# Trustpilot

> Trustpilot is an open third-party review platform where consumers publish reviews of businesses on trustpilot.com rather than on the business's own site; companies claim a free profile, reply to reviews, and on paid tiers send metered review invitations, embed TrustBox widgets that emit AggregateRating structured data, and syndicate ratings into Google Seller Ratings and paid search extensions. It is a publicly listed Danish company on the London Stock Exchange with over 1,100 employees.

- Category: Testimonials & Social Proof (https://saastracker.org/categories/reviews-social-proof)
- Website: https://www.trustpilot.com
- Starting price: $0 (Free), then $99 per month per domain (Starter, billed annually)
- Free plan: Free covers a claimed profile, public replies to all reviews, 50 review invitations per month, a basic TrustScore badge, and customer support access, with no credit card required.
- Free trial: 14-day free trial on the Plus plan
- Founded: 2007, HQ: Copenhagen, Denmark, Ownership: Publicly listed (London Stock Exchange, TRST)
- Profile last reviewed: 2026-08-22
- Canonical profile: https://saastracker.org/products/trustpilot

## Overview

Trustpilot occupies a different position from every testimonial tool in this category, and the difference is not cosmetic. When you collect a testimonial with Senja or Famewall, you own the asset, you decide what publishes, and a visitor understands implicitly that you chose the quotes. When a customer reviews you on Trustpilot, the review lands on a public profile at trustpilot.com that you do not control, sits next to every one-star complaint, and stays there whether you keep paying or not. That loss of control is the product. The credibility of a Trustpilot rating comes precisely from the fact that you could not have curated it.

The company was founded in Copenhagen in 2007 by Peter Holten Muhlmann and listed on the London Stock Exchange in 2021 under the ticker TRST. It is a genuine public company at real scale: revenue of roughly $261M in 2025, up about 24 percent year on year, and 1,108 employees at the end of that year across Copenhagen, London, Edinburgh, Denver, New York, Amsterdam, Hamburg, Melbourne, and Milan. That scale is why Trustpilot ratings show up in Google search results and paid ad extensions in a way a small vendor's widget never will.

For a small business the commercial shape is unusual. The free plan is real and permanently useful: claim your profile, reply to every review, send 50 review invitations a month, and display a basic TrustScore badge, all without a credit card. Above that, Starter is $99 per month per domain billed annually and is restricted to new small-business customers under $5M in revenue, giving 100 invitations a month, two widgets, and one user. Plus is $319 per month per domain with 300 invitations, ten widgets, and three users. Premium is $799 and requires a demo. Every paid plan is a 12-month commitment priced per domain, which is the detail most buyers miss.

The honest caveat is regulatory. Trustpilot removed about 4.5 million fake reviews in 2024, roughly 90 percent caught automatically, and publishes a narrow list of grounds on which a review can be taken down: no genuine experience, defamatory content, off-topic material, conflict of interest, and harmful content. Dissatisfaction is not on that list. In March 2026 the Italian competition authority fined the company about $4.6M over how it described its services and verified review authenticity. Neither fact makes the platform unusable, but both should shape what you expect from it.

## How it works

1. You claim your business profile on trustpilot.com. The profile may already exist with reviews on it, because consumers can review any business without the business's involvement. Claiming it lets you reply publicly, see basic analytics, and start inviting customers. This costs nothing and requires no sales contact.

2. You invite customers to review you, and the invitation allowance is the meter that defines your plan. Free gives 50 invitations a month, Starter 100, Plus 300, Premium 1,000, and Enterprise unlimited. Invitations go out by email, by automatic BCC from your order confirmations, through an ecommerce integration that fires after fulfilment, or via the API. Exceeding your allowance means upgrading, not paying an overage.

3. Reviews publish to your public profile immediately and are screened by automated fraud detection. You can reply in public, and you can flag a review for removal only on the five published grounds. If a customer simply had a bad experience and said so accurately, the review stays, and your recourse is a public reply.

4. You display the rating back on your own site with TrustBox widgets, which are configurable embeds ranging from a small star strip to a full carousel. Widget count is gated by plan: two on Starter, ten on Plus, 21 on Premium. The widgets emit AggregateRating structured data, and because Trustpilot is a Google-licensed review partner, the rating also feeds Google Seller Ratings and can appear as stars under your paid search ads, which is usually the concrete return that justifies the price.

