What a hidden Yelp review actually is
A hidden Yelp review is one the software has labeled “not recommended.” It stays readable on a separate page linked from the business listing. It does not shape the star rating or appear in the main review list.
Yelp sorts every review into one of three outcomes. A recommended review shows on the main page and counts toward the rating. A not-recommended review sits on the secondary page, and a removed review is gone entirely.
Yelp’s annual report for 2024 put rough shares on each outcome. Roughly three in four reviews, about 76%, landed on the main page. Around 15% went to the secondary page, and around 9% were taken down.
Why the software sets a review aside
Yelp has never publicly explained exactly how its filter decides. Outside research offers the clearest clues about what it weighs. The pattern points at the reviewer more than the words they wrote.
The reviewer matters more than the review
A 2014 study of Yelp’s filter linked filtering to who wrote a review rather than what it said. People who posted only now and then saw their reviews set aside more often. A first review from a new account carries little history for the software to trust.
That finding explains a common surprise for owners. A loyal customer who rarely posts anywhere may write a warm review. The software sees an unfamiliar account and sets the review aside.
How often filtering happened in one study
A 2015 Harvard Business School paper examined restaurant reviews on Yelp. It found roughly 16% were filtered as suspicious. The paper treated filtering as Yelp’s attempt to screen out reviews it could not trust.
Reviews the business asked for
Yelp describes some reviews as “solicited.” That label covers reviews requested by someone tied to the business. Yelp says solicited reviews create an unfair positive bias.
The rules on asking for reviews are a topic of their own. The next part of this series covers asking customers for reviews and where the limits sit.
What hiding does and does not mean
Hiding a review is a judgment about reliability. It is not a finding that the review is fake. It is also not a penalty against the business that received it.
| Belief | What the sources show |
|---|---|
| Hidden reviews are deleted | They stay visible on a secondary page |
| Advertisers get their reviews shown | Yelp applies one standard to advertisers and non-advertisers |
| The filter reads the review’s words | Research ties filtering to reviewer traits |
| A hidden review hurts the rating | Not-recommended reviews leave the star rating untouched |
The advertising question has a legal history too. Businesses in Levitt v. Yelp claimed the platform used reviews to push ad sales. The Ninth Circuit upheld the dismissal, finding no plausible claim that Yelp authored the negative reviews.
What an owner can and cannot change
An owner cannot move a review back onto the main page on request. No source supports that kind of manual reversal. What an owner can change is the behavior that feeds the filter over time.
- Stop review requests tied to the business. Yelp’s “solicited” label applies to them, and they are likely to be set aside.
- Avoid incentives of any kind. Since October 21, 2024, an FTC rule has banned rewards that depend on a review being positive.
- Do not use reporting tools on honest reviews. The FTC says not to report honest negative reviews to get them removed.
- Keep the claimed page accurate. Correct hours and contact details reduce complaints that turn into poor reviews.
Reporting has a proper place. An owner can flag a review that breaks Yelp’s content guidelines, through “More Options” and then “Report review.” That route is for rule-breaking content, not for reviews an owner dislikes.
Frequently asked questions
Do hidden reviews count toward the star rating?
No. Not-recommended reviews do not affect the star rating. Only recommended reviews on the main page shape it.
Why are Yelp reviews not currently recommended?
The software scored them as less trustworthy than the reviews shown on the main page. Research suggests the reviewer’s history weighs heavily, so occasional reviewers are filtered more often. The reviews remain readable on a secondary page.
Can you get rid of bad Yelp reviews?
An owner can flag a review that breaks Yelp’s content guidelines. Honest negative reviews should not be reported to get them removed, and the FTC warns against that practice. A measured public reply is allowed when it avoids false accusations and intimidation.
Where this fits in the series
This part explained why the software sets some reviews aside and what that label means. The guide to not recommended reviews walks through the full set of steps an owner can take. Part 2 picks up the question of asking customers for reviews.
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