Trustpilot is a dishonest company that employs harsh strategies towards merchants. They lure merchants in and then pressure them into subscribing to their plans with exorbitant fees. If a merchant isn't subscribed and receives occasional negative reviews, Trustpilot manipulates the rankings through manual intervention, pushing those negative reviews to the top to deliberately harm the merchant's reputation. Once a merchant subscribes, their software employs various tactics to help the merchant remove negative reviews, crafting a more favourable image for the merchant in the eyes of consumers.