which.co.uk

Website

which.co.uk

Which? | Expert testing, reviews and advice - Which?Which? works for you reviewing products and services, so that you make the best purchase decisions for your needs.

Checked on 12 Nov 2026, 20:57Unclaimed

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Truth score

Truth score 88 out of 100, High truth signals. Customer satisfaction: insufficient evidence

88/ 100

High truth signals

Top 10% of businesses we’ve checked

Business details

Category: Reviews and ratings site
Years in business: 65 years
Founded: 1957
Sells: Subscription or membership
Sells to: The public
Licensed trade: No licence normally needed
Domain age: 31 years
Address: 2 Marylebone Road, London, NW1 4DF
Email address: support@which.co.uk
Phone number: +44 29 2168 2899
Contact page: Not found
Website: which.co.uk
Social media: Not found

Do the sources agree?

Company name: WHICH? LIMITED Its website agrees Companies House agrees

Customer reviews, accreditations and complaints

No reviews we could readWe looked on SmartCustomer, G2, Capterra, Reviews.io, Feefo, Trustindex, ComplaintsBoard and ConsumerAffairs

Trustpilot reviews are not included in this assessment. This business also has a Trustpilot page, which may contain additional customer reviews. We recommend checking these alongside the reviews shown here.

Customer satisfactionInsufficient evidence· No reviews found

App experienceInsufficient evidence· No app ratings found

Summary

Is which.co.uk legit and trustworthy? Truth score 88 out of 100, high truth signals: 8 public checks clear, 1 not found, 1 for information. Legitimacy confidence: high. App experience: insufficient evidence. Customer satisfaction: insufficient evidence.

which.co.uk is run by Which? Limited, an active UK company registered at Companies House 65 years ago, and was founded in 1957. Its website address was registered 31 years ago, and is locked against transfer to someone else. No malware or phishing warnings found for its website. We could not find social media profiles or a customer rating.

Positives

An active UK company registered at Companies House, set up 65 years ago.
Its website address was registered 31 years ago.
No malware or phishing warnings found for its website.

Not found

Social presence information was not found from our checks.
Reviews information was not found from our checks.

Our technical team has been informed.

Important context: Truth Signal weighs public evidence about this business. A high score means strong evidence that the business is established and legitimate, not a promise that it is safe to buy from or that every purchase will go well. A low score means the evidence is thin or raises concerns, not that the business is unsafe or a scam.

What they offer

Which? works for you reviewing products and services, so that you make the best purchase decisions for your needs.

— Which?, in their own words

About them

Customer stories: Air fryers

SourcesIts homepage

How to check if which.co.uk is legit

To check if which.co.uk is legit yourself, look at the same public records we did: the company register, who owns the web address and since when, customer reviews (where buyers leave praise and complaints), visitor numbers, how long the site has existed, social profiles, malware lists, data breaches and email security. Each row below shows what that record says about which.co.uk; open a row to see the facts and the source to check them yourself. Step by step: how to know if a shopping site is legit.

Who they are

Company detailsAn active UK company registered at Companies House, set up 65 years ago

Its registered office at Companies House is 2 Marylebone Road, London, NW1 4DF
Its latest accounts at Companies House run to 30 June 2025
It has filed at Companies House regularly for the last five years, with no gap longer than 15 months
Registered with the Information Commissioner's Office (ICO) to handle personal data

Country

Where the company is based: UK
Why we believe that: it is registered at Companies House, which is a registration for UK businesses, its terms are governed by the laws of England and Wales
Which countries the company serves: UK
Why we believe that: its address ends .uk, £ prices on its homepage

Registration

Companies House registration: Registered as WHICH? LIMITED
Data protection registration (ICO): Registered, number Z7154913
VAT number: Not found

