Open reviews for every business
Business reviews you can see straight through.
Every review on RooVello shows how it was collected and whether the customer was verified. Paying never changes a score. Removals are never silent.
Two scores, not one
Every profile shows an overall score and a verified-only score from confirmed customers. Recent reviews weigh more than old ones.
Paying changes nothing
Businesses can pay RooVello to invite their customers to review. That never changes rank, score or what you see, and our tests prove it.
No silent removals
Every removed review carries a reason code and the reviewer gets one appeal. Every review shows how it was collected.
How the score works
No black box. Here is the whole formula, live.
Try the score yourself
This is the exact function that scores every business, running in your browser. Toggle reviews and watch what moves the number. Every business starts from 7 imaginary reviews at 3.5; a review's weight halves every 90 days.
- Counted reviews
- 4
- Verified-only score
- 3.7 (2 verified)
- Imported weight
- ×0.4
Insiders and reported reviews never count. Paying changes nothing here, because there is nothing about paying in the formula.
For businesses
Everything Trustpilot and Feefo sell, mostly free.
Replying to your customers, a widget for your site, analytics and an API cost us almost nothing, so they cost you nothing. The one thing we charge for, asking past customers for a review, is $39 a month instead of $319 or $200.
Already on another platform? Export your reviews from your own account and bring them with you. Free.
| What you get | RooVello | Trustpilot | Feefo |
|---|---|---|---|
Anyone can write a review | |||
Business can invite past customers | Paid tier | Paid tier | Paid tier |
Reply to reviews | Paid tier | Paid tier | |
Review widget and score badge for your site | Paid tier | Paid tier | |
Analytics and insights | Paid tier | Paid tier | |
Public read API | Paid tier | Paid tier |
Every industry
Browse by category
Guides
Straight answers about online reviews
How to tell if online reviews are fake
Nine signs a review was bought, written by the business, or generated: timing bursts, vague praise, no collection label, and more. What to check instead.
What a verified review means (and what it does not)
Verified means the platform confirmed the reviewer was a customer, usually through an invitation sent to a real transaction. Here is how that works and its limits.
How to ask customers for reviews without breaking the rules
Timing, wording and the law: when to send a review request, what the email may and may not say, why review gating is illegal, and the one-sequence approach that works.
Common questions
- What is RooVello?
- RooVello is an open review platform for every kind of business. Anyone can read and write reviews free. Every review shows how it was collected and whether the customer was verified, every business shows an overall score and a verified-only score, and paying never changes rank or score.
- How is the score calculated?
- A Bayesian average that starts every business at 3.5 with seven imaginary reviews, halves a review's weight every 90 days, counts verified customers fully and unverified reviews at 60 percent, and excludes reviews from a business's own staff. The formula is public and shown live on this page.
- What does a verified review mean?
- The review is tied to a real transaction, usually because it was written from a request the business sent to that customer, or because the reviewer supplied proof of purchase. Verified reviews feed a separate verified-only score.
- Can a business remove a bad review?
- No. A business can reply publicly and flag a review for a moderator with a stated reason. Every removal is made by moderation, records a public reason code, and gives the reviewer one appeal. Nothing is removed silently.
- Is it free for businesses?
- Yes. Claiming a profile, replying, the score badge and widget, analytics, the public API and importing your own Feefo, Google or Yelp reviews are free. The one paid tool, Review Requests, emails your past customers for a review at $39 a month, month to month.
- How does RooVello compare with Trustpilot and Feefo?
- Trustpilot and Feefo put replies, widgets and analytics behind paid plans billed on annual or 12-month terms. RooVello gives those away, charges only for review requests, labels every review's collection method, and shows a verified-only score. The full comparison is on the Compare page.
Own a business? Your page is waiting.
Claim it free, reply to every review, drop the badge on your site, and bring the reviews you already earned. Two minutes.