## Best for

Consumer-facing ecommerce and service businesses that want third-party review credibility a prospect cannot dismiss as cherry-picked, especially those running Google Ads where Seller Ratings stars lift click-through, and any small business happy to start on the genuinely free profile tier.

## Not the right fit for

- Small B2B software companies with a handful of customers a month; the invitation volume that makes a TrustScore look credible is not there, and a thin profile with eleven reviews reads worse than no profile at all.
- Anyone who wants control over which reviews appear; you get five narrow removal grounds and none of them is that the review is unflattering, so if curation is what you want, buy a testimonial tool instead.
- Budget-constrained teams that need review invitations at any volume; jumping from 50 free invitations to 100 costs $99 per month per domain on a 12-month commitment, which is poor arithmetic for a store doing 400 orders a month.
- Multi-brand or multi-domain businesses on a small budget, because pricing is per domain and three brands means three subscriptions rather than three profiles under one plan.
- Companies that want live conversion popups, testimonial walls, or video testimonials; Trustpilot is a review platform and does none of those jobs, so ProveSource, Senja, or Vocal Video cover them separately.

## Features

### The public profile

The asset you do not own, which is what makes it worth something.

- **Claimable business profile**: Every business can claim its trustpilot.com profile for free, including profiles that already carry reviews written without the company's knowledge.
- **TrustScore and star rating**: A weighted score out of five, recalculated as reviews arrive, displayed on the public profile and reusable in widgets and ad extensions.
- **Public replies to reviews**: Available on the free tier. Replying is the only lever you have on a negative review that meets the guidelines, and it is visible to every future reader.
- **Automated fake-review detection**: All reviews pass through automated screening before publication. Trustpilot reported removing roughly 4.5 million fake reviews in 2024, about 90 percent flagged automatically.
- **Five published removal grounds**: A review can be flagged only as having no genuine experience, being defamatory, being off-topic, involving a conflict of interest, or being harmful. Being negative is not grounds for removal.
- **Reviews persist after cancellation**: The profile and its reviews remain public if you stop paying. You lose invitations, widgets, and analytics; you do not get to take the reviews with you or switch them off.

### Collecting reviews

Metered by invitation count, which is the single number that determines your plan.

- **Metered invitation allowance**: 50 invitations a month on Free, 100 on Starter, 300 on Plus, 1,000 on Premium, unlimited on Enterprise. This is the real pricing axis, not features.
- **Automatic Feedback Service**: BCC Trustpilot on your order confirmation emails and invitations trigger automatically without any integration work, which is the fastest path to a live flow.
- **Ecommerce integrations**: Shopify, WooCommerce, BigCommerce, Magento, and other platforms fire invitations after fulfilment rather than at checkout, which is when a customer can actually judge you.
- **Product reviews as a separate stream**: Company reviews and product reviews are collected and displayed separately, so a good brand score and a weak SKU do not contaminate each other.
- **Invitation templates and scheduling**: Branded invitation templates with configurable send delays, so the ask lands after delivery rather than immediately after payment.
- **API-triggered invitations**: Invitations can be sent programmatically from your own systems, which is the route most SaaS and subscription businesses take.

### Displaying and syndicating

Where the money is recouped, mostly through search.

- **TrustBox widgets**: A library of embeddable widgets from a compact star strip to a full review carousel, gated by plan: two on Starter, ten on Plus, 21 on Premium, 22 on Enterprise.
- **AggregateRating structured data**: TrustBox widgets emit review schema so search engines can read the rating. This is available from the paid tiers, unlike Judge.me and Loox which include rich snippets free.
- **Google Seller Ratings**: Trustpilot is a Google-licensed review partner, so ratings feed Seller Ratings and can put stars under your paid search ads. For an ad-heavy business this is usually the line item that pays for the subscription.
- **Google Shopping and organic stars**: Ratings can surface in Shopping listings and organic results, extending the reach of reviews well beyond your own domain.
- **Third-party page speed cost**: TrustBox is external JavaScript loaded from Trustpilot's domain. A widget above the fold competes with your Largest Contentful Paint element; below the fold the cost is negligible.
- **Social and email review sharing**: Reviews can be pushed into social posts and marketing emails rather than living only on the profile page.

