Rate My Service

What Rate My Service does

Rate My Service (RMS) is a cloud-based, white-label review management SaaS platform founded in 2021, operating under the legal entity DNA SAAS LABS, LLC (registered in Delaware, USA) with operations based in Cape Town, South Africa. RMS targets digital marketing agencies, technology agencies, and lead generation agencies, providing them a 3-in-1 platform that they can resell to service businesses under their own branding. End-client segments include local retailers, hospitality providers, and professional service firms seeking to collect and manage online reviews. In August 2025, RMS was acquired by Ajua, an African customer experience platform, as part of Ajua's strategy to become the largest CX platform on the African continent.

The platform combines three core modules: an Email Signature Widget that prompts customers to leave reviews through everyday email communications, a QR Code Review App for in-store and on-site feedback collection, and a Social Media Automation feature that reposts positive reviews to Facebook. A Smart Review Routing capability filters negative ratings into internal feedback channels before they reach public review platforms such as Trustpilot, Yelp, Tripadvisor, Google, and Booking.com. Supporting integrations include Google OAuth2, Microsoft Azure AD (for staff imports), Stripe (for white-label client billing), Mandrill/Mailchimp (transactional email), Outscraper and Google Maps API (review fetching), Tawk.to (support), Google Tag Manager, and ReCaptcha. The platform is self-attested GDPR and CCPA/CPRA compliant.

RMS operates a B2B2B distribution model. Agencies purchase tiered white-label bundle packages at one-time fees ranging from $69 (Start-Up Bundle) to $552 (Unlimited Agency / White Label), and resell to their clients at suggested monthly subscription prices of $9 (Self Employed), $29 (Start-Up), $99 (Corporate), and $249 (Enterprise). The company also offers a 14-day free trial and has listed lifetime deals on AppSumo. Prior to the Ajua acquisition, the company was bootstrapped, ran with 1-10 employees, maintained a globally distributed digital agency customer base, and disclosed no venture capital funding rounds.

Name

Rate My Service

Legal name

DNA SAAS LABS, LLC (t/a Rate My Service)

Website

https://ratemyservice.io

Company type

Private

Founded year

2021

Operating status

Acquired

Headcount range

1–10 employees

Short description

Rate My Service is a white-label SaaS review management platform that enables digital marketing, technology, and lead generation agencies to collect, route, and display customer reviews under their own branding across major review sites.

Ownership category

akta.pro rank

Product category

Reputation Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (5182), Advertising, Public Relations, and Related Services (5418)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Reputation Management & Guest Feedback (THALACAK)

akta.pro secondary industry

Billing, Payments & Subscription Support (BPAAABAC)

Keywords

• White-label review management
• Customer feedback software
• Online reputation management
• Agency reseller platform
• Review collection SaaS

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. White-Label Software Resale: Agencies purchase bundled codes/packages and resell the review management software under their own branding at their own price points. Agencies bundle review management into SEO or website retainers, sell as standalone monthly subscription, or use as value-add for client retention.
2. Agency Bundle Packages: Tiered bundle pricing from $69 to $552 for agency white-label packages. One-time purchase of codes that can be resold to clients, with agencies setting their own client pricing to maximize margins.
3. Client Subscription Pricing: Suggested end-client pricing tiers: Self Employed $9/month, Start-Up $29/month, Corporate $99/month, Enterprise $249/month. Recurring monthly revenue from client subscriptions managed by agencies.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Rate My Service provides a white-label 3-in-1 review management SaaS platform that enables agencies and service businesses to collect, manage, and display customer reviews across multiple platforms (Trustpilot, Yelp, Tripadvisor, Google, Booking.com) under their own branding. The platform combines an email signature review widget, QR code review app, and social media automation, with smart routing that filters negative feedback to internal channels. Agencies resell the platform as a recurring subscription to their end clients, bundling it with SEO, lead generation, or website retainers.

Product overview

Rate My Service is a unified review management SaaS platform providing white-label 3-in-1 review management software. The core product consists of three integrated modules: the Email Signature Widget (for collecting reviews through email signatures), the QR Code Review App (for in-store and on-site feedback), and Social Media Automation (for reposting positive reviews to Facebook). Additional features include Smart Review Routing for filtering negative feedback. The platform is designed for agencies and service businesses, offering tiered White-Label Packages for reselling under custom branding.

