What is IP reputation and why should I care?
In a perfect world you should never have to think about IP reputation. You just want your emails to arrive, your APIs to work, and your applications to run smoothly. But in reality IP reputation is a critical factor that affects all of these services.
To fight against spam, fraud, and abuse across the entire internet, IP addresses and entire network blocks are evaluated based on observed behavior. Multiple organizations track and rate IP addresses to help identify sources of malicious activity.
Once an IP address is flagged for bad behavior, it can be added to blocklists that email servers and online services use to filter incoming traffic.
Understanding IP reputation is crucial for anyone running online services, especially when email delivery and API access are involved.
Email delivery impact
Most Critical: Email servers worldwide check reputation before accepting messages. If our IP block appears on major blocklists:
- Legitimate business emails bounce or go to spam
- Password reset emails never arrive
- Transactional emails from web applications fail
- E-commerce order confirmations get blocked
Real-world scenario: If one customer's compromised WordPress site sends spam, and our /24 block gets listed on Spamhaus, suddenly all customers on our network can't send email reliably.
Every Rackmill customer potentially needs email functionality:
- Web developers testing user registration flows
- Small businesses sending order confirmations and invoices
- SaaS applications delivering password resets and notifications
- Personal projects running contact forms and automated reports
One abuse incident can break email for everyone on our network.
API and service access
Many online services check IP reputation before allowing API access:
- Payment processors (Stripe, PayPal) may block transactions from suspicious IPs
- Social media APIs rate-limit or block access from poor reputation networks
- Cloud services (AWS, Google Cloud) may restrict access or require additional verification
- CDNs and web application firewalls may challenge or block traffic
Search engine penalties
While not as immediate as email blocking, persistent abuse from an IP range can:
- Reduce crawl rates for websites hosted on those IPs
- Trigger additional CAPTCHA challenges for users
- Impact SEO rankings if associated with spam patterns
The domino effect
Here's a real scenario we actively work to prevent:
- Customer installs WordPress, doesn't update it
- Site gets compromised, starts sending spam
- Spam traps receive emails from our IP space
- If one of our /28 customer subnets within the larger /24 block gets listed on Spamhaus within 6 hours
- Entire subnet's email delivery fails
- 10 customers suddenly can't send password resets
- Customer complaints flood support tickets
- We spend days getting delisted
- During that time, legitimate businesses lose revenue
This is why we care deeply about what runs on our network.
Is that why Rackmill changed all of their IPs?
Yes. And we did it for a few other important reasons.
When we launched Rackmill in September 2024, we initially used IP addresses assigned by an upstream transit provider, essentially "borrowing" their IP space, which they were in turn leasing from a larger provider. While convenient for us, this approach comes with risks.
- Shared reputation: IP addresses have histories from previous tenants. If that history includes spam or abuse, it could taint the reputation of the entire IP block. If the IPs were ever blocklisted before Rackmill took ownership, it can be difficult to manage that IP block's reputation and resolve issues quickly.
- Geographic mismatch: Although there's no inherant property of an IP address that ties it to a specific physical location, IPs are often registered by geo-mapping services like IP Geolocation API, which classify them as "belonging" to given locations. So if our IPs were originally assigned to tenants in other countries, some geo-mapping services might still attribute them to those regions, depending on how frequently those services update their databases.
- Reduced permanency: When "renting" IP space from a provider, especially if they in turn are renting from another larger upstream provider, there's a possibility of the lease being cancelled somewhere along the chain of ownership. It never happened for us, but if it did we would've needed to find a new IP space, which is not a simple process and can lead to potential service disruptions.
So did Rackmill buy its own permanent IPs?
That's right. It wasn't easy but totally worth it.
In August 2025, after months of preparation, we successfully obtained our own IPv4 /24 block (203.17.177.0/24). This means we now have full control over our IP addresses and their reputation. We also obtained an Autonomous System Number (AS154167) to manage our own BGP routing.
We're actually rather lucky to have secured our own /24 block in 2025. IPs are allocated by regional internet registries (like APNIC), and obtaining a new allocation is impossible in many regions because there's simply none left to give out. Australia still has some IPv4 space available, but it's becoming increasingly scarce.
Obtaining our own IP allocation from APNIC wasn't a small undertaking. It represented a significant financial and technical commitment that sets us apart from many budget VPS providers. Here's what went into securing our own slice of the internet:
Technical requirements, financial investment and effort
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Infrastructure: Physical equipment deployment at Equinix PE2 data center (Shenton Park, WA), We had servers and networking gear in place but needed extra connection equipment to meet requirements.
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Internet Transit Services: Ongoing IP transit costs with our upstream provider doesn't change significantly whether we use our own IPs or theirs.
