What Reclame Aqui does

Reclame Aqui is a privately held Brazilian consumer protection and reputation platform founded in 2001 and headquartered in São Paulo. Its core product is a public-facing website and mobile application where Brazilian consumers can research companies before purchasing, file complaints, read peer reviews, and resolve disputes — the platform has accumulated over 25 million resolved complaints with an average company response time of approximately three days. The company's underlying technology combines a complaint and review management platform with a consumer-facing fraud-detection tool (Detector de Site Confiável, launched during Black Friday 2022) that has analyzed 350,000+ websites and performed 50M+ user consultations, powered through a partnership with Axur's Cyber Threat Intelligence platform.

The business model is hybrid: the consumer-facing platform is free (freemium), while monetization is driven by B2B subscriptions and advertising. The B2B product suite comprises RA Brand Page (customizable company profiles with consumer behavior data), RA Reviews (review collection and display for e-commerce, inherited from the 2019 Trustvox acquisition), RA HugMe (unified complaint and social media management), and RA API (integration of complaint data into enterprise systems). RA Ads is the company's advertising product, displayed across the platform and via a dedicated products portal. Distribution channels include the reclameaqui.com.br website, iOS and Android apps, a Chrome browser extension offering real-time reputation alerts and discount coupons, the RA Educa educational blog, and a coupon portal featuring 500+ active brand deals and an annual Guia Melhores Empresas ranking (with 3,429 companies featured in the 2026 edition). Reclame Aqui serves two primary customer segments: Brazilian consumers seeking pre-purchase transparency and post-purchase recourse, and Brazilian companies — across SMB through enterprise — seeking reputation management, review generation, complaint response, and advertising visibility.

Name

Reclame Aqui

Legal name

Reclame Aqui

Website

https://reclameaqui.com.br

Company type

Private

Founded year

2001

Operating status

Operating

Headcount range

251–500 employees

Short description

Reclame Aqui is a Brazilian consumer complaint and review platform founded in 2001 that helps consumers research companies, file complaints, and detect fraudulent sites. It also offers B2B subscription tools for reputation management, review collection, and complaint response.

Ownership category

akta.pro rank

Product category

Reputation Management Software

NAICS

Advertising Agencies (541810), Credit Bureaus (561450)

akta.pro primary industry

Personalization, Testing & Conversion Rate Optimization (CRO) (BPAFAFAG)

akta.pro secondary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Consumer complaint platform
• Reputation management software
• Review collection tools
• Online reputation platform
• Business reputation scores

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. RA Ads: Advertising platform for businesses to promote their brand and products on the Reclame Aqui platform. Displayed across the website with links to products.reclameaqui.com.
2. B2B Products (RA Brand Page, Reviews, HugMe, API): Subscription-based products for businesses to manage their online reputation, collect reviews, handle complaints, and integrate with company systems. Companies pay for premium features to strengthen consumer trust and boost sales.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Reclame Aqui operates Brazil's largest consumer complaint and business reputation platform, enabling consumers to research companies, file complaints, and access reviews before making purchases. The platform also offers B2B products (RA Brand Page, RA Reviews, RA HugMe, RA API, and RA Ads) that help companies manage their online reputation, collect customer reviews, handle complaints, and advertise to consumers.

Product overview

Reclame Aqui operates as a consumer reputation and dispute resolution platform that serves both consumers and businesses. The consumer-facing core platform includes tools for filing complaints, searching company reputations, checking site safety via the Detector de Site Confiavel, accessing discount coupons from verified businesses, and browsing the annual Guia Melhores Empresas award rankings. The business product suite consists of RA Brand Page (customizable brand pages with consumer insights), RA Reviews (review collection for e-commerce), RA HugMe (unified complaint and social media management), RA API (system integration for complaint data), and RA Ads (advertising placements). The company also offers a mobile app for iOS and Android and a Chrome browser extension for real-time site safety alerts and discount access. The platform has resolved over 25 million complaints with an average response time of 3 days.

