Feefo vs Trustpilot: invite-only or open door? (2026)

Feefo and Trustpilot both collect customer reviews, and the difference between them comes down to who is allowed to post.

Feefo is a closed platform. Only a customer your system invites after a real purchase can leave a review.

Trustpilot is an open platform. Anyone with an email address can review your business, invited or not, and the profile lives on trustpilot.com.

That one design choice sets everything else: the price, the risk of fake reviews, where the reviews rank on Google, and which kind of business each suits.

I run WiserReview, a review platform that competes with both, so read this with that in mind. Every price below was verified against both vendors’ live pricing pages in August 2026.

Quick take: Feefo suits UK and regulated brands that need every review tied to a transaction, at $200 to $400 a month on a 12-month contract. Trustpilot suits consumer brands that want a public profile, at $99 to $799 per domain.

Stores that mainly need on-site product reviews can get the same invite-only model for $9 a month without a contract.

Invite-only reviews without the $200 floor

Verified-buyer collection over email, SMS, and WhatsApp from $9 a month, billed by requests, not domains or contracts.

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Feefo vs Trustpilot vs WiserReview: quick comparison

What changed for Feefo and Trustpilot in 2026?

Trustpilot restructured its ladder and repositioned around AI search, while Feefo absorbed Reevoo and leaned more heavily into compliance, so most older comparisons list prices that no longer exist.

Trustpilot’s new ladder

The live Trustpilot pricing page now offers Free, Starter ($99), Plus ($319), Premium ($799), and Enterprise. Every paid plan is priced per month, per domain, billed annually, on a 12-month commitment.

Starter is restricted to new small-business customers under $5M in revenue. Plus, the tier most established brands land on carries a 14-day free trial.

Trustpilot’s homepage now leads with “Build trust. Get AI recommended,” and reports 400 million reviews and 7.8 million fake reviews removed in 2025. That last figure matters later.

Feefo’s consolidation

Feefo acquired Reevoo, the closest invite-only rival, and folded its automotive and travel clients in. If you’re searching “Feefo vs Reevoo” in 2026, that comparison is over; it’s one company.

The Feefo pricing ladder remains unchanged at Essential $200 and Enhanced $400, but the feature table has shifted: product reviews, service reviews, and photo and video collection are now available on every plan. NPS and historic review import are the paid add-ons.

Feefo overview: the closed platform

Feefo launched in the UK in 2010 and works with 6,500+ brands, having collected 80 million verified reviews, both figures from its own site. Its customer base is UK-heavy: retail, insurance, finance, travel, and automotive.

What it does well: the closed door. Every review links to a transaction in your sales data, so a competitor, an ex-employee, or a stranger can’t post.

Feefo positions this as compliance infrastructure for the UK’s DMCC Act rules on fake reviews, which is why finance and insurance firms cluster there.

Google Seller Ratings, product stars in Shopping, and rich snippets are included from Essential. Enhanced adds sentiment analysis, surveys, named support, and five A/B tests a year.

Where it stops: the meter and the contract. Essential covers 200 email invitations per month; Enhanced, 500, on 12-month terms, quoted per domain.

Recognition outside the UK is thin, so the “Feefo” badge means less to a US shopper than a Trustpilot score does.

Ideal fit: UK brands in regulated or high-trust categories that need an auditable trail behind every review.

Also check: Feefo pricing: Here’s what you actually pay in 2026

Trustpilot overview: the open platform

Trustpilot launched in Denmark in 2007 and now hosts 400 million reviews across every consumer category, with about 200,000 new reviews written daily, again by its own count.

What it does well: the profile. When a shopper searches “[your brand] reviews,” a trustpilot.com page usually ranks near the top, and the TrustScore is a number people already know how to read.

That recognition works in ad creative, in email footers, and increasingly in AI answers, which is the pitch Trustpilot itself now leads with.

TrustBox widgets, Google Seller Ratings on paid plans, and integrations with Shopify, WooCommerce, Salesforce, HubSpot, and Zendesk round it out.

Where it stops: control. Because anyone can post, moderation is a permanent job. Trustpilot says it removed 4.5 million fake reviews in 2025, which shows both the scale of the problem and the effort behind it.

The profile page also belongs to Trustpilot, not to you, and paid plans are quoted per domain, so multi-site brands pay several times over.

Ideal fit: consumer brands with volume, where a public, searchable score does more for acquisition than a curated one does for conversion.

Also check: Is Trustpilot legit in 2026? I checked, here’s the truth

The review layer without the loyalty bill

Email, SMS, and WhatsApp collection from $9 a month on ten platforms, billed by requests, not orders.

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Who can leave a review, and why does that decide everything

Feefo only accepts reviews from customers you invited after a purchase; Trustpilot accepts reviews from anyone and then moderates them. That is the whole comparison in one sentence.

On Feefo, review volume is capped by your invitation allowance and your response rate. The score is defensible, the trail is auditable, and nobody can review a company they never bought from.

On Trustpilot, volume comes from two streams: your invitations plus organic reviews from people who found your profile. That second stream is where the growth and the risk come from.

Trustpilot’s own figure of 7.8 million fake reviews removed in 2025 cuts both ways. The moderation is real. So is the flow it’s moderating.

The honest split: if a wrong or hostile review would cost you a regulator’s attention or a large contract, closed wins.

If your shoppers are strangers who need to trust you before checkout, open wins, because a score built only from invited buyers reads as curated.

Where the reviews live: your domain or theirs

Feefo reviews are designed to sit on your site as widgets, with a Feefo-hosted page as a backup; Trustpilot reviews sit on trustpilot.com first, with widgets to pull them onto your site.

