What Is Trustpilot and How It Works
- How Trustpilot Collects and Shows Reviews
- Invited vs Organic Trustpilot Reviews
- Trustpilot for Local Service Businesses
- How the Trustpilot TrustScore Is Calculated
KNOWLEDGE BASE
Trustpilot
Trustpilot is built on an open door: anyone can review any business about a genuine experience, invited or not. That openness is its credibility and its problem, which is why so much of the platform is about screening what comes in.
Trustpilot Guides
Each guide is split into a four-part series.
How Trustpilot Handles Fake Reviews
- How Trustpilot Detects Fake Reviews
- What Trustpilot Consumer Warnings Mean
- How to Report a Trustpilot Review
- Is Trustpilot Legit for Checking Businesses
What Is Trustpilot?
Trustpilot is an open online review platform founded in Denmark in 2007 and headquartered in Copenhagen. Anyone can review any business there about a genuine experience, with or without an invitation. Claiming a profile is free and lets a business reply to reviews, send invitations and flag reviews.
Paying does not buy a better score.
Businesses can never pay to remove reviews, and the guidelines apply whether or not a business pays. A Cambridge paper notes that subscribing does not change TrustScore or the order of reviews.
TrustScore leans toward recent reviews.
TrustScore depends on how many reviews a business has and how old they are. Newer reviews count more than older ones, and only a reviewer's most recent review counts. The exact weighting is not published.
Invitations have to be even-handed.
Businesses must invite every customer the same way. Inviting only happy customers, or timing invitations so only they get one, is banned, and so are incentives for writing or editing a review.
Reference
Wikipedia: Trustpilot
The reference article on Trustpilot: its founding, its open review model and the debate over fake reviews.
Read the full article →In 2024 Trustpilot removed 4.5 million reviews it judged fake, and most of them were caught automatically.
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