Companies House register

Company found in official company register: Yes
Registered company name: WHICH? LIMITED
Company status: active
Company age: 65 years
Registered address: 2 Marylebone Road, London, NW1 4DF
Accounts overdue: No
Confirmation statement overdue: No
Insolvency history: No
Registered office in dispute: No
Filing history consistent: Yes
ICO data-protection fee payer: Yes
Registered to do: 58142 Publishing of consumer and business journals and periodicals
58190 Other publishing activities
Previous names: CONSUMERS' ASSOCIATION LIMITED (31 Jan 1987 to 1 Apr 1995)
CONSUMER PROTECTION LIMITED (13 Dec 1960 to 31 Jan 1987)
Company type: Private limited company

Size and borrowing

Accounts filed: Full accountsThe most detailed kind a company files.
Secured loans (charges): 0No secured loans outstanding at Companies House.

From Wikipedia

Type (Wikipedia): private company limited by shares
Founded: 1957
Employees: 792
Revenue: 100521000 pound sterling

SourcesCompanies House Wikipedia ICO register entry

Domain registrationIts website address was registered 31 years ago

Its website address is locked against being transferred to someone else

Domain age: 31 years
Domain transfer lock enabled: Yes

SourcesICANN Lookup

Website detailsWe read 3 of its pages: about, terms and privacy

Company contact email is available

HTTPS enabled: Yes
Contact phone number found: +44 29 2168 2899
Contact page linked: Yes
Hosting company: Amazon Technologies Inc.

SourcesHomepage About page Privacy page

Search engines and AILets in search engines and AI answers; blocks 1 of 7 AI training tools

Which search engines and AI tools its robots.txt file lets read the website. Search engines list it in results; AI training tools learn from it; AI answer tools read it to answer someone’s question.

Search engines

All allowed

Google Search: Allowed by defaultGooglebot
Bing: Allowed by defaultBingbot

AI training

1 of 7 blocked

OpenAI: Allowed by nameGPTBot
Anthropic: Allowed by nameClaudeBot
Google AI: Allowed by nameGoogle-Extended
Apple AI: Allowed by defaultApplebot-Extended
Common Crawl: Allowed by defaultCCBot
Meta: Allowed by defaultmeta-externalagent
ByteDance (TikTok): Blocked by its robots.txtBytespider

AI answers

All allowed

ChatGPT search: Allowed by defaultOAI-SearchBot
ChatGPT: Allowed by nameChatGPT-User
Claude search: Allowed by nameClaude-SearchBot
Claude: Allowed by nameClaude-User
Perplexity: Allowed by namePerplexityBot

User-agent: Bytespider
User-agent: Dotbot
User-agent: PetalBot
Disallow: /
User-agent: GPTBot
User-agent: ChatGPT-User
User-agent: Google-Extended
User-agent: Amazonbot
User-agent: Linkup
User-agent: PerplexityBot
User-agent: Perplexity-User
User-agent: ClaudeBot
User-agent: Claude-SearchBot
User-agent: Claude-User
User-agent: Claude-Web
Disallow: /reviews/skincare/article/best-led-masks-a2qS83V7Qiat
Disallow: /reviews/nutrition-and-supplements/article/best-multivitamin-supplements-ayQZG4q4kyL1
Disallow: /reviews/air-fryers/article/how-to-buy-the-best-air-fryer-aTeOo5k172u0
Disallow: /reviews/robot-vacuum-cleaners/article/how-to-buy-the-best-robot-vacuum-cleaner-aG8rV0p2VwZc
Disallow: /reviews/televisions/article/how-to-buy-the-best-tv-a9tS88t0XIjP
Disallow: /news/article/things-we-loved-this-black-friday-aGzVQ7P7ah2L

Sourcesrobots.txt

Reputation and track record

Customer reviews, accreditations and complaintsIt has a review page on Trustpilot

Platform	Rating	Reviews
Trustpilot	Unknown	Unknown

Business mentions1 thread on Reddit mentions this business

Platform	Thread	What it says
Reddit, r/AskUK	Does anyone here pay for 'Which? ' membership? Is it worth it?	“Which is good if you need to purchase appliances but for a company that reviews things they really don't review very much else to make it very useful day to day. The world is full of stuff I'd like independent advice on but which seems a bit limited in scope.”