### Analytics and administration

Modest at the small-business tiers, substantial only once you are paying properly.

- **Review performance analytics**: Invitation open and completion rates, score trends over time, and volume reporting, with depth increasing by tier.
- **Sentiment and topic analysis**: Higher tiers surface what customers keep raising, turning a review stream into product feedback rather than a scoreboard.
- **Per-domain user seats**: One user on Starter, three on Plus, ten on Premium, up to 1,000 on Enterprise. Seats are scoped to the domain subscription.
- **Multi-domain support**: Starter covers one domain, Plus up to three, Premium and Enterprise unlimited, but pricing is quoted per domain so the arithmetic is rarely as generous as it reads.
- **Dedicated success manager**: Included from the Premium tier at $799 per month, which is where Trustpilot stops being a self-serve purchase.

## Use cases

- **DTC store running paid search**: Google Ads click-through has plateaued and every competitor in the auction looks identical in the results page. Outcome: Automatic Feedback Service collects reviews from order confirmations, the TrustScore crosses the Seller Ratings threshold, and stars appear under the ads. The click-through lift is measurable against the $99 or $319 monthly cost in a way a testimonial widget never is.
- **Local service company with a reputation problem**: Two angry customers wrote reviews eighteen months ago and they are the first thing anyone reads about the business. Outcome: Claiming the free profile allows public replies to both, and 50 invitations a month to satisfied customers dilutes the old reviews within a quarter without spending anything.
- **Subscription business proving legitimacy to cautious buyers**: Prospects hesitate because the company is unfamiliar and the website's own testimonials read as marketing copy. Outcome: A public profile with several hundred reviews the company demonstrably could not curate answers the legitimacy question directly, and TrustBox widgets carry that answer back to the pricing page.
- **Ecommerce operator comparing review platforms**: The store already runs Judge.me for product reviews and wants brand-level credibility outside its own domain. Outcome: Trustpilot handles company reviews and Google Seller Ratings while Judge.me continues to handle on-site product reviews. The two do not conflict, and running both is common.

## Pricing

Freemium, then annual per-domain subscriptions tiered by monthly review invitation allowance, with widget count, user seats, and domain count scaling alongside.

- **Free**: $0 per month. Claimed business profile; 50 review invitations per month; Public replies to every review; Basic TrustScore badge; No credit card required. Genuinely useful rather than a demo, and the correct starting point for almost every small business.
- **Starter**: $99 per month per domain, billed annually. 100 review invitations per month; 2 TrustBox widgets; 1 user, 1 domain; Ecommerce integrations; Buy online without a sales call. Restricted to new small-business customers under $5M in revenue, and purchasable directly from the plans page.
- **Plus**: $319 per month per domain, billed annually. 300 review invitations per month; 10 TrustBox widgets; 3 users, up to 3 domains; All integrations; 14-day free trial.
- **Premium**: $799 per month per domain, billed annually. 1,000 review invitations per month; 21 TrustBox widgets; 10 users, unlimited domains; Dedicated success manager; Demo booking required. This is where Trustpilot stops being self-serve.
- **Enterprise**: Custom contact sales. Unlimited review invitations; 22 widgets; Up to 1,000 users; Unlimited domains; Dedicated support.

Billing notes:

- All paid plans carry a 12-month commitment and are quoted per domain, so a three-brand business on Starter is looking at three subscriptions rather than one.
- Starter at $99 is gated to new customers with under $5M in revenue, which means the advertised entry price is not available to everyone who sees it.
- The pricing axis is invitation volume, not features. Moving from 100 to 300 invitations a month costs an extra $220 per month per domain.
- The free tier's 50 invitations a month is a real allowance, not a trial, and many small businesses never need to leave it.
- Premium and Enterprise require a demo, so the honest self-serve ceiling is the $319 Plus plan.

