Trustpilot Business Listing: Free Claim and Verification

Trustpilot business listing: Trustpilot has a free business plan, so claiming your profile costs nothing, and the profile may already exist without you. Our take: treat Trustpilot as a reputation profile you claim defensively, not a directory you submit to. Customers can create the page whether or not you ever sign up, so the only real decision is whether you want the tools that come with claiming it, and the free plan gives you the basics for nothing. This guide covers what exists before you claim, what claiming changes, how Trustpilot’s verification works and why it is a step only you can pass, what the free plan includes against the paid ones, and what Trustpilot’s rules say about asking for reviews.

A note on sources. We read Trustpilot’s plans page, its Guidelines for Businesses, its “Action We Take” page, its Terms of Use and Sale for Businesses, its Free plan blog post and its Help Center articles “Claim your business profile” and “Verify your domain” on 30 October 2026. Other Help Center articles (unclaimed profiles, verifying company details, profile removal) we know only from search-result summaries, and anything those summaries did not show is left out or marked. Trustpilot changes its screens often, so check the live steps as you go.

Trustpilot business listing: free plan and what paid plans add

The short answer comes first because it is the thing people get wrong. Trustpilot’s plans page lists four plans: Free, Plus, Premium and Enterprise. The Free plan shows no price, and the page’s FAQ calls a Free account completely free, with no credit card required. A separate Trustpilot Business blog post on the Free plan says it includes 50 monthly review invitations and pre-built email templates, plus the Review Collector widget, and adds that you can upgrade to a paid plan later.

	Free	Plus	Premium	Enterprise
Price on Trustpilot’s plans page	No price shown; described as completely free	From 319 USD per month, per domain, billed annually	From 799 USD per month, per domain, billed annually	Contact sales for an estimate
Review invitations	50 every month	300 per month	1000 per month	Unlimited
Users	1 login	3 users	10 users	1000 users
Domains	Not stated on the plans page	Up to 3	Unlimited	Unlimited
Widgets	Review Collector widget (per the Free plan post)	10 widgets	21 widgets	23 widgets
Integrations	Fewer than paid plans (see the plans page)	All integrations	All integrations	All integrations
Extras the page names	None listed in the extras we read	Marketing assets, profile matched to your brand	Adds a dedicated Customer Success Manager and more dashboards	Adds tools for optimized invitations and insights

Prices are as shown on the plans page at the time of writing and are Trustpilot’s to change. The page says its prices are per domain, that each domain is priced separately, and that contracts are a 12-month commitment. The widget and integration figures in the table are the plan cards’ own; the page’s comparison table counts them differently, so check it before you decide.

How we read that table: the jump from Free to Plus is not about being listed. Your profile page, your reviews and your TrustScore exist on every plan. What the paid plans buy is volume (more invitations, users and widgets), integrations and branding. A small business collecting a few reviews a month is unlikely to outgrow 50 invitations. Decide on the paid plans only after you have used the free ones, and see our list of free business listing sites for the other profiles worth claiming before you spend on anything.

Your Trustpilot profile may exist before you claim it

This is the angle most guides skip. Trustpilot says it lets consumers decide which businesses are reviewed, and a profile page is created automatically when someone writes a review about a business, even if the business has never claimed it. So you do not “add” your business the way you submit to a directory. Search Trustpilot for your name and your domain first.

Trustpilot labels the two states. An unclaimed profile usually means the business has never claimed it and may not know it exists. A claimed profile means a business account is attached to it. One more point from Trustpilot’s help pages (search summaries only, see the note on sources): a business can give its profile back to the unclaimed state, and the page and its reviews stay either way.

	Unclaimed profile	Claimed profile
Can customers review you?	Yes, the page is visible even if you take no action	Yes
Who controls the page?	No business account is attached	Your business account
Reply to reviews	Needs a claimed profile	Yes
Flag reviews that break the rules	Needs a claimed profile	Yes, businesses can flag reviews that breach the guidelines
Invite customers to review	Needs a claimed profile	Yes
Review notifications	Needs a claimed profile	Yes, you can turn them on (Free plan post)
Treatment by Trustpilot	Same	Same: its guidelines say the same fair treatment applies whether or not a business has a claimed profile or uses its paid services

Read that last row twice. Claiming does not buy you a better score, and paying does not either, by Trustpilot’s own wording. What claiming changes is that you can finally act: answer a review that is waiting for you, flag one that breaks the rules, and ask happy customers to post.

Our opinion: if a profile with reviews already exists for your name, it is better to claim it than to leave strangers as the only voice on your page. A reply to a complaint, written calmly, is visible to the next person who looks you up.

How Trustpilot claiming and verification work

One condition comes first: Trustpilot says your business must have an active website to claim a profile and collect reviews, and that this includes small local businesses and sole proprietors. A business with only a social page cannot complete this.

Trustpilot’s own flow, from its Help Center:

1. Go to Trustpilot Business and click Create free account.
2. Add your business details: location, business name and website.
3. Add the additional information it asks for: job title, annual revenue and number of employees.
4. Add your personal details: first name, last name and phone number.
5. Enter your email address and click Send link, then activate from the email. Use an address on your website’s domain if you can.
6. Agree to the terms and click Complete setup. If the email matches your business domain, setup is complete. If it does not, you must verify the domain before the profile is fully claimed.

Once claimed, the profile displays the label Claimed.

