Trustpilot’s review labels

Trustpilot is committed to transparency. Read the Transparency Report 2024.

Curious about the label displayed on a review? Understand the meaning behind our service review and product review labels in this article.

Service Review Labels


A review that’s marked “Invited” indicates that the business invited the reviewer to write it by sharing a link leading directly to their review form. This invitation can be sent through one of our manual invitation methods or sent outside of Trustpilot systems. The review was then written and posted through this link.


A review that’s marked “Redirected” indicates that the business shared a business domain link on their website leading to their business profile page on Trustpilot. The review was then written and posted through this link.

Links from TrustBox widgets will not be labeled as "Redirected".


A review can be marked "Verified" for two reasons. The first indicates that the business has invited the reviewer to write the review through one of our automatic invitation methods. The second indicates that our Content Integrity Team has received documentation from the reviewer showing that they’ve had a genuine experience with the business, e.g. when the review is flagged as suspicious by our automated software.

You can read more about our Content Integrity Team’s verified reviews here.

No label

A review that’s not labelled is an organic review. This indicates that a reviewer logged into Trustpilot on their own initiative to write a review about their experience with a business. The reviewer was not invited by the business.

Label key

The key below shows which review collection method corresponds to each label, and whether or not reviews collected this way count towards Google's store ratings.

Review collection method

Review label

Counts towards Google's store ratings?

Business domain links “Redirected” No

Manual invitations

  • Upload a file with customer data

Methods outside of Trustpilot's systems

  • Business Generated Links
  • Invitation Link API



Automatic invitations

  • Automatic Feedback Service (AFS)
  • Trustpilot’s JavaScript integration
  • Trustpilot’s ecommerce integrations
  • API Invitations
“Verified” Yes
Reviews verified by Content Integrity “Verified” No

Product Review Labels

There are two types of product review labels: Those that indicate that the review has been collected via a Trustpilot invitation, and those imported into Trustpilot's system from another product review platform.

Only the Product Reviews MultiSource- and Product Reviews MultiSource SEO widgets are able to show these labels.

Collected from a Trustpilot invitation

This label indicates that a product review was collected from a Trustpilot invitation. You will see the label "Verified," followed by "collected by [company name]" as indicators. The screenshot below shows an example.

Verified label indicating that a product review was collected from a Trustpilot invitation

Product Reviews imported from another company into Trustpilot

Product reviews that are not labeled "Verified" were imported to Trustpilot and may originate from other sources. The label will simply include "Collected by [company name]." The screenshot below shows an example of what this would look like.

Unverified labels indicating that product review originated from sources other than Trustpilot

You can find more detailed information on these labels, as well as the review source, by hovering over the label with your mouse.

Pop up box with more details on the label when hovering with the mouse




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