What is Trustpilot?
Trustpilot is an online review platform where consumers publish reviews of companies, paired with a business toolkit for inviting, managing and showcasing those reviews. Businesses claim a free profile, send review invitations after purchases or visits, and embed TrustBox widgets with their star rating on their own websites. The company began in 2007 and is based in Copenhagen. Both consumers and businesses use the site daily.
The paid side, Trustpilot Business, adds more invitations, widgets, integrations and analytics. Newer features include AI review summaries, AI-drafted replies, sentiment mapping, competitor benchmarking and marketing assets that turn reviews into ad creative. Trustpilot also promotes its reviews as a trust signal for search engines and AI search. Paid plans are billed per domain on 12-month contracts.
Trustpilot at a glance
How does Trustpilot work?
- Claim your business profile
Sign up for a free account to claim your company page on Trustpilot and start replying to reviews.
- Invite customers
Send automated review invitations through integrations with Shopify, WooCommerce or your CRM, or use QR codes for in-store purchases.
- Respond and moderate
Reply to reviews from the dashboard, with AI suggestions on paid plans, and flag reviews that break the guidelines.
- Showcase reviews
Embed TrustBox widgets on your site and turn reviews into social images and ad creative.
- Analyze feedback
Use review insights, tags, sentiment mapping and benchmarking to spot trends and compare yourself with competitors.
Trustpilot key features
Review invitations
Automated and manual invitations by email, integrations and location-specific QR codes, with monthly limits set by plan. QR codes help collect feedback from in-store customers.
TrustBox widgets
Drag-and-drop widgets that show your rating and recent reviews on your website, from 2 on Starter to 23 on Enterprise.
AI review responses
Drafts replies to reviews in your brand voice so teams can respond faster.
Review insights
AI summaries, sentiment mapping, review tagging and competitor benchmarking show what customers praise and complain about.
Marketing assets
Turn reviews into social posts and trust-focused creative for display, print and TV ads.
Product and location reviews
Collect reviews for individual products and physical locations, not just the company.
Data and BI connections
Send review data to business intelligence tools and CRMs such as Salesforce and HubSpot.
Why use Trustpilot?
- Trustpilot is widely recognized by shoppers, so its rating can add credibility on your site and in ads.
- A free account lets you claim your page and reply to reviews before paying anything.
- Insights and benchmarking help customer experience teams find recurring issues.
- Integrations with Shopify, WooCommerce, Salesforce and Zendesk automate invitations.
- Marketing assets make it easier to reuse reviews across channels.
Who is Trustpilot best for?
A good fit for
- Ecommerce and online service companies that want a recognizable trust badge
- Financial services and insurance firms where trust drives conversions
- Mid-size and enterprise brands managing reviews across several markets
- Customer experience teams that want review analytics
Less suited to
- Very small businesses with tight budgets, since paid plans start at $99 a month on annual contracts
- Stores that mainly need product reviews with photo and video UGC on product pages
- Teams that only need a simple review widget and no public review profile
Trustpilot pricing
| Pricing model | Freemium |
|---|---|
| Free plan | Yes |
| Free trial | 14 days (Plus plan) |
| Starting price | $99/month per domain, billed annually (Starter, new small businesses up to $5M revenue) |
Plans scale by invitations, widgets and users: Starter allows 100 invitations a month, Plus ($319/month) 300, Premium ($799/month) 1,000, and Enterprise is custom. All paid plans are priced per domain on a 12-month commitment.
Prices checked October 2026. Vendors change plans often, so confirm on the official Trustpilot pricing page before you buy.
Trustpilot pros and cons
Pros
- Strong consumer recognition of the Trustpilot brand
- Free plan to claim a profile and reply to reviews
- Solid analytics and AI tools on paid plans
- Integrations for invitations and CRM data
Cons
- Paid plans are costly and require 12-month contracts
- Per-domain billing raises costs for multi-site brands
- Starter is limited to new small businesses and 100 invitations a month
Trustpilot integrations and platforms
Works with
Available on
Trustpilot alternatives
See the full shortlist in Best Customer Review Platforms.
Trustpilot FAQ
Is Trustpilot free for businesses?
Yes, there is a free plan. It lets you claim your company profile, reply to reviews and send up to 50 automated invitations a month with one user login. Paid plans add more invitations, widgets and analytics, starting at $99 a month per domain billed annually for eligible new small businesses. Plus also comes with a 14-day free trial.
What is Trustpilot used for?
Consumers use Trustpilot to read and write reviews of companies. Businesses use it to invite customers to leave reviews, reply publicly, display their rating with TrustBox widgets and analyze feedback. Many brands also reuse their Trustpilot rating in ads and emails as a trust signal. Insights tools help teams spot recurring problems and compare with competitors.
Does Trustpilot integrate with Shopify?
Yes. Trustpilot connects with Shopify and WooCommerce to send review invitations automatically after orders. It also integrates with Salesforce, HubSpot, Zendesk and Hootsuite. The Starter plan includes ecommerce integrations, while Plus and higher plans unlock the full integration list.
Trustpilot vs Reviews.io: what's the difference?
Trustpilot is an open public review site with strong brand recognition, and its business plans focus on company reviews, trust badges and analytics. Reviews.io is built for ecommerce, with product reviews, photo and video UGC and lower entry pricing. Brands seeking broad trust often pick Trustpilot, while product-focused stores lean toward Reviews.io.
Is Trustpilot good for small businesses?
It can be. Small businesses can start on the free plan to claim a profile and reply to reviews. The Starter plan, at $99 a month per domain billed annually, is limited to new customers with up to $5 million in revenue and 100 invitations a month. Budget-conscious stores should weigh that against cheaper review apps.
Sources
This overview is based on Trustpilot's official website and documentation, checked October 2026.