I received an unsolicited email from TrustPilot (TP) inviting me to review - lets say - Company X. I did so, with two stars only. A few weeks later I received a mail from TP saying that X did not recognise me and that I wasn't a customer. And that I should forward all my purchase documentation to TP for verification. I chose not to do so as there is private info (eg my card, address, phone etc) which I don't wish to share. I said in my reply that I surely wasn't fake, since X had alerted TP about me in the first place! However TP will be taking down my negative review, as it is "unverifiable". Now someone is paying TP for its services, and it's not me. So their business model must be to charge a fee to Company X. Hence they will inevitably be tempted to suppress poor reviews that shade their clients. Which means of course that TrustPilot can never be 'honest' in its reviews.