Trustpilot’s domain verification options are:

• Domain email. Trustpilot sends a link to an address on your domain and you click to confirm.
• HTML file upload. You upload a verification file that Trustpilot gives you to your site and confirm.
• Meta tag. You place a tag Trustpilot generates in your homepage HTML and confirm.
• Google Search Console. If you have already activated it for your website, you complete Google’s verification and click Verify domain on Trustpilot.
• DNS TXT record. You add a generated TXT record at your domain host and click Verify domain. Trustpilot says it can take up to 72 hours for the record to update.

For the file, meta tag and DNS routes Trustpilot gives a deadline of one month from when the code or record was generated. Once verified, you can remove the file, tag or record.

Watch for phishing. Trustpilot warns of fraudulent emails asking businesses to verify their domain. It says that apart from the initial activation email, it will never ask you to verify through email links or outside requests, and that verification starts inside the platform. If an unexpected message asks you to verify, do not click; report it to Trustpilot support.

After claiming there is an optional second layer. In Trustpilot Business you can verify additional company details to earn a “Verified additional company details” badge on your profile, and verifying at least one item is enough for the badge. One of the options is your Google Business Profile: if its status is Verified, Trustpilot syncs your contact details and adds a checkmark. Only an Admin can verify these details, and on the Free plan you are the Admin. We could not confirm what the other verification options involve, so we do not describe them. One safety note from the Help Center summaries: the only legitimate ways to verify your business are started inside Trustpilot, not by email, and phishing emails asking businesses to verify a domain exist. An older Help Center page words this as “never”, the newer one more carefully, so treat any unexpected verification email as suspect and report it to Trustpilot Support.

Why this is an owner step, not something a citation service can do

Every domain route above depends on control of the business’s own domain or a mailbox on it. We read that as the point of the check, so it has to be you, the real owner. In our own catalog Trustpilot is a guided, owner-completed step rather than a listing we build, because it requires verification that only the real business can pass. We would rather tell you that than put a submission in your name that could never be confirmed. If your website is managed by a developer or agency, the practical move is to ask them to add the meta tag or DNS record, or to create a mailbox on your domain, while you stay the account holder.

If your name, address and phone differ across the web, fix that in parallel. The free NAP checker shows what the open web currently says, and if you later verify your contact details on Trustpilot through your Google Business Profile, Trustpilot syncs them from it, so that profile should be right first.

What Trustpilot’s rules say about asking for reviews

The free plan gives you 50 invitations a month, so the rules about using them matter more than the number. From Trustpilot’s Guidelines for Businesses and its “Action We Take” page:

Do not	What Trustpilot says
Offer incentives	”We don’t allow incentivized reviews on Trustpilot.” Never offer incentives in connection with writing or editing a review.
Pick and choose who you invite	Businesses should not be selective with invitations. Trustpilot’s enforcement page says businesses must not “cherry pick” when inviting, and asks you to invite consistently and fairly.
Pressure reviewers	Do not pressure, blackmail or threaten reviewers to write, edit or delete a review. Reviewers can edit or delete their own reviews at any time.

The consequence is concrete. Under a Consumer Warning, Trustpilot says the business’s TrustScore is hidden, any paid subscription is ended, the account is downgraded to minimum functionality, and the business cannot change plan during that time. The warning usually lasts about six months, though Trustpilot says it can vary with the type of misuse. Trustpilot’s Guidelines for Businesses also say people with a special relationship to the business cannot write reviews, and name you, your immediate family, people working for your business and competitors, so do not review yourself.

What this means in practice: pick one invitation method and apply it to every customer, happy or not. Do not screen first and send only the satisfied ones to Trustpilot. If you also collect Google reviews, the same discipline works there, and our guide on how to get more Google reviews covers the asking, the timing and the link. The Google review link generator builds the link and a QR code for that side, free.

Deleting a Trustpilot business account or profile

People search this when they find an old or unwanted profile. Trustpilot’s Help Center says it does not remove a business profile page once it has been reviewed unless there is a breach of its rules, and that this holds even when a business hands its profile back to unclaimed. Trustpilot’s Terms of Use and Sale for Businesses say user-generated content stays publicly displayed after you delete a business account or end a subscription, unless it is removed for breaking the guidelines or by its author. We did not find or open any steps for deleting a business account, so we will not describe them here. For personal data, Trustpilot points to its Privacy Team contact form.

So deleting the account is not a way to make reviews disappear. If your real problem is a review that breaks the rules, claim the profile and flag it. If your problem is a closed or renamed business, our guide to closed or moved business listings covers the general approach, and our business listing support contacts guide helps when you need to reach a directory.

A short checklist for your Trustpilot profile

• Search first. Look up your name and your domain on Trustpilot before creating anything.
• Claim with an email on your domain. It skips the extra verification step.
• Stay on the Free plan until you hit the 50-invitation limit or need integrations.
• Reply to existing reviews. Calmly, specifically and without asking anyone to change a rating.
• Invite everyone the same way. No incentives, no screening, no pressure.
• Keep your details consistent. Same name, address and phone as your website and Google Business Profile.
• Treat unexpected verification emails as suspect. Trustpilot’s Help Center says legitimate verification is started inside the platform, not by email.

Where Trustpilot fits alongside your citations

A Trustpilot profile is a reputation page, and a citation is a consistent record of your name, address and phone on a directory. They sit side by side but do different jobs, and one needs you at the keyboard where the other can be built for you. Our citation building service builds the listings that do not need an owner step across 50+ countries and 50+ industries, records each live listing with its public URL and a screenshot, and keeps your details consistent, with ongoing monitoring as the continuing value and listings that stay yours. Claim Trustpilot yourself using the steps above, then let the rest of your set run around it.