1. Collection
Sending a review request by email, SMS, WhatsApp, QR code or follow-up link after a real customer interaction. A good system can time and personalise requests without asking staff to remember every time.
Review growth guide
How Much Does Review Management Software Cost in the UK?
A practical UK guide to review management software pricing, from free Google tools to subscription platforms, hidden costs and a smarter buying checklist.
UK COST GUIDE
What should a local business budget for review software?
Review management software pricing in the UK runs from £0 for a disciplined, do-it-yourself Google review process to several hundred pounds a month for a specialist review platform, with larger multi-location packages usually quoted individually. The useful question is not simply “what is the monthly fee?” but “which tasks will this remove, and which costs will still sit with us?”
This guide sets out current published price examples, explains the charges that are easy to miss, and gives you a practical way to choose a proportionate system. It is written for owner-managed local businesses, growing service teams, ecommerce firms and multi-site operators — not just marketing departments with a large software budget.
Review management software pricing: the short answer
There is no trustworthy single “average UK price” for review management software. Providers bundle different things: one may focus on collecting verified product reviews, another on monitoring and replying across many sites, and another on local-listing and multi-location management. A low headline price can therefore be cheaper, better value, or simply less suitable depending on the work you need it to do.
As at 15 October 2026, publicly listed UK prices show a useful spread. Google Business Profile is free to create and manage. Trustpilot has a free plan, then lists Starter from £119 per month per domain on annual billing and Plus from £289 per month per domain, billed annually in advance. Feefo lists Essentials from £149 per month plus VAT and Enhanced from £299 per month plus VAT. Birdeye uses a tailored quote based on the number of locations and solutions selected. Maps Google Com guidance
The practical answer
For a single local business that mainly wants more genuine Google reviews and a reliable way to reply, start by costing a simple process before buying a broad enterprise platform. For a business with many locations, high customer volume, a website-review programme or formal approval requirements, compare the total cost of a specialist platform rather than judging plans by their first monthly figure.
| Route | Published starting point | What it is likely to suit | Important limitation |
|---|---|---|---|
| Google Business Profile and a manual process | £0 platform subscription | A one-location business concentrating on Google reviews | Your team still has to request, monitor and respond consistently |
| Trustpilot Free | £0; 50 invitations each month | A small business testing a Trustpilot presence | Limited invitation capacity and functionality |
| Trustpilot Starter | From £119 per month, per domain, billed annually | Eligible new small businesses that need a branded review platform | 100 invitations per month; a 12-month commitment applies |
| Feefo Essentials | From £149 per month + VAT | Transaction-led service or ecommerce review collection | 200 email, 50 WhatsApp and 50 SMS requests are included at the listed level |
| Feefo Enhanced | From £299 per month + VAT | Businesses needing surveys, segmentation and more request capacity | Still check any paid options, integrations and implementation needs |
| Multi-location reputation platform | Quote required | Groups that need central oversight, routing and governance | Location count and enabled modules can materially alter the quote |
These are published examples, not a league table or a promise of what any supplier will quote you. Trustpilot’s displayed prices are per domain and its paid plans have stated invitation allowances; Feefo’s displayed plans include stated request allowances; Birdeye says its pricing is customised around locations and deployed solutions. Compare the exact billing unit, included volume and contract before treating two figures as comparable. Trustpilot Pricing & Plans | Trustpilot Business
What are you actually paying for?
Review management software is a broad label. Before comparing prices, separate the jobs involved. That makes it much easier to spot whether a package solves a real operational problem or adds features your business will not use.
2. Monitoring and response
Bringing new reviews into one place, alerting the right person and recording whether a response or follow-up is needed. This matters when a business has more than one location, manager or review site.
3. Display and insight
Showing reviews on your website, creating marketing assets, analysing themes and reporting on response times, ratings or sentiment. These features can be useful, but they are not essential for every local business.
A trades business with one Google Business Profile may only need the first two jobs. An online retailer may also need product-review collection, website widgets and ecommerce integrations. A dental group may need response approvals, location-level permissions and an audit trail. The software cost rises when the number of people, sites, systems and controls rises.
Free tools versus paid review platforms
A free setup is not a lesser option by definition. Google says a Business Profile is free, and its review-request tool lets businesses share a direct link or QR code through receipts, thank-you emails, chat follow-ups and in-store displays. Maps Google Com guidance
Free or low-cost DIY can be enough when…
- You have one location and Google is the only review site that meaningfully affects enquiries.
