Trends in Trust

This year, commit to community and shopper confidence by verifying your identity

Thursday, February 10, 2022

You may have noticed some green badge icons or the option to verify your identity on Trustpilot. While the internet helps us shop the world in ways we could previously never imagine, it’s also created tons of information to wade through.

We have to do a lot of research to make an informed purchase, and often ask ”Is this a legitimate business or a scam?” or “Can I trust that this is a real review and not planted by an employee or competitor?” In fact, a recent study commissioned by Trustpilot found that two-thirds of UK and US consumers feel misinformation (false claims, fake reviews, misleading information, etc.) makes it harder to shop with confidence. 

And that is no way to shop!

One way to feel more confident in your research is to know if businesses or reviewers have gone through an extra layer of validation. 

In the same study, 78% of consumers in the UK and 73% of consumers in the US said that they would be more likely to purchase from a business if they knew the reviews were from real people. We also found that more than 50% of consumers agreed that they would be willing to prove their identity using their ID and taking a selfie to ensure others could trust their online review.

At Trustpilot, your opinion matters to us. That’s why we've introduced a new function that allows reviewers to verify their identity when posting reviews on Trustpilot using a photo ID and a selfie. Verifying helps ensure real people are writing the reviews you read, builds trust online, and helps everyone shop with confidence. 

We’re super excited about this new feature, but we also know you may have questions about how this update impacts you and your privacy. 

What is a Verified User?

A verified user indicates that the person who wrote the review has verified their identity by providing government-issued photo identification, such as a driver’s license or passport, to validate that they are who they say they are. The green badge with white checkmark icon displayed next to a reviewer’s name indicates that the reviewer has been verified.

Don’t worry, you can still verify your identity while keeping your public profile anonymous. The verified badge will appear next to whichever pseudonym you choose. 

verified review

Why should I verify my identity just to leave a review?

Chances are, you’ve verified your identity to do things like travel, send or receive money online, or rent a car. But to leave a review? Probably not.

We get it, verifying your identity to leave a review about a company you just bought socks from might seem like overkill, but with more than 1.3 million new reviews on Trustpilot each month, every experience adds up. We want to ensure every person reading those reviews feels confident that the feedback came from a real person who had a real experience. Businesses also benefit when they can trust and act on the valuable insights genuine reviews offer.  

How does it work?

We work with global identity verification service Veriff to provide a safe and secure verification process that can be done in minutes. All you have to do is upload your valid government-issued identification document and take a selfie to prove you are the person in the document. That’s it! 

You can verify your identity right from your settings page.

What will happen to my data if I verify?

Once submitted, your data will be accessible to Trustpilot and Veriff for seven days, then erased completely. Trustpilot will only keep and display your verification status as a verified user badge on your profile and reviews. For more details, visit our support center

The more verified users share their experiences on Trustpilot, the more trusted our platform will be for users like you. We hope this added layer of trust helps to build a community for all types of consumers where we can all learn from each other’s experiences. 


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