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APNIC Membership: $1,909.60 AUD per year * as of 2024/2025, with an initial sign-up fee of $500.00 AUD
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We had to demonstrate to APNIC:
- Legitimate operational need: Proof of ~50 active customer VPS instances requiring dedicated IPv4 addresses
- Physical infrastructure: Documented deployment in our rack at Equinix PE2 data center
- Detailed addressing plan: Subnet-level breakdown: Setting aside IP addresses for infrastructure and the remaining IPs for customer allocation
- Technical capability: Demonstrated ability to properly manage IPv4 and IPv6 allocations
- Equipment inventory: Router and network equipment documentation with purchase receipts
Timeline
The process took several weeks:
- July 2024: Initial APNIC application submitted
- Processing the application: Multiple rounds of documentation and clarification
- Setting up: Equipment acquisition and installation at Equinix PE2
- Paperwork: Adjusted service agreement with Iperium (our upstream transit provider)
- BGP configuration: This took significant technical expertise and a surprisingly unreasonable amount of time. Always be prepared for unexpected challenges when dealing with network configurations.
- August 2025: APNIC membership approved and resources delegated
Who tracks IP reputation and how do IPs get blocklisted?
The list of organizations monitoring IP reputation is extensive, but some of the major players include:
- Spamhaus Project: One of the most influential anti-spam organizations, maintaining several blocklists for spam, exploits and policy violations.
- Project Honey Pot: Tracks comment spammers, email harvesters, and suspicious activity.
- Cisco Talos Intelligence: Monitors threat data and maintains reputation scores for IPs worldwide.
- Google Postmaster Tools: Offers insights into email delivery and reputation for senders using Gmail.
- Microsoft SNDS (Smart Network Data Services): Provides data on email sent to Outlook.com and Hotmail users.
These systems are not all the same, but many work by collecting data from "spam traps" (email addresses created solely to catch spam), user reports, honeypots (fake vulnerable systems), and automated monitoring. Once an IP address exhibits suspicious behavior, it can be added to one or more blocklists within hours.
Wow. I sure hope Rackmill can protect my IP reputation.
Yeah, we do too. Now that we have our own APNIC-allocated IP space, we take proactive steps to monitor and maintain its reputation.
We've implemented several layers of protection and continue to make improvements:
Proactive monitoring
Regular reputation checks: We look up our entire 203.17.177.0/24 allocation across multiple IP reputation trackers (like the ones above).
Traffic pattern analysis: In our network we watch for:
- Unusual outbound email volumes
- Port scanning activity
- Excessive connection attempts
- Known malware command-and-control patterns
Abuse response procedures
Our accounts@rackmill.au address (registered with APNIC) receives abuse reports, which we investigate within 24 hours. We take it seriously because it affects our customers. When we detect abuse or receive reports we have a tiered response system.
Level 1 - Automated alerts (Minutes):
- System detects anomalous behavior
- Customer receives automated warning email
- If behavior continues, service may be automatically suspended
Level 2 - Investigation (Hours):
- Our team reviews logs and determines the source
- Customer is contacted with specific details
- Guidance provided on remediation (patch software, change passwords, etc.)
Level 3 - Suspension (Immediate if severe):
- For serious violations (spam campaigns, malware distribution, DDoS attacks)
- Service suspended immediately to protect other customers
- Customer must demonstrate remediation before reactivation
Level 4 - Termination (Repeat offenders):
- Persistent violations or refusal to remediate
- Account termination per our Acceptable Use Policy
Delisting process
If we do get blocklisted despite monitoring:
- Identify and isolate the source immediately
- Remediate the issue completely
- Document the problem and resolution
- Submit delisting requests with evidence
- Follow up until removed (usually 24-48 hours for legitimate issues)
Why being strict benefits everyone on our network
Collective responsibility
Think of our IP space like a neighborhood. If one house becomes a problem property, it affects everyone's property values. Similarly:
- Your reputation benefits from our vigilance: When you send an email from a Rackmill IP, receiving servers see a clean history
- Shared infrastructure requires shared standards: We all benefit from strict abuse policies
- Network effects amplify quality: The more reliable our network, the better service we can provide
Competitive advantage
Many budget VPS providers use IP space with checkered histories:
- Recycled IPs from previous tenants who sent spam
- Large blocks where abuse is common and tolerated
- Providers who prioritize growth over reputation management
By contrast, Rackmill customers benefit from:
- Fresh APNIC allocation with no historical baggage
- Proactive monitoring rather than reactive firefighting
- Small, curated network where we know our customers
- Australian legal jurisdiction with clear abuse policies
Business continuity
For our business customers, IP reputation directly affects revenue:
- E-commerce: Order and shipping confirmations must arrive
- SaaS platforms: User onboarding emails are critical
- Professional services: Client communication can't go to spam
- Development teams: API access must be reliable
We protect these business interests by protecting our network reputation collectively.
What we ask from customers
To maintain our reputation, we need your cooperation:
Security best practices
- Keep software updated: WordPress, plugins, operating systems, control panel applications.
- Use strong passwords: Strong, unique passwords instead of common defaults. Use password managers.