- Someone clearly owns the weekly task of checking and replying to reviews.
- Your customer volume is manageable without bulk campaigns or CRM integration.
- You can use one neutral request message for all genuine customers.
Paid software earns consideration when…
- Review requests are inconsistent because staff are busy or forget.
- You monitor several platforms or locations and reviews are being missed.
- You need requests triggered from job-completion, booking, point-of-sale or ecommerce data.
- You need reporting, approval rules, staff permissions or central oversight.
The dividing line is usually not the number of reviews you want. It is the amount of manual coordination you are trying to remove without making the process impersonal or non-compliant. For a fuller comparison of the trade-offs, see this guide to review management platforms versus free tools.
The costs that sit behind the monthly subscription
The subscription is only one part of the decision. Build a one-year cost picture before you sign, especially if the plan is billed annually or is tied to a domain, location, invitation allowance or add-on module.
First-year review-management cost =
recurring software fees + VAT where applicable + message or invitation overages + onboarding and integration + staff time + any agency or outsourced response support.
1. Billing structure and contract length
Monthly-looking prices are not always monthly commitments. Trustpilot states that its paid plans are a 12-month commitment, with Starter billed annually and Plus billed upfront annually. At the displayed starting prices, that is £1,428 a year for Starter and £3,468 a year for Plus before considering any applicable VAT, extras or changed quote conditions. Trustpilot Pricing & Plans | Trustpilot Business
Feefo’s Essentials and Enhanced prices are listed as £149 and £299 a month plus VAT respectively: £1,788 and £3,588 over 12 months before VAT if you remained on the listed starting plans for a full year. Do not assume a supplier’s advertised “from” price includes every feature you will need. Feefo Pricing | Plans from £149/month
2. Locations, domains, users and invitation limits
These four limits are easy to confuse:
- Location: a physical branch, territory or Business Profile.
- Domain: a website address; this is Trustpilot’s stated pricing unit for its displayed plans.
- User or seat: a team member who can log in and take action.
- Invitation allowance: the number of customer review requests included in a period.
For example, Trustpilot Starter includes 100 review invitations a month, while Feefo Essentials lists 200 email requests, 50 WhatsApp requests and 50 SMS requests. Those are different allowances for different models, so compare them against your own completed jobs, bookings or orders — not against each other in isolation. Trustpilot Pricing & Plans | Trustpilot Business
3. Message delivery and integrations
Email requests may be included, while SMS or WhatsApp can have a separate allowance, credit charge or provider requirement. If your work flows through a booking system, CRM, ecommerce platform or job-management app, ask whether the connection is native, included, chargeable or dependent on a third party. An integration that needs manual exports each week may not deliver the time saving you expected.
4. Onboarding, migration and website work
Moving review history, adding website widgets, installing a tracking script, mapping locations and setting user permissions can require time even where a provider offers support. Clarify what is included, who performs the work, how long access to historical reviews lasts, and whether you can export your data and templates if you leave.
5. The cost of the person running it
Software can prompt a task; it cannot take responsibility for a sensitive complaint, decide whether a public reply is appropriate or improve the service issue behind repeated feedback. Give someone a named weekly slot to review alerts, draft responses and feed patterns back to the team. If nobody has that time, a cheaper plan may become false economy — but an expensive platform will not solve the ownership problem on its own.
Two simple costing examples
These examples illustrate the calculation rather than recommending a particular provider.
Example: an independent electrician
Assume 70 completed jobs a month, one Google Business Profile and one owner who can send a neutral request when the job is complete. A free Google review link or QR code may be sufficient initially, provided the owner schedules time to monitor and reply. If a £149-per-month-plus-VAT plan were chosen purely for automation, its annual subscription cost before VAT would be £1,788 — roughly £2.13 for each of 840 completed jobs in the year, before staff time and any other costs.
The decision is therefore about whether automated requests, extra channels and reporting are worth that cost to this particular business, not whether automation is inherently necessary.
Example: a two-site cosmetic clinic
The clinic may need separate location reporting, a shared inbox and approval of public replies. It should also treat reviews carefully: health data receives additional protection under UK GDPR, so staff should not confirm a person’s treatment, appointment or patient status in a public response. Get appropriate data-protection and sector-specific advice before configuring workflows that use customer data or automated replies. ICO guidance
Here, the more relevant questions are the number of locations, approved responders, data handling, response escalation and auditability — not simply the cost per request.
