How Whito Makes Money
If you are going to trust our advice, you should know exactly how we earn a living. Here is the full picture, starting with what we do not do.
What We Do Not Do
We do not accept payment for favourable reviews. No tool, platform, or service provider can pay to receive a better rating or recommendation on Whito.
We do not adjust rankings based on commission rates. Whether we earn 5%, 30%, or nothing from a tool has zero bearing on where it appears in our comparisons.
We do not accept sponsored placements. You cannot buy a "top pick" badge, a featured spot, or a priority listing on any Whito page.
We do not run campaigns for clients. We are not an agency. We do not manage ads, social media, or SEO for businesses. We advise and audit. That separation matters.
We do not sell your data. Your email, business details, and report data are never sold to third parties or shared with tool vendors.
How We Actually Earn Money
Whito earns money in three ways. All of them are disclosed here and at the point of recommendation. None of them influence our editorial decisions.
Paid Audits and Strategy Work
Our primary revenue comes from paid marketing audits. Businesses pay us to assess their marketing, identify what is working, find what is wasted, and give them a clear plan of what to fix first. Scope and pricing are agreed in writing before any work begins.
The free growth report is how most people find us. It costs nothing, takes 60 seconds, and comes with no obligation. If a business wants to go deeper, they can book a paid audit. If they do not, they keep the free report and we part ways. No pressure, no follow-up sales calls.
Affiliate Commissions on Tools We Recommend
When we recommend a tool in a review and you click through and purchase it, we may earn a commission. This is standard across the comparison industry and is fully disclosed on every review page.
The commission does not change the price you pay. It does not influence which tool we recommend. Our review methodology explains exactly how we evaluate and score every tool, and you can read it in full.
The test we apply: if removing the affiliate relationship would change our recommendation, the recommendation is wrong. We apply this test to every review.
Referral Fees for Specialists
Sometimes an audit reveals that a business needs specialist help we do not provide, like web development, paid advertising management, or branding. When we refer a business to a trusted specialist, we may receive a referral fee.
This is always disclosed at the point of recommendation. We only refer to people we would hire ourselves.
Every commercial relationship Whito has is disclosed at the point it is relevant. If you ever feel something has not been disclosed properly, tell us at hello@whito.co.uk and we will fix it.
Tools We Recommend That We Earn Nothing From
This is the simplest proof that commissions do not drive our recommendations. These are tools we actively recommend across our reviews and audits where we have no commercial relationship whatsoever.
Google Search Console - Free. The single most important SEO tool for any small business. We recommend it in every audit.
Google Business Profile - Free. Essential for local visibility. We recommend setting this up before spending money on anything else.
Google Analytics - Free. The baseline for understanding what is happening on your website. No affiliate commission available.
Canva Free Tier - Free. Good enough for most small business design needs. We recommend it over paid alternatives for businesses in the Start stage.
MailerLite Free Tier - Free up to 1,000 subscribers. Often the right starting point for email marketing before investing in paid platforms.
We will continue to update this list. If a free tool is the right answer, we will say so, even when a paid tool we earn commission on exists.