Build trust to find new customers and keep existing customers coming back for more.
How are reviews collected?
Table of contents
Trustpilot users can write reviews on their own initiative or in response to a review invitation email from a business.
Organic reviews
An unsolicited review is called an "organic review". This means the reviewer logs into Trustpilot on their own initiative and writes about their recent experience with a business. The reviewer wasn't invited by the business to write the review.
Reviews by invitation
A surefire way businesses can get Trustpilot reviews is by asking their customers to leave a review. Email invitations can be sent automatically, manually, or through any of our other methods.
Automatic invitations
With automatic invitation methods, such as our Automatic Feedback Service, invitations are automatically sent to customers after a purchase or service experience, making the process faster and easier to manage.
Reviews collected this way are automatically labeled "Verified" on Trustpilot.
Manual invitations
It's also possible to use a manual invitation method to send invitations to customers.
Reviews collected this way are automatically labeled "Invited" on Trustpilot.
More about invitations
- Read more about Trustpilot’s invitation methods.
- Tips for creating effective and compliant review invitations.
- Get a rundown of our rules in our Quick guide to Trustpilot's Guidelines for Businesses.
- See how we indicate whether or not each business is actively asking for reviews via invitations and how this can affect the star rating.