Value assessment: Trustpilot's value is bimodal. The free tier is one of the best deals in this whole category: a claimable public profile, public replies, and 50 invitations a month for nothing, on a platform whose ratings Google actually reads. If you run paid search, the jump to $99 or $319 is also defensible, because Google Seller Ratings stars are a measurable click-through lift you can attribute against the invoice. Outside those two cases the arithmetic gets ugly fast. Paying $319 per month per domain on a 12-month commitment to send 300 invitations is expensive next to Judge.me, which charges $15 a month flat for unlimited reviews with rich snippets, or REVIEWS.io at $29 for 300 invites. Buy Trustpilot for the third-party credibility and the search syndication. Do not buy it as a review collection engine, because per invitation it is the most expensive one here.

## Strengths

- Third-party hosting is the entire value proposition: a prospect cannot accuse you of cherry-picking reviews you demonstrably do not control.
- The free tier is genuinely useful, with a claimed profile, unlimited public replies, and 50 invitations a month at no cost and no card.
- Google-licensed review partner status feeds Seller Ratings, putting stars under paid ads, which is the clearest measurable return in this category.
- Brand recognition means the badge does work on your site that an unfamiliar vendor's widget cannot do at any price.
- Real institutional durability: a London-listed public company with roughly $261M in 2025 revenue and over 1,100 employees, which is a different risk profile from a two-person testimonial tool.
- Automated fraud screening at scale, with about 4.5 million fake reviews removed in 2024, which protects the credibility you are buying into.
- Company reviews and product reviews are separate streams, so brand-level and SKU-level feedback do not contaminate each other.

## Limitations

- You do not own the reviews and cannot take them with you. Cancel and the profile stays public, minus your invitations, widgets, and analytics.
- Removal grounds are narrow and deliberately exclude dissatisfaction, so an accurate negative review is permanent and your only tool is a public reply.
- Per-domain pricing on a 12-month commitment makes multi-brand operators pay several times over for what feels like one relationship.
- The advertised $99 Starter entry price is restricted to new customers under $5M in revenue, which is a material asterisk.
- Cost per review invitation is the worst in this category: $319 a month for 300 invites against Judge.me's $15 flat for unlimited.
- Widget counts are artificially rationed, with two widgets on a $99 plan, which is a pricing decision rather than a technical constraint.
- The Italian competition authority fined the company about $4.6M in March 2026 over service descriptions and review verification, a reminder that the platform's own credibility is contested territory.
- Self-serve ends at Plus. Premium and Enterprise require a demo booking, so the top of the product is not purchasable online.

## Comparisons

- **Trustpilot vs REVIEWS.io**: Both are third-party review platforms with Google Seller Ratings syndication, and REVIEWS.io is dramatically cheaper: $29 a month for 300 invitations against Trustpilot's $319 for the same volume, month to month rather than a 12-month commitment. Trustpilot's advantage is consumer recognition, which is not a small thing when the badge's job is to be recognized. Choose REVIEWS.io if you want the mechanics at a tenth of the price; choose Trustpilot if the name on the badge is doing the persuading.
- **Trustpilot vs Judge.me**: These solve adjacent problems. Judge.me collects product reviews that live on your own store, unlimited, for $15 a month with rich snippets included even free. Trustpilot collects company reviews that live on trustpilot.com and feed Google Seller Ratings. Judge.me is vastly better value per review; Trustpilot supplies credibility Judge.me structurally cannot, because reviews on your own site are reviews you could have curated. Many ecommerce stores run both, and that is usually the right answer.
- **Trustpilot vs NiceJob**: NiceJob at $75 a month drives reviews to Google Business Profile and Facebook for local service companies, where a Google star rating in the map pack is what actually generates calls. Trustpilot builds a rating on its own domain, which matters more for ecommerce and online services than for a plumber. Pick NiceJob if your customers find you through Google Maps; pick Trustpilot if they find you through a website and a paid ad.
- **Trustpilot vs Trustmary**: Trustmary is a feedback platform built around NPS surveys and closed-loop workflows that also imports and displays reviews from elsewhere, including Trustpilot. Trustpilot is the source of truth those tools import from. They are layers rather than rivals: Trustmary can display your Trustpilot rating, but it cannot give you a public profile a stranger will trust. If you need survey routing, take Trustmary and keep the free Trustpilot tier underneath it.
- **Trustpilot vs Senja**: Senja collects and publishes testimonials you own and control, starting free and $29 for unlimited, and can import your Trustpilot reviews into a wall of love. Trustpilot supplies uncurated third-party proof you do not control. The honest read is that these are complements: use Senja to turn your best reviews into marketing assets and Trustpilot to be the place a skeptic goes to check whether the good ones are representative.

