How to use Automatic Feedback Service (AFS)

This feature is included in the Free plan

Get started now

Automatic Feedback Service is an invitation method that can be used to automate the collection of product and service reviews.

In this article, we’ll show you how to send automatic review invitations to your customers using our Automatic Feedback Service (AFS). We’ll explain how it works and walk you through the setup process.

What is AFS?

AFS automatically sends email invitations to your customers after they make a purchase or have a service experience. When a customer purchases something from your business, you send them an order confirmation via email. If you include Trustpilot as a BCC on the confirmation email, AFS will be triggered and send them a review invitation.


Set up AFS

  1. From your Trustpilot Business account, navigate to Get Reviews > Automatic Feedback Service.
  2. You’ll see your unique Trustpilot email address. You can copy it by clicking Copy email address.
  3. Add this address as a BCC recipient on the order confirmation emails you send to your customers. You’ll have to do this in your ecommerce, CRM, or invoicing system’s settings.


Note: BCC stands for "Blind Carbon Copy." It’s a way to send an email to others without the main recipient knowing.

And that’s it! Once you send a confirmation email to a customer, an invitation to leave a review will automatically be queued for delivery.

To check that your setup is working correctly, visit your Invitation History. From there, you can view scheduled and sent review invitations, to confirm the automation is working.

If you can't include Trustpilot as a BCC recipient in the email that you send to customers, you can still use AFS. You will need to use a Structured Data Snippet to include your unique Trustpilot email address in the template of your order confirmation emails. You can learn how to do this here.

Note: If you are using an older version of AFS, we strongly recommend that you upgrade to the latest version. To do this, or if you’re unsure which version you’re on, check out this article.