# Which? review reply templates

> Six Which? Trusted Trader reply templates — measured, evidence-based responses for the UK's most scrutinised review platform.

_Updated 2026-07-22 · By Elizabeth Davis_

Source: https://happyreplies.com/templates/platform/which

## TL;DR

Which? reviews are verified and high-intent. Replies should be factual, professional, and trade-specific. Avoid emotion, offer a clear resolution path, and sign from a named person with authority.

## Overview

Which? Trusted Trader is one of the UK's most trusted trade-review platforms. Homeowners read Which? replies to judge reliability and accountability. These templates are written for tradespeople and service businesses who need to sound competent under scrutiny.

## Platform rules

- Which? verifies traders; reviews are from real customers.
- Replies are public and contribute to your Trusted Trader score.
- Keep responses factual and avoid personal or emotional language.
- Do not offer incentives or ask reviewers to change their feedback.
- Disputes follow Which?'s formal process — don't litigate in the reply.

## Tone notes

Measured, evidence-based, and trade-professional. Which? readers are researching carefully; replies should demonstrate competence and accountability.

## Templates

### 5-star, verified trader

> _Review:_ Excellent work, left the house spotless.

> _Reply:_ Thank you — we always clear up before we leave. Glad you're happy with the result. — Marc, director

### 3-star, job took longer

> _Review:_ Good finish but took three days instead of two.

> _Reply:_ Hi — the overrun was due to {specific reason}. We should have flagged it earlier. I've reviewed the schedule with the team. Please contact us if you'd like to discuss the impact. — Marc

### 1-star, workmanship

> _Review:_ Had to get someone else to redo it.

> _Reply:_ Hi — I'm sorry the work didn't meet the standard we expect. I'd like to inspect what happened and put it right. Please contact us directly through Which? or our website. — Marc, director

### Quote dispute

> _Review:_ Final bill was much higher than the quote.

> _Reply:_ Hi — any bill above the agreed quote needs explaining line by line. Please send the invoice number and I'll review it personally today. — Marc

### Fake / unverified

> _Review:_ Never used this company.

> _Reply:_ Hi — we can't find a record of work under this name and have raised it with Which? If we did work for you, please contact us with the address and date. — Marc

### Follow-up after rectification

> _Review:_ They came back and sorted everything.

> _Reply:_ Thank you for the update — we appreciate the chance to put things right. — Marc, director

## FAQ

### How does Which? verify reviews?

Which? verifies that reviewers are genuine customers of the trader. This makes the platform high-trust but also means most negative reviews deserve a factual, non-defensive reply.

### Can I ask a Which? reviewer to remove feedback?

No. Which? forbids incentivising or requesting changes to reviews. Reply professionally and use the formal dispute process if needed.

### Should I sign replies from the company or an individual?

Sign from a named director or owner. 'The team' reads as impersonal on a platform built around trust.