Trustpilot Trust Report 2025

Our vision is to be the universal symbol of trust.

See what customers are saying about your business:

Labeled Verified, they’re about genuine experiences.Learn more about other kinds of reviews. It’s a shame they allow bad actors to manipulate reviews making the site unsafe and untrustworthy. This means that users only see manipulated reviews on the site, that cannot be trusted.After many years of using Trust Pilot, I decided I will no longer do so since they cannot be trusted in any way.

In 2024, more than 61 million reviews were written on Trustpilot for a 15% year-on-year increase. Our work never stops as we evolve to navigate a rapidly changing world, especially as artificial intelligence reshapes how people engage with online content. As part of this, we are continuously improving to maintain the integrity of our platform. We call this Trustpilot everywhere, ensuring people can rely on trusted information whenever and wherever they make decisions. We use dedicated people and clever pepperstone forex technology to safeguard our platform. Companies can ask for reviews via automatic invitations.

Our principles in action

Importantly, invited reviews are subject to the same fraud detection and moderation as any other reviews. Our paid-for tools help businesses widen participation to customers who wouldn’t otherwise speak up, and to grow and learn from the feedback. Not all businesses who pay for our services have good TrustScores.

Businesses can learn and improve by accessing our basic services for free, including the ability to read, respond, invite, and report reviews. This approach ensures that businesses with fewer reviews start with a balanced TrustScore. In addition to our fraud detection systems, all reviews are screened by our automated technology to identify and remove any violations. We are committed to being relevant and useful to consumers and businesses.

of detected fake reviews removed by automated technology in 2024

This is why the openness and independence of our platform is something we will always protect and never compromise on. 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. Consumers can always leave a review for free, with or without an invitation. Whether you’re a new business or a household name, we have a range of plans to help you reach more customers than ever before.

Our platform empowers people to share their feedback, while businesses benefit from their customers’ genuine experiences. Trust is more important than ever before, and at Trustpilot, we believe reviews play a crucial role in bringing businesses and consumers closer together. This creates an end-to-end feedback loop, enabling businesses to link each verified review to a specific customer interaction.

Ready to unlock the full potential of reviews?

Businesses with better TrustScores tend to be those that actively engage with consumers through the platform, listening and responding to feedback. A shared commitment to protecting the integrity of online consumer reviews worldwide. In the UK, the Government passed the Digital Markets, Competition and Consumers Act (DMCCA), which includes provisions on fake reviews. In November 2024, we won a legal case against a series of websites that were selling hundreds of fake reviews.

In 2024, we changed the structure of our teams to ensure improved coverage is in place to root out guideline violations and remove fake reviews. We made this change after receiving feedback that some businesses were abusing our reporting tools to suppress negative feedback. In 2024, we introduced new measures to ensure more genuine reviews remain online by reducing the burden on consumers to provide evidence that their review is real. The remaining fake reviews were identified after being flagged by users or caught by our teams via manual investigations, and we continuously improve as we grow. We are an open platform, which means everyone can leave a review of any business, assuming it’s based on a genuine experience and it meets our guidelines. We are a truly global business with reviews being submitted of businesses of all sizes from industries across the economy, in more than 100 countries.

I strongly urge others to be cautious when dealing with Beer52. My experience has been nothing short of appalling

Businesses and consumers in our community can flag or report reviews if they think they breach our guidelines. Our technology is constantly evolving to protect the integrity of our platform, and throughout 2024, we introduced a series of new safeguarding measures using AI to tackle fake reviews and guideline violations. In 2024, of the 4.5 million detected fake reviews we removed from the platform, 90% were automatically detected by our fake review detection models. The benefit is that consumers have the freedom to share their experiences with businesses at any time, resulting in a broad and holistic range of feedback across any point in a consumer’s journey. The growing volume of reviews on our platform enables us to continually improve our processes, detect fake reviews more effectively, and improve integrity through our data.

• They’re often written in an attempt to mislead and manipulate what other consumers think about that business, either positively or negatively.
• At the same time, we help consumers make confident and informed choices, where they can learn from the experiences of others.
• Our work never stops as we evolve to navigate a rapidly changing world, especially as artificial intelligence reshapes how people engage with online content.
• I have avoided bad experiences by looking a product or a company up…
• I recently posted a review about a company named Monaco Solicitors and despite my review is fully legit, the business flagged it as defamatory.

It’s easy to navigate, simple to leave feedback, and really helpful when you want to check how reliable a company is befo… Trustpilot is genuinely one of the most useful review platforms I’ve used. I find the reviews helpful and honest.Keep up the good work. I had reviews removed that after a to and fro seem to have been replaced.

Excellent Customers Care Service

Educational messages and warnings are sent to a business when we detect misuse of the platform, for instance, when we identify suspected fake reviews, or misuse by a business of our reporting functionality. We define fake reviews as reviews which don’t reflect genuine service or buying experiences with a business. From how we apply our policies and moderate content, to how we detect fake reviews and misuse of the platform, trust is our guiding principle.

Happy with the service. Before purchasing items or going away somewhere I always check it out on trust pilot. Now other people can learn from my experience Every one has different experiences.

I have avoided bad experiences by looking a product or a company up… I use Trustpilot very often when I need to figure out if a product or a company is trustworthy and I dont know much about it before. Sharing of information by consumers allows others to make informed decisions. If you are not sure about a business you can check TrustPilot, which you can always trust more t… TrustPilot keeps businesses honest also exposing the bad businesses to help us all, especially online.

• If a business or consumer disagrees with our decision, they can let us know, and our content integrity specialists will review the case.
• Strengthen your reputation with reviews on Trustpilot.
• The guidelines that govern the platform are applied fairly to both consumers and businesses, regardless of whether they are a paying customer or not.
• Businesses can invite reviews, or they can be organic when the consumer comes to Trustpilot unprompted.
• Whether it is a free or paid account, every business benefits from our investment in advanced technologies, as well as our ongoing efforts to safeguard the platform and protect our users.

Reviews are assessed by detection systems

I recently posted a review about a company named Monaco Solicitors and despite my review is fully legit, the business flagged it as defamatory. Trustpilot maked internet services better with the reviews. Writing and submitting a review is quick, and the platform makes it simple to share genuine experiences. Great, easy to use and just about any website or company I look up has some genuine reviews to give me confidence in buying – or telling me to steer clear!

Since 2022, we have successfully taken action against 11 businesses who have breached our guidelines. In line with past years, the vast majority of fake reviews that are removed are positive. As in previous years, the biggest number of reviews removed in 2024 were identified as fabricated by our automated detection systems. The increase demonstrates that our automated detection systems are improving and becoming increasingly more effective as a greater number of reviews are submitted every year. The number of detected fake reviews removed as a proportion of the total amount submitted in 2024 was 7.4%, and in 2023 it was 6.1%.

There are far too many fake reviews on here. I’ve heard about a bunch of reviews being taken down recently that were both from real people as well as fakes. Good to see there is a service like Trustpilot where one can provide honest reviews on what different companies offer for product or service.