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Browse the Trustpilot Support Center to find info on Google Seller Ratings, Rich Snippets, TrustBoxes, Product reviews, plus how-to guides for editing your reviews and account settings

Trustpilot Glossary

We know that some of Trustpilot's terminology will be new and might not seem very intuitive when you're first getting started! So we've created this page to give you a short introduction to some of the most popular terms we use.

Click on any of our defined terms below to read more about them. We've linked each term to another article that has in-depth information about that product, feature or thing.


Application Programming Interface is a set of routines, protocols, and tools for building software applications. An API specifies how software components should interact. Tasks become automated without any user intervention or knowledge. APIs let you merge Trustpilot review invitations and response processes into your CRM or email client to add the security and customization options of your current system.

Automatic Feedback Service

The Automatic Feedback Service or AFS is one of Trustpilot’s invitation methods. When configured with your webshop or email system, the Automatic Feedback Service (AFS) sends an email to customers inviting them to write a review on Trustpilot of their buying or service experience.

Basic Invitations

Basic Invitations is an invitation method where you invite your customers to leave a review on Trustpilot using your own email service. You simply copy the link found under the Basic Invitations module, and paste it into emails you send to your customers.

Business Generated Links

Business Generated Links is one of Trustpilot's invitation methods and is designed mainly for companies that are not allowed to share their customers' personal information with third parties. This method is often used by financial and healthcare institutions.

Business Portal

The Business Portal refers to a company's Trustpilot business account. Companies can access the business portal by signing in through the business log in page.

Category badge

The Category badge displays a company’s ranking in a particular category.

Compliance Team

Trustpilot's Compliance Team is part of a larger unit called Trust & Transparency. Our Compliance Team safeguards trust by protecting Trustpilot's review platform from fabricated reviews or other service misuses, and combating fraudulent behavior. They help users and companies follow Trustpilot’s guidelines.


The Dashboard is the landing page business users are sent to when logging into their Trustpilot Business Portal. The Dashboard consists of two main elements: statistics showing how you are performing, and a checklist that suggests what to do next in order to collect, manage and share your reviews.

Embedded review form

The Embedded review form allows customers to post reviews on Trustpilot directly from a company's website. It is a version of the review form designed to be embedded in the check-out flow inside a company's web page.

Facebook Like Box

The Facebook Like Box is a feature that can be added to a company's profile page. It is designed to boost customer confidence.

Google Seller Ratings

Google Seller Ratings are an automated extension type that showcase advertisers with high ratings. Google gathers seller ratings from reputable sources that aggregate business reviews.

Guarantee Box

The Guarantee Box is a feature that can be added to a company profile page. It is designed to promote a service that a company can offer their customers.

Invitation history

A business's invitation history can be found in their Trustpilot business portal under the invitations module. It provides an overview of the invitations that have been sent to your customers.

Marketing Assets

We have a library of Marketing Assets which contains brand assets for companies to display on their websites, templates for social media sharing, plus offline marketing material. Among other things, it includes the Trustpilot official branding graphics, logos and stickers.

Manual Review Invitations

Manual Review Invitations is an invitation method which involves manually entering customer data, uploading a file with customer data, or copy-pasting data.

Multiple reviews

Multiple reviews give your repeat customers the opportunity to leave a new review after each buying or service experience.

Organic Reviews

We define organic reviews as reviews written by customers on their own initiative and without receiving an invitation from a company.

Optimized invitation email template

The optimized invitation email template refers to Trustpilot's ready-made email template. We've tried and tested different designs to come up with the most effective and this is it! This is the invitation email your customers will receive to review your services. It can be customized to fit your brand or sent as is.

Product reviews

Product reviews give customers the opportunity to review products they've purchased. Other customers can read these when making a purchase decision. They are implemented directly on your product webpage.

Promotion Box

The Promotion Box is a feature that can be added to a company's profile page. It is designed to raise customer awareness about your company’s brand and customer service.

Reference number

The reference number is the term that a company uses to identify specific customer transactions in their database. For example, some companies identify transactions using an order ID, customer ID, or booking number. A user can be asked to provide a reference number when leaving a review.

Review Tagging

Review tagging is a Trustpilot feature that lets you categorize or tag reviews to correspond with important aspects of your business. With review tagging, you can analyze your performance by segment, and monitor the main themes of service reviews.

Rich Snippets

Rich Snippets is the term used to describe structured data markup that websites can add to their existing HTML, which allows search engines to better understand what information is contained on each web page.

Sender information

Sender information is required to set up the Automatic Feedback Service. You are asked to fill in your Sender Name and Sender Email - this information will appear in your customers’ inboxes when they receive your email invitation and will ensure that your invitation emails reach your customers’ inboxes instead of their junk mail.

SPF record

An SPF record (Sender Policy Framework record) is a type of Domain Name Service (DNS) record that identifies which mail servers are permitted to send emails on behalf of your domain. An SPF record prevents spammers from sending unauthorized emails from your website, and ensures that your customers don’t receive spam emails purporting to come from your business.

Template Editor

The template editor is a tool allowing businesses to create a review invitation email to send to customers. It can be found under the invitations module in the business portal.


TrustBoxes are widgets that can be embedded into your website to showcase your most recent reviews, TrustScore, and star rating.

TrustBox Signature

The TrustBox Signature is designed to be embedded in your email signature. It lets you include your current TrustScore in all the emails you send.

Trustpilot Labs

Trustpilot Labs is an experimental platform that gives Trustpilot customers free access to our new prototypes.

Trustpilot Support Center

Trustpilot Support Center is a website that hosts useful information about Trustpilot. Businesses and reviewers can find how-to guides and helpful articles about our products, platform, processes and guidelines. The Support Center is available in 7 languages.


The TrustScore is a measure of customer satisfaction based on the service reviews you collect on Trustpilot. The TrustScore formula uses a Bayesian average and takes many factors into account, such as the number of reviews, the age of the reviews and the star rating of each review.

Unique Links

A Unique Link is a Trustpilot invitation method. It is a link that lets customers post service reviews without having to log in to Trustpilot. Each Unique Link is generated and stored on the inviting company’s server. This method is often used when customer information is confidential and cannot be shared with Trustpilot.

Note: Some of these services are only available to paying Trustpilot subscribers.



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