Many value the ability to access genuine feedback from other users, which helps them avoid potential scams and identify reliable companies. Based on reviews, created with AI Companies on Trustpilot aren’t allowed to offer incentives or pay to hide reviews. This includes placing prominent notifications on business profile pages to inform the community we are investigating or have taken action against a business, including legal action. Where we identify attempts to misuse the platform we take enforcement action. Our Content Integrity and Fraud & Investigations teams will review these and take appropriate action.
On Trustpilot, any consumer can post a review of any business with whom they’ve had a genuine experience, free of charge. This cross-industry, collaborative body was established in 2023 and is committed to promoting and safeguarding consumer reviews worldwide. Meanwhile, the EU has been reviewing existing rules for reviews as part of the Fitness Check of EU consumer law on digital fairness. In the UK, the Government passed the Digital Markets, Competition and Consumers Act (DMCCA), which includes provisions on fake reviews. We’ve played a pivotal role in the development of the Coalition for Trusted Reviews, a cross-industry body committed to safeguarding and promoting trustworthy reviews worldwide.
In 2024, we changed the structure of our teams to ensure improved coverage is in place to root out guideline violations and remove fake reviews. Every single review submitted to Trustpilot (almost 200,000 per day) is checked by our automated detection technology before being visible on the platform. The remaining fake reviews were identified after being flagged by users or caught by our teams via manual investigations, and we continuously improve as we grow. We are constantly growing, and there are now +300 million active reviews on our platform, with 61 million written in 2024 alone.
Removing bad-fit businesses
Our top five sectors – measured in volume of reviews – all saw increases in 2024. This report is a reflection of that role, and our continued commitment to earning the trust of all our stakeholders. In 2024, more than 61 million reviews were written on Trustpilot for a 15% year-on-year increase. Our work never stops as we evolve to navigate a rapidly changing world, especially as artificial intelligence reshapes how people engage with online content. As part of this, we are continuously improving to maintain the integrity of our platform.
Verification can help ensure real people are writing the reviews you read on Trustpilot. Find out how we combat fake reviews. Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews. It’s a shame they allow bad actors to manipulate reviews making the site unsafe and untrustworthy.
Trustpilot are the biggest scammers
We have long used machine learning to moderate content, and in 2024, we began using generative AI to identify, at scale, policy violations. That’s why we’ve renamed our Transparency Report to the Trust Report, to reflect the core principle that drives our work, and our vision to be the universal symbol of trust. Learn about Trustpilot’s review process. Anyone can write a Trustpilot review. Never been let down and often wish I’d read their content before embarking on my “regrettable” purchases! It was a parcel delivery company.
Invite reviews
Through our engagement with regulators, governments, and industry, including our founding role in the Coalition for Trusted Reviews, we are helping to shape and define the benchmark for trusted reviews. This report outlines the principles, processes, and technologies used to safeguard and strengthen trust on our platform. At the same time, we help consumers make confident and informed choices, where they can learn from the experiences of others.
How Trustpilot Works: An Open, Useful, Trusted Review Platform
- Allowing you to share your views on the quality, the service and the products you receive.
- TRemoving reviews without any contact or discussion does nothing to install trust in Trustpilot, especially when Trustpilo…
- Now other people can learn from my experience
Businesses globally with Trustpilot reviews Attract and keep customers with Trustpilot’s review platform and powerful analytics tools. The European Commission has also been exploring a code of conduct for accommodation reviews.
È arrivato il nostro Trust Report!
All consumers can access our platform to read, write, and report reviews free of charge. We also allow consumers and businesses to flag reviews they think are suspicious. Reviews empower people to help others by guiding consumers to make more informed choices or equipping businesses to build trust, grow, and improve. As an open and independent platform, we play a crucial role in establishing trust between consumers and businesses. The guidelines that govern the platform are applied fairly to both consumers and businesses, regardless of whether they are a paying customer or not. Consumers can have the freedom to share their genuine experiences as and when they choose, and businesses can invite consumers to leave feedback, and respond at any time.
So what’s available for all businesses?
Enhanced with AI and developed over many years, every review on our site is screened by this bespoke technology. We use a three-pronged approach powered by technology, community, and people. Every review written on Trustpilot is connected to a user profile. We continuously invest in our platform’s privacy and security, and innovate to protect our users.
Allowing you to share your views on the quality, the service and the products you receive. Trustpilot has become one of my go-to places when I want to check if a company is reliable. TrustPilot is the number one place to leave a review whether it be a good or a bad one. Consumers also appreciate the transparency of the platform, which allows them to make well-informed choices. Reviewers overwhelmingly had a great experience with this company. We also have policies to keep Trustpilot a collaborative and trustworthy place for everyone, including fair and appropriate use, privacy compliance, data security, anti-bribery, modern slavery, and more.
We’re a review platform that’s open to everyone. Share your experience on Trustpilot, where reviews make a difference. Strengthen your reputation with reviews on Trustpilot. If the business is a paying customer we may also terminate their contract. Negative feedback cannot be hidden or removed, and our rules strictly prohibit cherry-picking or incentivising only satisfied customers. This is why the openness and independence of our platform is something we will always protect and never compromise on.
- Beyond the automated review invitations, some businesses invite customers to review their businesses by sending links to their profile.
- and maybe un-gone If TrustPilot shows the reviews about trust…
- Its a nice platform to share our awful and bitter experience side by side good experience.
- We also allow consumers and businesses to flag reviews they think are suspicious.
- I always look at reviews.
If a business or consumer disagrees with our decision, they can let us know, and our content integrity specialists will review the case. Our technology is constantly evolving to protect the integrity of our platform, and throughout 2024, we introduced a series of new safeguarding measures using AI to tackle fake reviews and guideline violations. In 2024, of the 4.5 million detected fake reviews we removed from the platform, 90% were automatically detected by our fake review detection models. 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.
They can flag reviews they think breach our guidelines, like anyone else, but nobody can pay to get reviews removed. Great businesses want to hear negative feedback for this reason. Each consumer owns their reviews, and they are the only ones able to edit or delete them. Beyond the automated review invitations, some businesses invite customers to review their businesses by xtb.com reviews sending links to their profile. Every company that claims their profile gets the ability to respond to reviews and 50 automated review invitations per month via our built-in tool, without charge.
Since 2022, we have successfully taken action against 11 businesses who have breached our guidelines. We increasingly take action against websites that sell fake reviews. As in previous years, the biggest number of reviews removed in 2024 were identified as fabricated by our automated detection systems.
Everyone can share their experiences on Trustpilot whenever they choose. Our vision is to be the universal symbol of trust.
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. Consumers can always leave a review for free, with or without an invitation. Whether you’re a new business or a household name, we have a range of plans to help you reach more customers than ever before. But with scale, technology, and responsibility on our side, we believe trust can continue to thrive.
We are a truly global business with reviews being submitted of businesses of all sizes from industries across the economy, in more than 100 countries. Trustpilot+1Many users say Trustpilot helped them avoid bad experiences by reading reviews before buying — which shows its value as a go-to platform for reliability. Trustpilot recommended contacting customer services but I did contact them at the same time I reviewed trustpilot and did not receive a reply from them!! Good to see there is a service like Trustpilot where one can provide honest reviews on what different companies offer for product or service. I always look to trustpilot for help and reviews and it helps tremendously.