How to Claim and Merge Trustpilot Business Profiles

TL;DR

Trustpilot builds a business profile around a domain name instead of a company. If you own several domains, reviews about your business can be scattered across several profiles, each with its own star rating, and most of them are probably unclaimed: nobody at your company can respond to those reviews or edit anything.

The fix has two parts: claim every profile, then decide whether to merge them.

After running this process for customers, we wrote it up as an internal guide so we would not have to piece it together each time. We decided to share it.

Why one company ends up with several Trustpilot profiles

Trustpilot's developer documentation puts the model plainly: "Each Trustpilot profile is linked to a Business Unit (domain)." Trustpilot uses its own company as the example, with separate profiles for Trustpilot.com, Trustpilot.co.uk and Trustpilot.dk.

So suppose you own both yourcompany.com and yourcompany.io. A reviewer who writes about the first creates a profile for that domain from that moment, whether or not anyone at your company has ever logged in. A reviewer who writes about the second creates a second, separate profile with its own score. Neither profile mentions the other. Subdomains behave the same way, so a marketing subdomain can carry a profile independently of the domain it sits under.

Consumers can start profiles too. Trustpilot's help center tells anyone searching for an unlisted business that "you can add it," which opens a profile for reviews.

Any company that has rebranded, opened a regional domain, run a product on its own domain, or acquired someone else's is a candidate. A rebrand is the version that stings most, because the old brand's domain keeps the reviews while the new one starts empty.

Why it matters. Buyers landing on the unclaimed profile see a rating nobody manages and reviews nobody has answered, and the same fragmentation reaches the AI systems that read review platforms to decide what to recommend. That is an entity consistency problem: two records describing one company, disagreeing about how good it is. Trustpilot is prominent in AI answers, though the strongest published figures deserve care, since the most-cited study was commissioned by Trustpilot itself.

Step 1: Inventory every profile tied to a domain you own

Visit trustpilot.com/review/yourdomain.com for each domain and see what comes back. Search by domain, because a company-name search surfaces whichever profile Trustpilot considers most prominent and leaves the others out of view.

The domains people forget:

• Previous brand domains, even where the website is long gone
• Country-code variants such as .co.uk, .de, .fr
• Alternate TLDs such as .io, .co, .app
• Product-specific domains and marketing subdomains
• Domains that arrived with an acquisition

Note which profiles are already claimed, since that decides the route each one takes: an unclaimed profile you can usually take over yourself, while a claimed one means someone got there first and you may need support to reassign it. A claimed profile shows a "Claimed profile" badge with the date. Note the review counts too, because if you end up merging, the profile with the reviews and the profile on your current domain are often not the same one, and you have to pick which survives.

Step 2: Claim every profile

Claiming is free on every plan and it is the step that always pays off. It gives you the business dashboard, the ability to respond to reviews, and control over the profile's information. For plenty of companies this is the whole job.

If the profile is unclaimed: the self-serve path

Check the badge on the profile before you start. This route is for a profile showing Unclaimed profile. If it already shows Claimed profile, someone has an account holding it, and signing up fresh will not get you in: go to "When someone at your company claimed it and left" below.

There is no separate "claim this page" button. Signing up is the claim: you enter your business website during setup, and Trustpilot attaches the new account to the existing profile for that domain, accumulated reviews included. Trustpilot does require the business to have an active website, in its words that "all businesses, including small local businesses and sole proprietors, must have a website to collect reviews on Trustpilot."

1. Go to Trustpilot Business and choose Create free account.
2. Enter your business details, including the business website you are claiming, and use an email address on that same domain, so you@yourcompany.com for yourcompany.com. This single choice decides how easy the rest will be.
3. Submit, then open the activation email and click Activate account. Check spam if it hasn't arrived within a few minutes.
4. Choose a password, accept the terms, and complete setup.

When the email matches the website domain, that is the whole process: Trustpilot's wording is "your setup is complete," and the profile is yours. When it doesn't match, you land in domain verification instead.

When your email is on a different domain

Claiming yourcompany.net from an @yourcompany.com address sends you into Trustpilot's domain verification workflow. Five routes exist, and four run on infrastructure you already control:

Search Console is usually the least work for a marketing team, since the property is often already verified.