Differentiator

Problem solved

Functional benefit

Products and services

• Rate My Service — White-Label 3-in-1 Review Management Software Cloud-based white-label review management SaaS platform that lets agencies and service businesses collect, manage, and display customer reviews across Trustpilot, Yelp, Tripadvisor, Google, and Booking.com under their own branding, with recurring subscription resale opportunities.
• Email Signature Review Widget Automated in-signature survey tool that prompts customers to leave reviews through everyday email communication, designed for service businesses and agencies' end clients to drive consistent review growth without manual follow-ups.
• QR Code Review App QR code-based feedback collection tool for in-store, invoice, or event use that enables customers to leave instant reviews at the point of service, targeted at local and service businesses.
• Social Media Automation Automation module that reposts positive customer reviews to Facebook to reinforce business credibility and keep business pages active with authentic customer feedback.
• Smart Review Routing (Negative Feedback Filter) Routing system that automatically redirects low-rating or negative customer feedback to internal channels rather than allowing it to be posted publicly on review platforms, protecting the online reputation of agencies' end clients.
• White-Label Reseller Packages for Agencies Tiered reseller packages (Start-Up, Corporate, x1 to Unlimited Agency tiers) that allow digital marketing, technology, and lead generation agencies to resell Rate My Service review management under their own brand with customizable logo, colors, agency branding settings, super admin account switching, and Stripe-enabled client billing.

Quantifiable outcome

• High-margin, recurring revenue for agencies with minimal operational overhead

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature6 records

Partnerships

One partnership is on record.

• AjuacoreStrategic or Co-development Partner · 14 August 2025Ajua, an African customer experience platform, acquired Rate My Service to strengthen its customer experience leadership across Africa. This acquisition marks Ajua's second acquisition after WayaWaya in 2021 and is part of Ajua's strategy to become the largest CX platform on the continent.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Grade.us: Grade.us is a white-label review management and marketing platform specifically built for marketing agencies to resell under their own brand. It is the closest direct competitor to Rate My Service's agency-focused white-label model.
• ReviewTrackers: ReviewTrackers is a review management SaaS that helps businesses monitor and respond to online reviews across multiple platforms. It overlaps with Rate My Service's multi-platform review aggregation and routing capabilities.
• Widewail: Widewail is a review management and reputation services provider offering review monitoring, response, and customer feedback tools. It is comparable to Rate My Service in serving multi-location and service-based businesses with review workflows.
• EmbedSocial: EmbedSocial is a UGC and review management platform that aggregates reviews from Google, Facebook, and other platforms into embeddable widgets. It competes with Rate My Service's social media automation and review aggregation features, including white-label options.

Broad incumbents

• Birdeye: Birdeye is a leading customer experience and review management platform serving multi-location businesses. It overlaps directly with Rate My Service's review collection and reputation management features, but at a much larger enterprise scale with a broader product suite.
• Reputation.com: Reputation.com is an enterprise reputation management platform combining review management, social media, and business listing tools. It competes with Rate My Service primarily at the larger end of the SMB market and in multi-location verticals.
• Podium: Podium is a well-funded customer interaction platform that combines review management, messaging, and payments for local businesses. It competes with Rate My Service in the online review and reputation management space, with deeper AI/automation features.
• Yotpo: Yotpo is an e-commerce-focused customer content platform with reviews, SMS marketing, and loyalty tools. While primarily e-commerce, its review management module competes with Rate My Service's review aggregation and syndication capabilities.

Others

• Trustpilot: Trustpilot is both a review platform partner (Rate My Service integrates with it) and a broader competitor offering its own review collection, management, and display tools to businesses directly.

Emerging players

• NiceJob: NiceJob is a reputation marketing platform focused on home service businesses, automating review collection and social sharing. It overlaps with Rate My Service's automated review generation and social posting features, especially for SMB service verticals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/ratemyservice
• LinkedInlinkedin.com/company/rate-my-service

Compliance2 records

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 Rate My Service