Trustpilot Widget: Embed Trustpilot Reviews on Your Website, and What Each Plan Costs

TrustBox is Trustpilot's name for its embeddable review widgets. You configure one inside your Trustpilot business account and it hands you a block of HTML. Trustpilot's own widget page describes a four step flow: choose the widget type, configure settings such as light and dark versions, review filters and dimensions, generate the code with one click, then deploy it.

There are two deployment routes and Trustpilot states them plainly. In its words, "If you are using an eCommerce integration, you can drag-and-drop your widget onto your site. Otherwise, simply copy and paste the TrustBox HTML into the BODY." That second route is the one most sites take, and it is why the installation is platform agnostic: anywhere you can paste raw HTML, a TrustBox will render. On WordPress that is a Custom HTML block or the theme footer, on Shopify a theme section or a custom liquid block, on Squarespace a Code block, on Webflow an Embed element.

The widget family is broader than the single star rating block most people picture. Trustpilot lists a Flex widget customizable by size, color and trust signals, Review Highlights which automatically display quotes grouped by AI-driven topics, email marketing TrustBoxes for signatures and campaigns, a Targeted TrustBox that displays only tagged reviews relevant to specific customers, and product attribute ratings. Which of those you may use, and how many at once, is set by your plan rather than by the code.

These figures were read from Trustpilot's own plans page on September 1, 2026. Three clauses apply to the paid rows and are easy to miss: every tier notes that each domain is priced separately, every paid contract is a 12-month commitment, and the cheapest tier is not available to everyone.

Read the widget column down the page and the pricing model becomes obvious. Going from Starter to Plus is a jump of about $220 a month, and what it mainly buys is eight more TrustBoxes and 200 more invitations. That is a coherent way to sell review software, but it has a consequence worth planning around: every extra place you want to show proof is a billable unit, so the natural instinct to put social proof on the pricing page, the checkout, the product pages and the footer runs directly into the meter.

One honesty note. Several widely circulated third party roundups quote different numbers for these tiers, including $259 a month for Plus. We are publishing what Trustpilot's own plans page stated on the date above rather than reconciling those, because the vendor page is the authority and secondhand pricing tables in this category go stale quickly. Check the live page before you budget, and be skeptical of any comparison article that does not say when it looked.

Higher tiers raise the number of domains you may attach, from 1 on Starter to up to 3 on Plus and unlimited on Premium, but that allowance is a ceiling rather than a bundle. Every paid tier carries the same note: each domain priced separately. So the second domain is not free on Plus, it is simply permitted.

That is what the headline number hides. An agency with six client sites is not buying one plan, it is paying six times. A company with a main site and a separate storefront domain pays twice. A business running regional domains pays per region. None of it is hidden, it is just not what a reader takes away from from $99 a month, and it is the most common reason a Trustpilot quote comes back higher than expected.

There is a second gate on that cheapest row. Trustpilot states Starter is available only to new small business customers (up to $5M revenue), and it is capped at 1 domain and 1 user. So a mid-sized company cannot buy the $99 tier at all: its real entry point is Plus at $319 a month, per domain, which changes the comparison considerably.

The commitment clause compounds it. Trustpilot states that all contracts are a 12-month commitment, so the decision you are making is not $99 this month, it is $1,188 for the year on Starter, $3,828 on Plus, or $9,588 on Premium, per domain. That is a normal enough way to sell business software, but it does mean the trial period matters more than usual: you want to know your invitation volume and how many placements you actually need before you sign, not after. Invitation volume is also where the closest competing platform separates itself: at the same $99 a month, REVIEWS.io publishes an allowance of 1,500 invitations against Trustpilot's 100, which is set out plan by plan in Reviews.io vs Trustpilot.

If your proof needs to appear across several brands or domains, that is the specific case flat pricing is good at. Our own plan does not count widgets, domains or seats, which is why agencies and multi brand teams tend to land on it. The wider category comparison is on best testimonial software.

This is the question buyers ask quietly, and most Trustpilot tutorials either skip it or get it wrong in one of two directions. The accurate answer has two halves.

First, the mechanics. Filtering is a supported setting, not a hack. Trustpilot's widget documentation lists review filters among the things you configure before generating the code, and TrustBox widgets let you filter by minimum star rating and by language. So yes, you can generate a widget that shows only four star and five star reviews, and it takes one click. Trustpilot itself attaches a caution to that choice, noting that when you filter reviews in your widget you do not show consumers the full, accurate picture of all your customers' opinions.