## Implementation

- Setup time: Under an hour to a claimed profile with invitations flowing. Claiming takes minutes, and the Automatic Feedback Service needs only a BCC address added to your order confirmation template. TrustBox widgets are a script tag plus a configured widget id per placement.
- Learning curve: Low operationally, higher culturally. The interface is straightforward. The harder adjustment is organizational: getting comfortable that negative reviews will publish, and building the habit of replying publicly within a day or two.
- Onboarding: Self-serve on Free, Starter, and Plus. Premium and Enterprise require a demo booking and come with a dedicated success manager. There is no implementation fee on the self-serve tiers.
- Migration: You cannot import reviews from another platform into Trustpilot; the reviews must be written on Trustpilot. Equally, you cannot export and take your Trustpilot reviews to a competitor as reviews, only as text for display purposes elsewhere. Leaving means the profile stays live and public without your invitations or widgets, so treat this as a permanent commitment to an external record rather than a portable asset.

## Platform, API & security

- Platforms: Web application, Public profiles on trustpilot.com, TrustBox JavaScript embed widgets, Shopify, WooCommerce, BigCommerce, and Magento apps, REST API
- API: A documented REST API covering invitations, review retrieval, and business unit data, with API access broadening on higher tiers. Widgets are script-tag embeds served from Trustpilot's own domain rather than a framework SDK.
- Compliance: GDPR, ISO 27001, Publicly listed company reporting standards (LSE: TRST)
- Data residency: Primarily EU-hosted, reflecting the company's Danish origin; specifics vary by contract.
- SSO: Available on higher enterprise tiers rather than on the self-serve plans.
- Security notes: As an LSE-listed public company Trustpilot operates a formal security program and will complete security questionnaires for enterprise buyers. Review content is public by design, so the sensitive data in scope is mostly the customer contact lists uploaded for invitations.

## Support

- Channels: Email support on all tiers including free, In-app help, Dedicated success manager from Premium
- Documentation: An extensive business help center covering profile claiming, invitation methods, TrustBox widget configuration, integrations, and the API, plus published legal guidelines on review removal and enforcement.
- Community: Large public presence and heavy third-party commentary; no formal user forum, but the guidelines and enforcement policies are published openly.

## Company

- Founded: 2007
- Founders: Peter Holten Muhlmann
- Headquarters: Copenhagen, Denmark
- Ownership: Publicly listed (London Stock Exchange, TRST)
- Employees: 1,108 as of 31 December 2025
- Funding: Venture-backed through 2020 with investors including Northzone, Index Ventures, and Vitruvian Partners, then listed on the London Stock Exchange in March 2021. Reported revenue of roughly $261M in 2025, up about 24 percent year on year.

Timeline:

- 2007: Founded in Copenhagen by Peter Holten Muhlmann as an open consumer review platform where anyone can review any business.
- 2017: Expands internationally across Europe and the United States, opening offices in London, Berlin, New York, and Denver as the business model shifts toward paid subscriptions for companies.
- 2021: Lists on the London Stock Exchange under the ticker TRST, becoming one of the few review platforms to reach public markets.
- 2024: Reports removing approximately 4.5 million fake reviews during the year, with about 90 percent detected automatically, as review authenticity becomes a regulatory issue across the industry.
- 2025: Revenue reaches roughly $261M, up about 24 percent, with 1,108 employees across nine offices and annual recurring revenue guided toward $296M.
- 2026: The Italian competition authority fines Trustpilot approximately $4.6M over how it described its services and verified review authenticity.

## Integrations

Shopify, WooCommerce, BigCommerce, Magento, Salesforce, HubSpot, Klaviyo, Zapier, Google Seller Ratings and Google Shopping, REST API and webhooks

## FAQ

### What is Trustpilot?

Trustpilot is an open third-party review platform. Consumers write reviews of businesses on trustpilot.com, and those reviews live on a public profile the business does not control. Companies claim a free profile, reply to reviews, send metered review invitations on paid plans, and embed TrustBox widgets that carry the rating back to their own website and into Google Seller Ratings.

