Trustpilot alternatives for small businesses in 2026

What you are actually paying Trustpilot for

Trustpilot's free plan lets you claim a profile and send a small number of invitations. Its Starter, Plus and Premium plans (about $99, $319 and $799 a month, billed annually, per its pricing page) unlock more invitations, replying to reviews, the TrustBox widgets, and analytics, with Enterprise by quote. Prices and plan contents change; confirm them on Trustpilot's site before deciding.

The pattern to notice is that the tools which cost a platform almost nothing to run, replies and a widget, are the ones gated by price.

The alternatives, honestly

• Google Business Profile: free, the most readers, no cost to reply. No collection labels or verification, so your profile is exposed to anyone with an account, and Google's removal process is slow and opaque.
• Yelp: free profile and replies; Yelp discourages asking for reviews and its filter may hide the ones you do get. Strongest for restaurants.
• Feefo: closed platform, every review from an invited buyer; plans from about $200 a month on 12-month terms (as of November 2026). Good for e-commerce, invisible to customers you did not invite.
• RooVello: open platform; free profile, replies, score badge and widget, analytics, public API, and free import of your own Google, Yelp or Feefo export; Review Requests at $39 a month with no contract and no invitation cap; two scores per business and labeled collection methods.

Moving your reviews

If your reviews are on Feefo, Google or Yelp, export them from your own account and upload the file from your RooVello dashboard. Each publishes with its original date, labeled as imported by the business, counting at 40 percent weight toward your overall score and never toward the verified-only score.

Trustpilot exports cannot be imported, because Trustpilot's terms do not allow its reviews to be republished anywhere but through its own widgets. RooVello never copies reviews from another site itself.

What to compare when choosing

• Can your customers find you there? Readers come first; a platform with no readers in your category is a brochure.
• What does it cost to reply? Replying is the single most valuable thing a business does with reviews.
• Is there a contract? Annual billing locks you in through the year you discover it is not working.
• Can you leave with your reviews? Check the export terms before you invest in a platform.
• Does paying change rank or score? If the platform cannot say no plainly, assume yes.

Frequently asked

Is RooVello free for businesses?

Yes. Claiming your profile, replying to reviews, the score badge and widget, analytics, the public API and importing your own reviews from Feefo, Google or Yelp are free with no time limit. The only paid product is Review Requests at $39 a month, month to month.

Can I use RooVello and Trustpilot at the same time?

Yes. Many businesses keep a profile wherever their customers read. You cannot bring Trustpilot reviews over (its terms forbid republishing), but you can run requests from RooVello and keep answering on both.

Does Trustpilot let businesses pay to remove reviews?

No. Trustpilot's paid plans buy tools, not removals, and its guidelines prohibit businesses from suppressing reviews. Any platform that sold removals would be violating the FTC's review rule.

How is RooVello different from Google reviews?

Google shows a plain average and no labels. RooVello shows two scores, an overall and a verified-only score, labels every review with how it was collected and whether the customer was verified, publishes a reason code for every removal, and gives businesses free replies, a widget and analytics.