Frequently Asked Questions

Here are the questions we get most often here at Which? Trusted Traders HQ.


Pre-signing Up

What is Which? Trusted Traders?

Which? Trusted Traders is an endorsement scheme that recognises reputable traders in the home improvement and motor industries. We also endorse traders from a variety of other service areas such as computer repairs.

The aim of Which? Trusted Traders is to raise the standard of the trade industry for consumers, by setting a benchmark we expect all traders to meet before they can become endorsed. All traders who successfully pass our assessment process become a Which? Trusted trader and can use the icon on their branding and promotional material.

Who can apply to become a Which? Trusted Trader?

To be able to apply, you’ll need to:

  • be based in the UK and be eligible to work in the country
  • work as a trader in:
    • the consumer home improvement industry
    • the motor servicing or motor repairs industries
    • the repair or installation of white goods and ovens
    • the repair of portable electrical equipment.

You can’t apply if:

  • your business has been operating for less than six months
  • you sell door-to-door
  • you have an active County Court Judgement – or one that is less than two years old
  • anyone involved in running the business:
    • has any unspent criminal convictions
    • has ever been declared bankrupt
    • has ever run a business that has become insolvent in the past 3 years or have had a number of companies that have become insolvent
    • has a history of dissolving multiple companies
  • we discover anything in the public domain that we would consider a risk to the reputation of our brand.

Do you endorse products or retail businesses?

No. A Which? Trusted Traders endorsement is given to businesses that provide an excellent service. So we only endorse the service provided to the consumer – not individual products or retailers.

What documents are required when I sign up/apply to be assessed/apply to join?

Once you’ve applied and paid the assessment fee, within 48 hours you’ll need to send us:

  • Your full public liability insurance policy schedule
  • An example quote – with customer details removed
  • An example invoice – with customer details removed
  • A copy of your photo ID
  • A utility bill that shows your address – you can either send an online bill, or a photo or a scanned copy of a paper bill
  • Any terms and conditions, if you have them.
  • A Valid DBS certificate for the Controlling Mind of the business or confirmation that you will apply for one as part of the application.

NOTE - A DBS (Disclosure and Barring Service) check, was previously known as theCRB (Criminal Records Bureau) check.

Once we’ve got these, we’ll set up a date and time for your business assessment. The type of assessment you’ll get depends on the size and type of your business. The target deadline from application to endorsement is 30 working days.

What makes Which? Trusted Traders different?

Unlike other schemes, we do more than just check references and qualifications. Every business that applies is interviewed by an experienced trading standards professional  to make sure that they meet our high standards. So, when customers see the Which? Trusted Traders logo, they know they’re using a trader that they can count on.

How long does the Which? Trusted Traders status last?

Once a trader is accepted onto the scheme, their Which? Trusted Traders endorsement is a rolling contract with no set end date. We regularly reassess traders to make sure they continue meet our high standards.  If we identify any issues at any point during their endorsement, we will offer further assessments with our trading standards professionals to establish if the business is still right for the scheme.   All businesses endorsed are subject to our terms and conditions.

How do you know the reviews are genuine?

A team of moderators use a range of resources to make sure that the reviews meet the user-generated content terms and conditions. You can read these here. If we have any concerns about the review, we will make additional checks. This may involve contacting you, your customer or both parties.


How much does it cost to become a Which? Trusted Trader?

    Option 1 Option 2
  Non-refundable assessment fee (inc VAT) monthly direct debit (inc VAT) Annual direct debit (inc VAT)
0-3 employees £240 £64 £770
4-9 employees £240 £83 £994
10-19 employees £240 £110 £1,317



We may need to re-visit your business, should this happen there may be a fee of £200 plus VAT. For further information on re-visits, scroll down to 'The Assessment Process'

Prices valid for applications from 1 August 2023.

Prices include one online profile. If you have more than one branch and wish to have more than one profile, there is an additional monthly fee per branch profile. For more information and costs please speak to your account manager during your application. 

Pricing bands correspond to the total number of people involved in the trader's business activities. This includes backroom staff, sales representatives and all those directly customer facing, even when these people are not directly employed by the company (i.e. subcontractors).

For companies with more than 19 employees and franchises, a higher rate applies please call 029 2267 0040 for more information.

If the Dispute Resolution Ombudsman service is used and the ruling is in favour of the consumer, a fee of £240 plus VAT will be charged.

Is the card that is used for the payment of the assessment going to be used for the ongoing fees?

No. After you’ve passed the assessment and decided to join Which? Trusted Traders, you can set up a different method for paying the scheme fees. You can either pay in full for the year, or set up a monthly Direct Debit.

The Assessment Process

What’s involved in the standard assessment process and how long will it take?

Our standard assessment process includes a credit report, customer reference checks and a visit from a Which? Trusted Traders trading standards professional. The assessor will come to your premises to interview you. It usually takes about 90 minutes. During the visit, you’ll be assessed on your business processes, documents, staff, and complaints procedures. Your assessor will make sure you understand and commit to our code of conduct. We will also seek feedback from a selection of your most recent customers, from whom you will need to gain permission.

