WOT Services

What WOT Services does

WOT Services, operating as Web of Trust, is a privately held consumer cybersecurity company founded in 2006 and headquartered in Helsinki, Finland, with 101-250 employees and a legal entity of WOT Services LP. It provides a community-driven website reputation platform that rates 60 million websites and adds roughly 10,000 reviews per day, delivered through a browser extension available on Chrome, Firefox, Edge, Opera, and Safari, mobile apps on iOS, Android, and Samsung Galaxy Store, and a paid developer API. Its technology combines crowdsourced user ratings with machine learning algorithms and daily updated blacklists to surface real-time safety signals via a traffic-light scoring system, with additional premium features covering adult content blocking, data breach monitoring (integrated with Have I Been Pwned), Wi-Fi scanning, and digital tracking protection.

The business model is freemium on the consumer side: the core extension is free, with premium subscriptions for advanced protections sold with a 30-day money back guarantee and processed via Stripe and PayPal, while developers and businesses access the reputation dataset through the paid WOT API. Distribution is product-led and marketplace-based, relying on browser and app store listings rather than direct sales, complemented by content marketing through the company blog, social channels, a community wiki and forum, and earned media coverage in publications such as CNBC, PC World, and USA Today. No revenue, ARR, or recent funding figures are disclosed; the only known funding round is a $1.3M raise in November 2012 led by Inventure with First Fellow Partners and Tesi, and Markus Suomi is identified as CEO.

Name

WOT Services

Legal name

WOT Services LP

Website

https://mywot.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

101–250 employees

Short description

WOT Services operates a community-driven website reputation platform, rating 60 million websites through a freemium browser extension, mobile apps, and a paid developer API, serving 5.5 million consumer users and enterprise integrators with real-time safety scoring.

Ownership category

akta.pro rank

Product category

Cybersecurity Software

NAICS

Security Systems Services (except Locksmiths) (561621), Investigation and Security Services (5616)

SIC

Services-Computer Programming Services (7371)

akta.pro primary industry

Spam, Fake Engagement & Content Abuse Prevention (HDADALAG)

Keywords

• Website reputation service
• Browser security extension
• Phishing protection software
• Website safety checker
• Crowdsourced security ratings

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Markets served

GTM type

B2C

Offering type

Software

Cost components

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

Revenue model

1. Freemium Browser Extension: WOT offers a free browser extension with basic safety features. Premium upsells include Adult Protection, enhanced Data Breach Monitoring, and advanced security features. The free tier allows users to run safety checks and receive basic protection.
2. WOT API Access: Programmatic access to WOT's website reputation database through their API. Developers and businesses can integrate WOT data into their applications. Requires paid license or subscription to access.
3. Premium Mobile Apps: Mobile apps for iOS and Android devices with enhanced security features beyond the free tier. Premium features include comprehensive data privacy protection and digital tracking protection.
4. 30-Day Money Back Guarantee Subscription: Premium subscription with 30-day money back guarantee, suggesting annual or monthly subscription plans for enhanced online protection services.

Pricing tiers

Go-to-market motion2 records

Distribution channels8 records

Marketing channels4 records

Core offering

WOT Services delivers a website reputation and safety platform that warns users about unsafe, phishing, or malicious websites before they visit them. Its core offering combines a free cross-browser extension, mobile apps for iOS and Android, and an online link-checker tool, all powered by crowdsourced community ratings and machine-learning algorithms, with a paid premium tier and a WOT API for business integration.

Product overview

WOT Services offers a unified online safety platform centered around its crowdsourced website reputation system. The core product is the WOT Browser Extension, available for all major browsers, which provides real-time safety warnings through traffic-light indicators based on community ratings and machine learning algorithms. This core offering is complemented by the WOT Mobile App for Android and iOS, the WOT Link Checker web tool for on-demand URL verification, and the WOT API for developers. Additional protective features include Data Breach Monitoring (powered by HIBP integration), Adult Protection for family safety, Wi-Fi Scanning for public network security, Safe Search for search engine protection, and Digital Tracking Protection for privacy. The platform serves over 5.5 million users with a database of 60 million websites and processes 10,000 reviews daily.

