We're glad you want to check what's 'under the hood' of the TrustMate system
In online shopping there's no room for guesswork – what matters is comfort, plain truth, and a sense of security. Our mission is to create a space where consumers can trust product reviews without limits, and brands can proudly build their success on them.
Read how we collect, verify, and moderate ratings, so that the process is completely transparent, secure, and brings real satisfaction to both parties of the transaction.
See how we've prepared to collect reliable and valuable content. Below we explain the entire process of acquiring reviews at TrustMate.
At TrustMate, we precisely mark the source of every review, guaranteeing full purchase transparency. This way you always know whether a review came from a post-purchase email invitation, a QR code scan in-store, or was imported from external platforms.
Invitations sent by email are the main and most effective channel for acquiring reviews in the TrustMate system. Thanks to full automation and integration with your e-commerce platform, this process is completely hands-off for the seller and fully convenient for the buyer.
How does this mechanism work?
After a time period you define following order completion (giving the customer time to actually test the product), the system automatically sends a personalized email asking for a review. The level of interactivity of this solution is exceptionally high:
Review status
Combined with completely blocking the ability to add reviews 'off the street' directly on the website, the closed email invitation system guarantees 100% control over the origin of reviews.
Every rating obtained this way automatically receives a 'purchase confirmed' status in the system. This serves as unambiguous proof for other buyers that the reviews presented reflect the real purchasing experiences of actual customers, fully fulfilling the key requirements of the EU Omnibus Directive.
Since emails are a direct communication channel with the consumer, sending them requires the e-shop to have a proper legal basis. The Administrator (Seller) is obligated to implement appropriate consents and precise provisions in the terms of service and privacy policy, and to ensure transparency of this process during checkout.
The customer should be clearly informed in the shopping cart (e.g. via a dedicated, separate checkbox or a visible information clause) that their data will be processed in order to send a one-time request for a review. Fulfilling these formalities on the store's side guarantees legal safety in light of GDPR and direct marketing regulations.
QR review
A review from a QR code will have the 'QR/NFC review' status, because this way (using a QR code) anyone can submit it - not just the customer who made the purchase. We talk more about review statuses further down this page.
NFC technology – submit a review with a single phone tap
This is an exceptionally modern, contactless, and instant way to collect reviews, dedicated primarily to physical locations and service businesses (e.g. hotels, restaurants, beauty salons, or medical facilities). Dedicated badges, stands, or devices with the company logo and a built-in NFC chip are placed in visible spots - on tables, reception desks, or at checkout counters.
How does it work in practice?
The customer simply taps their smartphone against the badge with the logo. The phone automatically reads the signal and instantly displays the review form on the screen - no need to type in a website address, launch the camera, or scan anything. The form is fully responsive and looks identical to the one used for an email invitation.
Because anyone present at the venue can physically walk up to the NFC badge and tap their phone - not just the customer who made a purchase at that moment - a review published this way receives the 'QR/NFC review' status in the system. We talk more about review statuses further down this page.
SMS message requesting a review – direct contact after the transaction
This is an exceptionally effective method of acquiring reviews, characterized by the highest open rate. SMS messages reach the customer's phone directly, which means the response time is remarkably short.
The TrustMate system automatically generates and sends a personalized text message containing a secure, unique link. After clicking it, the user is instantly redirected to the review form. The entire process is fully responsive, fast, and visually identical to the email invitation.
Review status: Full authenticity confirmation. For this channel, the published review automatically receives the highest status in the system: 'purchase confirmed' or 'service used confirmed'.
Because sending an SMS message is directly and technically linked to an actual transaction in your sales system (e.g. order finalization), this process constitutes irrefutable proof for other consumers and supervisory authorities (such as the UOKiK) that the review comes from a real customer. This fully fulfills the strict requirements of the EU Omnibus Directive.
Since email and SMS are direct communication channels, before sending a request for a review you should make sure you have an appropriate legal basis for doing so. A physical or online store should ensure the implementation of proper information clauses in the terms of service and privacy policy, and ensure transparency of this process during checkout (e.g. via an appropriate checkbox or a clear notice about data processing in the shopping cart).
Fulfilling these formalities guarantees your company full legal safety and compliance with GDPR regulations and the Act on Providing Services by Electronic Means.
Widget or public business profile – an open form of collecting reviews
The final way to acquire ratings is by allowing users to add reviews directly from an interactive widget on your store's website, or through a public business profile on the TrustMate domain. This is a great solution for customers who want to share their experience on their own initiative, without waiting for an automatic invitation.
