Trustpilot for business, TrustScore and plans: questions and answers

There is no published threshold specific to Trustpilot. The best-known study of ratings and purchases comes from Northwestern University's Spiegel Research Center. It found that purchase likelihood peaks when average ratings are between 4.0 and 4.7, and falls as ratings approach 5.0. That study looked at product ratings on retail sites, not TrustScores. Source: Spiegel Research Center.

They are two views of one number. The TrustScore is shown to one decimal, such as 4.3. The Trustpilot rating is the row of stars from 1 to 5, including half stars, that the score rounds to. So a 4.3 TrustScore shows as a 4.5-star rating. Recent reviews count for more in the score than old ones. Source: TrustScore explained.

Trustpilot rounds the TrustScore to the nearest half star using standard rounding. With a score shown to one decimal, the steps fall at 3.8 for 4 stars, 4.3 for 4.5 stars and 4.8 for 5 stars. This is our calculation from Trustpilot's stated rounding rule. Source: TrustScore explained.

It depends on how many reviews you have, how recent they are, and how fast new ones arrive. Recent reviews weigh more, and every calculation includes 7 neutral 3.5-star reviews. On a small profile a few removals can move the score. On a profile with thousands of reviews they will barely show.

Not according to the Spiegel research, which found that purchase likelihood drops as ratings near 5.0 because shoppers see a perfect score as too good to be true. A profile with real criticism and good replies can be more convincing than a perfect one.

We do not claim that. Removing rule-breaking reviews can raise a TrustScore, and a higher score can change the stars that buyers see. Whether that changes your conversion rate depends on your traffic, price and offer. Measure it on your own pages.

No. Trustpilot says it is not a simple average. Newer reviews weigh more than older ones, and the calculation includes 7 neutral reviews worth 3.5 stars, whose effect fades as real reviews come in. Source: TrustScore explained.

Because recent reviews weigh more. A profile with a large share of old 1-star reviews and a steady flow of recent positive ones can show a high score. In our September 2026 telehealth sample, one profile with 39% 1-star reviews showed a TrustScore of 4.1.

No. Trustpilot says the calculation is the same for all businesses, whether or not they have a paid subscription, and that paying for tools does not affect the TrustScore. Sources: TrustScore explained and how reviews get on Trustpilot.

For profiles with fewer than 10,000 reviews, Trustpilot says the score is recalculated immediately when a new review is posted. Reviews taken offline do not count toward it. Larger profiles recalculate once per day.

No. It names the three factors and the 7 neutral reviews. It does not publish how much more a recent review weighs than an old one, so nobody outside Trustpilot can calculate your score exactly.

Two things move a score with no new review. Reviews can go offline, and offline reviews stop counting. And your older positive reviews keep losing weight as they age, because Trustpilot weights recent reviews more. Sources: the journey of reviews and TrustScore explained.

It depends on how many reviews you have and how recent they are. A profile with 30 reviews moves a long way on one review. A profile with 3,000 barely moves. Trustpilot does not publish the weights, so no one outside the company can work the exact figure out.

No. Trustpilot says content is treated the same whether or not a business has a claimed profile. What changes after a claim is attention: more people see the page and more of them write. Source: Guidelines for Businesses.

Trustpilot says profiles with fewer than 10,000 reviews are recalculated as soon as a new review is posted, and larger profiles once a day. Reviews that are offline do not count. Source: TrustScore explained.

No. A low star rating is not a reason to flag. Trustpilot removes a review when it breaks one of five rules, and it decides each case. Most 1-star reviews are real complaints and stay online. Source: flagging reasons.

Yes. Trustpilot is a real review platform with published rules, published labels and a published yearly report on what it removes. It is not a scam and it is not a pay-to-play site. It is also open, so a stranger can post about your brand today. Source: how do reviews get on Trustpilot.

Trustpilot says the same rules apply either way. Its Guidelines for Businesses say flagged content is treated the same whether or not a business uses paid services. Its help center says a paid plan does not change how reviews are moderated. Sources: Guidelines for Businesses and how reviews get on Trustpilot.

