UK business. More insight. Less guesswork.
Independent research revealing how UK businesses are found, trusted and priced. No pay-to-play. No spin. Just evidence.
Free to read. Nobody pays to appear.
Nearly 2 in 3 emergency plumbers don’t show a call-out price
Callers can’t see the cost before they ring.
Pricing
Most care homes still don’t publish their fees
The one number families need is usually missing.
Transparency
AI tools mostly get home care agencies right. Not always.
We checked their answers against the official register.
AI visibility
The Whito Truth Index
Three simple questions we ask about UK business, sector by sector. Built only from what we have checked ourselves.
Found
Can customers and AI tools find you?
AI assistants rarely agree on which local firm to recommend.
Trusted
Can people check you are who you say?
Many limited companies still leave their company number off their website.
Priced
Can buyers see what it costs?
From plumbers to care homes, prices are often missing or out of date.
No scores we can’t explain. Every finding links to its method, its sources and the date we checked.
How Whito works
The same three steps for every study.
We check
We go to the source: the business’s own website, Companies House and the official regulators.
We count
We record what we find, including the businesses we can’t confirm. Nothing is dropped to make a better story.
We publish
Free to read and free to quote. With the date, the method and what the study can’t prove.
Why you can trust it
Whito has published independent research since 2017. We’re not an agency, a review site or a price comparison site.
Our rules on money are public, and when we get something wrong, we say so.
- No paid listings or paid positions
- No sponsored research
- No paying to pass a check or change a result
- No fake reviews. We host no reviews at all.
What’s free and what’s paid
Most of Whito is free. You only pay for ongoing monitoring or the detailed data.
Free
Visibility Check
See whether your website is easy for customers and AI tools to read and trust. Fixes included. No email needed.
Research
Every study, free to read and free to quote with a link.
Business directory
Find a UK business you can check, or list yours. No card, no paid tier.
Paid
Visibility Monitor
A monthly report on where your business shows up in ChatGPT, Gemini and Google AI Mode. Cancel any time.
£280 a month
Research data files
The full data behind a study, for insurers, lead platforms, software firms and trade bodies. Most files name every business, with its register status and the date checked.
From £1,280
FREE Whito email
New findings first, a few times a week. Weekdays only.
