Thinking about a new review platform? There are two main types: open and invite-only. Choosing the right one can shape how customers perceive your brand, and how much trust you build through feedback.
Invite-only (purchaser-verified) platforms only allow reviews from customers who’ve actually bought from, or have a verifiable experience with you. Open platforms, on the other hand, let anyone leave feedback, whether they’ve interacted with your brand or not.
Let’s explore the pros and cons of each, and why verified reviews are more essential than ever.
What’s a closed review platform — and why do businesses use them?
Trust is earned one review at a time, and purchaser-verified platforms offer a layer of protection and precision. By only allowing feedback from customers who’ve actually made a purchase every review is grounded in a real experience.
For businesses that value authenticity, and dependable data, this model helps keep the signal clear and the noise out.
What are the benefits of invite-only reviews?
Verified reviews aren’t just more trustworthy, they’re more useful. By collecting feedback only from genuine customers, invite-only platforms help brands build credibility, gather insights at key moments, and reduce the risk of misleading or malicious content. It’s a smarter way to listen.
- Protect your brand from fake or misleading reviews
- Ensure feedback is from verified customers
- Allows targeted review collection at key touchpoints
- Enables private feedback for internal improvements
Are there any downsides to using a closed review platform?
While invite-only platforms offer control and credibility, they’re not without trade-offs. Some consumers may perceive them as less transparent, and discoverability can be lower compared to open platforms. There is also a tendency for higher ratings (up to 0.5) and a reduction in negative reviews when customers are specifically requested to leave feedback.
- Some customers may question transparency
- Discoverability can be lower than open platforms
- A skew towards higher ratings
What’s an open review platform — and how does it work?
Open platforms take a more democratic approach: anyone can leave a review, whether they’ve bought from you or not. This can increase visibility and volume — but it also opens the door to unverified feedback, which can be both a blessing and a risk.
Why do some brands prefer open feedback?
For some businesses, the openness of these platforms is a strength. Reviews can reflect a wider range of experiences - including failed purchases or customer service interactions - and customers don’t need an invite to share their thoughts. It’s fast, accessible, and often easier to amplify.
What risks come with unverified reviews?
With openness comes vulnerability. Fake reviews, competitor sabotage, and irrelevant feedback can all dilute trust and damage your brand. And without the option for private or anonymous feedback, you lose a valuable channel for honest, constructive input.
How do open and invite-only platforms compare?
It’s not a case of good vs bad - it’s about fit. Invite-only platforms offer control, authenticity, and targeted insights. Open platforms offer reach, spontaneity, and broader visibility. The right choice depends on your brand’s priorities and how much you value verified feedback in your reputation strategy.
Can negative reviews actually help your brand?
Handled well, negative reviews can be a powerful trust-builder. Responding with empathy and solutions shows you care. And that you’re listening. In fact, most consumers say they’re more likely to trust a brand that owns its mistakes and makes things right.
Why verified reviews matter more than ever
With fake reviews costing the global economy billions, the pressure is on for transparency. The DMCC Act, FTC’s Final Rule and the EU Omnibus Directives are raising the bar for review authenticity, making platforms like Feefo - which only collect feedback from verified purchasers - more relevant and necessary than ever.
Whether you opt for an open system that amplifies reach or an invite-only model that prioritises authenticity, the impact on your brand’s reputation is real. Verified reviews offer clarity, credibility, and control - especially in a landscape where fake feedback can cost more than just customer confidence.
Want to see Feefo in action?
If your business values transparency and actionable, dependable insights, it’s time to explore how Feefo’s purchaser-verified reviews can elevate your customer experience.
Get in touch to start building trust, one review at a time.
