Trustpilot can help you compare customer experiences, but one score can’t tell you everything. To get a clearer picture, check review dates, rating patterns, reviewer details, and company replies.
I’ve reviewed Trustpilot’s public guidance, current US pricing, and 2026 reports. I’ve also compared the company’s account with the Italian regulator’s findings.
This is a research-based guide, so you’ll get the most accurate information about this platform without finding information on multiple sources.
TL;DR: Trustpilot is an open review platform where people can share genuine buying or service experiences. Trustpilot says its “Verified” label means it confirmed an experience through an automated invitation or supporting documents. That doesn’t necessarily mean the reviewer completed a purchase.
Interesting Findings:
- You don’t always need to buy something to leave a review. Trustpilot says a recent buying or service experience may qualify.
- “Verified” doesn’t necessarily mean “verified purchase.” Trustpilot’s definition includes automated invitations and supporting documents.
- Trustpilot reported 394 million active reviews on June 30, 2026. It also reported removing 3.9 million fake reviews during H1 2026.
- A high TrustScore is only one clue. Review recency, rating distribution, detail, and company replies add useful context.
- US business plans currently start at $99 monthly. Paid plans are priced per domain and billed annually.
- Italy’s competition authority announced a €4 million fine in March 2026. Trustpilot disputes the decision and says it’s appealing.
What is Trustpilot?
Trustpilot is a public platform for reviews about businesses.
Consumers can read company profiles, post reviews, and see business responses. Businesses can claim profiles and use tools to collect and display reviews.
According to Trustpilot’s review guidance, a recent, genuine buying or service experience may qualify. Reviewers also need a Trustpilot account and must follow its guidelines. That experience doesn’t always have to involve a completed purchase.
Trustpilot at a glance
These figures use different reporting periods, so they aren’t direct comparisons.
JUNE 30, 2026
394 million
Active service reviews reported
H1 2026
3.9 million
Fake reviews removed, according to Trustpilot
FULL YEAR 2024
4.5 million
Fake reviews removed, according to Trustpilot
Source note: Trustpilot H1 2026 results and Trust Report 2025. Moderation figures are company-reported.
What do Trustpilot’s latest figures show?
Trustpilot reported 394 million active service reviews on June 30, 2026. Its H1 2026 results say that was a 20% increase from the same point in 2025. The company also reported 172 billion TrustBox impressions over the previous 12 months. An impression means a webpage loaded with an embedded TrustBox.
It doesn’t necessarily mean a person saw it.
Trustpilot also reported removing 3.9 million fake reviews during H1 2026. That represented 10% of reviews submitted during the period. These are company-reported moderation figures, not an independent audit.
For context, the Trustpilot Trust Report 2025 says the company removed 4.5 million fake reviews in 2024.
Fake reviews removed, by reporting period
These totals cover different time periods. They shouldn’t be compared as equal periods.
FULL YEAR 2024
4.5 million
Fake reviews Trustpilot reported removing
FIRST HALF OF 2026
3.9 million
Fake reviews Trustpilot reported removing
Trustpilot reported these figures. They aren’t an independent audit of moderation accuracy.
How do Trustpilot reviews work?
Reviews can come from customers or business invitations. Trustpilot calls reviews written without an invitation “organic reviews.” Businesses can also invite customers, as long as they follow Trustpilot’s rules.
For example, Trustpilot says businesses should invite customers neutrally. They shouldn’t select only people who seem likely to leave positive reviews. Businesses also can’t offer incentives for reviews. An invitation label may add context, but it doesn’t prove a review’s accuracy.
How to write a Trustpilot review
If you’d like to leave a review, these steps can help:
- Find the correct business profile. Check the name and website before posting.
- Sign in or create an account. Trustpilot requires an account for reviewers.
- Choose a star rating. Pick the rating that best matches your experience.
- Describe what happened. Include relevant dates, services and outcomes.
- Submit your review. Keep your comments factual and protect private information.
After posting, you can edit or delete your review through your account. A business may reply publicly, and you can report reviews you think break the rules.
What “Verified” tells you
The label describes Trustpilot’s verification process. It isn’t proof of every review detail.
VERIFIED
Trustpilot says it confirmed an eligible buying or service experience.
INVITED
The reviewer received an invitation to post a review.
ORGANIC
The reviewer posted without a business invitation.
Keep in mind: “Verified” doesn’t necessarily mean a completed purchase. A service interaction may qualify.
What does “Verified” mean on Trustpilot?
Trustpilot says “Verified” means it confirmed a reviewer had an experience. The company’s Verified-label guidance says the label may appear when a business sends an automated Trustpilot invitation. It may also appear when a reviewer provides documents about a buying or service experience.
So, the label doesn’t necessarily mean someone completed a purchase. A service interaction may also qualify.
Read “Verified” as information about Trustpilot’s process, not proof that every review detail is independently confirmed.
| What you see | What it can tell you | What it doesn’t establish by itself |
|---|---|---|
| Verified | Trustpilot says it confirmed an eligible experience | That the person completed a purchase, or that every detail is proven |
| Invited | The reviewer received an invitation to post | That the experience was positive or negative |
| Organic | The reviewer posted without a business invitation | That the review is more or less reliable |
| Business reply | The company responded publicly | That the issue was resolved |
Why the label deserves context
There’s also a regulatory dispute to consider. On March 23, 2026, Italy’s competition authority announced a €4 million fine. The authority said its investigation found inadequate checks on review authenticity, including some reviews marked as verified. It also raised concerns about invitation selection and consumer disclosures.
Those are the regulator’s findings, which Trustpilot disputes.
Trustpilot says it disagrees with the decision and will appeal. In its appeal statement, the company says its policies apply to paid and free businesses.