How does this process and verification mechanism work?
The user visits the site and independently launches the review form. To eliminate anonymous spam and protect the system from bots, this process requires active action on the part of the author:
They must provide their email address.
They undergo a verification procedure (must confirm their identity, e.g. by clicking a verification link sent to the provided inbox).
Review status and protection against manipulation (Omnibus requirement)
Unlike email or SMS invitations, this channel is open and public in nature. This means the TrustMate system has no technical way to automatically link a review to a specific transaction or order number in the e-shop's database in this case. We therefore cannot guarantee with one hundred percent certainty that a purchase actually took place.
Given the strict transparency requirements of the Omnibus Directive, the system responds to this in two ways:
Status: 'purchase not confirmed': Every review collected through the open channel is clearly marked with this status in the interface, informing other consumers that there is no hard link to the sales system.
Reduced weight in the algorithm: To prevent situations where open reviews could artificially lower or inflate a company's overall rating, the system uses a weighted average. A 'purchase not confirmed' review has the lowest weight in the algorithm - 1 (while reviews verified by purchase have a weight of 2). This means its impact on the final average shown in widgets is smaller, effectively protecting the credibility of your profile.
Trusted reviews are created from a combination of three elements: a quick star rating, a substantive description, and authentic photos or videos from customers. This rich content structure gives future buyers a full, realistic picture of the product and makes it easier to make the right decision.
The process of creating authentic, valuable content is the key to success for every modern company and the best guide for future buyers. See for yourself how we turn everyday transactions into a credible voice of consumers that drives sales and builds loyalty.
Step 1
The process begins with defining the customer's overall satisfaction level. The consumer rates the purchased product, the service provided, or the overall brand experience using a proven five-point scale. The seller has full freedom to personalize this element - the system allows choosing classic stars or any other graphic symbols that best match the e-shop's visual identity.
No barriers for the user
A key improvement at this stage is the technological integration of the email invitation with the target form. Clicking the specific number of stars directly in the content of the received message automatically takes the customer to the full form, immediately registering and marking their chosen rating. By eliminating the need to click the same parameter again, the process is maximally simplified, which drastically shortens the time needed to leave a review and increases conversion.
Step 2
After moving to the form, the customer gains access to an advanced creator that allows them to write a unique and maximally valuable review. This stage is designed to give the buyer full freedom of expression on one hand, and to provide the seller with invaluable analytical data on the other.
Proprietary prompt system (phrase prompter)
The customer can write a review completely on their own from scratch, or use the unique smart-suggestion system. The TrustMate algorithm generates ready-made, naturally sounding keyword phrases matched to the purchase context. This helps consumers put their thoughts into words, drastically eliminates the so-called 'blank page barrier', and makes the reviews left longer, more detailed, and rich in keywords (which powerfully supports the e-shop's SEO positioning).
User Generated Content (adding photos)
Depending on how the seller configures the system, buyers can easily enrich their review with authentic photos of the purchased product. Visual proof of purchase created by customers themselves (UGC) is currently one of the strongest trust-building factors (social proof), effectively dispelling the doubts of future visitors to the page.
Dedicated detailed questions (satisfaction surveys)
The TrustMate form is not just a text rating, but also a powerful research tool. Depending on the specifics of the industry and the store's needs, the rating process can be extended with additional, personalized questions:
NPS (Net Promoter Score): a key loyalty metric measuring the likelihood of recommending the brand to friends.
Closed (Yes/No) and single-choice questions: allowing instant assessment of specific aspects, e.g. delivery time, quality of service, or size accuracy.
Additional open questions: for customers who want to pass optional, detailed suggestions directly to Customer Service.
Thanks to such a flexible structure, the store gains not only reliable marketing content but also a precise set of data that allows for ongoing optimization of business processes.
At TrustMate, every review has a clear status that determines its degree of verification and its weight in the overall average rating. This division allows you to instantly distinguish reviews directly confirmed by purchase from unverified or external ratings, guaranteeing full transparency.
In modern e-commerce, the key to safe shopping is knowing exactly where a given rating comes from. To ensure your full comfort and reliable support when making decisions, at TrustMate we treat transparency as non-negotiable.
In accordance with the highest market standards and the requirements of the Omnibus Directive, every review we publish has a clear indication of its origin. This makes it possible to instantly distinguish an independent buyer's voice from other content formats.
Due to the source and method of verification, our system distinguishes several key types of reviews:
Verified review (purchase confirmed) - the highest authenticity status, directly linked to a real transaction in the store.
