Strengthening Cloud Security: How Azure Private Link and Service Endpoints Protect Enterprise Resources

In the modern digital landscape, where businesses rely heavily on cloud services, the security of endpoints –devices or services that communicate over a network has become a top priority. But endpoint security goes far beyond securing laptops and mobile phones. In cloud computing, it also involves securing access to resources like storage accounts, databases, and virtual machines.

This blog explores the concept of endpoints, how they are targeted, and how Azure Service Endpoints and Azure Private Link enhance security in cloud architectures.

What is an Endpoint?

An endpoint is any device or node that communicates over a network. There are two contexts in which endpoints are commonly discussed:

• Device Endpoints: Laptops, desktops, mobile phones, IoT devices, etc.
• Service Endpoints: Resources like Azure Storage, SQL Database, or any service accessible over a network.

Both types of endpoints need to be secured to prevent unauthorized access and data breaches.

Why Are Endpoints Vulnerable?

Endpoints are generally vulnerable for cyber-attacks because they often:

• Operate outside traditional network perimeters
• Are user-managed, leading to misconfigurations
• Are susceptible to malware, phishing, and unsecure communication

In cloud environments, the concern is heightened because:

• By default services are accessible over public IP addresses
• Shared infrastructure can expose services to risks if not properly isolated

Endpoint Security in the Cloud

1. Azure Service Endpoints

What are they?
Service Endpoints allow you to extend your virtual network (VNet) to Azure services over the Azure backbone network. Once enabled, traffic to the Azure service remains within the Microsoft network and no longer traverses the public internet.

Benefits:

• Improved security by not exposing to the public internet
• Easy to implement within VNet configurations
• Supports services like Azure Storage, SQL Database, Cosmos DB, etc.

Use Case Example:
You have a VM in a VNet that needs to access Azure Storage Account. By enabling a service endpoint, you ensure that this communication stays within Microsoft’s secure network, reducing the risk of data leakage or interception.

Steps (via Azure Portal):

1. Go to your Virtual Network, Select Subnets.
2. Choose the subnet where your compute resource resides.
3. Click + Service Endpoints.
4. Select the Azure service (e.g., Microsoft Storage or Microsoft SQL).
5. Click Save.

Configure service-level firewall:

Go to your Azure Storage Account -> Networking -> Select “Selected networks” -> Add your VNet/subnet.

2. Azure Private Link

What is it?
Private Link allows you to access Azure services (Microsoft’s or your own) via a private IP address within your VNet. Unlike service endpoints, which still use the public service IP (though securely), Private Link completely isolates the traffic from the public internet. 

Benefits:

• True network isolation with private IP access
• Protection against data exfiltration risks
• Supports both Microsoft services and customer-owned services (Private Endpoint)
• Ideal for regulated industries requiring strict compliance

Use Case Example:
If you host a web application in Azure App Service that accesses an Azure SQL Database, using Private Link ensures this communication never goes over the internet, even accidentally. This level of control is crucial for financial or healthcare data.

Steps (via Azure Portal):

1. Go to your target resource (e.g., a Storage Account).
2. Go to Networking -> Choose Private endpoint connections -> Click + Private endpoint.
3. Give it a name, select the region, and resource group.
4. Choose the service (e.g., Blob, File) you want to connect to privately.
5. Select your Virtual Network and subnet.

 DNS Setup:

Azure automatically creates a private DNS zone (privatelink.<service>.core.windows.net). Ensure:

• VNet is linked to the DNS zone
• Resources in the VNet resolve the service name to the private IP

Service Endpoints vs. Private Link

When to Use What?

1. Use Service Endpoints when:
   1. You want quick, secure access to Azure services within your region.
   2. You’re okay with the service still having a public IP, but accessible only from your VNet.
2. Use Private Link when:
   1. You need end-to-end private communication without going over public internet.
   2. You need compliance-grade isolation (e.g., for healthcare, finance, or defence sectors).

Conclusion

Azure Service Endpoints and Private Link offer two powerful, complementary ways to lock down service access and avoid public internet exposure. While Service Endpoints are a quick and effective way to protect access, Private Link provides a more robust, isolated solution for organizations with high security and compliance demands.

By integrating these features into your cloud architecture, you can greatly reduce the attack surface and build a more secure, resilient environment for your services and data.

About CloudThat

Established in 2012, CloudThat is an award-winning company and the first in India to offer cloud training and consulting services for individuals and enterprises worldwide. Recently, it won Google Cloud’s New Training Partner of the Year Award for 2025, becoming the first company in the world in 2025 to hold awards from all three major cloud giants: AWS, Microsoft, and Google. CloudThat notably won consecutive AWS Training Partner of the Year (APJ) awards in 2023 and 2024 and the Microsoft Training Services Partner of the Year Award in 2024, bringing its total award count to an impressive 12 awards in the last 8 years. In addition to this, 20 trainers from CloudThat are ranked among Microsoft’s Top 100 MCTs globally for 2025, demonstrating its exceptional trainer quality on the global stage.  

As a Microsoft Solutions Partner, AWS Advanced Tier Training Partner, Google Cloud Platform Partner, and collaborator with leading organizations like HPE and Databricks, CloudThat has trained over 850,000 professionals across 600+ cloud certifications, empowering students and professionals worldwide to advance their skills and careers.