The difference shows up in Google. A Trustpilot profile often outranks the brand’s own site for “[brand] reviews,” which is good when the score is strong and awkward when a shopper lands on a page you don’t control.

Feefo argues on its own comparison page that Trustpilot profiles can show competitor placements unless you pay. That’s Feefo’s claim, not something I tested.

On the widget side, both deliver Google Seller Ratings and rich snippets, so the ad stars look identical either way. The question is only whether you want the canonical home of your reviews to be a domain you own.

What does each one cost at 300 invitations a month

A brand sending 300 review invitations a month pays Feefo $400, Trustpilot $319 per domain, or WiserReview $9, because each vendor measures something different.

Feefo pricing

Add-ons: NPS is paid on Essential and Enhanced tiers, and importing historical reviews is paid on every tier. Contracts run for 12 months, and quotes are per domain.

Trustpilot pricing

All plans are billed annually on a 12-month commitment. Product reviews and other modules are priced as add-ons.

WiserReview pricing

Billed monthly based on requests sent; no contract; yearly billing takes about 3 months off; 7-day free trial.

The per-invitation math at 300 a month: Feefo lands on Enhanced because Essential caps at 200, so $400 divided by 300 is about $1.33 per invite.

Trustpilot Plus is $319 for 300, about $1.06 per domain. WiserReview Starter is $9 for 1,000, under a cent each.

What the extra buys on Feefo is the compliance trail, UK-market recognition, and human support. What it buys on Trustpilot is the public profile. Neither is a rounding error, so pay for the one you’ll use.

Feefo vs Trustpilot for a UK retail brand

For a UK retailer, Feefo is the safer default and Trustpilot the louder one; most mid-size UK brands end up choosing based on whether their customers search for them by name.

Feefo’s home market is the UK; its DMCC-ready positioning maps to UK law, and its client list is full of names UK shoppers recognize. A retailer selling considered purchases (furniture, appliances, insurance-adjacent services) gets a score nobody can game.

Trustpilot is equally British in the shopper’s mind, and a strong TrustScore on uk.trustpilot.com converts cold traffic well. Fast-fashion, electronics, and travel brands with heavy branded search lean this way.

The tiebreaker is product reviews. A retailer that wants star ratings on individual product pages gets them on every Feefo plan, on Trustpilot as an add-on, or from a dedicated product review tool at a fraction of either price.

For finance, insurance, and regulated industries

Feefo wins this one, and it isn’t close: a review platform where every entry traces to a real transaction is easier to defend to a compliance team than an open one.

That’s why UK insurers and lenders cluster on Feefo, and why it sells “built for compliance” on its own comparison page.

Trustpilot is used by large fintechs too, but the open model means the compliance story rests on moderation rather than on structure.

WiserReview also collects invite-only, verified reviews, but it doesn’t market compliance certifications or regulated-industry support, so for an FCA-regulated firm, the honest answer is Feefo. Our own insurance agency review software guide covers the smaller-agency case.

For enterprise and global brands

Trustpilot wins outside the UK: country-specific profiles, 50-plus languages, and a score that shoppers in Ohio, Sydney, or Berlin already recognize.

Feefo can serve a global brand under a Bespoke contract, but the badge carries less weight the farther you are from the UK.

If your growth markets are the US and mainland Europe, the recognition gap is the cost you’d be paying to keep the door closed.

The enterprise catch on Trustpilot is billing: per domain, quoted on traffic and revenue. A brand with five country sites pays five times as much, which is where the comparison against Feefo’s Bespoke quote comes close again.

Where WiserReview fits: the on-site option

WiserReview is my product, so judge this section accordingly. It exists for the brands this comparison prices out: stores that want verified, invite-only reviews on their own site without a $200 floor or a 12-month contract.

What it does: sends review requests by email, SMS, WhatsApp, and QR code after purchase, so only real buyers can respond. Reviews display in 18+ widgets with photo and video on every plan.

It also syncs rich snippets, Google Shopping product ratings, and Google Seller Ratings, the same star types Feefo and Trustpilot deliver.

It runs on Shopify, WooCommerce, BigCommerce, Wix, Squarespace, WordPress, Webflow, Magento, PrestaShop, and headless builds, billed per request, starting at $9 a month.

Where it stops: there’s no public consumer profile and no marketplace for reviews, so it can’t provide the “[brand] reviews” search presence that Trustpilot does.

It doesn’t sell regulated-industry compliance the way Feefo does. And there’s no free plan, just a 7-day trial.

Ideal fit: ecommerce stores of any size that want the closed-door model for product and service reviews at store prices. Spec sheets: WiserReview vs Feefo and WiserReview vs Trustpilot.

If you’re already on Feefo, the migration guide covers what carries over.

Your reviews, on your site, from $9

Both Google star types, ten platforms, a 7-day free trial, and no annual contract to sign.

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Wrap up: invite-only or open door?

Invite-only protects the score. The open door grows the profile. Pick which one your next customer needs to see.

Choose Feefo if you’re a UK brand in a regulated or high-trust category; your compliance team will ask where each review came from, and $200 to $400 a month on a 12-month term is a line item you can carry.

Choose Trustpilot if strangers need to trust you before they buy, your brand is searched by name, a public TrustScore is worth $319 per domain, and you want the moderation that comes with it.

Choose neither if you need product reviews for your own store. Both of these are business-reputation platforms first, and a dedicated review tool does the on-site job for $9 with the same closed door.

Whichever way you go, look at the contract length before the feature list. Twelve months is a long time to be on the wrong side of the door.