Unverified review - a rating added voluntarily by the user, without the system being able to automatically confirm the purchase.
Review from mobile channels (QR / NFC) - reviews collected at physical locations using modern contactless technologies.
External (imported) review - ratings gathered on other sales platforms and integrated into a single view.
Translated review - foreign-language reviews made available in the local language thanks to smart translation algorithms.
Learn the details of each of these solutions and see how we take care of the credibility of the presented data.
These are reviews you can trust one hundred percent. Their status is inseparably linked to a real transaction - meaning the rating comes from a person who actually purchased the product, ordered the service, and went through the full purchase path in the store.
How can you recognize them?
All verified ratings are clearly and unambiguously highlighted in the TrustMate widget interface. We mark them with a dedicated "verified" label combined with a distinctive orange trust badge. For every consumer visiting the page, this is an instant, legible signal that they are dealing with a reliable, verified, and safe source of information.
How do companies earn such reviews?
This elite status is reserved exclusively for ratings obtained through a closed transaction cycle - via automatic email invitations and SMS messages. Since the message is only sent after the order has been registered and finalized in the e-commerce system, this completely rules out the risk of generating fake reviews.
Implementing this solution fully meets the strict guidelines of the EU Omnibus Directive regarding the transparency of consumer reviews, and in the TrustMate algorithm these reviews carry the highest weight (weight 2), shaping the company's or product's average rating the most strongly.
These are reviews that enter the system through so-called open channels, i.e. places where any internet user can share an opinion on their own initiative. In this case, the TrustMate system has no technical way to automatically verify and link the review to a specific order number in the seller's database. This does not mean the review is untrue - the system simply informs that it cannot give it a 100% purchase guarantee.
How can you recognize them?
To ensure full transparency and eliminate the risk of misleading consumers, all reviews of this type are precisely labeled. We mark them in the widgets with a clear "purchase not confirmed" label and a dedicated grey badge.
Where do such reviews come from?
They are most often generated through:
The user independently adding a rating directly from the widget on the store's website or on the company's public business profile.
Introducing this status is a direct implementation of EU regulations protecting consumers. To ensure maximum objectivity of the presented data, reviews with unconfirmed purchase have a reduced weight in the average-calculation algorithm (weight 1, while verified reviews have weight 2). This means their impact on the overall rating of the product or company is smaller, effectively protecting the e-shop's profile from attempts by outsiders to artificially lower or inflate ratings.
The TrustMate system allows you to consolidate the e-shop's reputation from across the internet and present it in one place. External reviews are ratings gathered outside our technological ecosystem - for example imported from global platforms such as Google, Trustpilot, Trusted Shops, eKomi, or other independent solutions - and displayed collectively in an interactive widget on the company's website.
How can you recognize them?
Full transparency towards consumers is our absolute priority. That's why every imported review is very clearly distinguished from ratings collected directly by TrustMate. We mark it with a clear "external review" label and a dedicated graphic symbol (the source platform's logo - if possible). This way, visitors immediately know which service a given voice comes from.
Verification and legal transparency (compliance with the Omnibus Directive)
Since the verification and authorization process for these ratings lies entirely with third-party services, TrustMate has no technical insight into their transaction path. Therefore, we cannot independently guarantee that these reviews come from customers who actually purchased the product or used the service.
To maintain the highest standards of market fairness, external reviews are included in the overall rating under special conditions:
The system uses a weighted average algorithm.
Reviews imported from external platforms have a reduced weight of 1 (while fully verified reviews in the TrustMate system have the highest weight of 2).
This mechanism guarantees that ratings directly linked to the purchase process in the e-shop play a dominant role in building the average rating, while imported content constitutes a valuable, yet fully safe and transparent, complement to the company's profile.
Growing sales in international markets requires building trust from the first contact. To provide consumers with the most detailed product descriptions possible and help them make accurate decisions, the TrustMate system enables automatic translation and sharing of shopping experiences between different geographic markets. This is the ideal solution for e-shops running cross-border sales.
How does it work and how do we maintain transparency?
The buyer gains access to a review translated into their native language, giving them full knowledge of the product even if the original purchase took place in a different country. At the same time, to fully protect consumer rights and keep the process transparent:
The highest technological standard: The automatic translation process is carried out using the leading, most advanced language engines in the world - DeepL and Google API. This guarantees the highest possible quality and natural sound of the translation.
Access to the original and a system disclaimer: Every user can, at any time, technically view the original, untranslated review content with a single click. In the interest of reliability, we honestly inform you that automatic translation systems - despite constant development - may occasionally make minor grammatical or contextual errors. Providing the original text allows the consumer to instantly verify it.
