Endorsal

Name: Endorsal
Brand: Endorsal
Price: 029351 USD

Automate the ask over email and SMS, then show the result three different ways

Endorsal is a review and testimonial automation platform that sends review requests automatically over both email and SMS, collects written and video responses through customizable forms and pre-filled SuperLinks, imports existing reviews from Google, Facebook, Yelp, Tripadvisor, Capterra, and G2, and displays the results as testimonial widgets, an infinite-scroll Wall of Love, a floating ReviewHQ panel, rating badges, and FOMO conversion popups; it is a UK product from Sticky Toffee Studios with a free plan and paid tiers from $29 a month.

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Overview

Endorsal was launched publicly in 2019 by Dean Walton under his UK company Sticky Toffee Studios. Its framing is different from most tools in this category. Where competitors start from the display problem, a wall of love you can embed, Endorsal starts from the request problem: most businesses never collect testimonials because nobody automates the ask. AutoRequests handles that over email and over SMS, on a schedule, with contact-level tracking, which makes it closer in spirit to a review generation platform than to a widget vendor.

That orientation shows in how the plans are metered. Instead of counting testimonials, Endorsal counts properties, contacts, monthly visitors, monthly emails, and monthly SMS messages. The free plan gives one property, 100 contacts, 1,000 monthly visitors, 50 emails, and 10 SMS. Starter at $29 raises that to 10,000 contacts, 50,000 visitors, 5,000 emails, and 1,000 SMS, plus video testimonials. Professional at $59 adds three properties, the Wall of Love, Review Marketing, video downloads, and custom domains. Advanced starts at $262 and scales contacts at $37.50 per additional 10,000.

The second thing that sets it apart is that it spans both halves of this category. Most vendors either collect testimonials or display live activity notifications. Endorsal does both: ReviewHQ is a floating panel aggregating your reviews, and FOMO Popups are conversion notifications in the style of Fomo and ProveSource, included from the $29 Starter tier. For a small business that wants both motions and does not want two subscriptions, that bundling is the whole argument.

The company claims more than 5,000 companies, over 10,000 websites, and 75 million visitors served. It is a small UK operation with no published funding, headcount, or compliance certifications, and the visitor-based metering is the thing to model carefully before committing, since traffic growth rather than testimonial volume is what pushes you up a tier.

Best for

Small businesses, local service companies, and ecommerce stores that struggle to collect reviews at all and need the ask automated over both email and SMS, and buyers who want testimonial display and conversion popups from one subscription rather than two.

Not the right fit for

Companies whose customers are all reachable by email; the SMS channel is a large part of what you are paying for and Senja or Famewall does the rest for less.
High-traffic sites on a budget; metering by monthly visitors means a traffic spike, not a testimonial spike, is what forces an upgrade, and the jump from Professional at $59 to Advanced at $262 is brutal.
Teams that want a produced video testimonial with subtitles, teleprompters, and brand editing; video here is collection, not production, and Vocal Video does the latter.
Marketers looking for social image cards, vertical reels, and case study drafts generated from testimonials; Endorsal publishes proof but does not repurpose it into content.
Enterprises needing SSO, SOC 2, or documented data residency; none of that is published and no enterprise tier is advertised.

How it works

1
You connect a property, which is a website or business location, and import your contact list. AutoRequests then send review requests automatically over email and SMS on the schedule you set, with allowances counted per month rather than per campaign.
2
The customer receives a request and lands on an EndoForm, a customizable review form. SuperLinks pre-fill the form with data you already hold, so the customer is not retyping their name, company, and job title before they get to the part that matters. SmartAvatars pull a profile photo from their social account in one click, which is the difference between a testimonial that looks real and one that looks like filler.
3
Video testimonials are recorded through the same flow from the Starter tier, with monthly video minute allowances rather than a flat count. Third-party reviews from Google, Facebook, Yelp, Tripadvisor, Capterra, and G2 import alongside collected ones, so the library reflects everything rather than only what you gathered yourself.
4
Display happens through five distinct surfaces: testimonial widgets in various layouts, an infinite-scroll Wall of Love page from the Professional tier, the ReviewHQ floating review panel, embeddable rating badges, and FOMO Popups showing recent activity. Review Marketing on Professional auto-shares new reviews to your social networks, and a REST API covers anything the native integrations for WordPress, Wix, Shopify, Squarespace, and WooCommerce do not.