Second, the law, because this is where the loose advice on the internet goes wrong. The FTC's Rule on the Use of Consumer Reviews and Testimonials, 16 CFR Part 465, took effect on October 21, 2024, and § 465.7 is the review suppression section. It is narrower than people assume. By its own terms the provision reaches reviews "displayed in a portion of its website or platform dedicated in whole or in part to receiving and displaying consumer reviews." The FTC's published questions and answers add the other half of it directly: "Organizing reviews is not suppressing reviews under the rule," and the rule does not cover the selective use of positive consumer reviews in separate marketing materials.

Put those together and the practical picture is this. A rating widget filtered to four stars and up, sitting on a marketing page, is generally not what § 465.7 was written to reach, and a curated testimonial wall on your homepage is squarely ordinary advertising. What § 465.7 does reach is a review section on your own site that presents itself as the full set of what customers submitted while quietly withholding the negative ones. The dividing line is not whether you selected, it is whether you implied you did not.

Two cautions before anyone reads that as permission. Section 465.7 is not the only rule in play: conduct that falls outside it can still be deceptive under the broader FTC Act, and a four star filtered widget presented as your overall Trustpilot standing is exactly the kind of framing that gets tested. And a filtered widget alongside your unfiltered public Trustpilot profile is a claim a customer can check in one click, which is a commercial risk long before it is a legal one. We have a fuller treatment of the endorsement side in FTC testimonial rules and on whether you can show only positive testimonials.

A TrustBox renders reviews that live on Trustpilot's platform under Trustpilot's terms. That is the source of most of its value, because a rating a vendor cannot edit is more believable than one it can, and it is also the source of the constraints teams run into later.

You cannot delete a negative review you disagree with; you can reply to it and you can report it if it breaches Trustpilot's guidelines, and that is the correct design. You do not control the presentation beyond the options the widget exposes. If the plan lapses, the placements you built around go with it, which is a different risk profile from content sitting in your own database. And the reviews cannot easily be repurposed into a case study, a sales deck, or an ad, because they are not yours to relicense.

None of that is an argument against having a Trustpilot profile. It is an argument for not letting it be the only proof you have. The reviews you collect directly are assets you keep: you hold the consent record, you can quote them in a proposal, and they follow you if you change review platforms. The two do different jobs, which is the next section.

These get compared as if they were competing products. They are not, and teams that treat them as alternatives usually end up with weaker pages than teams that run both.

The honest routing. If what you need is an independent rating a skeptical buyer can verify, Trustpilot does something we deliberately do not, and you should have it. If what you need is a customer explaining the objection your prospect is stuck on, a star average cannot do that at any price, and a filtered TrustBox certainly cannot. Most conversion pages want both: the badge for credibility, the story for persuasion. What we would push back on is paying per widget, per domain, on a twelve month contract, for the second job, because that is the job flat pricing does well. See Wall of Love for the display side and collect testimonials for how the requests go out.

A TrustBox that renders blank is nearly always one of a small number of things, and they are worth checking in this order before you contact support.

That last row is worth more attention than it usually gets. Any third party review widget that sets its own height after the page has painted will move the content below it, and that is a Cumulative Layout Shift problem Google measures on real visits rather than in a single lab test. We worked through how to measure and contain that in testimonial widgets and Core Web Vitals.

Placement moves conversion more than the choice of widget does, and a dedicated reviews page is the weakest position available, because very few buyers visit one before deciding. Put the rating where credibility is being weighed and the story where the objection is being raised.

In practice that means the aggregate rating belongs near the top of the pages where a visitor is deciding whether you are real: the homepage hero, the pricing page, the checkout. It is a credibility signal and it works in a second and a half. The specific testimonial belongs next to the specific hesitation. The customer who talks about how long onboarding took goes beside the signup button. The one who talks about support response times goes on the pricing page, next to the tier people stall on. That pairing is the whole argument for running both: the badge answers are these people legitimate, and the quote answers will this work for me.

If you are choosing where each format goes across a site, how to display testimonials on your website covers it in detail, and review widget covers the multi source case where imported reviews and your own collected quotes sit in one place. For the Google side of the same question, see Google reviews widget.