Trustpilot
Danish review platform consumers search for by name, with a free tier and strict anti-fake-review policy
Quick Overview
| Company | Trustpilot A/S |
|---|---|
| Category | Reputation Management |
| Headquarters | Copenhagen, Denmark |
| Founded | 2007 |
| EU Presence | EU (Denmark); CVR 30 27 65 82 |
| Open Source | Not stated; closed-source SaaS |
| Compliance | GDPR-compliant; publicly traded on the London Stock Exchange |
| Pricing | Free tier; paid plans largely quoted per domain |
| Free Option | Free tier for claiming a profile and responding to reviews |
| Replaces | Yotpo, Birdeye, Reviews.io |
Detailed Review
Trustpilot, founded in Denmark in 2007, is the review platform consumers actually search for by name, which is a different kind of asset than a widget embedded on a company's own site: the profile carries trust independently of whether a shopper ever visits the seller's homepage. A free tier lets a business claim its profile and respond to reviews at no cost, with paid Plus, Premium and higher tiers adding invitation automation, analytics and integrations.
The open-profile model is also Trustpilot's defining trade-off: any customer can leave a review, not only the ones a business chooses to invite, and Trustpilot enforces strict policy against incentivised or fake reviews to keep that openness meaningful.
Paid pricing above the free tier is largely quote-only rather than published outright, which puts a sales conversation between a buyer and an exact number for anything beyond the basic profile. The company operates under Trustpilot A/S (CVR 30 27 65 82), registered at Pilestræde 58, Copenhagen, for EU and rest-of-world users, and under a separate US entity, Trustpilot Inc, for US, Canadian and Mexican customers.
For a company selling to consumers who already check review scores before buying, Trustpilot's name recognition across Europe is difficult for a smaller regional platform to match, even where a competitor publishes a lower price. The cost of that recognition is less control: a business cannot restrict invitations to only its happiest customers, and negative reviews are hard to remove by design.
What Trustpilot does well
- Best-known consumer review brand in Europe, carrying trust independently of a company's own website
- Free tier available for claiming a profile and responding to reviews
- Open profile format that consumers already search for directly
- Strict enforcement against fake and incentivised reviews protects the seal's meaning
Where Trustpilot falls short
- Paid plans above the free tier are largely quote-only rather than published
- Open invitation model means a business cannot fully control which customers get asked to review
- Negative reviews are hard to remove, by design of the open-profile model
Standout feature. An open review profile consumers search for directly by brand name, backed by strict enforcement against fake or incentivised reviews.
Pros and Cons
Pros
- Best-known consumer review brand in Europe
- Free tier for claiming a profile and replying
- Open profile that consumers search directly
- Strict policy against fake and incentivised reviews
- Danish company with a CVR number and Copenhagen address
Cons
- Paid plans are largely quote-only
- You cannot restrict invitations to chosen customers
- Negative reviews are hard to remove
- A separate US entity serves US, Canadian and Mexican customers
Alternatives to Trustpilot
Frequently Asked Questions
What is Trustpilot?
Trustpilot is the Danish review platform consumers search for by name, with an open review profile, a free tier, and strict enforcement against fake or incentivised reviews.
Where is Trustpilot based?
Trustpilot is operated by Trustpilot A/S, registered at Pilestræde 58, 5th floor, 1112 Copenhagen K, Denmark (CVR 30 27 65 82), which places EU and rest-of-world users under EU (Denmark) law. US, Canadian and Mexican users are served by a separate US entity, Trustpilot Inc.
What does Trustpilot cost?
A free tier lets a business claim its profile and respond to reviews. Paid Plus, Premium and higher tiers add invitation automation, analytics and integrations, and are largely quoted per domain rather than published outright.
Who is Trustpilot best for?
An open review profile consumers search for directly by brand name, backed by strict enforcement against fake or incentivised reviews.
Is Trustpilot a good alternative to Yotpo or Birdeye?
Trustpilot is built as a European alternative to US-based and Israeli-based reputation tools like Birdeye and Yotpo. It will not be a like-for-like feature match in every respect, so check the review above for where it genuinely differs before switching.
How does Trustpilot compare to other Reputation Management tools?
Trustpilot is one of several European Reputation Management tools covered on this site. See the full Reputation Management category page for how it ranks against its closest European competitors.