Your assessor will usually give you some actions, which you’ll need to complete before you join the scheme. This might include things like amending your paperwork, adding our complaints procedure to your website, and sending us any subcontractor information.

We regularly monitor our traders to ensure they continue to meet the requirements and high standards of the scheme.

One of our assessors may need to re-visit your premises. If we need to do so (other than as part of our regular re-assessment process) for reasons such as a failure to continue to comply with the requirements of the scheme, including the Code of Conduct; changes to your business including a change to or expansion of your services or a change of ownership; or you are not replying to our correspondence, we may charge you a fee for such visit. The current fee for such visits is set out under the costs section of these FAQ's

Where does the assessment take place?

The assessment needs to take place at the premises where you conduct your business activities.

What are the different types of assessment?

If you trade as an electrician and you’re a member of NICEIC or Elecsa, we’ll interview you over the phone instead of in person. This is because you would have already undergone a thorough assessment in order to join the NICEIC or Elecsa. They’ll give us your most recent assessment report, which tells us a lot of what we need to know. We will then call you to get the rest of the details we require. This telephone interview lasts for about 30 minutes.Because it’s a shorter assessment process, we won’t charge you an assessment fee.If you’re a member of NICEIC or Elecsa, you’ll need to phone us to apply.

If your business has more than 19 employees, is a franchise or is a large retail brand, the assessment process is the same but on a larger scale.If you’re part of a franchise, every business within it would need to apply to be a Which? Trusted Trader. We ask franchises to do this so that customers don’t get confused by which business is endorsed and which isn’t. The franchisor will be interviewed by our assessor. They’ll also manage the process. So if you’re not the franchisor, you’ll need to talk to them before you start the application process.

If your company has more than 19 employees, is a franchise, or a large retail brand, you’ll pay more.

Becoming Endorsed

How long does it take to get endorsed?

We aim to get you endorsed within 30 days of applying to join the scheme. But this depends on how quickly you can send us the documents we need, and the dates you’re available for our assessor to visit you.

How can I get help with completing the actions given by the assessor?

We will help you every step of the way.  Get in touch with your account manager – they’ll send you some guidance as well as any forms that might be helpful and talk you through it over the phone.

What happens if an endorsed trader does not continue to meet Which? Trusted Traders’ standards?

If an endorsed trader fails to meet our standards, we’ll either suspend their endorsement, or remove them from the scheme altogether. This is because once a trader gets endorsed, they’ve got a duty to continue to meet our standards. We carry out checks throughout the year to make sure this happens.

The Hertfordshire and Islington Schemes

What makes a Which Trusted trader in Hertfordshire or Islington different?

We’ve partnered with Hertfordshire and Islington Trading Standards to create a joint endorsement scheme. Which? Trusted traders in Hertfordshire have been assessed by one of our trading standards professionals, just like Which? Trusted traders in any other part of the country. But they’ve also passed a DBS check and a Trading Standards intelligence check.

How do I become a Which? Trusted trader in Hertfordshire or Islington?

The process is the same, but with some extra checks. You’ll be asked to complete a DBS check, and anyone else who’s involved in running the business will need to complete one too. Hertfordshire / Islington Trading Standards will also need to check your business against their database. So you’ll need to agree that your details can be shared with them.

Endorsed Traders

What is the Which? Trusted Traders 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.

What if there’s a dispute between a Which? Trusted trader and a customer?

If you’ve got a dispute with a customer, there are a few things you should do. First, follow your own complaints process. Make sure you’ve complied with the terms of our Code of Conduct, and our What’s Expected of You guidance.

If the dispute can’t be resolved by using your own process, traders can use an Alternative Dispute Resolution service. It’s an independent, not-for-profit service to help traders and customers resolve any problems. You can read more about it here. If you need any more guidance, your account manager will be able to help.

If the dispute resolution service is used and the ruling is in favour of the consumer, a fee of £240 plus VAT will be charged.

As specified in the agreement you signed to be a Which? Trusted Trader you must comply with all requirements, procedural or otherwise, relating to the Dispute Resolution Provider, as set out here.

The use of the Dispute Resolution Provider is subject to a fair use policy, as set out here. If Which? deems that a disproportionate number of complaints are referred to the Dispute Resolution Provider, then Which? may pass on the cost of the case as set out above.

Who can use the Which? Trusted Trader logo?

If a business passes our assessment process and joins the scheme, they can use our logo (subject to our terms and conditions and user regulations). It can only be used by traders who are currently members of the scheme. So if a trader doesn’t pass their reassessment, or decides not to renew their membership, they have to stop using the logo.

Where can the endorsement logo be used?

