How to Tell If a Website Uses Feefo

Feefo is an independent, invitation-only reviews platform — distinctive because it collects reviews only from verified customers a business invites after a transaction. Because its badges and widgets load from a dedicated domain, detecting it is straightforward: look for assets from api.feefo.com and Feefo-branded rating badges or review widgets. This guide covers every reliable signal, the verified-reviews model behind them, the look-alikes to rule out, and what Feefo usage tells you about the business.

What is Feefo?

Feefo is a reviews and customer-insight platform whose defining trait is its invitation-only, verified model: unlike open platforms where anyone can post, Feefo gathers reviews exclusively from genuine customers the business invites to review after a purchase or service. That closed-loop approach produces reviews that are demonstrably from real buyers, which makes Feefo particularly valuable in regulated and trust-sensitive sectors — finance, insurance, travel, automotive, energy and considered-purchase B2C/B2B — where verified credibility matters for both conversion and compliance. Feefo provides service-level and product-level ratings, badges, and reviews widgets, plus seller-ratings integration for Google.

For detection, the key context is that Feefo signals a business that prioritises verified, independent trust and runs a managed review-collection programme. Finding it tells you the company invites customers to review and displays verified ratings to build credibility — and, given Feefo's industry concentration, often hints at a regulated or trust-sensitive sector. Because Feefo loads its badges and widgets from api.feefo.com with a merchant identifier, it is easy to confirm. Its presence marks a trust-and-credibility-conscious business, frequently in finance, insurance or travel.

How Feefo loads and renders

Feefo's on-site presence is its rating badges and review widgets. These load from api.feefo.com (and feefo.com), referencing the merchant identifier in the asset URLs — for example a service-rating badge, a product-rating widget, or a reviews carousel, each rendered by Feefo's scripts (often into an iframe or a feefo-prefixed container). Feefo also outputs review structured data (AggregateRating/Review JSON-LD) so verified ratings can appear in search and as Google seller ratings. The merchant ID in the api.feefo.com URLs identifies the business's Feefo account.

Because Feefo is invitation-based, the review collection happens via emails Feefo sends after a transaction (server-side), so the on-site footprint is primarily the display widgets and badges. So a Feefo site shows api.feefo.com widget/badge assets, feefo-prefixed markup, the merchant ID, and the review schema. Knowing these — the api.feefo.com assets, the Feefo badges/widgets, the merchant identifier, and the review structured data — makes detection quick and merchant-identifiable.

How to tell if a website uses Feefo

Confirm at least one strong signal (an api.feefo.com request suffices).

1. Look for the badge. Feefo rating badges (service and product ratings, often with the Feefo logo) commonly appear in the header, footer, product or checkout pages.

2. Check the Network tab. Filter for feefo. Widget and badge assets from api.feefo.com (and feefo.com) confirm Feefo, with the merchant ID in the URL.

3. View the source. Search for feefo. The badge/widget markup and api.feefo.com references are usually visible.

4. Read the merchant ID. The merchant identifier in the api.feefo.com URLs identifies the business's Feefo account.

5. Check the review schema. AggregateRating/Review JSON-LD corroborates Feefo's verified ratings.

What the Feefo signals look like

<script src="https://api.feefo.com/api/javascript/example-merchant"></script>
<div class="feefo-review-carousel-widget-service" data-merchant-identifier="example-merchant"></div>
GET https://api.feefo.com/api/...   (badge/widget/review data)
<script type="application/ld+json">{"@type":"AggregateRating", …}</script>

Requests to api.feefo.com rendering a Feefo badge or widget, with the merchant identifier, are conclusive.

Feefo versus other review platforms — avoiding false positives

Match the domain to keep review platforms distinct. Feefo uses api.feefo.com/feefo.com; Trustpilot uses widget.trustpilot.com/invitejs.trustpilot.com; Reviews.io uses its own domain; on-site product-review apps (Loox, Okendo, Stamped, Yotpo) use their respective domains. The key conceptual distinction is Feefo's invitation-only, verified model versus open platforms (Trustpilot allows open reviews) and versus on-site product-review apps. Feefo's api.feefo.com domain and merchant-identifier pattern are characteristic. A business may run Feefo for verified service reviews and a separate product-review app, so finding Feefo does not exclude others. The verified, closed-loop nature is what distinguishes Feefo's positioning.

