Transactional Email Through Cloudflare: What Each Flarepipe Plan Actually Gets You

I was talking with someone at Cloudflare recently, and partway through the conversation they admitted they couldn’t quite tell what separates our plans. If someone who works on this infrastructure for a living can’t tell at a glance, that’s on us. So here’s the full answer, written out properly.

What the product does

WordPress sends every email through one function, wp_mail(): password resets, order receipts, form notifications, all of it. Most SMTP plugins reroute that function to a relay service like SendGrid or Mailgun, which means a monthly bill and a sending reputation you share with whoever else is on those IPs.

Flarepipe intercepts wp_mail() and posts the message straight to Cloudflare’s Email API over HTTPS instead. There’s no relay in the middle and no third party between you and the inbox. The mail leaves from Cloudflare’s network, on your own Cloudflare account, from your own verified domain. If your DNS already lives on Cloudflare, you’re one API token away from sending.

One prerequisite applies to every plan, including Free: Cloudflare requires their Workers Paid plan ($5/month) to enable outbound email. That gets you roughly 1,000 emails a day, a volume that runs $20 to $35 a month at the legacy providers. You don’t need Cloudflare Pro, Business, or Enterprise.

The short version of the plans: Free gets your mail flowing through Cloudflare. Pro adds the delivery infrastructure (queueing, retries, analytics, DNS automation) for one site. Max is Pro for twenty sites. Ultra is for agencies running client fleets. Details below.

Free

The free plugin replaces your SMTP plugin outright. It intercepts wp_mail(), posts the message to Cloudflare, and keeps a log of your last 100 sends in the WordPress dashboard, with a widget showing recent activity. You can send from any alias on your verified domain (support@, billing@, whatever you like) without verifying each address separately, and there’s a one-click test sender to confirm your API token and routing work. WooCommerce receipts go through automatically, because the interception happens at wp_mail() itself, underneath WooCommerce.

The catch with Free is what happens when a send fails. It just fails. If Cloudflare has a momentary hiccup or your token expires, the email is gone and nothing retries it. Your PHP process also waits on the API response for every send. Those two things are what Pro fixes.

Pro

Pro costs $24 a year for one site, and the piece that matters most is the Companion Worker. When you activate a Pro license, the plugin deploys a small Worker script onto your own Cloudflare account. From then on WordPress hands each message to the Worker in a single quick call and gets back to serving pages. The Worker queues the message with Cloudflare Queues, delivers it, and retries up to three times if something goes wrong. Anything that fails permanently can be resent manually from the log viewer.

Pro also takes over the part of email setup that generates the most support tickets: DNS. It connects to your Cloudflare zone and writes the SPF, DKIM, and DMARC records for you, which is most of the battle for staying out of Gmail’s spam folder.

The rest of Pro, quickly:

• attachments get uploaded to a private R2 bucket and swapped for expiring signed links, so heavy WooCommerce PDFs don’t drag down deliverability
• delivery stats and bounce diagnostics come from Cloudflare’s GraphQL API on demand, so your WordPress database doesn’t fill up with log rows
• open and click tracking, aggregated into your logs
• conditional routing rules, so you can send WooCommerce mail through Cloudflare while leaving password resets on PHPMailer
• a suppression list that automatically blocks addresses that hard-bounce, which protects your domain reputation
• the raw JSON request and Cloudflare’s raw response stored for every attempt, which turns debugging from an afternoon into five minutes
• email support with a 48-hour response time

Max

Max is the same feature set as Pro. What changes is the license and the infrastructure model: $49 a year covers 20 sites, including client sites you build and manage, and all 20 can route through one shared Companion Worker instead of each site maintaining its own Worker, queue, and R2 bucket. Support moves to a priority queue with a 24-hour first response.

If you manage more than two sites, Max already works out cheaper than stacking Pro licenses, which is why it’s our most popular plan.

Ultra

Ultra is $124 a year and removes the site limit entirely. Beyond that, it adds the things agencies start asking for once client fleets are involved. You can strip Flarepipe’s branding out of the WordPress dashboard and present the stack as your own. Analytics are segregated per domain, so a client poking around their own site sees only their own delivery data, even though everything runs through shared infrastructure. It works with WordPress multisite networks, where you can cascade credentials to sub-sites or let sub-site admins override routing. And because Cloudflare only retains analytics for a short window, Ultra exports every send, delivery, and bounce as CSV to R2, so the history is yours for good. Support drops to a 12-hour engineering SLA.

If you’d rather not do any of this yourself

Expert Setup is $99, one time, and includes a year of Pro. We generate and scope the Cloudflare API token, configure SPF, DKIM, and DMARC, and verify delivery end to end, within 24 hours of you filling in the onboarding form. If your hosting environment makes a working setup impossible, you get the full amount back.

Which one?

For a personal blog or a site you’re still testing, use Free. It’s the full routing engine, just without the safety net. If a missed order receipt costs you money, get Pro; retries and the automatic DNS setup are the two features people tell us paid for themselves fastest. If you run a portfolio of sites, Max. If you’re an agency and your clients should never see our name, Ultra. And if you just want it working today without reading a DNS guide, Expert Setup.

All paid plans are currently 50% off for founding customers, and the discount holds for the life of the subscription. Full details are on the pricing page.

Every feature, side by side

The full matrix is below. It’s generated from the same data as our pricing and features pages, so it can’t drift out of date, and each feature name links to its documentation.