Whito’s job is to give UK small businesses clear, practical marketing guidance. That only works if you can trust what we say. This page tells you, plainly, how we make money, what commercial relationships exist, and the rules we hold ourselves to.
If anything here is ever unclear, email us at hello@whito.co.uk and we will fix it.
How we make money
Whito Ltd earns revenue in two ways.
Productised service work. We work directly with UK small businesses, mostly in home services, to fix their marketing foundations. This is our primary revenue.
Affiliate commissions on some tools content. On pages where we review or compare software and tools, some of the links are affiliate links. If you click one and go on to buy, the provider pays Whito a commission. It costs you nothing extra. It does not buy a place in our rankings, influence our shortlist, or change what we write.
Examples of content where affiliate links appear:
- Our “best of” tool comparison pages
- Specific tool reviews
- Stack recommendations
Content where affiliate links do not appear:
- Editorial and opinion articles
- Framework and methodology pages
- Research and data reports
- Case studies
Each page that contains affiliate links carries a one-line disclosure at the top.
The rules we hold ourselves to
- No paid rankings. No tool can pay to be included, ranked higher, or featured. If we are ever offered this, we say no, and we will publish the offer.
- No sponsored content inside editorial. If we ever run sponsored or partner content, it will be clearly labelled as such, separated from editorial, and sit outside the “best of” comparison pages.
- No hidden relationships. Every commercial relationship lives on this page. If we sign a new one, this page updates within seven days.
- No removing reviews for money. A poor review is not up for negotiation with the company reviewed.
- Corrections are public. If we get something wrong, we fix it, date the fix, and log it on our corrections page.
Whito and WhitoMedia
Whito Ltd (the publisher of whito.co.uk) and WhitoMedia are run by the same founder, Jacob Whitmore. They are separate operations with different purposes. WhitoMedia’s work does not influence what we publish on Whito.co.uk. If that ever changes, we will say so here.
How we test and rank
Every “best of” page is built on the same process.
- We define the reader first. Each page states clearly who it is for and who it is not for.
- We build a criteria list against that reader’s needs, not against vendor marketing pages.
- We test the tools against the criteria. Where we cannot test first-hand, we say so on the page.
- We publish the scorecard so you can see why each tool ranks where it does.
- Pages are dated and reviewed on a rolling schedule. If a product changes materially, we update sooner.
How to contact us
- Corrections or complaints: hello@whito.co.uk
- Commercial enquiries: hello@whito.co.uk
- Press: hello@whito.co.uk
We read everything. We respond to corrections first.
Material changes to our commercial model or relationships are logged on this page on the same day they happen.