Trustpilot
Turn trust into growth with customer reviews
About Trustpilot
Trustpilot is an open review platform where consumers rate businesses, paired with Trustpilot Business, a paid suite for collecting, replying to, and showcasing those reviews. Businesses use it to send automated review invitations, embed TrustBox widgets on their sites, feed review signals into search and AI visibility, and analyze customer sentiment. Plans start free, with paid tiers billed annually per domain.
Pros & Cons
Pros
- Highly recognized consumer brand, so a strong TrustScore carries weight with shoppers
- Reviews pages rank well in search and are cited by AI assistants, extending brand visibility
- Free plan lets businesses claim a profile, reply to reviews, and send a small number of invitations
- Broad integration library covering eCommerce, help desk, marketing, and analytics tools
- Embeddable TrustBox widgets and downloadable marketing assets make social proof easy to reuse
- Higher tiers add useful sentiment analysis and competitor benchmarking
Cons
- Paid plans require a 12-month commitment and are priced per domain, which adds up for multi-site businesses
- Reviewers on Capterra report aggressive upselling and auto-renewals at higher prices
- Product reviews, location reviews, and API access are add-ons rather than included
- Open review model means businesses can't pre-screen reviews, and fake or disputed reviews remain a recurring complaint
- Invitation quotas on Starter and Plus are low for high-volume stores
Key Features
Automated review invitations
Send review requests by email, link, or integration after a purchase or support interaction, with monthly invitation quotas per plan.
TrustBox widgets
Drag-and-drop widgets that display your TrustScore, star rating, and selected testimonials on your website to lift conversion.
Review replies and flagging
Respond publicly to reviews from the dashboard, with AI-assisted reply drafts on higher tiers, and flag reviews that break guidelines.
Service, product, and location reviews
Collect company-level service reviews, plus product reviews and location reviews as add-on modules.
Integrations
Connect eCommerce platforms, marketing tools, help desks, and analytics tools; Plus and above unlock the full integration library.
Marketing assets
Download Trustpilot-branded images and video assets with your rating to use in ads, social posts, TV, and print.
Review insights and sentiment analysis
Topics reports, sentiment analysis, TrustScore forecasting, and an analytics explorer turn review text into operational insights.
Market and competitor insights
Benchmark your TrustScore and review trends against competitors in your category.
AI search analytics
Track how your review presence supports visibility in search engines and AI assistants.
Data Solutions and API
Pipe raw review data into BI tools, with API access available as an add-on on Premium and Enterprise.
Pricing
- 50 automated review invitations/month
- 1 TrustBox widget
- Reply to and flag reviews
- 1 user
- Basic profile page
- 100 review invitations/month
- 2 widgets to collect reviews and showcase trust
- 1 user, 1 domain
- 15 integrations
- Trustpilot marketing assets
- Billed upfront annually; for businesses up to $5M revenue, new customers only
- 300 review invitations/month
- 10 widgets
- 3 users, up to 3 domains (priced per domain)
- All integrations
- Custom profile page branding
- 14-day free trial; billed annually
- 1,000 review invitations/month
- 21 widgets including testimonial widgets
- 10 users, unlimited domains (priced per domain)
- Dedicated Customer Success Manager
- Topics report, sentiment analysis, and competitor insights
- Billed annually
- Unlimited review invitations
- 23 widgets
- Up to 1,000 users, unlimited domains
- Full insights and market benchmarking
- Invitation optimizer and review follow-up
- Salesforce integration and API add-ons
Best For
eCommerce social proof
Online stores send post-purchase invitations through Shopify or other integrations and display star ratings on product and checkout pages.
Reputation management
Customer service teams monitor and reply to public reviews, flag policy violations, and track TrustScore over time.
Ad and marketing trust signals
Marketers add Trustpilot ratings and review snippets to paid ads, landing pages, emails, and offline campaigns.
Customer insight for operations
Larger brands use topic and sentiment analysis across thousands of reviews to find product and support issues.
Competitive benchmarking
Enterprise teams compare their review performance and sentiment against competitors in their category.
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