A support agent can also link a profile to an email on a different domain directly, which the self-serve flow cannot do. That is worth asking for when verification is blocked.

One warning changes what you should do with any email arriving during this process. Trustpilot says it "will never ask you to verify your business through email links," and that legitimate verification starts inside the platform. Aside from the initial activation email, treat verification requests in your inbox as phishing.

When someone at your company claimed it and left

A profile claimed years ago by someone who has moved on looks unsolvable from inside the interface, because there is no request-access button and the account belongs to a mailbox nobody can open.

Trustpilot documents this case under account recovery rather than under claiming, so it helps to know where to look. The article is I can't access my Trustpilot Business account, and it covers exactly this: "You're not sure which email is registered as your primary contact." Where your email matches the domain, you complete a contact form from that address. Where it doesn't, Trustpilot accepts three proofs of ownership:

1. Display the email on your website temporarily, on a contact page or in the footer.
2. Send a domain registration receipt from your registrar showing the domain and its expiry date.
3. Add a string to your source code, specifically trustpilot_verification_check_[today's date].

The third is the one to reach for when you can edit the site but the DNS sits with another team.

When the domain is parked

This is the hardest case, and the active-website requirement above is why: a parked domain doesn't have one. Four of the five verification methods also need a live site, which leaves the DNS TXT record if you still control the domain's DNS, and the registrar receipt if you don't. Support has told us a retired domain needs a redirect to the main domain before it can be claimed, so if you still control the domain, setting that redirect up is the cleanest move available.

How to ask

Trustpilot's technical support form is a short triage form: your email, whether you are a reviewer or a business, and a free-text description. The first reply is usually an automated message containing the standard self-serve instructions. Answer it explaining which part doesn't apply to your situation, and a person picks it up. Describing the specific blocker in your first sentence is what gets this moving.

Do you actually need to merge?

Merge if you rebranded and the same business now has two records, with the old domain's reviews stranded away from the domain your customers use.

If both domains are live and neither redirects, the content decides it. Domains showing exactly the same thing, or the same thing in different languages, qualify without any redirect: Trustpilot's own example is a company running .com, .net and .org with identical content and no redirect between them. Where the two sites show genuinely different things, that route is closed to you.

Manage centrally if you own two domains in different countries with differentiated offerings and you don't want the reviews mixed. Trustpilot lets you reach several profiles from one login while keeping them separate, and that arrangement is reversible.

The two options differ in ways that matter:

Trustpilot's criteria draw the same line: "Common ownership alone is not enough to qualify for a merge," and brands still presented to consumers as independent will not be approved.

If merging is right for you, the rest of this guide is the path.

Step 3: Prepare the accounts

Trustpilot publishes six prerequisites, and the merge form asks you to confirm three of them. Working through these before you open the form saves round-trips.

1. Claim all business profiles, meaning every domain in the merge.
2. Redirect your domains. Everything except domains with identical content should redirect to the main domain.
3. Check admin access. You must be an Admin, Trustpilot's top permission level on a profile, on all of them, and the request must come from that same email address.
4. Confirm your subscription plan with your account manager, since adding domains to a plan can carry a charge.
5. Enable account permissions, which lets Trustpilot's support team into your profiles to process the merge. Go to Settings → Business settings → Data consent and enable the toggle under Account Management, then switch profiles using the business name in the top-left corner and repeat for every domain.
6. Disconnect all integrations. Trustpilot's help center documents each one separately, so search it for "disconnect" plus your integration's name. You can reconnect afterward.

If you cannot reach one of the profiles to set its permissions toggle, say so in the ticket, since an agent can add you as Admin on the profiles in the merge.

Step 4: File the merge request

Submit the merge request form. Filing through the general support form instead just returns an automated pointer to this one.

Alongside your details and domains, the form asks you to pick one of three reasons, describe your case in free text, name your main domain, say whether a redirect is in place, and state whether the profiles are on free or paid plans. It then asks you to tick three confirmations: profiles claimed, permissions enabled, integrations disconnected.

The three eligible reasons:

• Identical domains. All domains redirect to one main domain, or show identical content, or show the same content in different languages. Trustpilot may also approve "domains that are substantially similar, even if not identical, if there's a clear consumer benefit."
• Rebranding. Your business changed its name or brand, and the old domain redirects to the new one. Without an automatic redirect, approval is case by case.
• Business merger or change of ownership, with the caveat that an acquired company still operating independently will likely be rejected.