Strict data exchange scope: By default, the exchange and translation of reviews takes place only between online stores belonging to the same capital group (e.g. between different language versions of the same brand).
Clear labeling of third parties: If the system allows the exchange of product reviews between completely separate, independent businesses, information about the external source and the name of the original seller is always clearly and plainly indicated in the metadata of each review.
Algorithm weight and legal compliance (Omnibus requirement)
Translating the text through an external system in no way affects the substantive status of the rating. To maintain absolute reliability of the average-calculation algorithm:
A translated review keeps exactly the same weight that its original version had before translation.
If the original review was fully verified by purchase in its country of origin, it retains the highest weight of 2 after being translated into another language. If it was unverified, it retains a weight of 1.
This process design eliminates the risk of artificially manipulating ratings, giving sellers a powerful tool to instantly build credibility in new markets, and giving consumers a full and transparent spectrum of reviews while maintaining the highest EU standards.
This is a unique category of ratings created directly at the place where a service is provided or at the point of sale, forming a natural bridge between the physical and digital world. These are reviews collected in so-called close contact with the brand - ideal for the Horeca industry (hotels, restaurants), beauty salons, medical facilities, or traditional retail.
How does this process work in practice?
Company staff provide the customer with a dedicated medium (e.g. an elegant stand on the table, the reception desk, product packaging, or proof of purchase) bearing the company logo. The customer uses their own mobile device to open the TrustMate review form in just a second - by scanning a unique QR code or tapping their phone against a contactless NFC badge. Since the form is made available right at the end of the service, these reviews are added "on the spot," reflecting the consumer's fresh and authentic impressions.
Although this rating-acquisition model is based on a direct relationship with the customer after the service has been provided, the TrustMate system rigorously maintains the transparency of the data presented online:
Status 'QR/NFC review': Since anyone visiting the venue can access the physical medium (QR code or NFC tag) in a public space - with no automatic, system-based link to a digital transaction number in the database - these reviews are marked in the widgets with a phone icon and a note indicating their source.
Optimal weight of 1.5 in the algorithm: To maintain full objectivity of the company's average rating, reviews from mobile QR/NFC channels carry a weight of 1.5 in the calculation (while closed email/SMS invitations have a weight of 2).
With this solution, you gain a powerful tool for building local social proof and collecting reviews from real guests, while maintaining full legal safety and resilience of your profile against claims of unverified content origin.
In addition to dividing reviews by their source and method of verification (status), the TrustMate system precisely categorizes reviews by the subject of the rating. This division keeps the data structure on the page organized and means customers looking for specific information don't have to sift through descriptions that aren't relevant to them.
Here's how we distinguish and present reviews based on their purpose:
These are reviews dedicated exclusively to a specific item. Their purpose is to provide future buyers with substantive knowledge about the physical features and usefulness of a given product, helping them make an accurate purchase decision directly on the product page.
What do they focus on?
They focus on specification, design, comfort of use, durability, or actual appearance (e.g. for footwear, this would be information about leather quality, insole comfort, or size accuracy).
What do they leave out?
This review format deliberately separates and leaves out logistical matters, such as courier delays, how the package was wrapped, or contact with Customer Service.
Why does this matter?
Separating product reviews from logistics reviews prevents a situation where a genuinely high-quality product gets a low rating just because the courier company was late with delivery. This protects the fair image of your e-shop's assortment.
This category is dedicated to companies whose business is based on performing specific services (e.g. beauty salons, car repair shops, financial advisory, medical care, or booking services).
What do they focus on?
They focus on staff professionalism, the atmosphere on site, punctuality, how effectively the problem was resolved, and the price-to-quality ratio of the service provided.
Benefit for the business
Company reviews are the foundation of market credibility. They are an excellent tool for building trust on homepages, in shopping carts, and on external business profiles, proving that your company operates smoothly at every stage of order fulfillment.
These are image-related reviews that refer to the overall assessment of your brand as a reliable business partner. They present the customer's overall experience of working with your store, from the moment they land on the page until they receive their parcel.
What do they focus on?
They focus on how well the shopping platform works, the professionalism and helpfulness of Customer Service, how quickly the shipment is dispatched, packaging standards (e.g. an eco-friendly approach or the degree of protection for fragile items), and a hassle-free process for any returns and complaints.
Benefit for the business
Company reviews are the foundation of market credibility. They are an excellent tool for building trust on homepages, in shopping carts, and on external business profiles, proving that your company operates smoothly at every stage of order fulfillment.
