Build Trust & AI Visibility

And when you’re ready for more, just request a demo to find out what you need. Reach out to our support team here or upgrade any time for hands on Customer Support. Our Free plan includes unlimited access to our Support Center. But rest assured, your access will continue uninterrupted. From advancing our AI-powered detection systems to strengthening platform integrity, and shaping global standards for review transparency, we are actively building a more trustworthy digital future. We are living through a period of rapid change, where artificial intelligence is transforming how people access, interpret, and act on information.

Negative feedback cannot be hidden or removed, and our rules strictly prohibit cherry-picking or incentivising only satisfied customers. That can result in higher scores if the underlying service is strong – particularly as the least happy customers are often most motivated to write unprompted feedback. Our paid-for tools help businesses widen participation to customers who wouldn’t otherwise speak up, and to grow and learn from the feedback. Right now, there are well over 17 million 1-star reviews of paying customers, live on Trustpilot, and that number keeps growing as Trustpilot grows. If a business pays for a Trustpilot subscription, they are buying listening tools, brand rights, and insights from us, which deepens understanding of their customers. “Engineer didn’t have tools to complete the job, 2 visits now first chap who came was incompetent and left without doing anything.”

We achieve that by showing feedback without fear or favour, even if businesses who pay to use our services don’t like seeing 1-star reviews. Our approach gives businesses and consumers access to valuable insights they might not get elsewhere, but we recognise this comes with an important responsibility to safeguard the platform. Track AI share of voice and customer sentiment, manage governance across markets, and protect sensitive data. There’s also an option for brands to pay for additional features such as advanced analytics and access to marketing assets. By 2024, Trustpilot removed 4.5 million fake reviews, with 90% of the fake reviews automatically taken down by AI tools. It has been criticised for its hosting of fake reviews, and for allowing companies to remove negative reviews.

Starter

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Trustpilot is legit as a company and mostly legit as a review platform. Especially for non-paying businesses, response times https://saharahandcarwash.com.au/2026/10/22/quickly-identifying-and-eliminating-fraudulent-reviews-on/ on disputed reviews can stretch into weeks. Consumers complain that their genuine negative reviews get flagged and pulled. Even with 4.5 million removals in 2024, plenty of fake reviews survive long enough to affect scores. That’s not corruption, but it does tilt outcomes over time. Reviews that break the rules get taken offline (not deleted).

SiteJabber’s user-friendly interface makes it easy to navigate and find trustworthy feedback. While it too has faced criticism, its community-driven approach tends to provide a broader perspective on businesses, including both positive and negative experiences. As it’s tied to Google My Business, reviews on this platform are often more reliable and reflective of genuine consumer experiences. Given the concerns surrounding Trustpilot, consumers and businesses should explore alternative platforms for reviews. As more users become aware of the platform’s questionable practices, such as inconsistent review moderation and the manipulation of ratings through paid services, skepticism begins to take root. Their practices seems to not only mislead consumers but also disadvantage companies that are genuine in their service and customer engagement.

On 22 March 2019, The Times reported that estate agents Purplebricks and Foxtons were “gaming” Trustpilot feedback by paying to help gain better scores. The company freely allows businesses to collect and respond to reviews, and also sells marketing tools. Additionally, 469,000 companies reported fake reviews, and around 90,000 fake reviews were removed by consumers. In order to do this, Google aggregated data from various European sources, including third-party platforms like Trustpilot.

For specific deep dives (legitimacy, pricing, fake reviews, alternatives), I’ll point you to the dedicated post each time. Trustpilot reviews are public customer ratings and written feedback published on Trustpilot.com, the largest open consumer review platform in the world. Trustpilot might still work for certain companies, especially larger brands with the budget to take full advantage of the platform.

Be sure to make use of this valuable resource because it can save you considerable time and effort creating what’s already done for you. These widgets encourage feedback, and they can be used to automatically create Trustpilot accounts for your customers so they can conveniently leave a review if you send them a review request. If you pick up on a common theme across multiple negative reviews, such as multiple customers complaining about packaging, then you should probably look into it. You should first acknowledge the person writing the review and attend to their concerns. Have a few generic replies saved, edit them according to the review you’re replying to, and post it online to show everyone that your customer’s happiness is your happiness as well.

If… paying for Trustpilot is not justified.

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Meanwhile, The Guardian reported that scam firms gave themselves five-star reviews on Trustpilot to appear credible, using fake reviewers, cloned websites, and forged certificates. Trustpilot may aim to reflect public opinion, but the way reviews are collected, filtered, and displayed can sometimes tell a different story. Its paid plans offer tools like review invitations, analytics, and TrustBox widgets that highlight only selected reviews, usually the positive ones.

That said, “legit company” doesn’t automatically mean “every review is trustworthy.” Because of companies that can afford their monthly subscription, then you see them with 1,000 plus good reviews, even those companies that have less than 100 customers. These terms and conditions are subject to change at any time and without notice. Failure to comply with these rules may result in being banned from submitting further comments.

It’s designed to be open — anyone can leave a review, and companies can respond publicly. Trustpilot is a global review platform where customers can rate businesses and share feedback. Let me show you why Trustpilot reviews aren’t always as trustworthy as they seem. You’d think checking online reviews is the safest way to decide if a company is worth your money. FTSE 100 ← FTSE 250 companies of the United Kingdom → FTSE SmallCap Trustpilot stated that it had found evidence that some companies had attempted to game its system and said it had a “zero tolerance” policy towards such tactics.