### How much does Trustpilot cost?

Free covers a claimed profile, public replies, and 50 review invitations a month with no credit card. Starter is $99 per month per domain billed annually for 100 invitations, two widgets, and one user, and is restricted to new customers under $5M in revenue. Plus is $319 per month per domain for 300 invitations, ten widgets, and three users. Premium is $799 and requires a demo. All paid plans carry a 12-month commitment.

### Who owns the reviews, and can I take them with me if I leave?

Trustpilot owns and hosts the reviews, and the reviewers own their words. You cannot take them with you. If you stop paying, the profile stays public with all its reviews intact; you simply lose invitations, widgets, and analytics. This is the fundamental trade in the review-platform model and the opposite of a testimonial tool, where the assets are yours and portable.

### Can I get a negative review removed from Trustpilot?

Only on five published grounds: no genuine experience, defamatory content, off-topic content, conflict of interest, and harmful content. An accurate review from a real customer who had a bad experience does not qualify, and there is no paid tier that changes this. Your practical options are a public reply and enough new reviews to move the average.

### Does Trustpilot add structured data for SEO?

Yes. TrustBox widgets emit AggregateRating schema so search engines can read the rating, and because Trustpilot is a Google-licensed review partner the rating also feeds Google Seller Ratings and can put stars under your paid search ads. Structured data is a paid-tier feature here, unlike Judge.me and Loox which include rich snippets on their free plans.

### Will the Trustpilot widget slow down my site?

TrustBox is third-party JavaScript loaded from Trustpilot's domain, so there is a real cost. Placed below the fold it is negligible. Placed above the fold on a landing page it competes directly with your Largest Contentful Paint element and can cost you a tenth of a second or more. Use the compact star strip near the top and save the full carousel for lower on the page.

### How does Trustpilot handle fake reviews?

Every review passes through automated fraud detection before publication, and the company reported removing about 4.5 million fake reviews in 2024 with roughly 90 percent caught automatically. That said, review authenticity remains contested: in March 2026 the Italian competition authority fined Trustpilot about $4.6M over how it described its services and verified reviews.

### Is Trustpilot worth it for a small business?

The free tier almost always is. Fifty invitations a month, a claimed profile, and public replies cost nothing and give you a credible third-party record. The paid tiers are worth it mainly if you run Google Ads and can attribute a click-through lift to Seller Ratings stars. If your goal is simply to collect a lot of reviews cheaply, Judge.me at $15 a month flat or REVIEWS.io at $29 for 300 invitations is far better value per review.

### Why is Trustpilot priced per domain?

Each top-level domain is treated as a separate business unit with its own profile, so a company running three brands needs three subscriptions rather than one. Combined with the 12-month commitment, this is the detail that most often makes an apparently reasonable $99 or $319 quote turn into a much larger annual number.

### How is Trustpilot different from collecting testimonials on my own site?

Testimonials you collect with a tool like Senja or Famewall are assets you own, curate, and can take anywhere, and every prospect knows you chose them. Trustpilot reviews are uncurated, permanent, and hosted somewhere you do not control, which is exactly why a skeptic believes them. They are complements rather than substitutes, and running a testimonial tool on your site alongside a Trustpilot profile is the normal configuration.

## Editorial verdict

Trustpilot sells something no testimonial tool can: proof you did not curate, on a domain you do not own, from a company big enough that Google reads its ratings. The free tier is the best entry point in this entire category, giving any small business a claimed profile, public replies, and 50 invitations a month for nothing. Above that, the value case narrows sharply to businesses running paid search, where Seller Ratings stars produce a click-through lift you can put next to the invoice. Everyone else should notice that $319 a month per domain for 300 review invitations, on a 12-month commitment, buys less collection capacity than Judge.me does for $15 flat. Understand also what you are signing up for: narrow removal grounds, permanent negative reviews, and a public record that survives your cancellation. That permanence is the product, not a bug, but buy it deliberately rather than by reflex.

## SaaSTracker awards

- Category Leader (Testimonials & Social Proof, Summer 2026): "The reviews live on someone else's website, and that independence is exactly why buyers trust them."

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Source: SaaSTracker (https://saastracker.org), an independent editorial project. This profile is compiled from public information, carries no peer reviews or paid placement, and was last reviewed 2026-08-22. Awards are judged on published criteria: https://saastracker.org/methodology