typically caused by low-quality prospect lists, sending to invalid or purchased addresses, or content triggering spam filters.

Invalid Email Rate.

The share of invalid or nonexistent email addresses in any campaign must not exceed 20%. Before launching a campaign, You should validate Your contact list using Reply’s email validation feature or a comparable third-party validation service. Sending to invalid addresses increases Your bounce rate and damages Your domain reputation.

Open Rate.

Your open rate for any campaign should be above 20%. A persistently low open rate indicates deliverability or targeting issues. Reply may flag or restrict campaigns with open rates significantly below this threshold where they indicate a risk to platform deliverability.

Reply Rate.

Your reply rate after the first email and one follow-up should be above 4%. A persistently low reply rate may indicate poor list targeting, subject line issues, or content quality concerns.

Opt-Out Rate.

Your opt-out rate should remain below 10% for any campaign. An opt-out rate above this threshold indicates that recipients have not consented to or do not welcome Your communications, which increases legal compliance risk and reputational harm.

Spam Rate and Spam Complaints.

You must maintain a spam rate below 0.10% as measured by Google Postmaster Tools or equivalent. This threshold is a mandatory requirement of Google’s Bulk Sender Guidelines for senders of 5,000 or more emails per day to Gmail recipients, and is an independent requirement under this AUP regardless of daily send volume. Exceeding this threshold may result in deliverability degradation or mailbox suspension by Google independently of any action by Reply.

You must also comply with applicable mailbox provider requirements and maintain acceptable spam complaint levels across all providers. Excessive spam complaints or failure to comply with mailbox provider standards may result in deliverability degradation, mailbox restrictions, or account suspension by the applicable provider. Reply may review and restrict campaigns where spam complaint patterns indicate a risk to platform deliverability or sender reputation.

Content Standards

CAN-SPAM Act and Applicable Law.

All email campaigns must comply with the CAN-SPAM Act and all other applicable anti-spam, marketing, and communications laws in the jurisdictions in which Your recipients are located. This includes, without limitation, laws governing sender identification, subject line accuracy, physical address disclosure, opt-out mechanisms, and honoring of unsubscribe requests. Additional requirements are set forth in the Jurisdiction-Specific Terms Appendix and, where applicable, the Mailbox and Domain Services Terms.

Opt-Out Link.

You must include a clear and functional opt-out or unsubscribe link in every outbound email campaign sent through the Services, including cold outreach campaigns. You may customize the link text, but the mechanism must be functional and must result in the recipient being removed from future campaigns within the time period required by applicable law.

Sender Identification and Accuracy.

All campaigns must include accurate sender information, subject lines, header information, and routing information. You must not use misleading subject lines, false sender names, or inaccurate routing information. Each campaign must include a valid physical mailing address or PO Box where You or Your business can receive mail; an email address or website URL does not satisfy this requirement.

No Generic or Role-Based Email Addresses.

You may not send campaigns to role-based or generic email addresses such as info@, sales@, support@, admin@, or similar addresses that are not associated with a specific identified individual. Campaigns must be targeted to identified individuals within Your prospect audience.

Contact List Quality.

You may only send campaigns to recipients for whom You have a lawful basis under applicable law. You may not use purchased, rented, harvested, scraped, or otherwise unlawfully obtained contact lists. You are responsible for maintaining up-to-date suppression lists and honoring all prior opt-out, unsubscribe, and objection requests across all campaigns and contact lists.

Email Attachments.

Use of email attachments in outreach campaigns is strongly discouraged, particularly for cold outreach to recipients with whom You have not previously communicated. Attachments significantly increase the likelihood of emails being classified as spam and may impair deliverability. If attachments are necessary, they should be used sparingly and only in warmer campaigns to recipients with an existing relationship.

Email Formatting.

Campaigns should use minimal formatting and maintain a natural, conversational tone consistent with personal correspondence. Excessive HTML formatting, heavy image-to-text ratios, promotional design elements, and marketing-heavy content structures increase the likelihood of spam classification and reduce deliverability. Plain-text or lightly formatted emails consistently perform better in outbound outreach.

Sender Email Accounts.

You may only send campaigns through corporate email accounts linked to Your professional domain. Free email provider accounts — including Gmail.com, Yahoo.com, Hotmail.com, Outlook.com, and similar consumer accounts — may not be used as sending accounts. Business-tier accounts from these providers that are linked to Your professional domain are permitted. Using a trusted corporate domain with a solid email reputation is a prerequisite for effective deliverability.

Third-Party Platform Compliance.

If You use the Services in connection with a third-party CRM, email platform, social network, LinkedIn, or other integrated service, You must comply with the terms of use and acceptable use policies of that platform in addition to this AUP and the Terms of Service. Reply is not responsible for Your compliance with third-party platform requirements.

Where You use Reply’s Infrastructure Services (provisioned mailboxes or domains), You must additionally comply with the requirements of the Mailbox and Domain Services Terms, including Google’s Bulk Sender Guidelines, Google’s Acceptable Use Policy for Google Workspace, and the spam rate threshold described above.

Data and AI Features.

Data Credits and Fair Use.

Reply’s data products operate under a fair use policy to prevent abuse. Free or freemium plan accounts receive fifty (50) live data credits per account per month. Additional credits may be purchased as an add-on. Reply may adjust data credit allocations and fair use thresholds from time to time with notice.

AI Features.

Use of AI-powered features within the Services is additionally subject to the AI Features Terms. The campaign quality standards, content standards, and compliance obligations in this AUP apply equally to campaigns and content generated or assisted by AI features.

Enforcement.

Violations of this AUP may result in campaign suspension, account restriction, or account termination, with or without advance notice depending on the severity of the violation. Reply monitors compliance with these standards on an ongoing basis and reserves the right to restrict or suspend access to the Services where violations are identified. Reply is not obligated to independently verify compliance with applicable law, and Reply’s review of campaigns or account activity does not constitute approval of the content, practices, or legal compliance of any campaign. You are solely responsible for ensuring that Your use of the Services complies with this AUP, the Terms of Service, and all applicable law. Violating the standards in this AUP may also constitute a violation of the Terms of Service, entitling Reply to exercise any remedies available thereunder.

Contact Information.

Questions about this AUP or compliance with its requirements may be directed to [email protected].