The rating shown in the widgets is a mathematical weighted average, in which the strength of each review's influence depends on its degree of verification. By giving the highest weight to reviews unconditionally confirmed by purchase, we protect the system from manipulation and provide consumers with the most reliable picture of the brand.
Most systems on the internet use a simple arithmetic average. Unfortunately, this solution is vulnerable to manipulation - just a few fake, mass-added "off the street" ratings are enough to completely distort the real image of a company or product.
At TrustMate we do things differently. In the interest of absolute fairness and full compliance with the Omnibus Directive, we have implemented an advanced weighted-average algorithm. This means every review has an assigned voting strength (weight) depending on the degree to which its origin has been verified. Reviews we are certain about have twice the impact on the final rating compared to ratings coming from open channels.
The design of our system means companies collect ratings in a safe and closed way. As much as 99% of all reviews gathered in the TrustMate system are verified reviews confirmed by a real purchase! This is the foundation that guarantees the unquestionable credibility of your profile.
Weight table: How do individual reviews affect the average?
To provide consumers with maximum transparency, below is the official breakdown of all review types along with their system weights:
Review type | Icon | Acquisition channel | Verification status | Algorithm weight |
|---|---|---|---|---|
Verified review |  | Email / SMS invitation after purchase | Full transaction confirmation | Weight 2 (highest) |
Unverified review |  | Self-added via widget / business profile | No automatic link to a purchase | Weight 1 (standard) |
QR / NFC review |  | Scanning a code or tapping a phone on-site | No digital link to an order number | Weight 1.5 |
External review |  | Imported from third-party platforms (Google, Trustpilot, etc.) | Verification lies with the source service | Weight 1 (standard) |
Translated review |  | Automatic translation (DeepL / Google API) | Depends on the original review's status | Same as the original |
Review in mediation |  | Rating frozen during a 21-day dialogue between parties | Temporary status | Weight 0 (temporarily disabled) |
Review withdrawn after mediation |  | Rating canceled by the author after mediation | Audit trail (placeholder) | Weight 0 (permanently disabled) |
Expert review | | Advisory commentary from staff / specialists | Separate information tab | No numeric rating (0) |
Withdrawn product review | | Rating canceled by the store due to one of the available statuses | Audit trail (placeholder) | Weight 0 (permanently disabled) |
It rewards real customers
Since 99% of reviews carry the highest weight of 2 (verified by purchase), the final average shown on your page reflects the actual, genuine experiences of people who spent money with you.
Protection against "review bombing"
If unfair competitors or bots try to mass-post negative ratings through the open widget (without making a purchase), their reviews receive an "unconfirmed purchase" status and the lowest weight of 1. The algorithm automatically and drastically limits their impact on your overall average.
Full legal compliance (Omnibus)
Consumer protection authorities strictly penalize the artificial hiding of negative ratings. The TrustMate system doesn't remove or manipulate reviews - instead, it openly discloses their status and applies a mathematically clean, objective weighting algorithm.
Building trust is based on authenticity, which is why every rating in our system goes through an automatic transaction-verification process. This gives you confidence that you're reading reviews based on real shopping experiences, completely free of manipulation and artificially generated ratings.
Ensuring the highest quality, reliability, and the so-called "cleanliness" of the review database is the foundation on which we build trust in your brand. To eliminate fake ratings and give consumers confidence that they're reading real experiences of other people, a key stage of our process is the meticulous verification of the origin of each piece of content.
To this end, the TrustMate system completely cuts off the ability to add anonymous reviews directly on the site, replacing it with a closed transactional verification system. Every request to leave a rating takes the form of a personalized invitation sent directly and exclusively to people who actually made a purchase in the e-shop or used the service.
Learn about the mechanisms that safeguard the authenticity of your profile and guarantee full compliance with applicable consumer protection regulations.
The key to one-hundred-percent certainty lies in precise system integration and automatic data pairing. The invitation to leave a review is generated by the system and directed exclusively to the same email address (or phone number) that the consumer provided when placing the order and authorizing it in the e-shop.
This allows the TrustMate algorithm to create an unbreakable, digital link between a specific, documented transaction (a unique order number in the database) and the review submitted. This operating model completely eliminates the human factor and the risk of abuse, giving you absolute certainty that the resulting content comes from someone who actually bought the product or genuinely used your services.
What does this mean under the law?