It is reliable about what people chose to post, not about your average customer. Trustpilot checks every review with automated detection and removes fakes after the fact. Unhappy people post more often than happy ones, so an uninvited profile leans negative. Source: automated detection technology.

Only by flagging it for one of five published reasons, and only Trustpilot decides. A harsh but genuine complaint stays online. Our guide to what Trustpilot will and will not remove has both lists. Source: flagging reasons.

No. Trustpilot says that once a business has been reviewed it will not delete the profile page. You can close your Business account, but the page stays and goes back to unclaimed. Source: why we don't delete business profile pages.

Because the sales side and the moderation side sit in one company, which looks like a conflict from outside. Trustpilot's answer is on its own pages: the score, the moderation and the handling of flags do not depend on a paid plan. You do not have to take that on faith, because the rules are public and you can check any decision against them. Source: TrustScore and star rating explained.

It is a TrustBox. Trustpilot's help center says TrustBoxes are its widgets, and that you can embed them in your site to show your most recent reviews, your TrustScore and your star ratings. Source: TrustBox widget overview.

Yes. The free plan includes one TrustBox, the Review Collector. Micro Review Count arrives on Starter. Micro Button, Micro Combo, Micro Star, Micro TrustScore, Mini and Starter arrive on Plus. Source: TrustBox widget overview.

Into the head of your site, once. You do not add it again when you place a second or third widget. After that, you paste each widget's own code where you want it to show. Source: Add a service review TrustBox widget.

The setting exists, and Trustpilot advises against it. Its help page says filtering means visitors will not see the full picture, and that showing all reviews is best. Section 465.7(b) of the FTC's rule covers a display that is held out as most or all reviews while some are kept back by rating. Sources: Add a service review TrustBox widget and 16 CFR Part 465.

Yes. Trustpilot says the date of the experience is shown by default for French companies, and that leaving it out can lead to fines under the French Consumer Code. Source: Add a service review TrustBox widget.

Trustpilot publishes no load-time figure, no ranking claim and no conversion number for its widgets. Anyone quoting one is not quoting Trustpilot. Source: TrustBox widgets FAQ.

Yes, there is a free plan at $0. It includes 50 invitations a month and a dashboard where you can reply publicly to feedback and flag reviews you believe break Trustpilot's guidelines. Source: Use Trustpilot for free.

Trustpilot's published Starter plan starts at $99 a month per domain on an annual, prepaid 12-month contract. Plus starts at $319 and Premium at $799 on the same terms. Enterprise is quote only. Every figure is a starting price. Source: Trustpilot Pricing and Plans.

The published plans are billed annually. Trustpilot says all contracts are a 12-month commitment, and that the initial contract term is 12 months, prepaid. The monthly figures describe the rate, not the billing. Source: Trustpilot Pricing and Plans.

No. Flagging is free. Trustpilot's page on the free account says the dashboard lets you respond publicly to customer feedback and flag reviews you believe violate its guidelines. Source: Use Trustpilot for free.

No. Trustpilot says paid businesses do not receive special treatment and that all companies follow the same rules. It says critical reviews are never hidden or removed just because a business is a customer. Source: How does Trustpilot's business model work.

Trustpilot names product reviews, location reviews, API access and the Salesforce integration as add-ons, and publishes no price for any of them. Enterprise has no published price either. Both need a conversation with sales. Source: Trustpilot Pricing and Plans.

It is the business side of Trustpilot: the account, dashboard and tools a company uses to run its profile. It starts with a free plan that includes 50 invitations a month, public replies and flagging. Paid plans add tools such as more invitations, widgets and data. None of them changes how reviews are moderated. Source: Use Trustpilot for free.

Yes. Trustpilot publishes a free plan. It includes 50 invitations a month, a dashboard where you can reply in public and flag reviews, and the Review Collector widget. Source: Use Trustpilot for free.

No. Trustpilot's free plan article says the dashboard lets a business "respond publicly to your customer feedback and flag the reviews you believe violate Trustpilot's guidelines". Any vendor who tells you flagging needs a paid plan is wrong. Source: Use Trustpilot for free.

