What do 'Asking for reviews', 'Claimed' and 'Unclaimed' mean?

We show how a company uses Trustpilot by displaying one of three status labels on their profile page: Unclaimed, Claimed, or Asking for reviews.


This means the company hasn’t claimed their profile on Trustpilot and we have no records of them asking their customers to review them.

Any company can claim their profile and ask their customers to review them for free.


This means the company has claimed their profile on Trustpilot and has access to their business account where they can get notified whenever someone reviews them, respond to reviews, and invite customers to review them. However, we have no recent records of the company asking their customers to review them using Trustpilot’s invitation services.

Asking for reviews

The company has claimed their profile on Trustpilot and has access to their business account and its features. We know that they regularly ask their customers for reviews - whether positive or negative.

How companies get the ‘Asking for reviews’ status label

A company's status label will automatically change to ‘Asking for reviews’ when it meets one of the following criteria:

  • The company has sent at least 50 invitations in the past 365 days using Trustpilot's invitation services.
  • The company has sent invitations using its own systems and received at least one review in the past 30 days.

Companies can also change their status label manually as soon as they start asking for reviews.

Asking for reviews can lead to a higher star rating & TrustScore

On Trustpilot, reviews can originate organically (when a consumer leaves a review on their own initiative) or by invitation (when the company uses its own systems or Trustpilot's invitation services to ask its customers for reviews).

When companies claim their profile and actively invite their customers to write reviews, they engage people who otherwise may not have taken the time to provide feedback. 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.