Become an Approved Service with Which?

74% of people agree a Which? endorsement logo makes them trust a product or service more than one without.

Savanta online survey of 2,005 UK adults, nationally representative, March 2023

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Why join?

Does your business offer services to domestic customers, such as installation, design or repair? Are you within the home improvements or motor repairs sectors? If so, you could be eligible to become an Approved Service with Which? Trusted Traders.


We currently endorse services including carpet fitting, conservatory roofing installation and boiler engineering, among others.

Customer Confidence Give customers confidence Display the Which? Approved Service logo on your marketing materials, workwear and vehicles. Show them that the traders entering their homes have been Which? assessed and endorsed.
Online Presence Build your online presence Develop a company profile on the Which? Trusted Traders website, where customers can leave reviews and you can post project photos.
Genuine Reviews Display genuine reviews Every review that appears on your Approved Service web page is checked by a team of moderators.
Support Get expert support We’ll work with you to make sure you always get the most out of the relationship. Your dedicated account manager will help you to understand when and how to showcase the endorsement so it has the most impact on your customers.
Code Of Conduct In-depth business assessments Your service will get a comprehensive health check from our highly experienced trading standards assessors. You’ll be assessed before you join and on every anniversary. Plus we’ll talk you through any recommended improvements.
Resolve Complaints Help resolving complaints Even the best business occasionally gets complaints. If your service runs into a dispute with a customer that you can’t resolve, a Dispute Resolution Ombudsman Service is available.
Plus full membership to Which? and our product reviews

What businesses say

Our Which? accreditation reinforces our brand values of honesty, integrity, reliability, and teamwork. Mark Edwards, Managing Director, Timberwise Trusted Trader since 2016
Once we started to listen and accept the help and advice from our account manager, we started to quickly see the full benefits and understand how Which? could help us grow. The growth of the business came down to taking simple advice and accepting what was on offer. We received regular emails and phone calls from our account manager and we are now a 5-star Which? Approved Service that benefits year on year. Ecocute Ltd
All our engineers display the Which? Trusted Traders logo on their vans. But this accreditation isn't just about a logo. We’re very proud to have met the high standards required by Which? Trusted Traders and to be recognised for delivering exceptional service to our customers. Baxi
Most people don’t care about boilers unless they need one and most people haven’t heard of us. When they ask “How can I trust you?” I immediately say “Because I’m a Which? Trusted Traders Approved Service”. That kickstarts the conversation. Heatable
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Common questions

Who have we endorsed?

How can you join?

Contact our account managers today to find out more about the package we can offer your business.

What is your Code of Conduct?

Our code of conduct sets out what we expect from the traders we endorse, and helps to protect consumers. All the traders on the scheme sign up to our code of conduct. You can read it here.

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