Revealed: how TrustPilot’s review verification system really works

Details of how TrustPilot enables estate agents to verify and manage customer reviews have been revealed follow a complaint about Purplebricks from one of its customers. Brighton-based lifestyle blogger Laura Tells (pictured, left) posted a low rating of Purplebricks on Trustpilot recently after receiving zero viewings for her flat. Soon after posting her review Laura was contacted by TrustPilot to say that it had been taken down because “Purplebricks has reported the review because they don’t believe you’ve had a genuine buying or service experience”. Laura was then told that to have her review put live again she’d have to provide her proof of service with Purplebricks. A protracted debate ensued on Twitter between Laura and Trustpilot, during which several traditional agents weighed in to demand the review site clarify how their ratings management process works, but largely to no avail. Company guidelines The Negotiator has contacted TrustPilot for a response. It says that, following the Twitter exchange, it has contacted Purplebricks to “clarify” its usage of the term ‘verified’ and to “make sure they comply with our company guidelines,” says spokesman Alexander Tolstrup. “Companies should not refer to unverified Trustpilot reviews as verified even if the company have done…