Visitor trafficReal people visited its website in 24 of the last 24 months

Real people have visited its website since February 2021 or earlier
It is among the 50,000 most-visited sites on the internet (Cloudflare Radar)

Monthly visitor data

Popularity among Chrome users: top 50,000 sites
First known user traffic: Feb 2021 or earlier
Months with real traffic, of the last 24: 24
Traffic pattern: sustained
Rank jump in the last 12 months: none
Rank drop in the last 12 months: none

Cloudflare Radar

Popularity across the internet: top 50,000 sites

Where its visitors are

Share of people looking up which.co.uk, by country, over the last 2 days.

Over 50%
5 to 50%
1 to 5%
0.2 to 1%
Under 0.2%
None seen

1United Kingdom60.7%
2United States12.4%
3Singapore11.3%
4Germany2.5%
5Puerto Rico2.2%
6Indonesia1.8%
7Austria1.5%
8Brazil1.5%
9Canada1.5%
10Netherlands1.5%

Top 10 of 18 countries.

SourcesChrome UX Report Cloudflare Radar

Web history and authorityThe Internet Archive first saved a copy of its website 26 years ago

Website archive history: 26 years

SourcesFirst archived copy

Social presenceWe could not check how big its social media following is: the check ran out of time.

What data this site collects about you

Tracking tools on its homepageGoogle Tag Manager

Named in its homepage's code when we read it. Others may load later, so this list may not be complete.

Google Tag Manager: Loads other tracking tools, which may not be listed here.

Uses OneTrust to ask which cookies you allow.

SourceIts homepage

Safety

Malware and phishingNo malware or phishing warnings found for its websiteThis check is not perfect: it can miss a harmful site, and it can wrongly warn about a safe one.

Malware or phishing threat status: None found

SourcesGoogle Web Risk

Data breach historyNo known data breach involving the company

Known data breaches found: 0

SourcesHave I Been Pwned

Domain and email securityIts email is protected: mail forged in its name goes to spam

MX records: Yes
SPF record: Yes
DKIM key: Yes
DMARC record: Yes
DMARC policy: quarantine

Certificate

Security certificate browsers warn about: No
Certificate issuer: Amazon
Certificate type: DV
Certificate expires: 29 Dec 2026

Hosting

Nameservers: ns-1422.awsdns-49.org
ns-177.awsdns-22.com
ns-1917.awsdns-47.co.uk
ns-523.awsdns-01.net
Address: 18.200.153.89
52.215.33.33
52.49.217.217

SourcesIts DNS records

Proof of ownership

What the business has done to prove it runs this website. Each proof adds points to its truth score, up to 5. A proof it has not added is never counted against it.

DNS recordNot added yet+3 possible

What we check: A record the business adds in its domain's settings. Only someone who runs the website can add one.
When we check: On every check. The points stay only while the record is there.
Points: 0 of 3 added

Sourcewhich.co.uk's DNS records

Run which.co.uk? Add the record and 3 points are added to its truth score.Prove you run this website

Email at its own domainNot added yet+1 possible

What we check: That someone at the business has confirmed an email address at its own website's domain.
When we check: When the address is confirmed. It counts from then on.
Points: 0 of 1 added

SourceTruth Signal's own records

Run which.co.uk? Confirm an email address at the domain and 1 point is added to its truth score.Prove you run this website

Lets our checker read itNot added yet+1 possible

What we check: That its robots.txt file names our checker, TruthSignal, and lets it read the whole website.
When we check: On every check. The point stays only while the file allows it.
Points: 0 of 1 added

Sourcewhich.co.uk/robots.txt

Run which.co.uk? Let our checker read the whole website and 1 point is added to its truth score.Prove you run this website

Points added to its truth score0 of 5

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