When you write about this dispute, keep the regulator’s findings and Trustpilot’s response distinct.
How can you check a company’s Trustpilot profile?
Look beyond the headline rating. You’ll get more context by comparing recent reviews, rating patterns, specific details, and company responses. These are useful clues, but they can’t prove whether a review is genuine or false.
- Check the review dates. Compare recent feedback with older reviews. This may show whether customer experiences have changed.
- Look at the rating distribution. An average score hides how many reviewers chose each star rating.
- Read reviews across different ratings. Compare specific details and recurring issues.
- Check the reviewer context. Review history and invitation labels may add clues, but neither proves accuracy.
- Read the company’s replies. Notice whether the business addresses concerns and explains possible next steps.
- Cross-check important claims. For major purchases, look at official business details and other reliable sources.
For example, a company may have a 4.7 average and recent delivery complaints. If several recent reviews describe the same issue, that pattern may matter more than older ratings.
Quick five-minute profile check steps:
Check a Trustpilot profile in five minutes
Use the rating as a starting point, then look for context.
- 1 Check dates. Are recent reviews consistent with older ones?
- 2 Check the rating spread. How many reviews gave each score?
- 3 Read different ratings. Look for specific details and recurring issues.
- 4 Review company replies. Do they address the concern clearly?
- 5 Cross-check key claims. Compare important details with other reliable sources.
Is Trustpilot reliable?
Trustpilot can offer useful customer feedback, but its ratings aren’t guarantees. The platform lets people share experiences, while Trustpilot says it screens reviews and accepts reports. Those safeguards may help, but you’ll still want to assess each company profile carefully.
Trustpilot reported that automated systems identified 90% of fake reviews removed in 2024. The company’s Trust Report also says its systems check reviews before publication. These figures describe Trustpilot’s own moderation work. They don’t independently show whether every profile represents all customers.
The Italian regulator’s 2026 decision makes it especially important to separate platform safeguards from review representativeness. Trustpilot’s appeal is also part of the current record. So, consider both positions rather than relying on either one alone.
What review laws apply?
Rules depend on where you and the business are located. The UK government’s guidance says provisions covering unfair commercial practices began applying on April 6, 2025.
In the US, the FTC’s Consumer Reviews and Testimonials Rule took effect on October 21, 2024. These laws don’t mean every review platform independently verifies every review.
How much does Trustpilot cost businesses?
Trustpilot’s US pricing page currently lists four business tiers.
The current pricing page lists 50 monthly invitations for Free. Starter starts at $99 per month, Plus at $319, and Premium at $799.
Paid plans are priced per domain and billed annually. Trustpilot says plans generally require a 12-month commitment.
Here’s a quick snapshot:
Trustpilot business plans
Listed prices are per domain. Paid plans are billed annually.
| Plan | Starting price | Invitations shown |
|---|---|---|
| Free | $0 | 50 monthly |
| Starter | $99 monthly | 100 monthly |
| Plus | $319 monthly | 300 monthly |
| Premium | $799 monthly | 1,000 monthly |
| Enterprise | Contact sales | Unlimited |
Prices and eligibility can change by country and over time. Confirm current terms before publishing.
Trustpilot says Starter is available to eligible new small businesses with revenue up to $5 million. However, prices and eligibility may vary by market or change over time.
You must check your local pricing page before budgeting or publishing prices.
Trustpilot says businesses can use free and paid services. It also says subscriptions don’t change a business’s TrustScore.
The Italian regulator raised concerns about paid services and consumer disclosures, which Trustpilot disputes. For a balanced account, include both positions.
What are the best alternatives to Trustpilot?
The best alternative depends on what you want to review. A local business directory, software-review site, and ecommerce review tool serve different needs.
| If you want to… | You could consider… | Why it may fit |
|---|---|---|
| Check a local business | Google Business Profile or Yelp | Local discovery and location-based reviews |
| Compare business software | G2, Capterra or TrustRadius | Software reviews and comparisons |
| Collect e-commerce product reviews | Yotpo, Bazaarvoice or PowerReviews | Product ratings and review-management tools |
| Manage reviews across locations | Birdeye or Podium | Reputation and customer communication tools |
Before choosing, compare each platform’s audience, moderation rules, and invitation methods. You may also want to check display options, integrations and pricing. A tool that suits a retailer may not suit a local service business.
People Also Ask
Can anyone leave a Trustpilot review?
Anyone with a recent, genuine buying or service experience may be eligible. You’ll need a Trustpilot account and must follow its guidelines.
Do you need to buy something before reviewing?
Not always. Trustpilot says a service experience may qualify, even without a completed purchase. The experience should still be genuine and recent.
Does “Verified” mean someone bought the product?
Not necessarily. Trustpilot says the label may reflect an automated invitation or documents about a buying or service experience. Check the current definition for the specific label.
Can a business pay to remove a negative review?
Trustpilot says businesses can report reviews that may break its rules. Reporting a review doesn’t guarantee removal. Trustpilot assesses reports under its content policies.
Is Trustpilot free to use?
Consumers can read reviews for free. Businesses can also use a Free plan, while paid plans offer additional features and higher invitation limits.
Wrapping Up!
Trustpilot is most useful when you treat it as evidence, not a final verdict.
A company’s rating can help you spot patterns, but it can’t replace your own checks. Look at recent reviews, rating distribution, specific details, and company replies.
The “Verified” label adds context about Trustpilot’s verification process. It doesn’t guarantee a completed purchase or prove every claim.
Also, Trustpilot’s 2026 regulatory dispute shows why it’s important to distinguish company statements, regulator findings, and individual review evidence.
