--- title: "How do you ask customers to review you on Trustpilot?" url: https://reviewnudge.app/guides/ask-customers-to-review-you-on-trustpilot/ published: 2026-10-24 updated: 2026-10-24 author: "Jack Stovell" author_profile: https://i.hilyt.it/jack publisher: "Adapt Progress Evolve Limited" summary: "Share a link to your Trustpilot profile or use Trustpilot's invitation tools, and ask every customer in the same neutral way. Rewards and asking only the happy ones are both ruled out by Trustpilot's guidelines, and UK law treats cherry-picking as misleading." language: en-GB --- # How do you ask customers to review you on Trustpilot? > Share a link to your Trustpilot profile or use Trustpilot's invitation tools, and ask every customer in the same neutral way. Rewards and asking only the happy ones are both ruled out by Trustpilot's guidelines, and UK law treats cherry-picking as misleading. Short answer: claim your Trustpilot business profile, then share a link to it or use Trustpilot's automated invitations. Send the same neutral request to every customer at the same point after their purchase or visit. Trustpilot bans incentives and selective invitations, and the CMA treats asking only satisfied customers as cherry-picking. Sharing your link is free, and the rest of this guide shows how to do it fairly. ## Step 1: Find your Trustpilot profile and link Trustpilot's guidelines say that once someone writes a review about your business, a profile page is created to host it, and that page is visible even if you haven't claimed it. Claiming the profile lets you add details about your business and reply to reviews. Search for your business on Trustpilot, open your profile and copy the web address from your browser. That's the link you'll share. Before you send it to anyone, open it on your own phone and check it lands on your business, with your name and website showing. Then save it somewhere your staff can find it. ## Step 2: Choose how to invite customers Trustpilot's guidelines say businesses can invite customers using automated invitations or non-automated ones, such as sharing links or QR codes, as long as reviews are collected fairly and neutrally. For a small business there are three realistic routes. **A shared link.** Paste your link into the follow-up email, text or WhatsApp you already send, or print it on a receipt. **A QR code.** Put it on a card in a delivery, a sign by the till or the bottom of an invoice, so customers can scan it later at home. **Automated invitations.** Trustpilot says many businesses choose automated methods because they send invitations consistently and can connect reviews to real transactions. What's available depends on your account, so check the invitation options in your Trustpilot business account before you commit to one. Which one suits you? If you already email invoices or confirmations, automation saves you remembering to ask and treats everyone the same. If you're a sole trader texting customers after a job, a shared link does the work. ## Step 3: Write a neutral message Keep it short. A good request thanks the customer, names your business, asks for an honest review and gives one link. A text version might read: "Hi Sam, thanks for choosing Green Lane Plumbing. If you have a minute, we'd welcome an honest review on Trustpilot: [link]". Leave out anything that steers the rating. No "if you were happy", no "five stars would mean the world". Trustpilot's guidelines quote "If you like us, please leave us a 5-star review" as wording you mustn't use. Our guide on [whether you can ask for a 5-star review](/guides/can-you-ask-for-a-5-star-review/) explains where the line sits, and there's more on [asking for an honest review](/guides/ask-for-an-honest-review/). Timing matters too. Trustpilot asks businesses to give customers time to experience the product or service before asking, and to ask everyone at the same point in the customer journey. If you'd rather not write it from scratch, the free [review request message builder](/tools/review-request-generator/) drafts SMS, WhatsApp and email versions. It needs no account: add your business name and your Trustpilot link, check the wording and send. ## What Trustpilot does not allow Trustpilot's guidelines for businesses are specific. You must not: - offer incentives for writing or editing a review, including discounts, promo codes, prize draw entries, refunds, freebies or any other benefit - invite only people you know had a good experience - time invitations for a stage of the customer journey that only happy customers reach - pre-screen customers, sending the happy ones to review you and the unhappy ones to contact you directly - suggest that people