Differentiator

Problem solved

Functional benefit

Brands

• RA Ads: Advertising platform for businesses
• RA Brand Page
• RA Reviews
• RA HugMe
• RA API
• RA Educa
• Detector de Site Confiável
• Extensão Reclame Aqui

Products and services

• RA Brand Page A customizable brand page where companies can display personalized content, receive detailed consumer feedback, and access consumer behavior data. Targeted at Brazilian companies wanting to strengthen brand presence.
• RA Reviews A consumer review collection and display solution that allows businesses to showcase ratings in their online store, increasing brand trust and attracting new customers.
• RA HugMe A complaint and social media comment management platform that consolidates all brand mentions in one place, generates reports, and automates customer service workflows for businesses.
• RA API An API product enabling businesses to integrate complaint information into their own systems and respond to Reclame Aqui complaints using their own tools.
• RA Ads An advertising product featured across the Reclame Aqui platform, including on product pages, to increase brand visibility among consumers researching companies.
• Detector de Site Confiável A free tool that analyzes website URLs to determine if a site is trustworthy, helping consumers avoid online fraud. Targeted at online shoppers.
• Reclame Aqui Mobile App A mobile application available for Android and iOS that allows consumers to file complaints, track their complaints, check company reputations, and access discount coupons.
• Extensão Reclame Aqui A free Chrome browser extension that alerts users in real time when they visit sites with suspected fraud indicators, displays company reputations while browsing, and provides access to exclusive discount coupons.
• Cupons de Desconto Reclame Aqui A discount coupon portal featuring over 500 companies with active deals and discount codes for consumers, including exclusive coupons from RA1000-rated (top reputation) businesses.

Quantifiable outcome

• Over 25 million consumer complaints have been resolved through the platform
• +3 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

One partnership is on record.

• AxurcoreTechnology or Integration · 1 November 2022Axur is a global Cyber Threat Intelligence platform that specializes in detection, inspection, automation, and removal of cyber risks and threats. Through this partnership, Reclame Aqui leverages Axur's technology to power the Detector de Site Confiável feature, which identifies and helps remove fraudulent websites. The partnership enables both companies to combat online scams and protect Brazilian consumers.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Trustpilot: Global consumer review platform offering verified business reviews and reputation management tools for businesses. Direct competitor to Reclame Aqui on the B2B review-collection side (analogous to RA Reviews) and increasingly relevant in the Brazilian market where both serve consumers researching brands before purchase.
• Bazaarvoice: Enterprise-focused user-generated content and product review platform serving retailers and brands. Closely comparable to Reclame Aqui's RA Reviews and RA Brand Page products, with similar B2B SaaS revenue model and integration-first approach to e-commerce platforms.
• Trustvox: Brazilian e-commerce review platform acquired by Reclame Aqui in January 2019. Now operates as a sub-brand powering RA Reviews, but historically a direct competitor in the Brazilian online-store reviews category with deep Shopify and e-commerce integrations.

Broad incumbents

• Yelp: Long-established consumer review and local business search platform. While U.S.-focused, Yelp is the global archetype for the consumer review and business reputation category that Reclame Aqui has built in Brazil, with comparable B2B advertising and brand-page monetization mechanics.
• Google Customer Reviews: Google's free product review program integrated across Google Search, Shopping, and Ads. Represents indirect competitive pressure on Reclame Aqui's B2B review-collection business, since SMBs may default to Google's free, integrated alternative.

Emerging players

• Yotpo: E-commerce marketing platform offering reviews, visual UGC, SMS marketing, and loyalty tools to Shopify and direct-to-consumer brands. Overlaps with Reclame Aqui on the reviews and consumer-trust layer, with stronger integrations into global e-commerce stacks.
• PowerReviews: Enterprise UGC and ratings-and-reviews platform serving large retailers and brands. Comparable to Reclame Aqui's B2B review and ratings offerings, with deep integrations into e-commerce platforms that compete for the same business customers in Latin America.

Others

• Consumidor.gov.br: Brazilian government-operated consumer complaint and mediation platform run by the National Consumer Secretariat (Senacon). Complementary rather than competitive to Reclame Aqui, but represents an adjacent channel for consumer dispute resolution that businesses must also monitor.
• Procon: Brazilian state-level consumer protection agencies that mediate formal consumer complaints. Not a direct competitor but part of the broader consumer-rights ecosystem in which Reclame Aqui operates; businesses track both channels as part of their reputation management workflows.
• Axur: Brazilian cyber threat intelligence platform that powers Reclame Aqui's Detector de Site Confiável fraud-detection feature. Functions as a key technology partner and ecosystem participant rather than a direct competitor, but adjacent in the online brand-protection space.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/reclameaqui
• Facebookfacebook.com/ReclameAqui
• LinkedInlinkedin.com/company/reclame-aqui

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Reclame Aqui