No. "Paid businesses don't receive special treatment... critical reviews are never hidden or removed just because a business is a customer of ours." Those are Trustpilot's own words. A plan buys invitations, widgets and data. Removal runs on flags, as our guide to getting Trustpilot reviews removed explains. Source: How does Trustpilot's business model work?.

The penalty lands on your profile. Trustpilot treats bulk flagging, repeat flagging and flagging only negative reviews as misuse. It can block the tool and place a Consumer Warning that hides your TrustScore. Source: Action We Take.

Through Trustpilot's Help Center, which is where every article linked on this page sits. We do not print a phone number or a support email for Trustpilot, because we only publish what a source publishes. A number on a third-party site is not Trustpilot's.

Yes. The profile page then goes back to "Unclaimed" and stays online, with its reviews. You lose replies, flagging and invitations. Every user on the profile has to delete their own account first. Source: Delete your Trustpilot Business account.

We do not publish that answer. A ranking would need facts about each vendor that only the vendor holds, and a judgement about your business that we cannot make. This page sets out what each platform publishes about itself, with a link to the source, and leaves the choice with you.

It publishes every price. The free tier is $0 with 25 invites. Then it runs $29 a month for up to 300 invites, $99 for up to 1,500, $299 for up to 5,000 and $499 for up to 10,000. All are per domain, billed month to month or yearly at a discount. Source: REVIEWS.io pricing.

Yotpo does not say. Its pricing page names four plans and publishes no price for any of them. Every call to action is "Contact us". That is a real difference from a vendor that prints its rate card. Source: Yotpo pricing.

No. Your Trustpilot profile and the reviews on it stay where they are. Trustpilot says it does not delete a business profile page once the business has been reviewed. Moving means starting again elsewhere while the old page keeps ranking. Source: Why we don't delete profile pages.

Not for every brand. Google reviews are tied to a Business Profile. Google says businesses "with no physical presence or local service area (e.g. call centers, online-only businesses)" are not allowed on the map. An online-only DTC brand may not qualify. Source: Business and place eligibility.

No platform lets a business delete a review it dislikes. Each one has published rules, a reporting route and its own decision. The rules differ in wording and in how much is documented. The shape is the same: you report, they decide.

REVIEWS.io is a review collection platform for online stores. Its home page sums it up as collecting reviews, getting found by AI and selling more. It collects company and product reviews and buyer photos and video. It says it can help you earn Google Seller Rating stars in Google Ads. Source: REVIEWS.io home page.

At the entry level, the list prices are lower. REVIEWS.io publishes Essentials at $29 a month for up to 300 invites. Trustpilot publishes Starter from $99 a month for 100 invitations. Both are per domain. Check the currency and the billing terms on each page before you compare. Sources: REVIEWS.io pricing and Trustpilot pricing.

No. Its fake review policy says clients cannot delete or hide reviews on their own. Only REVIEWS.io can approve a permanent removal, and only when a review breaches the policy. It says honest negative reviews are never removed. Source: REVIEWS.io fake review policy.

No. Trustpilot's guidelines say it does not remove a business profile page or the business's reviews unless it has to. The profile, its score and its reviews stay online. You would be running two profiles, not one. Source: Guidelines for Businesses.

REVIEWS.io says you can import reviews from platforms including Trustpilot. Trustpilot's guidelines say users may not copy and commercially exploit its data without permission, and point to its brand guidelines for showing reviews elsewhere. Ask both vendors in writing first. Source: Guidelines for Businesses.

No. The Free, Starter and Plus plans do not include it. Trustpilot's help center says API access is included in Enterprise, and Premium plans can get it with the API Module add-on. Its pricing page lists it as an add-on for both. No price is published. Source: How to use Trustpilot APIs.

It depends on the endpoint. Public APIs take only your API key, passed as an apikey header. Private APIs need OAuth 2.0. Access tokens last 100 hours and refresh tokens last 30 days. Trustpilot warns against putting the key in a query string. Source: Authentication overview.

No. The Service Reviews API lets a business post or delete its own reply, manage tags and read review data. It has no endpoint that deletes a consumer's review or reports one. Flagging happens in Trustpilot Business, and Trustpilot decides. Source: Service Reviews API.