Feature breakdown

26 features in 5 modules

Automating the ask

The part of the product that justifies its existence, over two channels rather than one.

AutoRequests over email: Automated review request sequences with monthly allowances: 50 on the free plan, up to 5,000 on Starter and Professional, unlimited on Advanced.
AutoRequests over SMS: Text message requests with their own allowance, 10 free and 1,000 on paid tiers. SMS response rates on review requests are materially higher than email, and almost no competitor in this category offers the channel at all.
EndoForms: Customizable review forms with your branding, questions, and required fields, hosted by Endorsal and reached from the request.
SuperLinks: Request links pre-filled with data you already hold about the customer, so they skip the identity fields and go straight to writing. Fewer fields means more completions.
SmartAvatars: One-click import of the reviewer's profile photo from their social account, which is what stops a wall of testimonials looking like stock placeholders.
Incentivized requests: Attach an incentive to the ask where your compliance rules allow it, which lifts response rates on consumer audiences.
Contact management: Contacts are a metered resource: 100 free, up to 10,000 on Starter and Professional, 25,000 and above on Advanced with additional blocks at $37.50 per 10,000 per month.
Product review collection: A dedicated ecommerce flow for collecting reviews against individual products rather than only the business as a whole.

Video testimonials

Collection rather than production, metered in minutes.

In-browser video capture: Customers record from the request link without installing an application, on phone or desktop.
Video minute allowances: Metered per month rather than counted as testimonials: roughly 120 to 2,400 minutes on Starter, 180 to 3,600 on Professional, and 6,000 or more on Advanced, scaling with plan size.
Video testimonial counts: Starter carries roughly 10 to 40 video testimonials and Professional 25 to 55 depending on plan size, with unlimited video on Advanced.
Video downloads: Downloading the raw video files requires the Professional tier, which matters if the clip is destined for a paid ad or another platform.

Importing and aggregating reviews

Pull the reviews that already exist rather than asking twice.

Google and Facebook imports: Existing Google Business Profile and Facebook page reviews import into the same library as collected testimonials.
Local and travel review imports: Yelp and Tripadvisor coverage, which is the set local and hospitality businesses actually care about.
Software review imports: Capterra and G2 imports for B2B software companies that already have a review presence.
ReviewHQ: A floating review panel aggregating everything into one persistent site element, available from the $29 Starter tier rather than reserved for higher plans.

Display surfaces

Five distinct ways to put proof on a page, including conversion popups.

Testimonial widgets: Embeddable widgets in multiple layouts for placing proof inline on landing, pricing, and product pages.
Wall of Love: An infinite-scroll testimonial page, gated to the $59 Professional tier, which is later than most competitors put their equivalent.
FOMO Popups: Live activity notifications in the style of dedicated social proof tools, included from the $29 Starter tier. This is the feature that makes a separate Fomo or ProveSource subscription unnecessary for a small site.
Rating badges: Compact embeddable badges showing aggregate rating, suited to headers, footers, and checkout pages where a full widget would be intrusive.
Custom domains: Professional tier and above, so hosted review pages run under your own brand.
Review Marketing: Automatic sharing of new reviews to your social networks from the Professional tier, closing the loop between collection and distribution without a manual step.

Platform and administration

Properties, plumbing, and the metering model to watch.

Properties: One property on Free and Starter, three on Professional, five on Advanced. A property is a site or location, so multi-location businesses jump tiers on structure rather than volume.
Monthly visitor metering: Display features are capped by site traffic: 1,000 monthly visitors free, up to 50,000 on Starter and Professional, 500,000 and above on Advanced. This is the limit most buyers underestimate.
REST API: Available for custom implementations where the native platform integrations do not fit.
Ecommerce and CMS integrations: Native paths for WordPress, Wix, Shopify, Squarespace, and WooCommerce, including a listed Shopify app.

