Systems and methods associated with subscription-based electronic messaging are described. A method includes obtaining registration information associated with a user who has subscribed to receive electronic messages from a subscription-based messaging service. The registration information includes an electronic address of the user and a private token that is known to the user and to the subscription-based messaging service. The method includes embedding the private token in an electronic message associated with the subscription-based messaging service, and such inclusion of the private token may indicate to the user that the electronic message is from a legitimate sender associated with the subscription-based messaging service. The method also includes sending the electronic message to the electronic address of the user.