This verification standard is a direct implementation of the requirements of Article 7aa of the Polish Act on Counteracting Unfair Market Practices (implementing the Omnibus Directive). In the event of any inspection by UOKiK (the Polish consumer protection authority), your store has hard, technological proof that you systematically check and guarantee the authenticity of published reviews.
By contrast - for reviews collected via public QR codes, NFC technology, or added by users directly from a business profile, the system has no automatic, pre-existing link to the e-shop's order database.
Although the authors of such reviews must verify their email inbox, the lack of a hard transactional trail means the system assigns them the previously mentioned "purchase not confirmed" status.
This is a fully fair, transparent, and safe approach:
We don't block the voices of customers who want to rate the brand on their own initiative at a physical location.
At the same time, we clearly inform other consumers about the specific source of a given review, leaving no grounds for any claims of misleading the market.
Verifying a review's origin, however, is only the first step. To ensure the highest standard of discussion culture, data security, and full protection against unfair market practices, every review goes through another key stage: automated content-quality moderation.
In this process, the TrustMate system operates on modern standards of content responsibility (in line with the EU Digital Services Act - DSA) and strict personal-data-protection rules (GDPR). Making sure that only substantive and lawful statements make it onto your store's pages, in real time (before a review becomes visible to the public), are two advanced, independent filters:
Behavioral and semantic filter (content protection and legal compliance)
This is an advanced algorithm that forms the first line of defense and operates in preventive moderation mode. Its job is to instantly scan and perform deep semantic analysis of a review's text in real time - before it ever reaches the public.
The filter precisely checks content for violations of the law, good practices, and EU regulations (including the Digital Services Act - DSA). It analyzes the following parameters:
Profanity and hate speech: Automatically detects and blocks reviews containing words widely considered offensive, vulgar, obscene, or discriminatory. This guarantees the highest standards of discourse culture around companies.
Personal data (GDPR safety): The algorithm identifies and stops reviews containing sensitive strings that could constitute personal data (e.g. names, phone numbers, email addresses of customers or Customer Service staff). This protects the store from the risk of violating data-protection regulations.
External links and commercial spam: Detects URL links, website addresses, and attempts at hidden advertising by competing businesses. This prevents the review section from being used as free spam space.
Writing anomalies (CAPS LOCK block): The filter catches and flags reviews written entirely in capital letters. In netiquette, this style signals shouting, is often associated with aggressive expression, and drastically lowers the aesthetics and readability of the product page.
Clearly false or off-topic content: Blocks statements that obviously don't concern the product, service, or company being rated, counteracting disinformation.
A review in which the system detects the above anomalies is automatically blocked. It never appears on the website or in the widgets and is completely invisible to consumers. It goes directly to the seller's admin panel with a blocked status and a clear indication of the reason.
Most importantly, from the perspective of the system's reliability: such a review is completely excluded from the algorithm that calculates the product's or company's average rating (weight 0), which makes it impossible to manipulate the statistics.
Technical filter (advanced anti-fraud shield)
While the behavioral filter takes care of the linguistic and cultural layer, the technical filter represents a unique technological advantage of the TrustMate system. This is an advanced cybersecurity mechanism whose job is to protect the integrity of the platform against organized manipulation, bot activity, and attempts to falsify the e-shop's statistics.
The system analyzes unique digital parameters of the device from which a rating is added (based on advanced device identification, cookies, and network analysis). On this basis, the algorithm applies strict blocks.
Why is this a key safeguard for your business?
Protection against "review bombing": Completely prevents a situation where a malicious user, unfair competitor, or paid troll farm tries to massively and intentionally lower your company's rating by adding dozens of negative comments one after another.
Credibility with users: This block also works the other way around - it prevents artificially "boosting" positive ratings from the same devices. For regulatory bodies, this is clear proof that the system technically prevents the generation of fake traffic and artificial reputation, which directly implements regulations against unfair competition.
To make the rules of the game fully transparent for sellers, consumers, and legal institutions, the fate of reviews caught by the moderation process is strictly defined:
Zero-Tolerance Rule for Manipulation: Any review that, during automatic verification, is caught by the behavioral filter (e.g. profanity, personal data, spam) or the technical filter (breaking the 30-day limit for a single device):
Is not published - the system permanently blocks its display on the website, in the widgets, and on the company's business profile.
Is completely excluded from the algorithm (weight 0) - such a rating is not taken into account when calculating the average rating of the product or store, keeping your statistics safe and 100% reliable.
Operates based on preventive content-moderation procedures (in line with the Digital Services Act - DSA) and personal-data protection. The filter automatically blocks the publication of profanity, hate speech, spam links, and third parties' personal data (to avoid GDPR violations).
