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Trusted traders

Get extra recognition

Become a Which? Trusted Trader

With an endorsement from Which? Trusted Traders, you’re more likely to stand out from your competitors and boost your business. Certass members get 50% off our membership fees for 6 months.*

When you're a Trusted Trader, we're here to support you

We're more than just an endorsement logo. We'll support your business through our dedicated account managers, moderated online reviews and an alternative dispute resolution (ADR) service. Plus you'll automatically become a Which? subscriber.


Read on to find out about the full range of benefits.

Give your customers confidence

Which? Trusted Traders has teamed up with Certass to help you get more recognition in the market. Customers already know and trust your business. With our endorsement, they'll have the added assurance that your business procedures have also been vetted and you're committed to customer service.

The Which? Trusted Trader logo sends out a strong signal to customers. It tells them they can be confident of receiving a good service from a reputable business, and it gives them the peace of mind that comes from having access to a dispute resolution service if things go wrong.

Which? Trusted Traders – part of consumer champion Which? – endorses traders all over the UK, and consumers from all over the UK are able to access our website for free to find traders they can trust.

Find out why consumers value an endorsement from Which?

Which? is trusted by consumers

People trust Which? because our recommendations carry weight. As the UK’s largest independent consumer association, we’ve been testing products and services and providing expert verdicts for more than 60 years.

You can count on our endorsement

Consumers value our Best Buy and Don’t Buy recommendations for products such as boilers, cookers and washing machines. We also give them confidence in traders like you thanks to our Which? Trusted Traders endorsement scheme.

Our icon means business

Not everyone can become a Which? Trusted Trader. Our assessments are thorough, so if you pass and choose to become endorsed, you’ll be able to use the Which? Trusted Traders endorsement logo to help you get the recognition you deserve. Plus, we reassess your business every year to check standards are being kept high.

Find out more about Which?

Use the Which? Trusted Traders logo for more impact

Customers trust our endorsement logo. Use it next to your own company logo and display it on your website, vans, clothing, invoices and more.

Plus all of our Which? Trusted Traders get:

  • A profile on our site

    Attract new customers. Create a photo gallery to showcase your best work and ask customers to leave reviews.

    See other traders in your area

  • A dedicated account manager

    A friendly voice on the phone to answer your questions and help you make the most of being a Which? Trusted Trader.

  • Moderated customer reviews

    We pride ourselves on moderating customer reviews to prevent abuse of the system.

  • Essential industry news

    Helpful pointers on aspects of regulations that affect your business.

  • Help resolving complaints

    Customers can access an independent alternative dispute resolution (ADR) service if there’s a dispute.

  • A which subscription

    Full access to Which.co.uk, including thousands of product reviews, plus Which? magazine delivered monthly to your business.

"Which? Trusted Traders created a greater response and gave new customers the confidence to place orders with us."

Ebor Windows August 2021

How to get endorsed

  • Apply

    • Answer a few quick questions to check you’re eligible. We will undertake background checks to verify your answers.
    • Complete your application over the phone or online.
    • Pay a one-off assessment fee that’s not refundable.

    A higher assessment fee applies for franchises or businesses with more than 19 employees. Read more about our pricing information

  • Get assessed

    Two business days after receiving your application we’ll:

    • Get a credit report to check the financial health and trading history of your business, and to run a few background checks**
    • Call you and ask for any documents we need to see
    • Ask you to agree to a Trading Standards intelligence check
    • Select 10 of your customers at random for references about your work.

    **We reserve the right to request a DBS check as part of a standard application.

  • Get endorsed

    14 business days later our head assessor examines the facts and decides whether to endorse your business or not. Get endorsed and your assigned account manager will:

    • Show you how to make the Which? Trusted Traders logo work for your business
    • Give you access to our site so you can create your profile and start receiving reviews from your customers
    • Set up your monthly membership and fee

Apply now

Stand out from the rest. Become a Which? Trusted Trader.
When customers see the Which? Trusted Traders logo, they know they’re choosing a business that they can count on.

Apply now to get the recognition you deserve.

Apply onlineTraders request a callback

or call us on 0117 456 6032

Monday to Friday: 9am to 5pm. Standard call rates apply.

The cost of applying depends on the size of your business. We charge just £240 (including VAT) if you have fewer than 19 employees. This goes towards the cost of your assessment – we cover the rest. It’s non-refundable, so if you don’t pass or you decide not to join, we can’t give you the money back.

If you’re invited to become a Which? Trusted Trader, membership starts from just £60 (incl. VAT) each month, depending on the size of your business.

*Offer for Certass members is 50% off the Which? Trusted Traders membership fees for six months. An initial assessment fee applies and is non-refundable. Offer valid until 31 December 2022.

Find out more about our membership fees
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