Choose the reason that matches your actual situation and put real detail in the free-text box. Trustpilot notes that "incomplete or inaccurate submissions may result in delays or a rejection," and the guidelines reserve discretion in five separate places. A person makes this call.

If you can't claim a domain you need to merge

Sometimes a domain genuinely cannot be claimed, which leaves you unable to tick that first confirmation honestly. Ask support how to proceed before you file, rather than ticking something that isn't accurate for you.

It is worth asking, because support does sometimes waive it. One agent's own instruction to us, on a domain that could not be claimed, was:

In this case, you can submit your merge request here (without claiming the domain in advance) and I'll handle the remaining merge requirements within your merge ticket.

That merge went through. We have also seen a different agent require a redirect before claiming the same kind of domain, so the route varies and the decision is theirs. If you are told to proceed without claiming, keep the instruction in your ticket and describe it in the form's free-text box, so the record shows what you were asked to do.

What a merge keeps, and what it removes

An agent sends a summary and asks you to confirm before processing. Read it properly, because that reply is the point of no return.

Reviews transfer. All reviews move to the main profile, each labeled "Merged," and the rating is recalculated across the combined set. Because Trustpilot's scoring weights recency and applies a baseline to low-volume profiles, the result isn't a simple average of your old scores.

Only the main profile's settings survive. In Trustpilot's words: "All corresponding data from the other merged profiles will be permanently deleted and cannot be recovered."

Afterward, visitors searching any merged domain are redirected to the main profile, which displays a public "Merged" label, and the Company Activity page shows the merge date, the domains involved, and each one's previous rating and review count.

Once approved, allow up to an hour for everything to move, and log out and back in before expecting to see the change. Then reinstall your TrustBox widgets, reconnect integrations, rebuild any invitation templates that lived on a secondary profile, and check the surviving business description. Finally, start responding to the reviews you inherited, since a profile still shows its reply rate on negative reviews. Our guide to handling software reviews covers the approach.

After a rebrand

Two things trip people up here. Choose Rebranding rather than Identical domains as your reason, since Trustpilot treats post-rebrand redirects as their own category and the wrong pick invites a rejection. And put the redirect in place before you file, not after, since it is the evidence the whole request rests on.

If the old domain has already lapsed, say so in the request. The redirect route is closed to you and those are reviewed case by case.

Quick reference

FAQ

Why does my company have two Trustpilot profiles?

Trustpilot builds profiles around domains instead of company identity, and consumers can create one for any domain that isn't listed. A rebrand, a regional domain, a product domain, a marketing subdomain, or an acquired company's domain can each end up with its own profile and rating.

Can you delete a Trustpilot business page?

Trustpilot provides no self-serve way to delete a business profile, and its documented route for consolidating domains is a merge. That is usually what people are really after when a duplicate profile is the actual problem.

How long does a merge take?

Trustpilot doesn't publish a processing time, and each request is reviewed by a person, so treat it as days rather than minutes. Once an agent approves it, the merge itself runs in about an hour.

Sources

• Trustpilot, Guidelines for merging business profiles
• Trustpilot, Verify your domain
• Trustpilot, I can't access my Trustpilot Business account
• Trustpilot, Manage multiple domains or businesses
• Trustpilot, Business Units API overview
• Trustpilot, merge request form and technical support form
• Blastra's support correspondence with Trustpilot while running profile claims and merges for customers. Agent quotations are verbatim, with identifying details removed.

Help center content verified August 2026.

Blastra is not affiliated with, endorsed by, or sponsored by Trustpilot. Trustpilot names, marks, and screenshots are the property of Trustpilot A/S and appear here for identification and instructional purposes.

Recommended reading

• How Trustpilot recognition works for TrustScore, TrustBox widgets, pricing tiers, and whether Trustpilot suits a B2B buying motion
• How to get G2 and Capterra reviews for building the invitation process you'll want once the profile is yours

About this guide

Blastra helps B2B software companies manage their presence across directories and review platforms including G2, Capterra, Trustpilot, and 30+ other platforms. The process above comes from running it, which is why the failure paths sit alongside the documented one.