Use cases

4 documented

Local service business with no review process

Customers are happy, the Google profile has eleven reviews from three years ago, and asking in person never happens because the job ends and everyone moves on.

AutoRequests fire over SMS after each completed job, SuperLinks remove the form friction, and the Google and Facebook imports bring existing reviews into a ReviewHQ panel on the site.

Ecommerce store wanting reviews and conversion popups from one vendor

Two separate subscriptions are on the table, one for testimonial collection and one for recent-purchase notifications, and neither is individually worth the admin.

The $29 Starter tier includes both FOMO Popups and ReviewHQ, product review collection runs against individual SKUs, and the Shopify integration handles the plumbing.

Agency or consultancy building a proof page

Client testimonials arrive as emailed paragraphs with no photo, and the resulting testimonial section looks fabricated.

EndoForms capture structured responses, SmartAvatars attach real profile photos in one click, and the infinite-scroll Wall of Love on a custom domain becomes the link sent with proposals.

Multi-location business coordinating review collection

Three locations each have their own Google profile, their own customer list, and no shared process for asking.

Professional's three properties separate the locations, each with its own request flow and review display, while contact and message allowances are shared across the account.

Pricing

from $0 (free), then $29 per month (Starter, billed annually at $351)

Freemium subscription metered by properties, contacts, monthly visitors, monthly emails, monthly SMS messages, and video minutes rather than by testimonial count.

Plan	Price	Includes
Free	$0 per month	1 property, 100 contacts 1,000 monthly visitors 50 emails and 10 SMS per month Core review collection and widgets No video, ReviewHQ, FOMO Popups, or Wall of Love Deliberately narrow: the free plan excludes every headline display feature, so it is a trial rather than a working tier.
Starter	$29 per month, billed annually at $351	1 property, up to 10,000 contacts Up to 50,000 monthly visitors Up to 5,000 emails and 1,000 SMS per month Video testimonials with monthly minute allowances ReviewHQ and FOMO Popups included FOMO Popups at this price is the reason a small ecommerce site would pick Endorsal over a cheaper display-only tool.
Professional	$59 per month, billed annually at $711	3 properties Wall of Love infinite-scroll page Review Marketing auto-sharing to social Video downloads Custom domains The Wall of Love waiting until $59 is the pricing decision most buyers push back on.
Advanced	From $262 per month	5 properties, 25,000 contacts and up 500,000 monthly visitors and up Unlimited emails, 1,000 SMS per month Unlimited video testimonials 6,000 or more video minutes per month A very large step up from $59, driven by traffic and contact volume rather than features.

Add-ons

Additional contacts ($37.50 per month per 10,000): Advanced tier scaling.

Billing notes

The advertised $29 and $59 prices are billed annually at $351 and $711; monthly billing is available at a higher effective rate.
Metering is by contacts, monthly visitors, emails, SMS, and video minutes rather than testimonial count, so traffic growth alone can force an upgrade even if you never collect another review.
The gap between Professional at $59 and Advanced at $262 is the steepest jump in this category, with no intermediate tier published.
SMS remains capped at 1,000 per month even on Advanced, where email becomes unlimited, so a high-volume SMS program will hit a ceiling.
The Wall of Love, Review Marketing, video downloads, and custom domains all require Professional, so the practical entry price for a full display setup is $59 rather than $29.
A 14-day trial with no credit card is offered on paid plans.

Value assessment: Endorsal prices the request, not the testimonial, and that is the right frame for its buyer. If your problem is that you have almost no reviews, paying $29 for automated email and SMS sequences with contact tracking is better value than paying $12 for a beautiful widget with nothing to put in it, and the bundled FOMO Popups genuinely displace a separate $25 Fomo subscription. The problems appear at the edges of the meter. Visitor-based limits mean success on the traffic side costs you money on the tooling side, the Wall of Love sitting at $59 feels like an artificial gate when Famewall ships one free, and the leap to $262 leaves growing businesses with nowhere sensible to land. Buy it for the SMS channel and the bundling; do not buy it expecting the cheapest display layer.

