How can I benefit from the Which? Trusted Trader scheme?

Consumers can have confidence that any trader who is endorsed by our scheme, and can be found on our searchable directory, has been thoroughly assessed and meets Which?’s high expectations. You can be safe in the knowledge that you are using a company you know you can trust. 

On traders profile pages, you’ll find all the details you need about the trader - a summary of their services, how to get in touch, photos of recent jobs and verified customer reviews. Every review on a Trusted Trader profile page is 100% moderated - this means customers have been contacted to verify their review, and it has been moderated by our in-house team before it’s published, as Which? understand the value behind reviews you can trust.

Both our traders and consumers have access to our alternative dispute resolution service (ADR). The ADR is an independent and impartial third party service provided by Which?, and their aim is to reach a suitable resolution if a trader cannot resolve a complaint themselves. The ADR evaluates the evidence provided to them by both the Trader and the consumer to reach a resolution. 

All traders that have been endorsed must comply with our Code of Conduct. If Which? are made aware of any substantial breach, a business can be suspended or removed from the scheme altogether.

Which? set up Trusted Traders to help people choose the right trader for their needs and give reliable traders the recognition they deserve. Over the last 10 years, the way we recognise traders has evolved, with the creation of Trusted Trader of the Month, and our involvement in the annual Which? Awards for Trader of the Year.

How do businesses become endorsed?

Which? Trusted Traders prides itself on our rigorous assessment process - not just anyone can become endorsed. 

Once a business applies, they have to pass a series of eligibility checks to ensure they’re suitable to join us - such as ensuring they have been trading for at least six months and have no county court judgements (CCJs).

If the business passes the eligibility checks and chooses to apply, they will then need to send in their business documents and Which? will carry out a financial health and credit check.

Once the documents are in, an assessment is then carried out by one of our Trading Standards qualified assessors to run through a thorough ‘business MOT’. This includes carrying out a number of crucial checks such as: 

  • Business procedures – we carry out a thorough examination of business and administrative procedures.
  • DBS checks - we ensure none of our endorsed businesses have a criminal background.
  • Customer satisfaction – our endorsement team reaches out to a number of the trader's customers to check references.

Once the assessment has been completed, the business will have actions to complete in order to meet Which?’s high standards.

They are supported in the completion of these by the endorsement team, and if they’re completed within the given timescales, we will then be able to successfully endorse them as a Which? Trusted Trader, and set them up on our search directory for consumers to find.

What do businesses get as a result of being endorsed?

Once endorsed, businesses get access to a fantastic range of benefits including:

  • The licence to use the Which? Trusted Traders logo on their marketing materials to tell potential and current customers they are Which? endorsed.
  • A personalised Which? Trusted Traders profile page, where they can publish great pictures of their work and gather customer feedback through reviews - all of which are 100% moderated.
  • Which? Trusted Traders branded stationary including van and window stickers, and our Code of Conduct & Review leaflets.
  • Access to an alternative dispute resolution ombudsman.
  • Access to our exclusive Which? Trusted Trader portal, where our selected partners are offering great discounts on everything from tool hire, van insurance and mortgages.
  • A Which? membership subscription to read all of our reviews on the products and services we test.
  • A dedicated account manager and much more.


‘Having the backing of one of the longest-established and most well-respected consumer organisations in the UK gives our customers confidence to book with us as they know there is a whole team of people they can speak to at Which? HQ if there is anything they are unsure about. Or if things don’t go to plan, they have the backing of an independent ADR. We understood that through being part of Which? Trusted Traders, we will be able to build a much stronger business as it has a strong and robust foundation.’ Move On Removals & Storage Ltd - 21 Sept 2023

Endorsed businesses also receive ongoing annual checks, including insurance and financial health checks, to ensure they remain compliant with the scheme. Shear Architectural Design Limited stated ‘Becoming a Which? Trusted Trader has brought numerous benefits to our business, both tangible and intangible, including enhanced reputation, increased customer confidence, greater confidence and increased business opportunities.’

In a recent survey, 72% of people said they are likely to choose a Which? recommended product or service (Source: Savanta online survey of 2,000 customers, April 2024). Consumers understand that the Which? logo represents a reliable and trustworthy brand, and by having the association to Which? is a huge USP for any endorsed business. 

If you’re trying to find a reliable Tradesperson, search for a Which? Trusted Trader.

If you’re a business, you can find out more about becoming a Which? Trusted Trader.