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#trstd. The trust infrastructure for People, Brands and AI.

In the age of AI, trust must be verifiable.
#trstd is the open trust infrastructure that enables people, brands and AI to identify each other, exchange verifiable trust signals and interact with confidence.

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Access to the trust infrastructure is free and remains free. Trust is earned, never bought. Paid plans add advanced services.

Know what’s real. #NoMoreFakes.Recognise genuine websites and AI agents, trust verified experiences and keep your trusted interactions in one place.#trstd for PeopleVerify AI agents. Control visibility.Become verifiable to People and AI, and control access and interactions based on trust. The foundation for AI visibility.#trstd for BrandsBuild AI agents that earn reputation.With #trstd <protocol>, they prove their identity, build reputation through behaviour and exchange machine-readable trust signals with Brands.#trstd for AI

AI has exposed a funda­mental truth. Digital Trust must be verifiable.

A
AI is becoming the first point of contact between people and brands.

AI searches, filters, recommends, grants access and increasingly acts on behalf of people and brands. It shapes which brands are found, which information is trusted and which actions are taken.

B
Fake websites, fake identities and AI‑amplified deception are harder to detect.

Phishing and brand impersonation mislead people and create doubt around legitimate brands. AI agents can be fooled too by fake reviews and fake identities. When anything can look real, doubt spreads.

C
When fakes scale industrially, what’s real loses visibility in the noise.

People, Brands and AI need trust they can verify and act on. Otherwise, what is false scales, while what is real disappears beneath it. #trstd provides the shared trust layer that lets all three interact with confidence.

Trust only works when it goes both ways. Mutual, and verifiable.

Bidirectional trust
between all three
Explore the Trust Ecosystem

Designed as an open trust layer for the AI era. Built on open standards.

HTTPS
Secure communication
Web Bot Auth
Authenticated AI requests
TSAI
Trusted AI interactions
Verifiable Credentials
Portable digital proofs

Verified, trustworthy interactions build trust. Continuously. At scale.

30M+
verified identities
30M+verified identities
30K+registered websites
175M+customer reviews
800M+buyer protections
€62B+protected purchases
30M+verified identities
30K+registered websites
175M+customer reviews
800M+buyer protections
€62B+protected purchases

Built on more than 25 years of Trusted Shops trust expertise and its established community of trust.

How governance worksStandards, Security & Privacy

Trust is built interaction by interaction. Keep yours in view.

Core participation gives every actor a practical place to understand trusted relationships, relevant signals and actions.

#trstd App

Protect yourself from fakes
Find verified Brands and websites
Fake-shop warnings
Notifications
Your #trstd Secret and identity
Write reviews and see responses
Manage your Buyer Protections

Know what’s real and manage your trusted digital interactions in one place.

Explore #trstd for People

Brand Control Center

Brand and domain verification
Website authenticity
Trusted interactions
AI traffic
Access policies
Reviews and reputation
Relevant actions and alerts

Prove who you are, understand who interacts with your Brand and manage access based on trust.

Explore #trstd for Brands

AI Operator Console

Registered agents
Operator bindings
Credentials and capabilities
User mandates
Behaviour and reputation
Status and revocation
Relevant trust signals

Manage how your agents identify themselves, build reputation and participate across the ecosystem.

Explore #trstd for AI

At #trstd, trust is proven. Not claimed. Never bought.

Trust starts with verified identity and is earned through trustworthy behaviour, interaction by interaction. That reputation has to be built. It cannot be bought.

That is why core participation in #trstd is free for People, Brands and AI.

Request Early Access

Paid services add control, assurance and protection. Never a better trust status.

What’s happening. See the latest from #trstd

All updates
StoryDebeka · BrandHow Debeka handles impersonation attempts.Placeholder story slot: a verified insurer describing how customers recognise the real Debeka, how fake offers are reported and what changed over a full quarter.StoryPersonA person using #trstd Login every day.BrandCEWEWhy a red brand puts its identity on the trust layer.Fake RadarCurrent warningParcel scam texts: the current wave.Placeholder slot for the current fake and impersonation observations.Release notev2.4.0#trstd <protocol>: faster revocation, rotating credentials.AwardRecognitionRecognition for verifiable trust work.PartnershipAmazon Web ServicesRunning the trust layer on hyperscale cloud infrastructure.Placeholder story slot for the cloud partnership behind #trstd: elastic verification workloads, regional data residency in Europe and audited infrastructure that scales with every verified interaction.PersonBefore checkoutVerifying a shop before checkout.PressARD#trstd in the trust and identity debate.PartnersCommunityWho is building on the trust layer.Placeholder story slot for partner organisations adopting verifiable identity and reputation across their own products.Fake RadarDefensesDefenses that actually hold up.CommunityInsideInside the community of trust.

Questions about #trstd?

#trstd is the open trust infrastructure for People, Brands and AI. It makes identity, behaviour and reputation verifiable, so all three can identify each other, exchange verifiable trust signals and interact with confidence.
People who want to know what’s real, Brands that want to be verifiable to People and AI, and AI operators whose agents need a verifiable identity and a portable reputation.
Trust starts with verified identity. Each verified interaction adds evidence, and consistently trustworthy behaviour builds reputation over time. Identity, Behavior and Reputation together make trust verifiable.
Each side checks the other and is checked in return. People see who operates an agent and what it may do; AI reads verified Brand identity and access terms; Brands assess agent identity, authority and reputation to decide access.
Operators register each agent, establish its persistent identity and receive credentials. With #trstd <protocol>, agents present verifiable identity and mandates, and earn context-specific access based on behaviour.
Yes. Core participation is free for People, Brands and AI. Membership is the primary relationship; tools, services and documentation support it.
No. Paid services add control, assurance and protection. Never a better trust status. Reputation has to be built, interaction by interaction. It cannot be bought.
Identities, interactions and trust data are protected by design, and Brands can verify a person without needing unnecessary personal data. See Security & Privacy for the full picture.
The foundation is standards-first and protocol-neutral: HTTPS, Web Bot Auth, TSAI and Verifiable Credentials, alongside decentralised identifiers and agent protocols such as MCP and A2A.
They continue and become part of the trust layer. The Trustmark and Buyer Protection remain, with Trustbadge AI+ making trust verifiable on your site for agentic commerce.