UK business. More insight. Less guesswork.
Independent research on how UK businesses are found, trusted and priced. Nobody pays to appear.
No email needed. 17 checks, with a fix for each one you fail.
Nearly 2 in 3 emergency plumbers don’t show a call-out price
Callers can’t see the cost before they ring.
Pricing · 179 firms checked 2 Oct 2026
Most care homes still don’t publish their fees
The one number families need is usually missing.
Transparency · 120 homes checked 12 Oct 2026
AI tools got 42 of 49 home care agency claims exactly right
We checked their answers against the official register.
AI visibility · 49 claims matched to the register 29 Oct 2026
Run a UK business?
See if customers and AI tools can find, trust and price you. Results in about 20 seconds.
Looking for a business?
Search UK firms we can confirm are real. Nobody pays to appear or to rank higher.
Buying research data?
Sector data files from £1,280. The Visibility Monitor from £280 a month.
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From plumbers to care homes, prices are often missing or out of date.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.
- Independent since 2017
- No paid listings or positions
- No sponsored research
- Mistakes corrected in public
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
Reports and licences for organisations
Competitor, regional and annual data packages for software firms, insurers, platforms and agencies, with a written scope and a clear licence.
From £3,500
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