We publish all reviews that comply with our terms of service - both positive and negative. They can be displayed in dedicated, customizable widgets or in a native solution on the store's website.
Both positive and negative reviews go through the exact same automated verification process and are published on the store's pages at the exact same time, without artificially delaying the presentation of critical ratings.
TrustMate's default widget settings are designed to prioritize delivering consumers the most substantive and information-rich content. The way reviews are presented has a direct impact on purchasing decisions, which is why our system follows a win-win strategy: it helps buyers quickly reach key product data, while allowing stores to effectively support sales and conversion through authentic, strong Social Proof.
To achieve this goal, the core algorithm for ordering reviews in the widget takes into account the density and quality of information, arranging reviews in a fixed, objective hierarchy:
Reviews with media (photos, video): They have the highest display priority. They are the most desired by consumers because they show the product in real usage conditions (User Generated Content) and best verify its features.
Reviews with a text description: Reviews containing the customer's substantive opinion, describing their impressions, and the product's advantages or disadvantages.
Reviews without content (rating only): Pure star ratings without an additional comment. They appear at the end of the list, as they confirm the transaction but don't carry additional educational value for other buyers.
Full control in the user's hands
Despite the default sorting by content richness, the system in no way restricts or delays access to critical reviews. The hierarchy criterion applies only to format (media -> text -> stars), not to the star rating.
In addition, every visitor to the page has access to an intuitive control panel that allows for free, self-directed filtering of reviews. Buyers can display only negative reviews (e.g. 1 or 2 stars) or only positive ones with a single click, ensuring 100% transparency and guaranteeing that no review is hidden from the market.
You may also find various additional extensions on our widgets and reviews. The appearance of a review may vary depending on the widget used and its configuration.
Featured reviews
These are reviews marked by the seller as the most valuable for future buyers.
In the TrustMate ecosystem, transparency and fairness toward consumers play the leading role. This means one overriding principle: in our system, there is no possibility of arbitrarily deleting negative reviews.
Critical reviews are just as important to the market as positive ones – they build trust, show a true picture of the brand, and allow consumers to make informed decisions.
However, in the spirit of full objectivity, we don't want to allow situations where the assessment of a specific product is distorted by mistakes or factors beyond the product itself. That's why the TrustMate system allows a product review's status to be changed to "withdrawn" only after it has been published, and only if it meets at least one of three strict conditions:
The product qualifies for the complaint procedure (Manufacturing defect/damage)
If the problem described by the customer results from a disclosed physical defect of the product that is subject to the official complaint procedure, we give the seller the option to withdraw such a review. This tool is designed to move the dispute onto official legal tracks (warranty/guarantee) and to encourage the store to engage in direct dialogue with the customer in order to quickly repair the damage, exchange the product, or issue a refund.
The review content does not concern the rated product (Categorization error)
A common mistake consumers make is rating the courier's work or delivery time on a specific item's page. If a product review describes only the logistics process, order handling quality, or packaging method instead of the product's features (e.g. comfort, build quality) – the store has the right to withdraw it.
💡 Important note:
The above path applies only to product reviews. For company (image) reviews, direct withdrawal of content by the store is technically blocked – in their case, the only legal route is to initiate the mediation system described earlier.
The product was not actually used by the consumer
Product reviews are meant to describe real experiences of using a given item. If the review content clearly shows that the customer never used the product (e.g. rating it negatively before unpacking it or based on assumptions), the content distorts reality and carries no value for other buyers. Such a review also qualifies for withdrawal.
The review withdrawal procedure in TrustMate was designed to completely rule out the risk of one-sided censorship of the internet by dishonest sellers. The system protects consumer rights on two levels:
Full disclosure (No permanent deletion)
Every withdrawn review is covered in the widgets with a system notice (a so-called placeholder). The star rating stops being counted toward the average (weight 0), but its original text remains available for every website user to view. Nothing disappears from the service's code.
Automatic notification and appeal procedure
The moment a company decides to withdraw a review, the TrustMate system immediately sends an automatic email to the author of that review. The consumer is officially informed about the change in status of their statement and the reason for that decision. Crucially – the email contains a dedicated link enabling an official appeal against the store's decision. If the customer demonstrates that the withdrawal was unjustified, the review immediately returns to full visibility.
Thanks to this architecture, the review withdrawal process at TrustMate meets the highest EU standards (Omnibus Directive). It gives stores a tool to defend against obvious mistakes, while guaranteeing consumers and supervisory authorities that no critical review will be hidden unlawfully and without its author's knowledge.