Strengths & limitations

Strengths

Automated review requests over SMS as well as email, a channel almost no other testimonial tool offers, and the one with the highest response rate.
SuperLinks pre-fill the form with data you already hold, and SmartAvatars attach a real profile photo in one click, both of which measurably raise completion and credibility.
FOMO Popups and ReviewHQ included from the $29 tier, covering both testimonial display and live activity notifications from a single subscription.
Five distinct display surfaces, widgets, Wall of Love, ReviewHQ panel, rating badges, and popups, so proof can be placed appropriately per page rather than as one block.
Third-party imports spanning Google, Facebook, Yelp, Tripadvisor, Capterra, and G2, which covers both local businesses and B2B software in one list.
Review Marketing auto-shares new reviews to social networks, closing the collection to distribution loop without manual work.
Native integrations for WordPress, Wix, Shopify, Squarespace, and WooCommerce plus a REST API, with a listed Shopify app for ecommerce setup.

Limitations

Metering by monthly visitors means your own traffic growth pushes you up tiers regardless of how many testimonials you collect.
The Wall of Love, custom domains, video downloads, and Review Marketing all require the $59 Professional tier, so the entry price for a complete setup is double the headline.
The gap from $59 to $262 is enormous with nothing between, leaving mid-sized sites badly served.
SMS is capped at 1,000 per month on every paid tier including Advanced, where email goes unlimited.
The free plan excludes video, ReviewHQ, FOMO Popups, and the Wall of Love, making it a trial rather than a usable free product like Senja's or Famewall's.
No published funding, headcount, compliance certification, or data residency, and no SSO on any tier.
Video is collection-grade only: no editing, no subtitles, no teleprompter, and downloads are gated to Professional.

Head-to-head comparisons

5 alternatives

Endorsal vs Testimonial.to

from $0 (free), then $25 per month (Starter)

Testimonial.to is stronger at finding and organising praise, with imports from X, LinkedIn, Reddit, and TikTok, Brand Monitor, NPS routing, and case study interviews, from $50 per space. Endorsal is stronger at generating praise, with automated email and SMS request sequences and contact-level tracking, from $29. Pick Endorsal if your review count is the problem; pick Testimonial.to if you already have proof scattered across the internet and need it collected and managed.

Full Endorsal vs Testimonial.to comparison

Endorsal vs Famewall

from $0 (free), then $12 per month (Standard)

Famewall is cheaper at $12, includes review schema at that price, offers audio testimonials, and has a proper agency tier. Endorsal costs more but automates the ask over SMS and bundles conversion popups. Choose Famewall when you have testimonials and need them displayed cheaply with structured data; choose Endorsal when nobody is asking customers for reviews in the first place and you want notification popups included.

Full Endorsal vs Famewall comparison

Endorsal vs Trustmary

from $0 (Solo), with a build-your-own plan from $26 per month

Both are review generation platforms rather than pure display tools. Trustmary leads with surveys, NPS, CRM triggers, and A/B experiments, metered by widget views with capabilities sold as add-ons that push real configurations into the hundreds per month. Endorsal leads with email and SMS request automation at $29 to $59. Take Trustmary if survey design and closed-loop feedback matter; take Endorsal if the goal is simply more reviews, faster, at a small business price.

Full Endorsal vs Trustmary comparison

Endorsal vs ProveSource

from $0 (free under 1,000 monthly unique visitors), then $24 per month billed yearly (Starter)

ProveSource is a dedicated social proof notification tool from $24 a month, metered by monthly unique visitors, with six notification types and 100-plus platform integrations. Endorsal includes FOMO Popups as one feature among many from $29. If notifications are all you need, ProveSource is deeper and cleaner; if you want the notifications alongside automated review collection and a Wall of Love, Endorsal covers both from one bill.

