Last updated 12 Sep 2026
Who can rate
Anyone with a verified wowpilot account who was actually a customer. That rules out competitors, agencies rating on a client's behalf, and former staff settling scores. If you didn't buy from them or use them, don't rate them.
What a useful rating looks like
- Specific beats sweeping. "Arrived two days late, but support refunded shipping within the hour" tells the next customer something. "Terrible company" doesn't.
- Describe the transaction, not the brand. What you ordered, what happened, how it was resolved.
- One rating per business. Things changed? Edit the rating you already wrote. Don't stack a new one on top.
- Your own words. Pasted text, marketing copy and AI boilerplate get flagged — the filters are good at spotting it.
What gets a rating held back
- Links. None at all — not to the business, not to a rival, not to your blog.
- Personal details. No phone numbers, home addresses, staff names, order numbers you'd regret sharing, or health information.
- Abuse. Be as harsh as the facts justify; slurs, threats and harassment are not facts.
- Off-topic. Rate the business, not the industry, the government or the weather.
- Paid or traded ratings, unless they came through the business's own invitation and are marked Verified.
- Competitor sabotage. Ratings from people who work for a rival come down the moment we can show it.
What happens after you submit
Automated checks run first — length, links, personal information, obvious copy-paste, and whether the account looks like a person or a script. Anything they flag goes to a moderator, who decides against these rules. Most ratings are live within a business day.
Once live, three reports from other members hide a rating automatically until a moderator looks again. The business can reply in public; it cannot pay to have it taken down. Removed ratings are kept for the audit trail but never shown or counted.
Changing your mind
Edit your rating any time — edits go back through moderation and reappear once approved. You can also delete it: it disappears from the page immediately and a moderator finalises the removal shortly after. Deleted ratings don't count toward a score.
Verified ratings
Businesses on paid plans can send invitation links to their real customers. Rate through one of those links and your rating gets a Verified badge. It's the strongest signal we have that a rating came from a genuine purchase, and it counts for more in the score.
Reporting a rating
Spot one that breaks these rules? Use Report this rating on the business page, pick the reason, add a line of context if it helps. Reports are reviewed by a person; false reports made in bulk get the reporting account restricted.
Appeals
If your rating was held or removed and you think that's wrong, tell us which business and what the headline was. A second moderator will look at it fresh, and you'll get the decision and the reason.