Automatic Feedback Service (AFS) 2.0 setup guide


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Automatic Feedback Service 2.0 is one of many tools that we offer to automate the collection of reviews. With AFS 2.0, you can automate the collection of both product and service reviews.

What is AFS?

AFS automatically sends email invitations to your customers after they purchase something or have a service experience. With AFS, you'll receive more reviews and get better insight into what your customers think – and you can use those insights to improve customer satisfaction.

When a customer purchases something on your website, you send them an order confirmation. If you include Trustpilot as a BCC on the confirmation email, AFS is triggered and sends a review invitation to your customer.

AFS 2.0 settings on Trustpilot

When you first try out AFS 2.0, start with a basic setup. Once you get a feel for how to use it, try enhancing your invitations with structured data snippets.

To get started using Automatic Feedback Service 2.0, you need to select the Automatic Feedback Service tab in the Get reviews menu. You will need your AFS email address to create invitations for your customers. For more on this, please see the Creating Invitations step below.

On this page, you are also able to change your default invitation settings by clicking on the Show drop down arrow next to Settings: (expandable)

Please note that you may have to upgrade your account to access some of these settings.

  • Invitation template is the email template that will be used for inviting your customers to leave a review. You can choose one of our optimized templates, or any custom templates you have created in the Template Editor.
  • Sender Name is the name that appears in the From: field when your customer receives the invitation email.
  • Reply-to Email is the email address that your customers' responses will be sent to, should they choose to reply to an invitation email. By default the Reply-to Email is set to the email address of the user who created your company’s Trustpilot business account - this is configurable.
  • Sender Email is the email address that appears in the From: field when your customer receives the invitation email. By default, your invitations will be sent from the email You can also choose to have the emails sent from your own domain. To do this, you may have to set up your SPF record so that Trustpilot is able to send emails on behalf of your domain.
  • Trigger domains specify the domains that are allowed to send emails to Trustpilot in order to create the invitations for your customers. By default, AFS allows all domains to send emails and trigger invitations from your profile. To limit this, you can create a whitelist of specified domains.
  • Landing page is the country-specific website where you want your customers to write the review. E.g., for the UK.
  • Set a Delay to specify how many days we should wait from the time the invitation is triggered until we send it to your customer. By default, the delay is set to 7 days. Choosing a delay of 0 days will cause the invitation to be sent immediately after it has been triggered (by, e.g., the order confirmation sent to your customer).
  • You can choose to Send invitations at a specific time of day. The date settings are based on your chosen delay, and if you specify a time of day, the review invitation will be sent out at that time of day on that date.

Create invitations

To begin sending invitations to your customers, you need to copy your unique AFS email address from the Automatic Feedback Service settings page. Add this email as a BCC recipient on the order confirmations you send to your customers.

When customers place an order, they receive their order confirmation by email. Because Trustpilot is a BCC recipient of this email, our system is able to use the email to create an invitation. To ensure that we pick up the correct data, please make sure that your customer’s email address is in the To: field of the email, and that there is only one email address in the To: field.

If the invitation was created successfully, you will be able to see it in your Invitation History under Get reviews. You can click on an invitation to expand it and view the invitation settings. You can also change the delivery date, sender name, and reply-to address on the invitation while it is queued for delivery.

Note: If you can't include Trustpilot as a BCC recipient in the email that you send to customers, you can send the trigger email directly to your AFS address. If you do this, you must include the Structured Data Snippet.

Enhance your invitations with Structured Data Snippet

By default, Automatic Feedback Service 2.0 only picks up the customer’s email address, which will be used as the recipient of the invitation email. The customer’s name and reference ID will not be picked up.

You have the option of including a Structured Data Snippet in the source code of your order confirmation. This will allow you to supply additional data to the invitation, such as the customer’s name or reference ID, and even change the settings for that particular invitation when it is created.

Here is an example of what the Structured Data Snippet could look like:

<script type="application/json+trustpilot">
"recipientEmail": "CUSTOMER EMAIL",
"recipientName": "CUSTOMER NAME",
"referenceId": "REFERENCE ID"

Use placeholders from your CRM system to make sure that the customer’s email, name, and reference ID are included in the data snippet. Our system will identify the data snippet and use the data on your invitation.