What to ask before you buy
Ask suppliers to answer these questions in writing, using your current customer volume and locations. It turns a vague demo into a like-for-like quote.
- 1
Which review sites can we collect from, monitor and reply to?
Do not assume that “supports Google” means the same thing as sending Google requests, importing Google reviews and replying to them from the dashboard. Ask what each action means.
- 2
What is included at our actual monthly volume?
Give the supplier your completed jobs, bookings or orders, not your website traffic. Ask for email, SMS and WhatsApp limits separately, plus the price for extra requests.
- 3
What is the true billing unit?
Confirm whether you pay per location, domain, brand, user, inbox, campaign or integration. Ask how the price changes when you open a second site.
- 4
What requires an add-on or professional services?
List migration, API access, CRM connection, website widgets, approval workflows, white-labelling, reporting and training. Then ask which are included in the quoted figure.
- 5
Can we leave cleanly if it is not right for us?
Check the contract term, renewal notice period, data export options, ownership of review content, access after cancellation and what happens to any website display widgets.
Supplier quote request template
“We have [number] locations, [number] completed customer interactions each month and [number] staff who need access. We need review requests by [channels], monitoring for [sites], and [any integration or approval requirement]. Please quote the first-year and renewal cost, state whether VAT is additional, show all included request limits and identify every optional or implementation charge.”
Compliance: lower cost must not mean higher risk
Do not buy a system that depends on filtering for praise
Google prohibits incentives for reviews, pressure for particular ratings or content, and selectively asking only happy customers for public reviews. Its policies allow businesses to ask for reviews that reflect a genuine experience without incentives or attempted influence. Google Business Profile guidance
In the UK, the Competition and Markets Authority’s guidance explains that fake reviews and concealed incentivised reviews are prohibited, and that businesses publishing reviews need to take steps to prevent banned reviews and misleading review information. The CMA also warns businesses not to offer money or gifts in exchange for positive reviews. Fake reviews
In practical terms, choose a platform and process that sends the same neutral invitation to real customers after an appropriate point in their journey. You may collect private feedback for service recovery, but do not use a satisfaction score to block dissatisfied customers from the public review route while steering satisfied customers towards it. If your business is regulated, handles health information or has a high-risk complaints process, seek suitable legal, compliance and data-protection advice before implementation.
How to choose the right level of software
A proportionate decision
Start with the smallest system that supports a repeatable, compliant process
Do not pay for multi-site analytics, website syndication or complex automation simply because it appears in a sales demonstration. First decide where customers actually leave reviews, who will respond, and which manual step is currently failing. Upgrade when a clearly defined operational need appears.
One location, mostly Google
Use a claimed Business Profile, a direct review link or QR code, a short request template and a weekly response habit. Measure whether the process is actually being completed before adding software.
Busy service team
Consider automated request timing, staff alerts and a central response queue when completed jobs are numerous enough that manual follow-up is inconsistent.
Ecommerce or transactional brand
Assess invitation capacity, product versus service reviews, ecommerce integrations, website display needs and the review platform your customers recognise.
Several sites or a regulated sector
Prioritise location controls, staff permissions, escalation, approval processes, data handling and reporting. A bespoke quote may be justified, but only after the required workflow is documented.
A 30-day buying and implementation checklist
- List every review site where customers currently find or review you.
- Record completed jobs, orders or appointments each month and estimate how many review invitations you genuinely need.
- Check who owns each Google Business Profile and make sure no shared password is required.
- Write one neutral review-request message and decide when it is sent.
- Choose a named person and backup person for review alerts and public responses.
- Set an escalation rule for complaints, allegations, safeguarding issues or requests involving personal data.
- Get two or three like-for-like quotes using the template above.
- Compare annual commitment, VAT, invitation limits, locations, integrations, onboarding and renewal terms.
- Run a small, compliant pilot before moving historical data or committing to a complex package.
- Review results after 30 days: request delivery, response workload, missed reviews and recurring feedback themes.
If the core challenge is building a straightforward request-and-response routine rather than buying a broad enterprise suite, DIY Review Flywheel Software is designed to help local businesses run that process with less complexity. If you first need to map the process itself, use the DIY Review Flywheel Guide.
