Trustpilot for business: invitations, replies and flagging
Short answer: On Trustpilot you may invite every customer to review you, reply to any review for free, and flag reviews that break its guidelines. You may not invite only happy customers. Paid plans add invitation volume and tools; they do not remove reviews or raise your score.
Trustpilot matters most for online shops, software and services sold at a distance. Its rules are stricter than most about how reviews are collected.
Claim your profile
Anyone can review a business on Trustpilot, whether or not the business has signed up. Claiming the profile is free and lets you reply, flag and send invitations.
Inviting customers
You may ask customers for reviews, and Trustpilot gives you tools for it. The rule that matters:
- Invite everyone the same way. Sending invitations only to customers you expect to be happy is against Trustpilot’s guidelines, and it can add a public warning to your profile.
Reviews that come from your invitations are marked as verified, which readers trust more. The free plan includes a limited number of invitations each month; paid plans raise it.
Replying
You can reply to every review from your business account at no cost.
- Reply to critical reviews quickly and specifically.
- Do not post private details about the customer or the order.
- If you cannot find the customer, use Trustpilot’s “Find reviewer” request to ask them for details through Trustpilot.
Flagging a review
Flag a review from your account when it breaks the guidelines, for example:
- It contains harmful or illegal content, or personal information.
- It is advertising or promotes another company.
- It is not based on a genuine experience with your business.
Give the reason and, where it applies, the evidence. Trustpilot’s content team decides and may ask the reviewer for proof of the experience. A negative review of a real experience stays up.
What paying changes, and what it does not
Paid plans add invitations, widgets for your website, analytics and connections to other software. They do not delete reviews, hide them or change your TrustScore. If someone offers to “fix” your Trustpilot rating for a fee, they are offering fake reviews, which Trustpilot removes and penalises.
How the TrustScore moves
The score is not a simple average. Recent reviews count for more than old ones, so a steady stream of new reviews matters more than a large pile from two years ago.
A simple routine
- Send an invitation after every order or completed job.
- Reply to every review under four stars within two days.
- Flag only what clearly breaks the rules.
- Put the Trustpilot widget on your site once the score reflects your service.