How reliable is each Feefo signal?

Requests to api.feefo.com (badge/widget/review assets) with a merchant identifier are definitive, as is a Feefo-branded badge or widget. The review structured data corroborates. The merchant ID reliably identifies the account. The weakest situation is a badge that loads only in the footer or on specific pages, so check the header, footer, product and checkout areas. As a rule, an api.feefo.com request or a Feefo badge settles it, and the merchant ID identifies the business.

What Feefo usage reveals about a business

Finding Feefo signals a business that prioritises verified, independent trust and runs a managed review programme. Its invitation-only model means the business deliberately chose a platform that guarantees reviews come from real customers — a credibility-first decision common in finance, insurance, travel, automotive, energy and considered-purchase sectors where trust and compliance matter. So Feefo often hints at the industry as well as the platform. Finding it tells you the company invests in verified social proof and customer feedback. If you sell reputation, CX, CRO, or trust-related tools (especially into regulated or trust-sensitive industries), a Feefo site marks a credibility-conscious buyer. The merchant ID lets you look up the company's verified Feefo rating, adding real intelligence about customer satisfaction. Compared to open platforms, Feefo specifically signals a "verified trust" priority.

What finding Feefo means for sales, agencies and competitive research

For sales and prospecting, Feefo marks a verified-trust-conscious business, often in finance, insurance or travel — a fit for CX, reputation, CRO and trust tools, especially those targeting regulated sectors. The merchant ID lets you check the actual rating.

For agencies and consultants, finding Feefo tells you the client values verified credibility, so engagements can optimise where and how trust signals are displayed (badges on product/checkout pages lift conversion) and improve review collection and response.

For competitive and market research, Feefo's verified ratings (lookup via the merchant ID) give a credible, comparable measure of customer satisfaction, and its concentration in certain industries makes its presence a hint about a competitor's sector and trust strategy.

Feefo in the wider stack

Feefo sits in the verified-trust layer. In its core sectors it accompanies finance/insurance/travel platforms, lead-gen and quote tools, analytics, and a consent-management platform. On ecommerce it may sit alongside an on-site product-review app (for product-level reviews) while Feefo handles verified service ratings. Given its regulated-industry concentration, it often appears with other trust and compliance elements. For an auditor, the valuable details are the merchant ID (and the verified rating it reveals), where the badges are placed, whether a separate product-review app runs, and the industry context; together these reveal how the business manages verified trust and credibility. The industry inference is what makes Feefo especially useful: because its invitation-only, verified model is concentrated in finance, insurance, travel and other regulated or considered-purchase sectors, a Feefo detection often tells you not just the platform but roughly the kind of business you are looking at — one where credibility and compliance carry real weight. For anyone selling into those sectors, or benchmarking trust strategies within them, that contextual signal turns a Feefo badge into a useful clue about the company's market and priorities rather than a mere tooling detail.

A quick Feefo confirmation walkthrough

Open the site and look for a Feefo rating badge (header, footer, product or checkout pages). Open the Network tab, filter for feefo, and confirm widget/badge assets from api.feefo.com — the URL contains the merchant identifier. View the source for feefo and any feefo-prefixed markup. Check for AggregateRating JSON-LD. Read the merchant ID and look up the company's verified rating on Feefo. The api.feefo.com assets or a Feefo badge confirm Feefo.

A quick Feefo detection checklist

• Look for a Feefo rating badge in the header, footer, product or checkout pages.
• Filter the Network tab for feefo; api.feefo.com assets are conclusive.
• Read the merchant identifier from the api.feefo.com URLs.
• Check for AggregateRating/Review JSON-LD output.
• Note the likely industry (finance, insurance, travel) Feefo's presence hints at.
• Distinguish Feefo (invitation-only, verified) from Trustpilot (open) and product-review apps.

Detecting Feefo at scale

Checking one site is quick, but mapping verified-reviews adoption across many domains — to find trust-conscious businesses in regulated sectors — calls for automation. StackOptic detects Feefo and thousands of other technologies from a real browser, reading widgets, badges and merchant IDs. For related reading, see our guides to getting more Google reviews and responding to online reviews, and the full Feefo technology profile.