Guide
Trustpilot for businesses: pricing, rules and Google vs Trustpilot
Trustpilot has a free business plan with up to 50 review invitations a month and paid plans billed annually per domain. For webshops Trustpilot is often the most important review site. For physical businesses such as clinics, salons and restaurants, Google reviews usually matter more, because they show directly on Google Maps and feed into local ranking.
Updated October 2026
Trustpilot plans and pricing
- Free: no cost. Up to 50 invitations a month and one user.
- Starter: for new, smaller businesses. 100 invitations a month.
- Plus: 300 invitations a month, more users and widgets.
- Premium: 1,000 invitations a month, more QR codes and a dedicated customer success manager.
- Enterprise: unlimited invitations, price on request.
Paid plans are billed annually per domain with a 12-month commitment, and Trustpilot prices them based on factors such as traffic and business size. As an example, Starter on Trustpilot's Norwegian site starts at 899 NOK per domain per month (October 2026). Ask Trustpilot for a quote for current pricing in your market.
Trustpilot's rules for inviting customers
Trustpilot does not allow incentivised reviews and requires that all customers are invited the same way. You must not:
- Offer discounts, gifts, prize draws or refunds for a review.
- Pick which customers to invite – for example only those you know are happy.
- Send happy customers to Trustpilot and unhappy ones somewhere else.
Instead, invite every customer at the same point in the customer journey, whether the experience was good or bad. The same applies in practice to Google reviews.
Google or Trustpilot – what should you prioritise?
- 1
Physical business: start with Google
Google reviews show on Google Maps and in search results when customers search locally, and Google says more reviews can improve local ranking. That is where new nearby customers choose.
- 2
Webshop: Trustpilot often matters most
Online shoppers often check Trustpilot before buying from an unfamiliar shop, and Trustpilot stars can be shown on the site with widgets.
- 3
You can do both
Many do both: Google at the counter, Trustpilot after an online purchase. In the easyrate platform you choose whether the stand sends customers to Google, Trustpilot or TripAdvisor – and can switch at any time.
How to get more reviews – on any platform
- Ask every customer while the experience is fresh.
- Make it a single tap: direct link, QR code or NFC stand at the counter.
- Send an automated SMS or email after the visit to those who did not get to it.
- Reply to reviews – including the critical ones.
One stand – you choose Google or Trustpilot
The easyrate NFC stand takes customers straight to the review page you choose in the platform. First stand and platform for €89 a year – no commitment.
More guides
- NFC solutions for businesses – in your design, managed from one platformCustom NFC stands, plates, stickers and cards with your brand – and one platform for links, QR codes and statistics.
- What is NFC? How it works – on iPhone, Android and in-storeNFC explained simply: how it works, iPhone and Android, NFC vs QR – and what businesses use it for.
- Google reviews: how to get more for your businessDirect review link, QR code, NFC stand and SMS – and Google's rules for asking for reviews.
- Google Business Profile: how to rank higher on Google MapsSet up and optimise the profile, and understand the three things Google says decide your local ranking.
- Local SEO: how to get your business found in your areaWhat gets a physical business shown on Google and Maps when people search nearby.
- NFC tags: what they are and how businesses use themHow NFC tags work, which chip to choose, and how shops and clinics use them for reviews.
Questions about
Trustpilot
Yes, Trustpilot has a free plan with up to 50 review invitations a month and one user. More invitations, users and widgets require a paid plan.
