Updated 18 September 2026. This page is the rulebook for the Whito directory. If a listing ever breaks it, quote this page back at us: hello@whito.co.uk.
Where listings come from
We find businesses on their own websites and on public registers: Companies House, and the registers run by schemes and regulators such as Gas Safe, NICEIC, NAPIT, the GDC, the CQC and the professional accounting bodies. We do not copy lists from lead platforms or review sites, and we never add a business because an AI tool named it.
Most businesses are listed before they have heard of us. Any business can have its listing corrected or removed, free.
What we check before a business appears
- It exists and trades. A working website that names the trade and the area.
- Its company record. If it is a limited company or LLP, it must be active on Companies House, with a name and address that fit. We do not list a business under a dissolved company or one in liquidation.
- Its registration, where the trade has one. Scheme details on a listing come from the business’s own website unless the listing says we checked them on the register. Always confirm the current number on the scheme’s own register before you book. Care providers are listed from the CQC register.
If we cannot confirm a business, it does not appear.
What we never do
- Invent a business, an address, a phone number, a qualification or a review.
- Show star ratings or review counts.
- Reprint regulator ratings. We link to the regulator’s own page instead.
- Sell your search or your details as a lead.
How the order works today
Businesses that have claimed their listing and confirmed their details with us appear first. Everything else is listed A to Z. Claiming is free.
What can never change the order
Money of any kind, including buying Whito research. Star ratings or reviews from anywhere. Whether an AI engine recommended the business. Clicks, visits or enquiries. Advertising on other sites. Any relationship with Whito or its founders, including under our old trading name, WhitoMedia. Complaints, corrections or right-of-reply requests. Size or turnover.
We do not move listings by hand. If an order looks wrong, the data is wrong, and we fix the data.
What a listing does not mean
A listing is not a recommendation and not a review of anyone’s work. A check tells you a fact was true when we looked. Each profile lists what to ask before you book.
Corrections and removals
Email hello@whito.co.uk with the listing address. Corrections are free for every business, claimed or not. Removal is free, and we will not ask why.