A real, identifiable business.
Confirm the trading name, legal entity where applicable, website, UK service area and reachable business contacts.
Standards before advertising.
These are the assessment areas applicants must address. A human reviewer decides whether the evidence is sufficient; submitting links or paying a fee does not pass the checks.
Look beyond the star rating.
Assess available review volume, recency, consistency and recurring concerns. Record sources and limitations; limited evidence may mean we cannot approve a business.
A clear route to a resolution.
Check a published complaints route, stated response times and how the business addresses recurring customer concerns.
Keep the standards in place.
Businesses must tell us about material changes. Serious concerns can trigger reassessment, suspension or removal. Advertising never changes how we handle a complaint.
Verification covers the checks stated on a profile. It is not a credit rating, regulatory approval or promise that problems will never occur.