A negative review doesn't have to mean the end of a customer relationship – very often it results from a simple misunderstanding, a random courier company error, or a temporary lack of contact. At TrustMate we believe in the power of dialogue, which is why we created the Mediation system. It's a formalized, two-way tool that allows the seller to instantly get in touch with the author of a critical review and resolve the problem amicably.
How does this process work step by step?
Initiation and a private channel: When a review requiring clarification appears in the store's panel, the seller can launch the mediation procedure with a single click. The system then opens a secure, fully confidential chat dedicated solely to both parties of the transaction.
Strict timeframe: The store is given a maximum of 21 days by the system to reach an agreement and talk with the buyer. Introducing a hard time limit guarantees that the process runs smoothly and that critical voices are not pushed off indefinitely.
The reviewer can end the mediation process at any time after providing at least one response to the company.
Transparency at the highest level
Many software providers hide negative reviews for the duration of a dispute, which regulatory authorities may consider an attempt at internet censorship and manipulation. At TrustMate we take a fully transparent approach to this:
Mediation notice (placeholder): The moment discussions begin, the review on the profile page and in the widgets is covered with an attractive notice informing other buyers that an explanatory procedure is currently underway for this review.
No hiding of content: Any user visiting the page can click the "Show review" button at any time – the system will immediately reveal the full, original review text to them. Nothing is concealed from the market.
Impact on the average rating during and after mediation
During discussions (Suspended status): For the 21 days that mediation lasts, the star rating of the review is temporarily frozen and has a weight of 0. This means it does not affect the overall average rating of the product or store while the matter is being clarified.
No agreement (Returns to the review pool): If the parties fail to reach a consensus within 21 days, the system automatically closes the dispute. The review regains full default visibility, and its stars are counted toward the overall average again.
Successful mediation (Permanent withdrawal): If, as a result of the discussion, the customer receives a satisfactory resolution (e.g. a product exchange, compensation) and decides to withdraw their negative rating, the system changes its status to "withdrawn".
Audit history (Revision trail)
Even after a review has been permanently withdrawn by the customer, a permanent notice remains on the profile page and in the widgets informing the market that mediation ended successfully and the buyer reached an agreement with the store. Other users can still view the historical text. This standard guarantees your company full legal resilience – it proves to regulators that every change of a review's status had a real, documented, and legal reason.
Digital security and transparency in the exchange of information are the foundations of modern e-commerce. In full compliance with the EU Digital Services Act (DSA), the TrustMate system has been equipped with an official and free Notice and Action procedure.
Any internet user (a consumer, seller, or third party) who has doubts about the legality or factual accuracy of a given review has the right to report it immediately.
The process is fully automated and intuitive. It doesn't require writing complicated letters or contacting a hotline:
Reviews published within the TrustMate ecosystem must not contain illegal information or content that grossly violates the platform's terms of service. A report may concern, in particular:
Profanity and disallowed content: Words widely considered offensive, pornographic, obscene, and indecent content.
Advertising and spam: Messages constituting direct advertising of other entities, external links, and hidden marketing activities.
Copyright infringement: Content originating from third parties that constitutes a work within the meaning of copyright law and goes beyond a legally permitted quotation.
Personal data protection (GDPR): Publishing the names, phone numbers, or email addresses of other users or employees of the reviewed company.
Personal rights and hate speech: Content that violates personal rights or incites racial hatred, xenophobia, and intercultural conflicts.
Acts of unfair competition: Reviews that are blatantly untrue or infringe on trademark rights, company names, or designations of origin.
Absolutely illegal content: Any information contrary to national or EU law, including incitement to terrorism, materials depicting child exploitation, the sale of counterfeit goods, and violations of private (civil) and public (criminal) law.
In justified cases – to protect the "cleanliness" of the system and to the necessary extent – TrustMate.io is authorized to make editorial changes, block, or completely remove content. These actions are taken when:
The posted content directly violates the TrustMate.io terms of service.
It is a duplicate of a review that already exists for the same transaction and order number.
It mistakenly concerns a completely different entity, product, or service than the one actually being rated.
It was generated from a temporary, anonymous email address.
It shows signs of automated activity (bots), or tools were used to bypass traffic analysis (blocked by technical filters).
The text was copied (plagiarized) in whole or in part from other users or from the manufacturer's website.
The review content unlawfully contains personal data of third parties.
Implementing DSA standards in the TrustMate system guarantees that the e-shop operates in a safe and legally regulated environment, and that consumers have a real impact on eliminating toxic or illegal content from public space.
