Trust you can measure, and the directory that puts it to work.
Trust the trust you can measure Ent the business List the directory
Where the name comes from
The name is not a marketing invention: it is the definition of the product, put end to end. Trust — the TrustScore and verified reviews. Ent, the enterprise. List, the directory. That reading is where the domain name came from, and it is exactly what the platform does.
The two halves hold each other up: a directory without trust is just a list of names, and a rating without a directory leads nowhere. We refuse to sacrifice either one.
How the TrustScore is calculated
The score shown is not the average of the ratings. A raw average would let a business display 5.0 from a single review — and would make manipulation trivial.
Every profile starts with the equivalent of 7 reviews at 3,5 stars. So a first 5-star review does not display as 5.0. A rating is earned over time.
A review loses half its weight in 365 days. A score must reflect today's quality, not a reputation earned three years ago.
A review left after an invitation tied to a real purchase weighs more than a spontaneous one. Both stay published, and both are labelled.
The verification levels
The badge does not say whether a business is good: it says what we actually checked. That is different information from the rating, and just as useful.
A code sent to the profile's official number was confirmed.
Proof of real activity was provided: a photo of the premises with its location, a merchant Mobile Money account, or a visit. Available without any paperwork.
The registration was checked against the national register.
In-depth verification, renewed periodically.
A level is never withdrawn lightly: it expires, and the business can renew it. We deliberately opened the scale to informal businesses, which make up a large share of the continent's real economy.
What we refuse to do
- Delete a negative review for money. Never, at any price.
- Let a paid placement influence the TrustScore or a ranking. Promoted placement is always labelled as such.
- Publish a reviewer's email address, or sell on businesses' contact details.
- Publish a review without moderation, or let a business rate its competitors.
On the platform today
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