Know more. Guess less.
Independent insight into UK businesses. Free research, a directory of firms we can confirm are real, and a free check for your own website. Nobody pays to appear.
Check how visible your business really is.
Understand how your website performs and how easily customers and AI can find you.
FreeNo email needed. 17 checks, with a fix for each one you fail.
For businesses
Check your visibility, understand how your website performs and find the fixes worth doing first.
Find a business
Search UK firms we can confirm are real. Nobody pays to appear or to rank higher.
Research and data
Independent research on how UK businesses are found, trusted and priced. Free to read and free to quote.
Need the data behind a study? Files from £1,280.
Can you find it, trust it and see the price?
The three questions behind every Whito study. Here is one real finding for each, from checks we ran ourselves.
Found
Can customers and AI tools find you?
Search and AI visibility. We test whether Google and AI assistants name UK businesses, and whether they name the same ones twice.
55.2%
of businesses AI assistants named came back when we asked the same questions again.
149 of 270 businesses. Checked 27 October 2026.
Trusted
Can people check you are real?
Identity and credibility. We check what businesses say about themselves against official records such as Companies House.
59.3%
of limited-company trade and dental websites showed their company number.
67 of 113 websites. Checked 14 October 2026.
Priced
Can buyers see what it costs?
Price transparency. We count which businesses publish a real price on their own website, sector by sector.
13.4%
of emergency plumber websites showed a call-out price in pounds.
24 of 179 websites, eight towns. Checked 2 October 2026.
Independent, and open about how
Every study says when its data was collected, where it came from and what it cannot prove.
- Independent since 2017
- No paid listings or positions
- No sponsored research
- Mistakes corrected in public
Common questions
What is Whito?
Whito publishes independent insight into UK businesses: free research, a directory of firms we can confirm are real, and a free check for your own website. Nobody pays to appear.
Is the Visibility Check really free?
Yes. It runs 17 checks on your website in about 20 seconds. No email is needed, and every failed check comes with a fix.
How does Whito make money?
We charge for research data and the Visibility Monitor. Money never changes a listing, a score or a ranking. How we make money.
How do you check a business is real?
We look for the business at Companies House where it should be registered, and on the sector register where one exists, such as the CQC, the FCA or Gas Safe. If we cannot confirm it, we say so.
