Buying reviews sounds like a tempting shortcut: more stars, better rankings, faster credibility. I’ve had multiple clients ask me the same thing — they send customers a link and get nothing, then consider buying reviews to fill the gap. The short answer is: don’t. The long answer explains why paying for fake reviews can cost you far more than the price of those reviews, and what to do instead.
Why buying fake reviews is a bad idea
There are three main problems I’ve seen again and again when businesses buy reviews:
- Account or profile suspension. Google can detect inauthentic behavior. If a business accumulates many fake or bot-generated reviews, Google may suspend its profile or account. The same risk exists on other platforms; Yelp, for example, uses filtering that often removes suspect reviews.
- Reviews get filtered or removed. Even if you pay for reviews, many will never appear publicly. Platforms filter out suspicious activity, so you can end up spending money and getting no visible benefit.
- Extortion and reputational danger. Worse, the providers of fake reviews sometimes use those relationships to extort money. I’ve seen sellers threaten to flood a profile with negative reviews unless the business continues paying. That leaves the business exposed: the seller knows you bought reviews and can weaponize that knowledge.
Real examples that show the danger
I’ve worked with clients who bought reviews and later faced headaches:
- One client had multiple locations and had purchased many positive reviews. When Google filtered out most of them, only reviews from genuine customers remained. The provider then pressured the owner to keep paying, and threatened to post negative content when payments stopped.
- Another client received emails warning that unless they continued to buy reviews, negative reviews would be posted. We had to temporarily hide business profiles while we resolved the situation. That led to lost visibility and lost clients.
“If you don’t pay me, I’m going to put nothing but negative things on your business profile.”
That sort of threat is real and can be damaging. Paying that person only encourages further extortion — and gives them power over your reputation.
What to do instead: ethical, effective review strategies
Building authentic reviews takes more time than buying them, but it’s sustainable and safe. Here are practical steps you can implement immediately.
Make it easy for real customers to leave reviews
- Ask at the right moment. Request a review when the customer is most satisfied — at checkout, after a successful service, or once a product is delivered.
- Send a direct link. Use the Google review link for your listing in follow-up emails or SMS messages so customers can leave feedback with minimal friction.
- Use signage and receipts. In-store signs, receipts, or business cards with a clear call to action and URL or QR code help prompt reviews.
Encourage honest, local reviews
Reviews from real, local customers hold more weight with both users and platforms. Encourage customers to describe what they liked about the product or service — specific, authentic reviews are harder for filters to flag and more helpful for potential clients.
Respond to every review
Replying to reviews — positive and negative — shows that you care and improves trust. Thanking customers for positive feedback and addressing concerns in negative reviews demonstrates credibility and often encourages customers to update their ratings.
Use review management ethically
Consider tools or services that help collect and organize reviews without manipulating ratings. Automated email sequences, SMS reminders, and CRM integration can increase legitimate review volume without risking policy violations.
What to do if you’ve already bought reviews or are being threatened
- Stop paying immediately. Continuing payments only increases the likelihood of future demands.
- Document communication. Save emails, messages, and invoices from the seller in case you need to report extortion.
- Flag fraudulent reviews. Use Google’s and Yelp’s reporting tools to report fake reviews. Provide documentation if available.
- Contact platform support. Explain the situation to Google My Business support or Yelp support to seek remediation.
- Consider legal help if threats escalate. Extortion and threats of damaging your business reputation can be illegal and may require law enforcement or legal counsel.
Final recommendation
Buying reviews is a short-term illusion with long-term costs. Platforms are increasingly sophisticated at detecting inauthentic activity, and the biggest risk isn’t just filtered reviews — it’s losing control of your reputation to bad actors who can extort or sabotage your listings.
Invest the same money in systems that collect legitimate reviews: better customer follow-up, easier review links, staff training on asking for feedback, and review management tools. Real reviews build sustainable trust, protect your business, and withstand platform scrutiny.
Don’t buy fake reviews. Focus on getting real ones from real customers — it’s safer, smarter, and more effective.