You’re free to use the logo on any of your business assets, like clothing, vehicles, invoices and business cards, provided you comply with our terms and conditions for doing so. And you can use it on any of your promotional materials, including your website, leaflets and brochures. If you join the scheme, we’ll give you more information to help you use the logo in the best way. If you need more guidance, please speak to your account manager.

How do I order more stationery?


How do I cancel my membership?

If you do decide to cancel, you’ll need to give us three months’ notice. Please get in touch with your account manager and they’ll take it from there.

How do I make a complaint?

At Which? Trusted Traders, we are committed to providing you with an exceptional standard of service, however we understand that sometimes things go wrong, and we’ll do what we can to make it right. 

There are many different ways in which you can tell us about your complaint about the service you’ve received from us - please choose the right one for you from below.

How to contact us

Pick up the phone: Call us on 02922 670 040

Email: Please send it to

Write to us: You can detail your complaint in a letter to us at: 

Which? Trusted Traders

3 Capital Quarter

Tyndall Street

Cardiff, CF10 4BT

However you choose to get in touch with us, please provide us with the following so we can investigate further:

  • Your name and address
  • Your preferred contact details (we may have to contact you in order to get more information to help resolve your issue)
  • Details of your complaint, including any relevant documents or other information
  • Your preferred resolution 

How we'll handle your complaint

Using this information, we will raise a complaint on your account.

We will do all we can to resolve your complaint on the same day, or within five working days after the day that you contact us.

If we can't resolve your complaint in this time frame, we will write to you within five working days to let you know when you can expect a full response and provide you with the contact details of the team who will be dealing with your complaint.

Once all the details of your complaint have been investigated, we will issue our response to ensure that you have the full information and outcome.

How do I become a Trader of the Month?

Every trader in our scheme is eligible for Which? Trusted trader of the Month. Here’s what you need to do to be considered:

  • Make sure your business is fully compliant with the scheme - you can check with your account manager if you have any outstanding actions on your account that need to be completed before you can be considered.
  • Encourage your customers to write a review – we’ll look at online reviews and feedback cards written during the month. We’ll look for reviews that show how you’ve gone the extra mile and provided a great service.
  • Share examples of your work on social media – post a photo on Facebook or Twitter of a recent job. It doesn’t need to be glamorous – we’ll be looking at the story behind the picture. Make sure you use the hashtag #WhichTOTM so we can find it.
  • Show us how you’ve used the Trusted Trader logo – publish a post on Facebook or Twitter to show how you’ve used the logo. We’ll be looking for unusual and innovative ways of putting it to use. You don’t need to post a standalone image – it could be a link to your website for example. Again, use the hashtag #WhichTOTM.

For more information, read this article.

How do I recommend another trader?

Click here to recommend a trader to us. For every trader you recommend that passes the assessment and becomes endorsed, you’ll both get a free month from your endorsement fees.

I have forgotten my username/password – how do I reset it?

A member of the team can reset this for you. Call us on 029 2267 0040 and we’ll get it sorted.

How do my customers leave a review on my profile?

It’s really easy. Ask them to log onto and search for your business. Once they’ve found your profile, they’ll need to follow these steps:

  1. Click on the blue “Leave a Review” button
  2. Give the review a title
  3. Write the review in the box
  4. Give a star rating for customer service, quality, and value
  5. Tick the “Recommend trader” box – if they do
  6. Post the review

How do I reply to reviews?

Just log in to the website, go to the review you’d like to reply to, and click “Reply”. 

How do I get a negative review removed?

We don’t remove reviews simply because they’re negative, however traders are given the opportunity to give their side of the story. For advice about dealing with negative reviews, read this article.

The Trusted Trader logo has changed - why?

We are refreshing our brand to support positioning Which? as the go-to destination for advice and information. As part of this, we are launching new endorsement logos and the Trusted Trader logo is one of them. 

The new logo is the same oval shape as our Best Buy and Recommended Provider logos, which are already recognised and trusted by millions of UK consumers – you’ll have seen them stamped on ads from brands whose products or services we’ve endorsed. 

All newly endorsed traders will receive the new oval logo. Currently endorsed Trusted Traders will be using it from 3rd April 2023. It may take a little while for all traders to make the change but the new logo should be used by all traders by 3rd October 2023.  In the meantime you may see some traders with the new oval logo and some with the old chevron logo.

Legal and wellness helplines

What are the legal and wellness helplines?

The helplines are a free benefit included for all standard Which? Trusted Trader members (it is not available to members of a franchise or Approved Service). The legal helpline provides phone advice on UK tax issues, and on UK and EU legal issues, that affect your business. The wellness helpline also offers confidential support and advice from qualified counsellors to traders and their family members. Read more about the helplines.

How can I use the helplines?

If you're an endorsed Trusted Trader and want to access the helplines, contact your account manager on 029 2267 0040.

When are the helplines open?

Legal and counselling services will be available 24 hours a day, 365 days a year. Tax advice is available from Monday to Friday between 9am and 5pm (except bank holidays).