Track AI share of voice and customer sentiment, manage governance across markets, and protect sensitive data. It’s the go-to platform for reliable, honest reviews, offering independent validation that enhances consumer trust. As of June 2025, the company hosts 330 million reviews and has 60 million monthly active users.
It focuses on behavioural analysis as well as review content, using systems that analyse IP addresses, device characteristics, location data, and timestamps. 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. Consumers and businesses can report reviews that they believe may violate guidelines or which have been missed by our detection systems. If our systems identify suspicious characteristics in the review, or it breaches our guidelines, it doesn’t appear on our platform.
We are committed to being relevant and useful to consumers and businesses. Help AI find location-specific feedback when comparing and recommending brands. Use location-specific QR codes to connect offline purchases with online reviews. Give every SKU a dedicated review page to improve comparisons and AI visibility. Drive business growth by earning customer trust and increasing AI visibility.
One year later, Index Ventures, SEED Capital Denmark and Northzone invested $13 million in Series B funding in Trustpilot, which the company used for international growth. At the time, he was studying at Aarhus www.reputationbuilder.org University, School of Business and Social Sciences and would later leave university to create Trustpilot. It has been criticised for its hosting of fake reviews, and for allowing companies to remove negative reviews. As of June 2025, Trustpilot hosts 330 million reviews and has 60 million monthly active users. We have guidelines for both reviewers and businesses, and we communicate this in the Action We Take, which maintains a balance between openness and fairness. Enhanced with AI and developed over many years, every review on our site is screened by this bespoke technology.
Improved Location Review Pages
By guiding consumers towards informed decisions and enabling businesses to foster trust, grow, and enhance their services, reviews provide individuals with the power to assist others. Both consumers and businesses are treated equally under the platform’s guidelines, irrespective of their status as paying customers. Consumers have the liberty to share their authentic experiences whenever they wish, while businesses can encourage feedback and respond at their convenience. Our platform facilitates mutual assistance between consumers and businesses, while maintaining independence from both parties.
The world’s most trusted feedback platform
Trustpilot featured fake reviews for Bizzyloans; it deleted them after they were brought to light by KwikChex, an online investigations company. Independent investigations suggest that platforms like Trustpilot host fake reviews, leading to controversy over their legitimacy and the company’s handling of complaints. Our automated technology screens flagged reviews to determine whether they should remain online, and our Content Integrity teams may get involved if a business or consumer challenges the decision.
On 16 September 2025, the company announced a share buyback program worth up to £30 million. In order to do this, Google aggregated data from various European sources, including third-party platforms like Trustpilot. 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.
Our Content Integrity and Fraud & Investigations teams will review these and take appropriate action. In signing up, consumers agree to adhere to our terms and guidelines. 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.
Our ongoing efforts aim to aid consumers in making informed decisions and assist businesses in building trust, expanding, and enhancing their offerings. Without Trustpilot, we wouldn’t be able to instill confidence in others regarding their health. The Times reported on 22 March 2019 that estate agents Purplebricks and Foxtons were manipulating Trustpilot feedback by compensating individuals to secure higher scores. In response to allegations about the authenticity of reviews from customers regarding online estate agent Purplebricks, Trustpilot released an open letter on 14 September 2017, clarifying its review policy. The company enables businesses to gather and reply to reviews freely while also providing marketing tools for sale.