Better Business Bureau review
A trust-focused local directory combining ratings, reviews, complaints, and dispute resolution.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Better Business Bureau (BBB) is a web-based business directory serving the United States and Canada. It is designed for consumers comparing local businesses and for businesses that want a public profile, customer reviews, marketplace information, and trust signals. Searchers can look up companies by business name and location, then review ratings from A+ to F, customer feedback, complaint histories, accreditation status, and complaint-resolution information. Businesses can request a free listing, claim an existing profile, and collect reviews.
The free business listing provides a business profile and exposure on BBB.org. Paid BBB Accreditation adds an Accredited Business designation, a BBB Accredited Business Seal, enhanced profile benefits, and access to accreditation-related tools and resources. Accreditation dues are annual and vary by local BBB and business factors. Accredited businesses can also receive Get a Quote requests, giving the paid tier a more direct lead-generation role alongside its trust and verification benefits.
BBB’s main distinction is the breadth of its trust and dispute-related features. In addition to ratings, reviews, complaint histories, and profile verification, it supports complaint resolution, mediation, and arbitration. Consumers can report scams through BBB Scam Tracker, while businesses can use profile-claiming and accreditation tools to manage their directory presence. The trade-off is focus: BBB is a web-only directory centered on local business credibility rather than a broad multi-platform marketing system. Choose it for public trust signals and complaint transparency; consider an alternative if mobile access or wider platform coverage is central to your directory strategy.
Better Business Bureau pros and cons
- Where it wins
- A+ to F ratings and public complaint histories
- Accreditation, verification, mediation, and arbitration
- Free business profiles with listing claims and reviews
- Where it doesn't
- Coverage is limited to the web
- Accreditation requires annual dues
- Accreditation fees vary by local BBB and business factors
Better Business Bureau fact sheet, pricing and score →
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