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What does collecting, claimed and unclaimed mean?

We want to be transparent, which is why we display information about companies on Trustpilot that we feel is relevant for people reading reviews. This includes how each company is using our platform.

On each company profile, we show how the company is using Trustpilot. This is indicated by one of three different labels:

  • Collecting: The company is using Trustpilot’s services to send out invitations and collect reviews from their customers.
  • Claimed: The company has claimed their profile on Trustpilot, giving them access to their Business Account, but we do not have information that they are actively collecting reviews.
  • Unclaimed: The company has not claimed their profile and we do not have information that they are actively collecting reviews.

Collecting reviews can lead to a higher star rating & TrustScore

Companies often get more feedback if they ask for reviews. And if they deliver great service, the reviews should reflect that, leading to a higher star rating and TrustScore.

When companies claim their profile and actively invite their customers to write reviews, they engage people who otherwise may not have bothered to provide feedback. We often see that inviting people entices many satisfied customers to express their opinions when they otherwise wouldn’t have done so.

Overall, companies that actively collect feedback are often reviewed by a larger and more representative group of customers. For companies that have a high level of customer service, this often results in more positive reviews, and a higher star rating and TrustScore.

Reviews can be collected in different ways

At Trustpilot, reviews can be collected in three ways and are either ‘organic’ or invited:

  • Consumers can sign up to Trustpilot and write reviews about businesses they’ve had buying or service experiences with. Because they do this on their own initiative, we call these 'organic' reviews
  • Businesses can claim their profile and invite their customers to write reviews using their own systems, or
  • Businesses can claim their profile and invite customers to write reviews using Trustpilot’s automatic invitation services.

Of course, consumers have to be eligible to leave a review and be able to provide documentation showing their buying or service experience if asked to verify their review.

Also, if businesses invite their customers, they're responsible for ensuring that review invitations are neutral in both substance and form. This requirement applies equally to all businesses who use Trustpilot - regardless of whether they subscribe to our paid services or not (see our Company Guidelines).

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