only leave positive reviews - collect reviews on business devices, so don't hand customers your shop tablet or phone - invite people with a special relationship to the business, such as close family, people working in or with the business, or shareholders - pressure anyone to write, edit or delete a review The guidelines also say to send one invitation per experience. If your invitation wording falls short, Trustpilot may ask you to change it or reset your invitation template, and misuse of the platform can lead to account suspension or a Consumer Warning on your profile. ## What UK law says The Digital Markets, Competition and Consumers Act 2024 brought in rules on fake and incentivised reviews, and the CMA's guidance on them was published in April 2025. The CMA's guidance says that encouraging reviews without predetermining their content or sentiment, "for example by merely emailing customers generally to ask if they wish to provide a review", isn't prohibited. So a plain request to all your customers is fine. The same guidance describes cherry-picking as including "encouraging just those who are satisfied to leave reviews". The law allows incentivised reviews only if the incentive is disclosed. Trustpilot doesn't allow incentives at all, so on Trustpilot there is no compliant way to offer one. Our guide to [fake reviews and UK law](/guides/fake-reviews-uk-law/) covers the detail. This is general information, not legal advice. ## Who can review you It helps to know who you're asking. Trustpilot's guidelines say people over 18 who have had a recent, genuine experience with your business can write a review. A purchase isn't required: a phone call, an email or an online chat counts. So it's fine to ask someone who rang for a quote, as long as you ask them the same way you ask everyone else. ## When the reviews arrive Reply to them, good and bad. Our guide on [how to reply to Trustpilot reviews](/guides/reply-to-trustpilot-reviews/) covers tone and wording. You can flag a review that breaks Trustpilot's guidelines, for example one containing personal information or not based on a genuine experience. Trustpilot says disliking a star rating or disagreeing with a negative review isn't a valid reason to flag. And never press a reviewer to change what they wrote. ## Trustpilot alongside Google reviews Trustpilot and Google are separate platforms with their own rules, and you can ask for reviews on both. The habit carries over: one link, one honest request to everyone, no rewards. If you already ask for Google reviews, our guide to [getting more Google reviews in the UK](/guides/how-to-get-more-google-reviews-uk/) covers that side. ## Questions people ask ### Who can leave a Trustpilot review? Trustpilot's guidelines say people over 18 who have had a recent, genuine experience with a business can review it. The experience doesn't have to be a purchase: a phone call, an email or an online chat counts. Your immediate family, staff and competitors can't review you. ### How do I get customers to review my business on Trustpilot? Claim your business profile, then share a link or QR code to it, or use Trustpilot's automated invitations. Ask every customer in the same neutral way, at the same point after their purchase or visit, with no reward attached. ### Can I offer a discount for a Trustpilot review? No. Trustpilot's guidelines for businesses ban incentives for writing or editing reviews, including discounts, promo codes, prize draw entries, refunds and freebies. UK law requires any incentivised review to be clearly disclosed, and on Trustpilot incentives aren't allowed at all. ### Can I only invite happy customers to review me on Trustpilot? No. Trustpilot's guidelines say you must invite everyone in the same way, whether their experience was good or bad. That rules out inviting only people you know were happy and sending unhappy customers off to contact you directly. The CMA counts encouraging only satisfied customers to leave reviews as cherry-picking. ## Sources - [Trustpilot: Guidelines for businesses (September 2026, version 7.3)](https://corporate.trustpilot.com/legal/for-businesses/guidelines-for-businesses/sep-2026) - [CMA: Fake reviews guidance (CMA208), GOV.UK](https://www.gov.uk/government/publications/fake-reviews-cma208) - [CMA: Fake reviews guidance (CMA208), full PDF (paragraphs 3.6, 3.7 and 4.5)](https://assets.publishing.service.gov.uk/media/67eeb64fe9c76fa33048c790/CMA208_-_Fake_reviews_guidance.pdf) - [CMA: Short guide for businesses publishing consumer reviews, GOV.UK](https://www.gov.uk/government/publications/fake-reviews/short-guide-for-businesses-publishing-consumer-reviews-and-complying-with-consumer-protection-law)