Full Endorsal vs ProveSource comparison

Endorsal vs Fomo

from $25 per month (Starter)

Fomo is the original social proof notification platform with a patented event engine, 106-plus integrations, geo and page targeting, and A/B testing, from $25 a month metered by notifications. Endorsal's FOMO Popups are a competent bundled version of the same idea without the depth. Run Fomo if notification strategy is a serious conversion lever for you; run Endorsal if popups are a nice addition to a review collection program you are already paying for.

Full Endorsal vs Fomo comparison

Implementation & onboarding

Setup time: A few hours. Connect the property, install the site script or platform integration, import contacts, connect Google and Facebook reviews, and configure the first AutoRequest sequence. The request scheduling is where the real thought goes.
Learning curve: Moderate by category standards. Display-only tools ask you to pick a widget; Endorsal asks you to design a request cadence across two channels with contact segmentation, which is closer to running an email program than embedding a widget.
Onboarding: Fully self-serve with a 14-day trial and no credit card required. No demo gate on any published tier, including Advanced.
Migration notes: Third-party review imports cover Google, Facebook, Yelp, Tripadvisor, Capterra, and G2, so most existing proof can be brought in without manual entry, and contacts can be uploaded in bulk. Leaving is more work than with a display-only tool because the request automation, contact records, and hosted video all live in the platform; video downloads require the Professional tier, which is worth remembering before you build a video library on Starter.

Platform, API & security

Platforms: Web applicationJavaScript site scriptWordPress, Wix, Shopify, Squarespace, and WooCommerce integrationsShopify appBrowser-based video recording
API: REST API available for custom implementations alongside the native CMS and ecommerce integrations.
Compliance: GDPR-facing privacy policy under UK company Sticky Toffee Studios LtdNo SOC 2 or ISO 27001 certification published
Data residency: Not published.
SSO: Not offered on any published tier.
Security notes: Operated by Sticky Toffee Studios Ltd in the United Kingdom. No trust center, certification, or penetration test summary is published. The platform holds customer contact lists including phone numbers for SMS, which is more sensitive than a pure display tool's data, so buyers with data protection obligations should read the processing terms rather than assume parity with widget vendors.

Support & resources

Channels: Email supportIn-app support
Documentation: Documentation covering EndoForms, AutoRequests, SuperLinks, imports, widget embedding, and the REST API.
Community: No formal user community; support runs through the vendor directly.

Company

Founded: 2019
Headquarters: United Kingdom
Ownership: Bootstrapped, operated by Sticky Toffee Studios Ltd
Founders: Dean Walton
Employees: Not disclosed
Funding: No outside funding published. The company cites more than 5,000 companies, over 10,000 websites, and 75 million visitors served.

Timeline

2016Sticky Toffee Studios Ltd is established in the United Kingdom by Dean Walton, later becoming the operating company behind Endorsal.
2019Endorsal launches publicly, built around automating review requests rather than around the display widget.
2021Adds FOMO Popups and the ReviewHQ floating review panel, spanning both testimonial display and live activity notification.
2023Expands third-party review imports across Google, Facebook, Yelp, Tripadvisor, Capterra, and G2, and ships a Shopify app for ecommerce product reviews.
2026Plans span a restricted free tier through Starter at $29 and Professional at $59 to Advanced from $262, metered by contacts, visitors, messages, and video minutes.

Integrations

WordPress
Wix
Shopify and the Shopify App Store
Squarespace
WooCommerce
REST API
Google and Facebook review imports
Yelp and Tripadvisor imports
Capterra and G2 imports
Social network auto-sharing through Review Marketing

Frequently asked questions

10 questions

What is Endorsal?

Endorsal is a review and testimonial automation platform. It sends review requests automatically over email and SMS, collects written and video responses through branded forms with pre-filled links, imports existing reviews from Google, Facebook, Yelp, Tripadvisor, Capterra, and G2, and displays everything as widgets, an infinite-scroll Wall of Love, a floating ReviewHQ panel, rating badges, and FOMO conversion popups.

How much does Endorsal cost?

