Word Of Mouth Online

What Word Of Mouth Online does

Word Of Mouth Online Pty Ltd is a privately-held Australian company founded in 2007 that operates wordofmouth.com.au, a two-sided service-review marketplace connecting Australian consumers with local service businesses. The platform aggregates verified customer reviews across trades (builders, plumbers, electricians, painters, tilers, carpenters), personal care (hairdressing), and other household and professional service categories, and additionally facilitates quote requests where consumers can post a job and receive responses from up to three registered businesses. Its underlying technology centers on a review-aggregation and management platform with a proprietary TrustFactor Verification System that authenticates reviewers through email, mobile, and Facebook linkage, paired with visual Verified Review Badges on business profiles; the platform does not expose a public API, SDK, or native mobile app.

The business model is a freemium-to-subscription funnel. Consumers access search, comparison, and quote-request functionality for free, generating organic traffic that is monetized on the supply side through paid business subscriptions. The Essentials Plan provides enhanced business profiles and marketplace visibility, while Word of Mouth Pro offers a full reputation-management suite including a dashboard, review campaigns, Google Rating sync, and growth analytics. Lead generation through job-quote matching and a structured Happy Customers Program for systematic review collection supplement the core subscription revenue. Word of Mouth serves two primary customer segments — Australian service businesses (primarily SMB tradespeople and professionals) seeking reputation building and lead generation, and Australian consumers seeking trustworthy, verified information before hiring service providers. The company operates from Melbourne (Ground Floor, 470 St Kilda Road) and is bootstrapped with no disclosed funding, parent company, M&A activity, or leadership-team bios available in the source data.

Name

Word Of Mouth Online

Legal name

Word of Mouth Online Pty Ltd

Website

https://wordofmouth.com.au

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Word Of Mouth Online is an Australian service-review marketplace founded in 2007 that connects consumers with local SMB service businesses across trades, personal care, and professional services via verified reviews and quote requests.

Ownership category

akta.pro rank

Product category

Online Service Review Marketplace

NAICS

Marketing Research and Public Opinion Polling (541910), Web Search Portals and All Other Information Services (519290), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Online Reputation Management (ORM) (MPAAAOAB)

akta.pro secondary industry

Text Analytics & Information Extraction (NER, classification, sentiment) (HDAAADAA)

Keywords

• Service review platform
• Business review directory
• Reputation management software
• Local lead generation
• Verified customer reviews

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Business Subscription Plans: Premium subscription tiers (Essentials Plan, Pro) offering enhanced business profiles, review management tools, and promotional features for Australian service businesses.
2. Lead Generation - Job Quotes: Platform facilitates quote requests from consumers, connecting them with registered businesses. Businesses receive leads through this matching service.
3. Free Business Listings: Basic free listing for businesses with premium upsell opportunities for enhanced visibility and features.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

Word of Mouth Online operates an Australian service review platform that connects consumers with local service businesses through verified reviews, ratings, and quote requests. The platform aggregates user-generated reviews for tradespeople, contractors, and service professionals, and monetizes through paid business subscription plans (Essentials and Pro) offering reputation management tools and lead matching.

Product overview

Word of Mouth Online operates as a reviews platform connecting consumers with local service businesses across Australia. The core product is the Word of Mouth Platform, which aggregates verified customer reviews and provides quote comparison services. The portfolio includes Word of Mouth Pro as a premium subscription tier offering reputation management tools (dashboard, campaigns, Google Rating sync), and the Essentials Plan for free and paid business listings. The Happy Customers Program is an add-on feature for systematic review collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Word of Mouth Platform Australia's #1 service review platform connecting customers with local service businesses through verified reviews, ratings, and quote comparison services. Enables businesses to build online reputations and customers to make informed hiring decisions.
• Word of Mouth Pro

Quantifiable outcome

• 78% of people trust customer recommendations above all other types of advertising
• +1 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators5 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• ProductReview.com.au: Australia's other major consumer review platform for products and services. Directly competes with WOMO in the Australian service review category, operating a similar review aggregation model with a comparable SMB and consumer audience.
• Oneflare: Australian online marketplace connecting consumers with local service professionals. Directly competes with WOMO on quote-request lead generation and trades/home services marketplace dynamics in Australia.
• TrueLocal: Australian local business directory and review site owned by Sensis (Telstra). Directly competes with WOMO in Australian local service discovery, with similar listings and reviews functionality for trades, professional services, and home services.
• hipages: Australian home services marketplace connecting consumers with tradies. Directly overlaps with WOMO on consumer-to-tradie lead generation, quote requests, and Australian geographic focus, though hipages is more transaction-focused.

Broad incumbents

• Yelp: Established global leader in local business reviews with a freemium business subscription model. Mirrors WOMO's two-sided marketplace structure, though Yelp focuses primarily on the US market and adjacent geographies.
• Trustpilot: Global consumer review platform with a freemium SaaS model for businesses and a strong presence in Australia. Competes with WOMO on premium reputation management subscriptions and consumer trust signals, though Trustpilot serves a broader range of business categories globally.
• Podium: US-based reputation and customer communication platform for SMBs. Comparable to WOMO Pro in offering review management, customer messaging, and lead conversion tools, with deeper integrations into vertical-specific workflows.
• Yellow Pages Australia: Legacy Australian business directory with added reviews and ratings functionality. Comparable to WOMO's listing and discovery model for Australian service businesses, with broader category coverage and established brand recognition.
• Birdeye: Leading multi-product reputation management SaaS platform serving SMBs and enterprises. Comparable to WOMO's Pro tier offering, with deeper CRM integrations, mobile apps, and broader feature set targeting similar SMB customer segments.

Regional players

• Checkatrade: UK-based tradesperson directory and review platform with strong vetting/verification model. Comparable to WOMO's TrustFactor verification approach and trades-focused service categories, though operating in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/WOMOcomau
• Facebookfacebook.com/WOMOcomau
• LinkedInlinkedin.com/company/word-of-mouth-online-pty-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Word Of Mouth Online