The platform has its flaws, and despite the company’s denials, concerns about bias associated with the paid-tier model persist. You can read their fake-review removal transparency reports. As you might be aware, reviews from customers significantly aid individuals in researching the products, services, and brands they are interested in.
Our Free plan https://idomadominion.com.ng/2026/10/26/trustpilot-pricing-amp-plans-trustpilot-business/ includes unlimited access to our Support Center. You can start right away with our free plan — no credit card required — to gather, manage and promote genuine insights from your customers. Trustpilot combines open access with paid tools, licensed trust signals, and actionable analytics. Not all businesses who pay for our services have good TrustScores. Track AI share of voice and customer sentiment, manage governance across markets, and protect sensitive data. The company freely allows businesses to collect and respond to reviews, and also sells marketing tools.
On 22 March 2019, The Times reported that estate agents Purplebricks and Foxtons were « gaming » Trustpilot feedback by paying to help gain better scores. Trustpilot featured fake reviews for Bizzyloans; it deleted them after they were brought to light by KwikChex, an online investigations company. Trustpilot claims that it strives to only include genuine reviews. Independent investigations suggest that platforms like Trustpilot host fake reviews, leading to controversy over their legitimacy and the company’s handling of complaints. As of June 2025, the company hosts 330 million reviews and has 60 million monthly active users. On 16 September 2025, the company announced a share buyback program worth up to £30 million.
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A year later, Trustpilot received $13 million in Series B funding from Index Ventures, SEED Capital Denmark, and Northzone to support its international expansion. He was enrolled at Aarhus University, School of Business and Social Sciences at that time, and eventually decided to leave to establish Trustpilot.
Why do businesses paying for our services sometimes have such good TrustScores?
If any business – whether they pay us or not – believes a review isn’t real then they can flag it for review. If a business pays for a Trustpilot subscription, they are buying listening tools, brand rights, and insights from us, which deepens understanding of their customers. Every company that claims their profile gets the ability to respond to reviews and 50 automated review invitations per month via our built-in tool, without charge. We do this by running the world’s largest open feedback platform – where anyone can share what happened and how they felt about it, good or bad – and read how it went for others. “Engineer didn’t have tools to complete the job, 2 visits now first chap who came was incompetent and left without doing anything.” Give every SKU a dedicated review page to improve comparisons and AI visibility.
In fact, 91 percent of customers say that reading a positive review will make them more likely to purchase an item. If they’re all for one company or even just a few businesses in the same niche, proceed with caution. Of course, solicited reviews aren’t necessarily fake or less trustworthy than organic ones. First, click on the See a detailed overview button in the Business Transparency section of the profile you’re looking at.