- Enable firewalls: Don't expose unnecessary services to the internet (configure UFW, firewall-cmd, or Windows Firewall).
- Monitor your systems: Regularly check logs for suspicious activity.
- Respond to security notifications: If we contact you about a vulnerability, address it within 48 hours.
All our VPS plans include full root access (Linux) or Administrator access (Windows), which means you have complete control and complete responsibility for your server's security.
Prohibited activities
As outlined in our Acceptable Use Policy:
Absolutely Prohibited:
- No spam or bulk unsolicited email of any kind
- No open proxies or public VPN services without explicit prior approval
- No port scanning or network reconnaissance of others' systems
- No hosting of phishing sites, malware distribution, or illegal content
- No denial-of-service attacks or participation in botnets
Restricted Activities Requiring Approval:
- VPN/proxy use for streaming services: Not allowed on Rackmill VPS. Please use commercial VPN providers instead.
- High-bandwidth torrenting or file sharing: Contact us first to discuss requirements and appropriate plans.
- Cryptocurrency mining: Requires dedicated resources and prior approval.
Resource Considerations:
- Use server resources (CPU, RAM, storage, bandwidth) within your plan's limits
- If legitimate usage consistently exceeds your current plan, upgrade to the next tier:
- Outgrown Spark Core (1 vCPU, 1GB RAM)? → Try Cirro Starter (2 vCPU, 2GB RAM)
- Need more than Cirro Starter? → Alto Plus (3 vCPU, 4GB RAM) is our mid-tier option
- Heavy workloads? → Consider Swift Edge, Aurora Boost, or Radiant Premium
Communication expectations
- Respond to abuse notifications promptly (within 24 hours required)
- Report compromises if you discover your VPS was breached
- Ask questions before starting activities you're unsure about: Email accounts@rackmill.au
- Review our policies at https://rackmill.au/legal/acceptable-use and https://rackmill.au/legal/terms
Our commitment to transparency
We believe in clear communication about our policies and procedures:
Public abuse contact
Our abuse contact (accounts@rackmill.au) is publicly registered with APNIC in our whois records. We respond to all legitimate abuse reports within 24 hours.
Clear policies
- Acceptable Use Policy: Written in plain English at https://rackmill.au/legal/acceptable-use
- Terms and Conditions: Full legal terms at https://rackmill.au/legal/terms
- Privacy Policy: How we handle your data at https://rackmill.au/legal/privacy
- Legal Notice: Our legal business information at https://rackmill.au/legal/legal-notice
Advance notice
We'll always try to contact you before taking action, except in cases of:
- Active spam campaigns or malware distribution
- DDoS attacks affecting our network
- Immediate threats to other customers or infrastructure
Even in urgent cases, we document everything and provide detailed explanations.
Appeal process
If you disagree with a suspension, warning, or enforcement action:
- Email accounts@rackmill.au with your account details
- Explain your perspective and provide any relevant evidence
- A human (not an automated system) will review your case
- We'll respond with our decision and reasoning within 48 business hours
We're a small, Perth-based operation. You'll talk to actual people who understand your situation.
Conclusion: Shared success through shared standards
IP reputation management isn't just a technical concern. It's fundamental to providing quality hosting services. Our investment in clean APNIC IP space and proactive monitoring ensures that every customer, regardless of which plan they're on, benefits from reliable email delivery, API access, and network services.
Why this matters for your plan
Whether you're on:
- Spark Core ($9.20/mo): Your budget VPS still gets premium IP reputation
- Cirro Starter ($13.25/mo): Perth-based hosting with clean network space
- Alto Plus ($21.50/mo): Mid-tier power with enterprise-grade IP reputation
- Swift Edge ($38/mo) or higher: Business-critical applications deserve reliable infrastructure
Every customer shares the same IP space reputation. We protect this asset for everyone.
Our promise
When you choose Rackmill, you're choosing a provider that:
- ✅ Invested in obtaining proper APNIC IP space
- ✅ Maintains physical infrastructure at Equinix PE2 in Perth
- ✅ Takes reputation management seriously from day one
- ✅ Responds quickly to abuse reports
- ✅ Protects all customers through proactive monitoring
- ✅ Maintains transparency about policies and enforcement
- ✅ Operates with Australian values and local support
Get started with a clean IP
Your IP address is one of your most valuable digital assets. Whether you're sending password reset emails, accessing APIs, or hosting customer-facing applications, IP reputation directly affects your success. We work hard every day to maintain the reputation of Rackmill.
Your success depends on our network's reputation. We take that responsibility seriously.
VPS plans starting at $9.20/month
- ✅ APNIC-allocated portable IP addresses
- ✅ Zero blocklist history on our network
- ✅ 99.9% uptime guarantee
- ✅ Perth-based support and infrastructure
- ✅ Full root/administrator access
- ✅ NVMe SSD storage, KVM virtualization
Explore our VPS plans and get started today!