Reviews
Trustpilot alternatives: review platforms for companies in the Netherlands and Belgium
Looking for a Trustpilot alternative for your business? We compare 7 review platforms on price, invitations, stars in Google and the European rules for reviews.
Trustpilot is well known, but not the cheapest. We compare Trustpilot with six other review platforms for companies in the Netherlands and Belgium on price, invitations per month and stars in Google, and set out the rules for reviews.
Trustpilot alternatives: the short answer
Trustpilot has a free account with 50 review invitations per month. Paid plans start at €79 per month per domain (only for new, small businesses) and €189 for Plus, with a one-year contract. On 26 October 2026 we went through the pricing pages of Trustpilot and six other review platforms from our comparison. This article is written for businesses in the Netherlands and Belgium that want to collect and show reviews.
The Dutch and Belgian alternatives start lower: WebwinkelKeur from €12 per month, Kiyoh from €35 and Feedback Company from €69, with shorter contracts at Feedback Company. If you want your stars to appear in Google ads, choose a platform that Google lists as a review partner. And whatever you choose: European rules on the use of reviews have applied since 28 May 2022.
The platforms side by side
We only list prices and plans that the supplier publishes itself. Note the difference between review platforms with their own review page, such as Kiyoh and Trustpilot, and a tool like Next Review that asks your customers to leave a review on Google and other sites.
| Platform | Price | Google review partner | Source |
|---|---|---|---|
| Trustpilot | Free with 50 invitations per month; Starter from €79 per month for 100 invitations (only new customers with revenue up to 5 million dollars), Plus from €189 for 300, Premium from €479 for 1,000; per domain, billed annually, 12-month contract | Yes | pricing page |
| Kiyoh (Dutch) | Go €35 per month for 150 invitations, Pro from €45 for 300, Premium from €100 for 3,000; billed annually; extra modules such as product reviews from €21 per month | Yes | pricing page |
| Klantenvertellen (Dutch) | No prices on the site; you get a proposal on request | Yes | sign-up page |
| Feedback Company (Dutch) | Feedback from €69 per month for 450 invitations, with a quarterly subscription; Pro and Platinum on request | Yes | pricing page |
| WebwinkelKeur (Dutch) | Trustmark with reviews for web shops: Start €12 per month (15 invitations), Plus from €18 (150), Pro from €33 (600), with annual billing; 25% off in the first year | No | packages |
| Trusted Shops | Claim a profile for free; Starter from €69 per month with annual billing or €76 per month, based on €20,000 online revenue a year, with up to 250 service reviews a year; Grow and above on request | Yes | packages |
| Next Review (Dutch) | One subscription of €89 per month, cancellable monthly, or €855 per year; collects reviews on Google and other platforms | Not a review platform of its own | website |
WebwinkelKeur, Trusted Shops and Next Review state their prices excluding VAT. Trustpilot, Kiyoh and Feedback Company do not say on their pricing page whether the amounts include or exclude VAT. The Google review partner column follows Google's list of review partners for seller ratings. WebwinkelKeur mentions 'reviews in Google' in every plan, but is not on that list.
Stars in Google: two different things
- Seller ratings in Google ads and Shopping: the stars next to an ad come from review platforms that Google lists as partners. According to Google, most businesses need about 100 reviews from the past 24 months, and in text ads the stars only appear from an average of 3.5. At Trusted Shops, the Google integration is only included in Grow, which is on request.
- Reviews on your Google Business Profile: the reviews you see in Google Maps and next to your business name in the search results are on Google itself. A review platform does not put them there. A tool like Next Review sends your customers to your Google profile to write a review there. For a local business, such as a hairdresser or installer, that is often more important than stars in ads.
The rules for reviews
Since 28 May 2022, stricter rules for reviews from the Omnibus Directive have applied throughout the European Union. In the Netherlands they are in the Civil Code, and the Authority for Consumers & Markets (ACM) supervises them. According to the ACM's explanation, it comes down to this:
- Only genuine reviews: from people who actually bought or used the product. Buying or writing fake reviews is not allowed.
- Explain how you check: if your reviews look genuine, you must say how you make sure they are, for example because only customers receive an invitation or suspicious reviews can be reported.
- Show positive and negative: showing only the reviews that suit you is misleading. Also say which reviews you show and how you calculate the average score.
- Disclose paid reviews: if someone received money, a discount or a free product for a review, say so clearly.
- Jointly responsible: if another company collects reviews for you, you are jointly responsible. So make good agreements with your review platform.
The platforms in this article invite customers after a purchase or appointment, which helps to show that the reviews are genuine. Ask the platform how it checks reviews and in which cases it removes a review.
Which platform suits which business?
- Web shop on a small budget: WebwinkelKeur combines a trustmark, help with disputes and reviews from €12 per month. If you want stars in Google ads, look at Kiyoh or Feedback Company.
- Service provider or SME: Kiyoh, Feedback Company and Klantenvertellen are Dutch platforms that Google lists as review partners. Feedback Company has the shortest contract, per quarter.
- Local business with customers nearby: Next Review helps you collect reviews on your Google Business Profile, cancellable monthly.
- Business that also sells abroad: Trusted Shops and Trustpilot are known in more countries. Trusted Shops also offers buyer protection for your customers.
You can compare all platforms in the review software category.
Frequently asked questions about a Trustpilot alternative
What is a cheap alternative to Trustpilot?
On 26 October 2026, WebwinkelKeur started at €12 per month with annual billing, Kiyoh at €35 and Feedback Company at €69 per month. Trustpilot itself started at €79 per month for new, small businesses, and also has a free account with 50 invitations per month.
Which review platforms show stars in Google?
Google lists Kiyoh, Klantenvertellen, Feedback Company, Trusted Shops and Trustpilot, among others, as review partners for seller ratings in ads and Shopping. You usually need about 100 reviews from the past 24 months before the stars appear.
May I show only positive reviews on my website?
No. According to the ACM, showing only the reviews that suit you is misleading. Show positive and negative reviews and explain how you check them and how you calculate the score.
Can I take my Trustpilot reviews to another platform?
That depends on the new platform. Trusted Shops says it helps transfer reviews when you switch. Ask the platform of your choice how it handles this, and take the term of your current contract into account.
