How Whito makes money

Updated 2 October 2026. If you are going to trust our numbers, you should know exactly who pays us, for what, and what money can never buy here. This page is the contract. If we ever break it, quote it back at us: hello@whito.co.uk.

What money cannot buy

  • Companies cannot pay to appear on Whito. Every listing is free, and stays free.
  • Companies cannot pay to pass a check, change a score, or move up any list. Position is never for sale.
  • There is no paid listing tier and no paid profile feature. Every listing shows the same fields.
  • Companies cannot pay to be added to, softened in, or removed from a research finding. If a fee could change a result, we do not take the fee.
  • We host no customer reviews and we never invent them.

What we charge for

We sell research files, plus two optional subscriptions: a quarterly Refresh that keeps a file fresh, and a Visibility Monitor on one named business. Nothing else is for sale. Two smaller sources of income, disclosed affiliate links and a licence to quote a passed check, are set out below.

Whito Data files, £1,280. Two built-to-order scopes have fixed prices: a 12-City Register File at £2,800, and a Software Price File for a vendor at £1,280. Any other sector file, and multi-sector or ongoing work, is built to order with a fixed price agreed in writing. The raw files behind our public research: which businesses AI engines actually name in a sector, every answer logged, every business checked against Companies House, with the method, the limits and the collection date. Sold to organisations. A file about one business reports what the engines and registers showed, whoever is paying.

Data Refresh, £990 a quarter. An optional subscription on any Whito Data file. We run the same scope again each quarter, with a new collection date, and email the new PDF and CSV. It changes nothing on the public site and nothing in any research finding. Cancel any time in the Stripe billing portal.

Visibility Monitor, £280 a month. Sold to agencies and brand teams watching one named business. Each month we put the same fixed questions to ChatGPT, Gemini and Google AI Mode and send a PDF plus raw CSV. It reports what the engines said, whoever is paying, and it changes nothing on the public site, in any listing or in any research finding. Cancel any time in the Stripe billing portal.

One call, if you ask for it. For orders of £7,500 or more we will take a single 30-minute scoping call, at your request. It covers scope and delivery only. The price is fixed in writing before the call, every call is logged, and nothing said on a call can change a listing, a check, or anything we publish. Below £7,500, everything happens in writing.

That is the complete list. There is no membership. We removed the £39 monthly membership in August 2026 and nobody was ever charged for it.

What we are not

We are not a price comparison website. We do not provide quotes, arrange switching, or sell insurance, lending, energy or pension products. There is no path from any Whito page to a financial contract.

We are not an agency. We do not run campaigns, manage ads, build websites or take over accounts. The people who measure your marketing should not be the people paid to fix it, so measurement and fixing never share an invoice here for the same claim.

We are not a review platform. Nothing on Whito ranks on stars, and no review can be bought, traded or removed for money.

Affiliate links, and their rules

Some software reviews may carry an affiliate link. The rules, in full:

  • Unregulated software and tools only. Never insurance, lending, energy or pensions.
  • A link is added only after the editorial verdict is written. The verdict never moves for the link.
  • Tables and rankings never reorder for commission.
  • If there is no fee, we publish anyway. Some of the tools we recommend most pay us nothing at all: Google Search Console, Google Business Profile, Google Analytics.

The one thing a firm can licence

A business may, after the fact and for a fee, licence the right to say in its own marketing that it passed a check that has already happened. It cannot buy the check, the result, or a retest. The result exists first. Money never touches it.

Whito and WhitoMedia

WhitoMedia was our old trading name. It is the same business, now trading as Whito, and the company behind it is Whito Ltd, the publisher of whito.co.uk. If you see the WhitoMedia name on an older invoice, email or profile, it is us, and everything on this page applies to it.

Questions larger firms ask

Can a large or infrastructure firm pay for a better profile? No. Every listing, from a sole trader to a national contractor, shows the same fields. There is no premium profile, no enhanced listing and no sponsored slot. The contract above applies whatever the size of the firm.

Can we pay to be listed first in a directory? No. Verified listings, where the firm has claimed its listing and confirmed its details, come first, and claiming is free. After that the order is alphabetical. Money cannot change it.

Can we pay Whito to introduce us to National Highways, the National Wealth Fund or another public buyer? No. We do not sell introductions, write bids or pass on enquiries. Public contracts are published on Find a Tender and Contracts Finder, and those routes are free.

Can we buy a report about our own firm? Yes. An organisation can order a built-to-order file, including the Visibility Monitor on one business at £280 a month. It runs on the same published method as every other file. Buying it changes nothing on the public site, in any listing or in any published finding, and the file reports what the engines and registers showed, whoever is paying.

Can we sponsor a study or an industry hub? No. If a fee could change a result, we do not take the fee.

Holding us to this

This page is linked from the footer of every page on this site and from both paid pages. If anything we publish ever looks like it breaks the contract above, write to hello@whito.co.uk. We correct mistakes in public.

Whito Ltd, company number 10918465. Payments are handled by Stripe. We are not VAT registered, so the prices above are the total payable.