Which? Trusted Traders is an endorsement scheme that recognises trustworthy traders. It’s run by Which?, the largest consumer organisation in the UK. A Which? Trusted Traders endorsement is a sign of reputation and trust, so consumers know which local tradespeople they can count on.
Our aim is to support trustworthy local businesses and to help customers find trustworthy traders. We operate all over the UK, and we endorse traders in the consumer home improvement, motor servicing and motor repairs industries.
To be able to apply, you’ll need to:
No. A Which? Trusted Traders endorsement is given to businesses that provide an excellent service. So we only endorse the service provided to the consumer – not individual products or retailers.
Once you’ve applied and paid the assessment fee, you’ll need to send us:
Once we’ve got these, we’ll set up a date and time for your business assessment. The type of assessment you’ll get depends on the size and type of your business.
Unlike other schemes, we do more than just check references and qualifications. Every business that applies is interviewed by an experienced trading standards professional. They make sure that they meet our high standards. So, when customers see the Which? Trusted Traders logo, they know they’re using a trader that they can count on.
Every trader that passes our assessment process can use an Alternative Dispute Resolution service. It’s an independent, not-for-profit service to help traders and customers fairly resolve any problems. You can read more about it here.
Once a trader is accepted onto the scheme, their Which? Trusted Traders status lasts for one year. We reassess traders every year to make sure they continue meet our high standards. If they pass their reassessment and pay their fees, they’ll continue as a Which? Trusted Trader for another year. This is subject to terms and conditions.
A team of moderators use a range of resources to make sure that the reviews meet the user-generated content terms and conditions. You can read these here. If we have any concerns about the review, we will make additional checks. This may involve contacting you, your customer or both parties.
Prices valid for applications from 3rd July 2018.
Prices include one online profile. If you have more than one branch and wish to have more than one profile, there is an additional monthly fee per branch profile. For more information and costs please speak to your account manager during your application.
Pricing bands correspond to the total number of people involved in the trader's business activities. This includes backroom staff, sales representatives and all those directly customer facing, even when these people are not directly employed by the company (i.e. subcontractors).
For companies with more than 19 employees and franchises, a higher rate applies please call 0117 981 2929 for more information.
No. After you’ve passed the assessment and decided to join Which? Trusted Traders, you can set up a different method for paying the scheme fees. You can either pay in full for the year, or set up a monthly Direct Debit.
Our standard assessment process includes a credit report, customer reference checks and a visit from a Which? Trusted Traders trading standards professional. The assessor will come to your premises to interview you. It usually takes about 90 minutes. During the visit, you’ll be assessed on your business processes, documents, staff, and complaints procedures. Your assessor will make sure you understand and commit to our code of conduct. And they’ll randomly select 10 customers to get in touch with for references.
Your assessor will also usually give you some actions, which you’ll need to complete before you join the scheme. This might include things like amending your paperwork, adding our complaints procedure to your website, and sending us any subcontractor information.
The assessment needs to take place at your registered business address.
If you trade as an electrician and you’re a member of NICEIC or Elecsa, we’ll interview you over the phone instead of in person. This is because the assessment process for NICEIC or Elecsa is already so thorough. They’ll give us your most recent assessment report, which tells us a lot of what we need to know. Then we’ll call you to get the rest of the details we need. This telephone interview lasts for about 30 minutes.Because it’s a shorter assessment process, we won’t charge you an assessment fee.If you’re a member of NICEIC or Elecsa, you’ll need to phone us to apply.
If your business has more than 19 employees, is a franchise or is a large retail brand, the assessment process is the same but on a larger scale.If you’re part of a franchise, every business within it would need to apply to be a Which? Trusted Trader. We ask franchises to do this so that customers don’t get confused by which business is endorsed and which isn’t. The franchisor will be interviewed by our assessor. They’ll also manage the process. So if you’re not the franchisor, you’ll need to talk to them before you start the application process.
If your company has more than 19 employees, is a franchise, or a large retail brand, you’ll pay more.
We aim to get you endorsed within 10 and 30 days of applying to join the scheme. But this depends on how quickly you can send us the documents we need, and the dates you’re available for our assessor to visit you.
Get in touch with your account manager – they’ll send you some guidance as well as any forms that might be helpful.
If an endorsed trader fails to meet our standards, we’ll either suspend their endorsement, or remove them from the scheme altogether. This is because once a trader gets endorsed, they’ve got a duty to continue to meet our standards. We carry out checks throughout the year to make sure this happens.
We’ve partnered with Hertfordshire Trading Standards to create a joint endorsement scheme. Which? Trusted traders in Hertfordshire have been assessed by one of our trading standards professionals, just like Which? Trusted traders in any other part of the country. But they’ve also passed a DBS check and a Trading Standards intelligence check.
The process is the same, but with some extra checks. You’ll be asked to complete a DBS check, and anyone else who’s involved in running the business will need to complete one too. Hertfordshire Trading Standards will also need to check your business against their database. So you’ll need to agree that your details can be shared with them.
Our code of conduct sets out what we expect from the traders we endorse, and helps to protect consumers. All the traders on the scheme sign up to our code of conduct. You can read it here.
If you’ve got a dispute with a customer, there are a few things you should do. First, follow your own complaints process. Make sure you’ve complied with the terms of our code of conduct, and our What’s Expected of You guidance.
If the dispute can’t be resolved by using your own process, traders can use an Alternative Dispute Resolution service. It’s an independent, not-for-profit service to help traders and customers resolve any problems. You can read more about it here. If you need any more guidance, your account manager will be able to help.
If a business passes our assessment process and joins the scheme, they can use our logo (subject to our terms and conditions and user regulations). It can only be used by traders who are currently members of the scheme. So if a trader doesn’t pass their reassessment, or decides not to renew their membership, they have to stop using the logo.
You’re free to use the logo on any of your business assets, like clothing, vehicles, invoices and business cards, provided you comply with our terms and conditions for doing so. And you can use it on any of your promotional materials, including your website, leaflets and brochures. If you join the scheme, we’ll give you more information to help you use the logo in the best way. If you need more guidance, please speak to your account manager.
If you do decide to cancel, you’ll need to give us three months’ notice. Please get in touch with your account manager and they’ll take it from there.
To make an official complaint, please email your account manager. They’ll get back to you as soon as possible.
Every trader in our scheme is eligible for Which? Trusted trader of the Month. Here’s what you need to do to be considered:
For more information, read this article.
Click here to recommend a trader to us. If they pass their assessment and join the scheme, you’ll get a £200 Amazon voucher.
A member of the team can reset this for you. Call us on 0117 981 2929, select option 1, and we’ll get it sorted.
It’s really easy. Ask them to log onto https://trustedtraders.which.co.uk and search for your business. Once they’ve found your profile, they’ll need to follow these steps:
Just log in to the website, go to the review you’d like to reply to, and click “Reply”.
We don’t remove reviews simply because they’re negative, however traders are given the opportunity to give their side of the story. For advice about dealing with negative reviews, read this article.