You can use the Structured Data Snippet to change many parameters in your invitation. For example, you can specify the exact invitation template you'd like to use based on your customer's preferred language. You can even pre-tag your invitations so that tags are already added to the review as soon as it is posted. Tags can later be used for analyzing your reviews.

For more information on our Structured Data Snippet, please read more here.


Sort by Date Votes
  • Avatar

    James Young



    I'd like to look into adding this to my store but I am concerned about the implications of sending any of my customer data - even just an email address which you can tie to them being a customer of my site - under GDPR.

    There doesn't seem to be any sort of documentation I can find about how GDPR may or may not impact on this sort of setup so I wonder if you could help me figure this out as I assume there should be some sort of notification that not only will they get their regular order emails from me but that they will also be approached by you to write a review when the BCC process doesn't mention it or give an option to opt out.


  • Avatar

    Beatrice Carraro


    Hi James,

    Thanks for your comment and apologies for the late reply.

    If you’re a business who works with reviews, you’re welcome to download our white paper on Trustpilot and the GDPR. This paper provides an overview of some of the most important issues to consider in making sure you also meet the GDPR's requirements:

    You can also view Trustpilot’s GDPR-compliant Data Processing Agreement (DPA) that regulates how we process data on behalf of companies, and ensures we do it in a compliant way:

    See also an overview of the data sub-processors we use here:

    You can read more on how we protect customer data here:

    And our security practices here:

    If you have any further questions, you can always ask for clarifications at

    All the best,

  • Avatar

    Alan Harris


    James to simplify the long winded reply, no this is completely not GDPR compliant, you are sending user details to a 3rd party and thus you would have to warn and get the user to agree to you sharing their details in advance of submitting them to this sort of system.
    You cannot blanket pass details to trust pilot using this system, you need each user to agree to you sharing their details for marketing purposes as I have no doubt that even though your sharing them to get a review I expect then trust pilot retain them and then most likely market to them and associate their purchases to your company type giving them background on what that user buys for remarketing purposes (targeted selling).

  • Avatar

    Beatrice Carraro


    Hi Alan,

    If companies share personal information with Trustpilot about their customers, they should consider updating their privacy policy.
    It follows from Article 13 of the GDPR that a data controller must provide its data subjects with specific information. We therefore recommend that you state in your privacy policy that Trustpilot is functioning as your data processor and also explain why you
    are sharing information with us.

    You may be required to update the wording of such consents to reflect the use of Trustpilot as your data processor and state why we’re assisting your company (to collect feedback from your customers on your behalf).

    Hope this clarifies. For any other question regarding GDPR you are welcome to read our whitepaper:

    or email

    Kind regards,

  • Avatar



    Hi there! I honestly think that if the customer has a legal obligation to add something to their site's privacy policy as part of their starting using Trustpilot, this should be clearly stated in Trustpilot's guidelines in a very visible way, not just in a white paper that only a few will download or in a comments section like this. Furthermore, in order to make things easier for TP's business users, it might be a good idea to give them the exact piece of text they have to add to their privacy policy, so that they only need to copy and paste it.
    Kind regards.

  • Avatar

    Sandra Amdi Steffensen Trustpilot Business Support


    Hi Marcos

    I apologise for the delay of this answer but we had to consult with our legal department.

    Please be advised that the Guidelines for Companies' use of the Trustpilot Service only apply to companies who use Trustpilot's products and services. They don't cover companies' obligations towards their customers. This is the responsibility of each company, in line with Article 13 of the GDPR which sets out that a data controller must provide its data subjects with specific information about how it processes their personal data.

    To help our customers deal with their GDPR obligations, we've made a white paper that outlines some of the GDPR-relevant options and recommendations that you can consider implementing when you use Trustpilot. For example, if you share personal data about your customers with Trustpilot, we recommend that you update your privacy policy to state that Trustpilot acts as your data processor and explain why you share information with us.

    In our updated version of a White Paper, we also offer an example wording you may use at your discretion to add information to your privacy policy about Trustpilot acting as a data processor.

    Please note that our white paper is not intended as legal advice and shouldn’t be considered as such. We strongly recommend that you seek legal advice if you’re unsure as to how the GDPR affects your company and your use of Trustpilot.

    Kind regards

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