Make the cost decision with confidence
The right review management software is not necessarily the plan with the most dashboards or the lowest advertised monthly price. It is the option that fits your customer volume, review channels, team capacity and compliance needs — with no surprises in the first-year cost. Start with a clear process, price the features that remove a real bottleneck, and review the arrangement as your business changes.
Frequently asked questions
What is the average cost of review management software in the UK?
There is no dependable single average because providers charge by different units, including domains, locations, users, review invitations and enabled modules. Current public examples range from free Google Business Profile and Trustpilot plans to specialist plans from £119 to £299 a month, while multi-location suppliers may quote individually. <a href=”Uk Business Trustpilot Com guidance; target=”_blank” rel=”noopener”>Trustpilot’s UK pricing</a> and <a href=”Business Feefo Com guidance; target=”_blank” rel=”noopener”>Feefo’s pricing</a> show why like-for-like comparison matters. Trustpilot Pricing & Plans | Trustpilot Business
Can I manage Google reviews for free?
Yes. Google says creating and managing a Business Profile is free. You can create a review-request link or QR code and share it in suitable customer communications, but your team still needs a consistent process for asking, monitoring and replying. <a href=”Maps Google Com guidance; target=”_blank” rel=”noopener”>Google Business Profile</a> and <a href=”Google Business Profile guidance; target=”_blank” rel=”noopener”>Google’s review link and QR code guidance</a> explain the available tools. Maps Google Com guidance
Do review software prices normally include SMS and WhatsApp requests?
Not always. Some providers include a stated allowance, while others may use credits, add-ons or separate delivery arrangements. For example, Feefo Essentials lists separate allowances for email, WhatsApp and SMS requests. Ask for all channel limits and overage charges in writing. <a href=”Business Feefo Com guidance; target=”_blank” rel=”noopener”>See Feefo’s plan allowances</a>. Feefo Pricing | Plans from £149/month
Why does one provider charge per domain while another charges per location?
They are pricing different operating models. A domain is a website address, while a location is normally a physical branch or Business Profile. The difference becomes important for businesses with several branches, brands or websites, so confirm the supplier’s billing unit before comparing quotes.
Should a sole trader pay for review management software?
Possibly, but not automatically. If you have one location, low-to-moderate customer volume and mainly need Google reviews, a free Business Profile plus a reliable request-and-response routine can be enough. Paid software becomes more useful when requests are being missed or you need automation, central monitoring or multiple review sites.
Are annual contracts common for review platforms?
They can be. Trustpilot states that its paid plans have a 12-month commitment; its listed Starter price is billed annually and its Plus price is billed upfront annually. Always ask about the initial term, auto-renewal, notice period and cancellation access. <a href=”Uk Business Trustpilot Com guidance; target=”_blank” rel=”noopener”>Read Trustpilot’s UK plan terms</a>. Trustpilot Pricing & Plans | Trustpilot Business
Can I offer customers a discount or gift for leaving a Google review?
No. Google prohibits incentives such as discounts, free goods or services in exchange for a review, revision or removal of a review. Google also prohibits selectively soliciting only positive reviews. The safer approach is a neutral invitation to all genuine customers. <a href=”Google Business Profile guidance; target=”_blank” rel=”noopener”>Read Google’s fake engagement policy</a>. Google Business Profile guidance
What should clinics and other regulated businesses look for?
Prioritise user permissions, approval workflows, escalation rules and data handling over superficial automation. Health data is special category data under UK GDPR and has additional protections, so avoid public replies that confirm a person’s treatment or status. Obtain appropriate professional advice for your sector and setup. <a href=”ICO guidance; target=”_blank” rel=”noopener”>ICO guidance on special category data</a>. ICO guidance
Sources and further reading
The guidance in this article was checked against the following current sources. Platforms, laws and interfaces can change, so confirm important details before acting.
- Trustpilot Pricing & Plans | Trustpilot Business — Trustpilot
- Feefo Pricing | Plans from £149/month — Feefo
- Birdeye Pricing & Plans | Review Management Software Pricing | Birdeye UK — Birdeye
- Create a Google link or QR code to request reviews — Google Business Profile Help
- Prohibited and restricted content — Google Maps User Contributed Content Policy Help
- Fake reviews — Competition and Markets Authority
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