1. A method, comprising: receiving a request to create an email address; in response to the request to create the email address, creating the email address such that a domain portion of the email address includes an active user alias identification, and a static top level email domain, wherein the active user alias identification includes an encryption of a sequence of characters that identify an active user alias; receiving a message sent to the email address using an on-demand database service, on behalf of a receiver to which the message is destined; in response to receipt of the message, retrieving a security criterion from a portion of an on-demand database limited to information of the receiver, wherein the security criterion is configured by an administrator of the on-demand database service; applying the security criterion to the message received on behalf of the receiver to determine whether the message successfully meets the security criterion, where the security criterion includes validation of an address of a sender of the message and further includes an anti-spam verification that is automatically enforced for all entities, such that the message is determined to successfully meet the security criterion when: the address of the sender of the message is validated, and the message is verified to be anti-spam; only when it is determined that the message received on behalf of the receiver successfully meets the security criterion, retrieving a rule configured by the receiver for processing the message received on behalf of the receiver, wherein the rule is linked to the address of the sender of the message such that the rule is identified for retrieval using the validated address of the sender of the message; and processing the message using the rule, wherein the rule includes sending the message to a predetermined portion of the on-demand database.