There is a restricted free plan with 1 property, 100 contacts, 1,000 monthly visitors, 50 emails, and 10 SMS. Starter is $29 a month billed annually at $351 and adds video testimonials, ReviewHQ, and FOMO Popups. Professional is $59 a month billed annually at $711 and adds three properties, the Wall of Love, Review Marketing, video downloads, and custom domains. Advanced starts at $262 a month.

Does Endorsal really send review requests by SMS?

Yes, and it is the main reason to choose it. AutoRequests run over both email and SMS with separate monthly allowances: 10 SMS on the free plan and 1,000 on paid tiers. Text messages get read and answered at rates email cannot match for review requests, and almost no other testimonial tool in this category offers the channel at all. Note that SMS stays capped at 1,000 per month even on Advanced.

What are the FOMO Popups and are they worth having?

They are live activity notifications of the kind Fomo and ProveSource sell as standalone products, showing recent purchases or signups to visitors. Endorsal includes them from the $29 Starter tier, which for a small ecommerce site displaces a separate subscription costing $24 to $25 on its own. They are less configurable than a dedicated tool, with none of Fomo's A/B testing depth, but they are genuinely useful rather than a checkbox.

Why is the Wall of Love not on the cheaper plan?

It is gated to the $59 Professional tier, along with custom domains, video downloads, and Review Marketing. This is the most-criticised part of the pricing, since Famewall includes a wall of love on its free plan and Senja gives unlimited walls at every tier. If a wall of love is the main thing you want, the effective price of Endorsal is $59 rather than $29 and the comparison against cheaper tools gets harder.

How is Endorsal metered?

Not by testimonial count. The limits are properties, contacts, monthly website visitors, monthly emails, monthly SMS, and monthly video minutes. The visitor limit is the one buyers underestimate: growing traffic pushes you up a tier even if your review volume is flat, and the jump from Professional at $59 to Advanced at $262 has nothing in between.

Do customers need to install anything to leave a video testimonial?

No. Video is recorded in the browser from the request link on a phone or desktop, with no application to download and no account to create. Video is metered in monthly minutes rather than counted flatly, roughly 120 to 2,400 minutes on Starter depending on plan size. Downloading the raw files requires the Professional tier.

Does Endorsal help with SEO?

It publishes embeddable rating badges and aggregates third-party reviews, and the hosted review pages can run on your own custom domain from the Professional tier, which keeps that content on your domain rather than a vendor subdomain. The vendor does not prominently document Review or AggregateRating structured data output, so if star-rating rich results are the goal, verify it against your own pages or compare with Famewall, which includes review snippet schema at $12.

Is Endorsal suitable for a multi-location business?

Up to a point. Properties are the unit for separate sites or locations: one on Free and Starter, three on Professional, five on Advanced. Contacts and message allowances are shared across the account rather than per property. Beyond five locations you are into the Advanced tier at $262 or above, at which point a dedicated multi-location review platform is worth pricing alongside it.

Who is behind Endorsal?

It was launched publicly in 2019 by Dean Walton and is operated by his UK company Sticky Toffee Studios Ltd, established in 2016. The company cites more than 5,000 companies, over 10,000 websites, and 75 million visitors served, but does not publish funding, headcount, or security certifications, and there is no SSO on any tier. Because the platform stores customer phone numbers for SMS, read the data processing terms before uploading a contact list.

Editorial verdict

Endorsal is the tool to buy when the problem is that nobody asks. Automated request sequences over email and SMS with pre-filled forms and one-click profile photos are aimed squarely at the reason most small businesses have four reviews instead of forty, and the SMS channel is genuinely rare in this category. Bundling FOMO conversion popups and the ReviewHQ panel from the $29 tier makes it the only product here that covers both halves of social proof from one subscription. The pricing structure is what to argue with: metering by site traffic punishes growth, the Wall of Love and custom domains wait until $59 when cheaper rivals include them free, and the leap to $262 strands anyone in the middle. If you have testimonials and need them displayed, Famewall or Senja is better value. If you need testimonials to exist at all, and you want popups thrown in, this is the right shape of tool.

Written by the SaaSTracker editorial team. Awards, when shown, are judged against the published criteria in our methodology.