It works the other way round. It returns the IDs of consumers, service reviews and product reviews that were deleted on Trustpilot. If you store review data from the API, you remove those IDs from your own system. Trustpilot says to call it every 28 days. Source: Deletions API.

Trustpilot recommends that you stay under 833 calls per 5 minutes, or 10,000 calls per hour. It suggests webhooks instead of polling, reusing OAuth tokens, and caching review data on your server. Source: Rate limiting.

It is free to install, and there is a free plan. The Shopify listing says the free plan includes 50 review invitations a month, one widget, one user and one domain. Paid plans add more invitations and widgets. Source: Trustpilot on the Shopify App Store.

Open Trustpilot on the Shopify App Store and click Install. Log in to Trustpilot Business, or create an account. You return to Shopify, confirm your invitation settings, then add widgets from the theme editor under Add section and the Apps tab. Source: Trustpilot's Shopify app.

You choose the timing during setup. The older app let you trigger invitations on Order confirmed, after payment, or Order completed, when the order is fulfilled, plus a delay. For products that take weeks to show results, a later trigger is fairer to the customer. Source: Trustpilot's Shopify integration (legacy app).

No. Trustpilot asks businesses to invite everyone the same way, whatever their experience. If you cannot invite everyone, it says to use an impartial method, such as every third customer. Filtering by satisfaction breaks that rule. Source: best practices for review invitations.

Trustpilot says the old app will soon be retired. The new app is a rebuild, so you reconnect your account, set up invitations again and re-add widgets in the theme editor. Old widget settings do not carry over. Sources: legacy app guide and Trustpilot's upgrade post.

Under a plain average, the number is your review count times the gap between your target and your score, divided by the target minus one. A profile with 1,842 reviews at 3.7 needs about 335 one-star reviews gone to reach 4.3. Trustpilot's real formula weights recent reviews more, so the true number differs. Source: TrustScore explained.

Trustpilot says TrustScore is not a simple average. Newer reviews count for more than older ones, and every score includes 7 neutral reviews worth 3.5 stars. Removing a recent 1-star review moves the score more than removing an old one. Our guide to how Trustpilot calculates TrustScore explains the three factors.

Yes, and there it is exact. Google says its review score is the average of all ratings published for the place. Enter your Google rating, your number of ratings and your target. Google also says a changed score can take up to 2 weeks to show. Source: review scores.

No. Removals only happen for reviews that break a rule. The calculator tells you how many would need to come down. It cannot tell you how many of yours break a rule. The free audit counts those.

No. It runs in your browser and sends nothing. The numbers sit in the page address, so you can copy the link and share a result. It never asks for your brand.

We do not name them. The sample is made up of well-known US brands in each category, chosen because they appear in search results and AI assistant answers for that category. Publishing a brand's 1-star share next to its name would serve no reader and would single out companies for public data they already display.

Trustpilot shows the percentage of reviews at each star level, rounded to a whole number. We multiplied that percentage by the profile's review count and summed across the category. The result is an estimate. On a few profiles the star breakdown could not be read, and those profiles are left out of the share but counted in the review total.

Because TrustScore is not a simple average. Trustpilot gives more weight to recent reviews. A brand with a large backlog of old 1-star reviews and a steady flow of recent invited reviews can still show a high score. Source: TrustScore explained.

No. That takes a reading of each review against Trustpilot's five flagging reasons, which is what an audit of one profile does. We have not published such a count, and the report does not estimate one.

Yes. Quote the findings with the collection date and link to the report. Each chart has an Embed button, and downloads as SVG and PNG. The suggested citation is in the 'Cite this report' section, and the research press page has a two-sentence summary.

The report cannot say. It shows that the 9 unclaimed profiles in the four online categories had a far higher median 1-star share than the 54 claimed ones. Unclaimed brands do not invite customers, so the people who find the profile are often those with a complaint. That is a likely reason, not a tested one.

We plan to re-run the same sample and keep earlier figures available, so they can be compared over time. This edition is the first.