Trust Score.
The Trust Score is part of Reputation AI Pro ($99/month CAD). It was part of Growth until the September 2026 repackaging. See Billing & your account.
One number, 0–100, for how trustworthy your business looks to somebody who is about to call you — and, more usefully, the breakdown of what is holding it back.
It sits at the top of your Reputation AI dashboard, with the trend behind it and the two or three things worth doing next.
The number is arithmetic, not AI
The score is calculated, not generated. You will make staffing and spending decisions off this number, and “the AI decided” is not an acceptable answer to “why did it drop four points”.
Tenlo’s AI writes the prose around the score. It never produces the score.
What goes into it
Six components, each weighted:
| Component | Weight | What it measures |
|---|---|---|
| Rating | 25% | Your average star rating, and how many reviews it’s built from |
| Review flow | 20% | How many reviews you’re getting, and whether that’s rising or falling |
| Freshness | 15% | How recently the last one arrived |
| Response habit | 15% | What share of reviews get a reply, and how fast |
| Recovery follow-through | 15% | How much of what you raise on the recovery board you actually close — and how much is overdue right now |
| Platform coverage | 10% | How many review platforms you’re actually connected to |
Every component shows its own sub-score, the evidence behind it, and the single most useful next action. Click the score to expand the breakdown.
A score with no next action is a vanity metric. That’s why “Rating: 62” is always accompanied by something like “that’s 16 more 5★ reviews to reach 4.5”.
Grades
| Grade | Score |
|---|---|
| A | 90–100 |
| B | 80–89 |
| C | 70–79 |
| D | 60–69 |
| F | Below 60 |
When a component can’t be measured
Missing data contributes zero to the total and is reported as not measured yet — never as a failure, and never silently.
This matters most in your first weeks. A business that has just moved to Growth has no recovery history, so Recovery follow-through has nothing to measure. Rather than quietly awarding a mysterious 85/100, the score shows its coverage — what fraction of the scoring weight was actually measurable — whenever that is less than 100%.
A new account frequently scores lower than it deserves, because half the inputs have no history behind them yet. The coverage line is there so you can tell “we’re doing badly” apart from “we haven’t been measuring long enough”. Both are honest; only one needs fixing.
The trend
Your score is snapshotted weekly, on Monday mornings. The sparkline next to the number is that history, and the delta compares today with the start of the trend.
Weekly rather than daily is deliberate: review volume for a typical local business is low enough that a daily line is mostly noise.
In your monthly report
The monthly report includes your current score, its grade, the change over the period, the coverage figure, and the next actions — the same content, mailed to you rather than waited for.
Frequently asked
Can I change the weights? Yes, but not from the dashboard yet. They’re stored per business — email us if the defaults don’t reflect how your market works.
Is this comparable to another business’s score? No, and it isn’t meant to be. It measures how you are doing against what you could be doing. If you want a comparison, that’s Competitors.
Why did my score drop when nothing bad happened? Most often Freshness. If reviews stop arriving, the component that measures recency falls even though nothing negative occurred. The breakdown will say so.
Does responding to old reviews help? It helps Response habit, which is 15%. It does nothing for Rating or Freshness — those need new reviews, which is what campaigns are for.