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In today’s digital-first marketplace, a business’s online reputation can make or break its success. For many consumers, a quick search on platforms like Trustpilotserves as a litmus test for a company’s credibility. The stakes are high. A few five-star reviews can drive sales, while a handful of negative ones can dry up leads overnight.
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As a result, some local businesses in the USA—pressured by intense competition and desperate for visibility—have turned to a controversial strategy: buying Trustpilot reviews. While this may seem like a clever shortcut, it raises important questions about ethics, legality, and long-term business sustainability.
This article explores how local businesses purchase reviews on Trustpilot, the motivations behind the practice, the methods used, the risks involved, and the broader impact on the review ecosystem.
Why Trustpilot Matters So Much
1. Consumer Trust in Reviews
Studies show that over 90% of consumers read online reviews before making a purchase decision. Trustpilot, in particular, has grown into one of the most credible review platforms, hosting millions of consumer experiences.
2. SEO and Visibility
Trustpilot reviews can appear in Google search results, influence local SEO rankings, and even integrate into paid ads. A high TrustScore (Trustpilot’s rating system) boosts a business’s online authority.
3. TrustPilot Integrations
Many platforms, including Shopify, WooCommerce, and Google Seller Ratings, allow direct integration with Trustpilot, making reviews even more important for digital visibility and conversion.
The Pressure on Local Businesses
While large corporations can rely on massive marketing budgets and brand recognition, local businesses often struggle to stand out. Whether it's a plumber in Phoenix or a dental clinic in Chicago, local enterprises face intense pressure to:
● Compete with better-funded franchises
● Gain positive exposure quickly
● Recover from a single negative review
As a result, some business owners feel compelled to “level the playing field” by manipulating their review profiles.
How Local Businesses Buy Trustpilot Reviews
Buying Trustpilot reviews is against Trustpilot’s terms of service, yet there’s a thriving gray market. Here’s how the process typically works:
1. Freelancer Platforms
Some business owners turn to platforms like:
● Fiverr
● Upwork
● PeoplePerHour
They post discreet job listings, asking for "Trustpilot assistance," “review marketing,” or “reputation enhancement.” These are often coded language for review buying.
Example job title:
“Need help boosting Trustpilot profile organically with real accounts.”
These gigs usually range from $10 to $100 per review, depending on the provider’s guarantees and whether the review is “verified.”
2. Private Facebook and Telegram Groups
There are underground communities of freelance reviewers operating in invite-only Telegram channels and private Facebook groups. Here’s how they operate:
● Reviewers use residential IPs in the U.S.
● They maintain multiple fake or “aged” Trustpilot accounts
● They offer “drip-feed”review services (posting reviews slowly over time to mimic natural growth)
One seller might advertise:
“USA-based reviews from aged accounts, no footprint, safe delivery over 7 days.”
Prices in these groups can range from $30 to $150 per review, especially if the account is “verified” or includes a purchase screenshot.
3. Review Farms and Black-Hat Agencies
Some reputation management agencies offer black-hat SEO and review manipulation services. These firms have entire “review farms” with hundreds of accounts they control.
They offer packages like:
● 10 Trustpilot reviews/month for $699
● 30 reviews with 3-month posting schedule: $1,499
These companies often promise:
● 100% stick rate (no deletions)
● U.S. profiles
● Content customization (you write the reviews or they do it for you)
4. Incentivizing Customers (Quietly)
A semi-legitimate method involves incentivizing real customers—sometimes in ways that violate Trustpilot’s policies.
Common tactics include:
● Offering a discountor free product in exchange for a review
● Running “review contests”
● Handing out cards saying, “Leave us a 5-star review on Trustpilot and get 10% off your next visit!”
These technically count as incentivized reviews, which Trustpilot prohibits unless they are disclosed.
The Anatomy of a Purchased Review
A fake Trustpilot review is designed to blend in with real ones. Common features include:
● Specific references to products/services
● Mention of customer service names ("John was super helpful")
● Slight imperfections to mimic human writing
● Use of phrases like “highly recommend” or “fast and professional”
Example fake review:
“I called ABC Plumbing for a clogged sink. John arrived within 30 mins and was super professional. Pricing was upfront and no surprises. Highly recommend!”
Even if this appears legitimate, it could be totally fabricated and written by someone who’s never even been to the business.
Risks of Buying Trustpilot Reviews
1. Trustpilot Detection Systems
Trustpilot uses algorithms and human moderators to detect suspicious activity. Red flags include:
● Sudden surge in reviews
● Reviews from unrelated IP addresses or geolocations
● Similar writing patterns
● Accounts with no other review activity
Caught reviews are removed, and businesses can be flagged or penalized.
2. Public Shaming (Red Warning Banner)
If Trustpilot suspects manipulation, they may add a red banner to a company’s profile, warning users that reviews may be fake or incentivized.
This is a reputation death sentence. It’s worse than having no reviews at all.
3. Legal Consequences
Buying reviews violates the Federal Trade Commission’s (FTC) guidelines in the U.S. The FTC can fine businesses for false endorsements, especially if:
● Reviews are fake
● Incentives aren’t disclosed
● Misleading information is shared
Example: In 2022, a U.S. supplement company was fined over $600,000 for faking online reviews.
4. Loss of Customer Trust
If customers discover that a business is buying fake reviews, it can destroy long-term loyalty. Even loyal clients may feel betrayed, leading to public backlash on social media.
Why Some Businesses Still Do It
Despite the risks, some local businesses still buy reviews. Why?
● Short-Term Gains: They see a bump in traffic, leads, and revenue quickly.
● Competitive Pressure: “If my competitor’s doing it, why shouldn’t I?”
● Lack of Enforcement: They assume Trustpilot or the FTC won’t catch them.
● Survival Mode: Struggling businesses often see this as their only option.
It’s a classic case of short-term gain vs. long-term pain.
Ethical Alternatives to Buying Reviews
Buying reviews might be tempting, but there are legal, ethical strategiesthat work just as well (and better in the long run).
1. Email Follow-Ups
Send a personalized email asking for a review after a purchase or service. Tools like Mailchimp, Klaviyo, or HubSpot can automate this.
2. Review Request Tools
Use Trustpilot’s own tools to request reviews. If integrated properly, verified reviews help build genuine credibility.
3. In-Store Signage
Place a QR code or review request at checkout or on the receipt. This works well for service businesses like salons, restaurants, or clinics.
4. Customer Service Excellence
Sometimes, the best way to get 5-star reviews is simply by delivering 5-star service. Customers are more likely to leave a review if they’re delighted.
Can Trustpilot Do More?
Trustpilot has improved its moderation and fraud detection, but many argue it still falls short. Fake reviews continue to slip through the cracks.
Possible solutions:
● Require verification of purchase for all reviews
● Use AI to analyze review writing patterns
● Increase transparency by showing review history of users
Until stricter measures are taken, the gray market will likely persist.
Conclusion
The buying and selling of Trustpilot reviews by local businesses in the U.S. is part of a larger trend: the commodification of trust. In a digital world where perception often overshadows reality, many businesses feel forced to game the system just to stay alive.
But while buying fake reviews may offer a temporary boost, it carries serious long-term consequences. From penalties and lost credibility to potential legal action, the risks far outweigh the rewards.
Ultimately, the most sustainable path to a positive online reputation is through authentic service, ethical marketing, and transparent engagement with customers.
Final Word
If you’re a local business owner, remember: a good reputation is earned, not bought. Customers can sense authenticity—and platforms like Trustpilot are watching more closely than ever.