Differentiator

Problem solved

Functional benefit

Brands

• WOT Extension Premium Package: Premium subscription package offering enhanced protection features

Products and services

• WOT (Web of Trust) Browser Extension A cross-browser add-on that provides real-time website safety warnings and trust ratings, displaying traffic-light indicators next to search results and website addresses, and blocking malicious websites before users visit them. It is targeted at general consumer internet users and is free with optional premium upgrades.
• WOT Mobile App Mobile security application for iOS and Android that delivers website safety checking, browsing protection, Wi-Fi scanning, data breach monitoring, and adult content blocking. It is available on the Apple App Store, Google Play Store, and Samsung Galaxy Store and is intended for consumer users.
• WOT Link Checker Free online tool that allows users to verify whether any website, IP address, or specific URL is safe, leveraging community ratings, real user reviews, and machine-learning algorithms. It is targeted at consumer users and security researchers needing on-demand URL reputation lookups.
• WOT API Web service API that provides programmatic access to WOT's website reputation data, enabling developers and businesses to integrate trust scores and safety ratings into their own applications. It is targeted at developers and business customers and requires a paid subscription or license.

Quantifiable outcome

• 5.5 million active community users contributing to platform intelligence
• +3 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability4 records

Feature6 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• VirusTotal: VirusTotal (owned by Google/Chronicle) provides free file and URL scanning by aggregating multiple antivirus engines and community contributions, directly comparable to WOT's crowdsourced website reputation model and Link Checker tool.
• URLVoid (NoVirusThanks): URLVoid aggregates multiple website reputation and blacklist engines to score domain trustworthiness, directly paralleling WOT's community-driven reputation scoring and traffic-light safety rating system.
• PhishTank: PhishTank is a community-based collaborative clearinghouse for phishing data where users submit and verify suspected phishing URLs — a direct functional overlap with WOT's crowdsourced identification of unsafe websites.
• Sucuri: Sucuri provides website security scanning, blacklist monitoring, and reputation checking for site owners, overlapping with WOT's website-owner-facing reputation claims and safety scanning capabilities.

Broad incumbents

• Norton (Gen Digital): Norton provides consumer cybersecurity suites including anti-phishing, safe browsing, and identity protection that overlap with WOT's premium features, but operates as a broad incumbent with endpoint antivirus rather than a focused website-reputation tool.
• McAfee: McAfee offers consumer web protection, phishing alerts, and identity monitoring that overlap with WOT's premium feature set, but competes as a broad endpoint security incumbent rather than a specialist in website reputation.
• Kaspersky: Kaspersky provides URL advisor, anti-phishing, and safe browsing features within its consumer security suite, overlapping with WOT's core functionality but as part of a much broader endpoint security portfolio.
• Bitdefender: Bitdefender's consumer products include anti-phishing modules and web attack prevention that compete with WOT's premium features, though delivered as part of a full antivirus suite rather than as a standalone reputation service.
• Avast (Gen Digital): Avast offers consumer anti-phishing, browser safety, and web shield features that overlap with WOT's core proposition, but ships as part of a broad freemium antivirus suite rather than a reputation-first product.
• Trend Micro: Trend Micro provides consumer and enterprise web reputation services and anti-phishing capabilities that overlap with WOT's core feature set, competing as an incumbent cybersecurity vendor rather than a specialist community-driven platform.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/Web_of_Trust
• YouTubeyoutube.com/user/MyWOT
• Facebookfacebook.com/weboftrust
• LinkedInlinkedin.com/company/wot-services-ltd.

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds2 records

Investors4 records

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

M&A

Investments

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

Frequently asked questions about WOT Services